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Weekly Roundup – Ads.txt Aggregator, Google’s New Privacy Policy, and more!

Ad tech Weekly Roundup
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IAB Tech Lab serves Ads.txt Aggregator in a SaaS Way!

According to AdAuth (an advanced ads.txt validator), Google Ad Exchange has been authorized by 547,472 publishers and around 6,156 publishers have made mistakes while authorizing ‘google.com’ in their ads.txt files.

You guessed it. Just from a single Ad Exchange, 6000+ publishers are losing their revenue. On the other hand, advertisers are losing the best impressions and they have never been able to keep up with the ads.txt file updates made by publishers.

IAB Tech Lab is planning to put an end to this problem. Ads.txt Aggregator is a subscription-based ads.txt file crawler which can be used by advertisers to get updated versions of publishers’ ads.txt files.

The crawler is capable of trailing over 2 million domains. Any non-iab members can access it for $10,000 US per month and IAB members can access it for $5000 per month.

What’s the Catch?

Advertisers who cannot afford to pay DSPs or run an in-house Ads.txt crawler can use the iab service. IAB Ads.txt Aggregator has two major advantages over any other crawlers in the market.

  1. It Crawls over 2 million domains.
  2. It Crawls and updates ads.txt files every day.

We’ve helped our publishers by developing a free Ads.txt validator. You can use it too! 

Facebook Watch is investing in News Programming Shows

We’ve heard a billion dollar investment Facebook intended to make this year for its Watch. Now, the company has been in talks with publishers such as BuzzFeed, CNN, and Fox Media to fund News Programming Shows.

“will include a mix of daily briefings, weekly deep dives, and live coverage.”

– Alex Hardiman, Head of News Product.

Facebook’s Proposal?

Daily Programming shows will get $5 million to $10 million annually, while weekly shows will be paid around $1 million to $2 million. As per source, the funds are majorly based on cost per show rather than annual rates.

Watch Out Publishers:

Twitter has publicized its Live Outlet Option ((Bloomberg Tic Toc) for Publishers and Shows like AM to DM are yielding significant results too. Facebook Watch proposals have increased the choices for publishers even more than expected.

It’s time invest in Video and preferably adaptive ad formats.  

OpenX launches Opt-In Mobile App Video Exchange

After a successful test run with 100+ premium mobile applications, OpenX makes its Video Exchange available in full beta to brands across the globe. Advertisers can buy premium video inventory through its Exchange.

Win-Win-Win

Maggie Mesa, VP of Mobile Business Development at OpenX says “The OpenX opt-in video exchange delivers a rare win-win-win for the market providing advertisers with 100% viewable advertising experiences, app developers with significant and growing revenue streams, and consumers with an advertising solution that delivers value for their time and attention”

Alpha Results:

OpenX claims a successful alpha run with 2.5x in CMP and 30 percent increase in Completion rates. This is the first ever non-gaming Opt-In video exchange. So, advertisers who’ve invested in Pre-roll skippable videos are expected to buy from this exchange proactively than others.

For the first time ever, Google releases an understandable Privacy Policy update

Here’s how it starts:

“When you use our services, you’re trusting us with your information. We understand that this is a big responsibility and we work hard to protect your information and put you in control.”

Ahead of GDPR, brands especially, Advertising companies are updating their privacy policy and terms and conditions. Without any questions, Google needs to have an updated version of its privacy policy, as it has a lion’s share in Online advertising.

Surprisingly, after all these years Google released a privacy policy which is understandable and kinda fun to read. Go ahead and see for yourself. 

Agreed, its long. But what do you expect? It’s Google and they have a few hundred services online! The team has done a great job by distilling the complicated information in an easily digestible manner (Videos, bulletins, and images) and showered useful in-content extensions all over the page.

Google Privacy Policy Template
Let’s retrospect a bit. Shall we?

When Google announced its consent plan, digiday said something that went like this:

Google GDPR Plan Template
We’re sure that this privacy policy update can be a useful template too.

Publishers can serve ads to Apple News using DoubleClick for Publishers (DFP) 

Apple has officially allowed publishers to serve ads to their Apple News articles using DFP. The move is aimed at attracting more publishers to produce content exclusively for Apple News. As we briefed in our last week’s roundup, Apple paid BuzzFeed to premiere its show on Apple News.

Publishers can keep 100 percent of the revenue from the ads they sell directly. There is an option to allow Apple to sell ads, dubbed as ‘Backfill’. In Backfill, publishers keep 70 percent of the ad revenue.

What’s Included:

Standard Display ads including Animated GIF can be served using DFP.

What’s not included:

Pre-roll Video Ads, HTML5 Ads aren’t supported. (Source)

Automatad Team

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