DIAL: Digital Innovations Awesome List (October 2019)
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
RTB is in the center of debate for the future of programmatic advertising. With GDPR and companies having to update how they collect consent for data processing, the industry is facing a crisis on how to incorporate it into RTB while still being within regulations. Some believe that if you take data out of the equation, RTB is still possible, while others believe that the two go hand in hand.
Programmatic advertising is changing with the threats from regulators, platforms and browsers impacting the way user data is collected. Amongst some of the predicted changes include the demise of the third-party cookie, dominant players converging like SSPs and DSPs, and a future in an authenticated web.
Marketing Land interviews the CEO of French ‘drive-to-store’ marketing platform Teemo about how transparency can thread the digital needle between irrelevance and creepiness.
YouTube is introducing a new way for marketers to upload and manage their various video campaigns, leveraging machine learning to automatically serve “the most efficient combination” of ad formats at the individual user level.
What does $250 million cash plus 30% of equity in a combined company get you? Well that’s what Taboola is paying to acquire Outbrain in what may be one of the longest discussed M&A events in adtech history to create a content recommendation monster. The promise of the two content recommendation companies’ platforms is more efficiency for advertisers looking to buy sponsored links across the web, though some publishers are concerned around the quality of the recommendations.
Google Ad Manager will be rolling out first-price auctions by the end of September and since then, publishers have seen CPM increases between 9% – 50% as a direct result. Any type of transition of this size will initially see a price fluctuation, however, with bid shading, this is thought to even out over time.
Google is launching its own take on subscription-based access to premium mobile games and apps. This will be $1.99 for the first 12 months and then will be $4.99 after the first year. It is unclear what advertising opportunities will be, however, the potential is huge with subscriber data.
In-store shopping is seeing a resurgence as retailers continue to provide consumers with convenient and exciting purchase experiences. And with the holidays approaching, it’s important for retailers to evolve their in-store strategies to encourage repeat shopping.
In the 2 years since it’s launch, Pinterest’s AI-powered computer vision discovery tool has been enhanced to more easily perform searches from photos. And now users will begin seeing shoppable Pins—Pins with products, pricing information, and a direct link to checkout—directly into visual search results. The 2.5 billion objects that Lens can recognize range across home and fashion Pins, including tattoos, nails, sunglasses, cats, wedding dresses, plants, quilts, brownies, natural hairstyles, home decor, art, food, and more.