Internet ad spend has officially hit 50% this year.
Other news this week: qCPMs are on the rise, Sky Media reveals a new TV analytics tool, the reality of fraud in OTT, and more.
By 2021, internet advertising will account for 52% of total ad spend globally. While this alone seems like a positive upward trend, the growth rate is expected to be just 9%— meaning this is the lowest growth rate since the dotcom bubble burst in 2001. Heavy growth areas are online video and social media which are both expected to grow 18% and 17% by 2021.
The Rise Of The qCPM: Rewarding Quality In Programmatic Buying→
The new quality CPM (qCPM) helps advertisers steer clear of ad fraud and incentivizes them to look at performance factors beyond cost. The metric “only counts impressions that are viewable, with on-target delivery, optimal frequency and in brand-safe environments.” The qCPM metric has been around since 2014 but is just starting to gain popularity as early adopters are seeing its benefits.
Sky media is aiming to make the media buying experience easier for clients with its new analytics tool. Sky Analytics now gives users access to a portal to buy media directly instead of going through a sales representative. As the TV space continues to lose advertising budget to digital, simple, easy-to-use tools like this are a push to bring those dollars back to TV.
Think your TV ads are safe from fraud? Think again. AdLedger, a non-profit fighting fraud using blockchain and cryptography is on a mission to change that. The company released a report that stated that out of the ad requests for OTT inventory, 18% of them were fraudulent. AdLedger is hoping to reduce this number by integrating blockchain and cryptography into industry workflows.
Consumers in the UK are seeking tougher punishments for tech companies that misuse third-party data. According to a recent survey, 78% of consumers are wary of how their personal information is being shared yet only 12% of consumers have deleted one or more of their social media accounts. The CEO of personal data protection tool Spyridon Kleitsas states that this is a result of the current model being broken.
Move over Silicon Valley, there’s a new global tech hub in town. With GDPR becoming the global standard, the US risks losing its status as the global tech leader. This puts Europe in a unique position to lead the world through a new wave of innovation as the public continues to lose trust in the tech industry’s use of consumer data.
Will Firefox value user privacy if killing third-party cookies also kills their own revenue? The company is using less than 5% of its user base to test how disabling cookies will impact its revenue. Although no results have been shared by the company as the test is “ongoing”, it appears that revenue will not be impacted much by the Enhanced Tracking Protection (ETP).
The shift in personalized advertising is putting the pressure on creative teams. Trends like increased video advertising, shorter mobile ads, the rise of 5G, and omnichannel marketing all bring about changes to the ad tech world. Creative teams need to have the right tools and technology to keep up with new trends and industry demands.