The IAB Tech Lab (US) has released an update to the Mobile Rich Media Ad Interface Definition (MRAID) for public comment.
The revised MRAID 3.0 is a developer friendly version of MRAID with features for improved user experience, faster ad rendering, viewability measurement, and Video Player Ad Interface Definition (VPAID) integration.
Want to optimize your programmatic monetization strategy? Consider the good advice to publishers from Relevant including:
- HTTPS-Enabled Ads and Inventory
- Parallax video on mobile
- Server-to-server solutions for header bidding.
- DigiTrust and
- LEAN Standards
This and more on their blog
AppNexus shared some interesting insights on what’s up and down regarding Server-to-Server Header Bidding on it’s blog recently.
Server-to-server header bidding allows publishers to include a greater number of demand partners in their header bidding auctions. The difference between server-to-server and client-side setups lies in where the header bidding auction takes place.
Client-side auction happens in the header of a publisher’s web page where publishers send ad calls back and forth between the user and each of the participating demand partners. This creates an additional load on the browser that is not designed to make so many simultaneous calls resulting in long load times and a terrible user experience.
In a server-to-server setup, the publisher only sends a single ad call to a high-powered server that calls all the different exchange partners. With the right setup, publishers call 200 ad exchanges without increasing latency.
But server-to-server header bidding decreases publishers’ cookie match rate and publishers risk seeing a decrease in both the number of bids they receive and the CPMs advertisers are willing to pay.
Also server-to-server header bidding is less transparent since all of this takes place inside a black 3rd party box, so you can’t see if they are taking an unfair cut or certain demand sources are ranked over others.
Following on from the publication of the IAB Europe white paper on Native Advertising and Content Marketing, IAB Europe is hosting a series of webinars that dive deeper into the topic.
The Native Advertising and Content Marketing landscape across Europe
Tuesday 14th February 15.00 CET / 14.00 GMT
This webinar will showcase the development and implementation of online native advertising and content marketing across Europe. The markets confirmed to participate and provide insight so far are: Finland, Ireland, Spain, Turkey and the UK.
- Maeve O’Meara, Marketing Manager, IAB Ireland
- Clare O’Brien, Head of Industry Programmes, IAB UK
- Ludi Garcia, Chairman of Content & Native Advertising group, IAB Spain and Head of Digital and Tech Practices areas, Ketchum
- Gupse Ozgur, Business Development and Project Group Manager, Hurriyet and representing IAB Turkey
- Veera Sydänmaanlakka, Chairman of IAB Finland Native Advertising Task Force and Native Advertising Professional, A-lehdet Oy
With ‘Kits’ from UserReport publishers are now offered a tool to validate and showcase reach, user demographics, affinity and page views on any combination of websites or sections in real time against real people.
Publishers can show advertisers which parts of their inventory are most relevant when it comes to achieving the highest reach, best hit rate (affinity) or most page views in their target group helping media planning for both publishers and advertisers.
Read more about the opportunities with Kits here.
Some good news about the latest proposal for an ePrivacy Regulation. It does not prohibit making access to websites conditional on consent to targeted advertising. Also there is an exception for 1st party analytics and language clarifying that ad block detection does not require consent under the new proposal. Lastly, self-regulatory measures to improve transparency about targeted advertising and online tracking techniques are recognized.
As you may remember, IAB Europe led the charge in two joint letters to the European Commission in Q4 2016 on the expected proposal for an ePrivacy Regulation. “European publishers urge European Commission to recognise importance of digital advertising in review of the ePrivacy Directive” (23 November 2016); and “European publishers, the digital advertising industry and direct marketers have expressed serious concerns about the ePrivacy Directive review” (22 December 2016).
Here you may find the response to these two letters by Vice President Andrus Ansip.
Despite the proposal presented in January being a net negative, VP Ansip and the European Commission in general acknowledged the importance of digital advertising in their public communication. In his response, the vice president explains that, in his view, the Commission presented a balanced proposal. He points out that the proposal does not require websites make available a subscription without advertising and doesn’t prohibit making access to websites conditional on consent to targeted ads. Ansip also highlights the new exception for 1st party analytics and language clarifying that ad block detection does not require consent under the new proposal. Lastly, Ansip warmly welcomes all self-regulatory measures to improve transparency about targeted ads and online tracking techniques.
As anticipated, the Commission published its Regulation repealing and replacing the ePrivacy Directive on 11 January, alongside a communication on building the European data economy (see below). The proposal is slightly changed from the version which was leaked in December, including in terms of substantive rules. The most notable change is that many of the privacy by design (and by default) obligations have been changed. In the leaked version of the proposal, much stricter rules were proposed, which would have the effect of making the Do Not Track standard enforceable and on by default.
However, the proposal still represents a severe threat to the online advertising ecosystem. Cookies and similar technologies used for digital advertising will continue to require consent, but consent will now have to comply with the higher standard set by the General Data Protection Regulation (EU) 2016/679 (GDPR). Users can make use of browser settings, which IAB Europe believes to be a direct reference to the Do Not Track protocol, to indicate consent or a lack thereof. Under the proposed Regulation this becomes enforceable against third parties, but is not required to be set on by default. In addition, all browsers and apps which allow access to the internet will now have to offer users the possibility to block all third party cookies, letting them determine their preferences on first install or first use, but no default setting will be prescribed.
In a press release, Townsend Feehan, CEO of IAB Europe said: “While the Commission finally acknowledged the important role of advertising for funding free content online, it does so at the same time as presenting a law that as a practical matter would undeniably damage the advertising business model – without achieving any real benefits for users from a privacy and data protection point of view“.
The full press release is available here.
The proposed regulation will now undergo the legislative process where it can be amended by the European Parliament, under the leadership of the Civil Liberties Committee, and the Council of the EU, where the Telecommunications and Information Society Expert Group takes the lead.
For more information, please contact Matthias Matthiesen, Senior Manager, Privacy and Public Policy at IAB Europe (firstname.lastname@example.org).