First Look: IAB Tech Lab Releases ‘Guidelines for Identifier for Advertising (IFA) on OTT Platforms’ for Public Comment

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The IAB Technology Laboratory has released new “Guidelines for Identifier for Advertising on OTT Platforms” with recommendations on how to maintain a high-quality advertising experience within over-the-top television (OTT) environments—advocating that stakeholders manage advertising-related activities through an identifier for advertising (IFA).

Available for public comment through May 3, 2018, the technical guidelines provide instructions on best practices for delivering targeted ads, as well as controlling ad frequency and rotation across a wide variety of disparate smart TVs, connected devices, and other OTT systems.

In order to be compliant with these guidelines, devices and apps must store and send the following parameters as part of any ad request:

  • An identifier for advertising (IFA) – required, unless the user has opted in to limit ad tracking, an IFA must be a unique value that is completely disconnected from a hardware ID, MAC address, IMEI, or IP address
  • An associated IFA type – identifying the source of the IFA, whether device-generated, publisher-provided, or temporary
  • Limit ad tracking (LAT) – an opt-out mechanism to respect the user’s privacy choices

The guidelines also feature specific advice and intelligence for consumer electronics manufacturers, OTT app publishers, and ad/measurement platforms to address the needs of each of these stakeholder groups.

“After linear TV, more Americans watch video content on OTT than on VOD or DVR, and the medium is skyrocketing,” said Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab. “The traditional semi-persistent cookie we are accustomed to using as an identifier on browsers isn’t at play across OTT systems, so we need to deploy other types of identifiers to ensure that ad experiences are optimal for consumers. These guidelines will direct stakeholders down the path of best practices to allow OTT to grow and evolve as a significant advertising platform.”

“Between smart TVs, connected devices, and other OTT systems out in the marketplace—all with varied approaches to identification—we’re looking at a ‘Tower of Babel’ challenge,” said J. Allen Dove, CTO, SpotX, and member of the IAB Tech Lab OTT Technical Working Group. “The new IAB Tech Lab guidelines solve these challenges and improve overall user experience. We are hoping that others in the industry also contribute their input to make these recommendations even more effective.”

After public comment concludes, the IAB Tech Lab OTT Technical Working Group will evaluate and incorporate the feedback received and release a final version. To review the proposed guidelines, click here.

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Why Sports Illustrated Is on the Right Track by Integrating AR

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The following is a guest contributed post from Tom Farrell, the vice president of marketing for the mobile marketing and consumer engagement platform Swrve.

Augmented reality (AR) is hardly news by this point. The Pokémon Go craze has been and gone, and if you haven’t taken a selfie with the Snapchat AR flower crown, what on Earth have you been doing? As all tech trends eventually do, AR has come to the point where its sheer newness is no longer enough to get people hyped up. As a result, in order to become more than just another futuristic gimmick, AR needs to be integrated into users’ daily lives in a way that is useful; it must enhance their experiences rather than just being used for software showboating. In particular, AR opens up interesting new monetization opportunities for publishers.

One of the most extensive recent examples of just how many options AR can offer comes from Sports Illustrated, which has introduced several AR and virtual reality (VR) features as part of its famous swimsuit issue. There interactive spread includes a 360-degree VR tour of the photo shoot; Snapchat lenses that use AR to turn the reader into one of the models; AR-activated pages that readers can scan to bring to life; 3D holograms; and more. What makes Sports Illustrated’s AR application particularly notable beyond the sheer number of different features is the way that these integrate into the print and web editions, becoming part of the publication rather than replacing it.

These features are likely to drive revenue in two main ways, with the first (and most obvious) being by boosting the amount of time that people are engaged. In the same way that most of us are likely to spend longer playing a video game than looking at the cover of its box, creating actions that the audience can carry out and ways that they can interact with the material mean that they’re likely to spend more time engaging with the issue’s content.

Second, the AR features require readers download the LifeVR app, which increases the number of engagement channels, as well. By incentivizing engagement with the app through an exclusive experience, acquisition is more likely to be encouraged than by any amount of “download now!” messaging. In fact, to get the most from these AR and VR experiences, readers are encouraged to engage with the print magazine, website and app, tripling the reader’s total contact with the brand. These added features offer a way to revitalize the print medium, bringing readers of the magazine into the app, and users of the app back to the magazine. Having the app on readers’ phones means that they’re more likely to engage with the brand in the future. Because the LifeVR app features several publications from the Life brand, it’s also an opportunity to cross-sell users on to other titles, too.

For publishers, increased brand engagement time is particularly crucial since apps are a prime platform for monetization. If a publisher’s content is monetized by upselling readers to subscriptions or premium packages, then using the app to deliver these interactions means that the publisher’s approach can be much more targeted and much more effective. If monetization relies instead on showing advertisements from other businesses, these, too, can be optimized through the app by timing them to cause the least disruption and, therefore, to support maximum customer retention. With ad blockers becoming increasingly common, the ability to have full control over the ads shown through apps is particularly valuable. Essentially, having more readers spending more time in the app translates to more advertising revenue, and Sports Illustrated’s use of AR features is a great way to do just that.

Sports Illustrated is on to a winner here. Readers get a more dynamic experience that they’ll want to share and spend time engaging with, and publishers increase brand exposure, which can increase revenue. We predict AR will be an area of growth over the coming months, as applications like Sports Illustrated prove to bring real benefits beyond its original clickbait appeal.

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New Appthority Report Finds Tens of Thousands of Ad-Supported Apps Are Collecting Excessive Data

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Media Release: Appthority, the global leader in enterprise mobile threat protection, today released a new report that analyzed iOS apps in corporate environments and found that more than 24,000 ad-supported apps are hiding their excessive data collection in plain sight, putting mobile users and enterprises at risk.

These apps, which openly acknowledge requesting various types of user data for advertising purposes, were found in more than 70% of enterprise environments. However, this is just the tip of the iceberg as there is a much larger number of apps lurking in the enterprise that collect user data such as calendar, Bluetooth and photos—and are not upfront about their intentions.

Of the more than 2 million iOS apps scanned by Appthority, the 24,000 flagged were just the ones that openly ask users for access permission to deeper device functionality for advertising purposes. In fact, over 98% of enterprises have apps in their environments that display ads. These results suggest that data leakage from ad-supported apps is a much bigger problem than most enterprises realize.

“As a pioneer in the mobile security space, Appthority has long known that advertising within apps like Facebook is common and comes with risks, such as the leaking of users’ Personally Identifiable Information (PII),” said Seth Hardy at Appthority. “However, the Cambridge Analytica exposure made us wonder how many of these apps are directly accessing and using personal information for advertising.”

The reality is that apps that access data for advertising pose additional risks to enterprises and users compared to apps that access data solely for in-app functions. For example, ad-supported apps typically include third-party advertising libraries, which are not managed by the original app that employees trust and install. Therefore, information accessed by these advertising providers is usually not monitored or regulated by the original apps, users or by enterprises.

What’s more, ad-supported apps often access data without any real functional justification. When accessing data, mobile apps have to state a reason for wanting the access. Accessing data for in-app functions is a justifiable reason, but the iOS apps found were accessing data specifically for advertising purposes. This practice poses an important question about data access in enterprise environments: does the benefit of using the app outweigh the cost of losing control of user or enterprise data?

Because the app economy is heavily supported by ads, eliminating all apps that collect and use data for advertising from a device or enterprise environment is often not possible. But, the report also provides recommendations to users and enterprises to safeguard their data including, among others, being selective about granting permission to access data and deploying a Mobile Threat Defense solution to ensure visibility into and remediation of ad-supported and other app risks.

Register to download the full report here.

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data Artisans Releases First Turnkey Real-Time Stream Processing Platform

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MMW has learned that data Artisans — founded by the original creators of Apache Flink — has rolled out the general availability of dA Platform – the industry’s first turnkey stream processing platform that “enables enterprises to get insights from data in milliseconds and power next-generation service-centric applications and business models.”

We’re told that the new release productionizes stream processing and enables companies to provide live data applications as a centralized enterprise service. dA Platform dramatically reduces the manpower, cost and effort required to deploy stream processing applications in production, and provides a reliable and high-impact stream processing platform across an organization.

Following an early access program in which the platform was extensively tested across large-scale environments, dA Platform is enterprise ready with a trial version available for download here.

Analysts predict the streaming analytics market will reach $ 15.9 billion USD by 20221, as companies across industries are transitioning from a product-centric business model to one based on relationships and a services-centric model. For example, auto manufacturers are introducing new car-sharing and ride-sharing services as car ownership shifts to a usage-based model; consumer banks are creating new messaging applications for communicating with customers in real time to provide more seamless management of their personal finances; and insurance companies are offering dynamically priced insurance products tailored for customers based on their usage data. Stateful stream processing has emerged as the technological standard to enable this transformation.

“A streaming data architecture is the signature DNA of companies that have disrupted industries ranging from financial services to telecom to high technology and more, and enterprises of all types are under pressure to be able to react to data in real time so they can compete today,” said Kostas Tzoumas, co-founder and CEO of data Artisans. “dA Platform makes it easier than ever for businesses to deploy and manage streaming applications, allowing them to focus on building strategic new real-time products and services for customers rather than the supporting infrastructure.”

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New AppsFlyer Report Points to $700-$800 Million Lost to Fraud in Q1 2018

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This week, AppsFlyer issued its State of Mobile App Install Fraud Q1 2018 report, which examines more than 6,000 apps and 10 billion installs across multiple verticals, regions and platforms.

Alarmingly, the report shows that ,obile app marketers were exposed to 30% more fraud in Q1 2018, reaching $ 700-$ 800 million worldwide.

Other key findings of the report include:

  • The share of fraudulent installs has grown by 15%, tainting 11.5% of all marketing-driven installs.
  • Bots have replaced device farms as the most popular form of attack, responsible for over 30% of fraudulent installs.
  • Shopping, gaming, finance and travel apps are the hardest hit.

To learn more, check out the full report here.

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Industry First Mixed Reality Marketing Summit Coming in September

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Mixed Reality Ventures (MRV), an international holding company for early stage mixed reality platforms, is launching the marketing and advertising industry’s first ever Mixed Reality Marketing Summit.

Created by the founders of the EXMA and Hispanicize events, Fernando Anzures and Manny Ruiz, respectively. The groundbreaking summit will take place in New York City’s PlayStation Theater on Thursday, September 6.

From the official release emailed to MMW:

The summit’s first round of speakers includes a world-class line-up of leaders impacting how brands are approaching mixed, augmented and virtual reality, including: Brett Leonard, award-winning filmmaker and director of “Lawnmower Man”; Joanna Popper, Global Head of Location Based Entertainment, HP; Rori Duboff, Managing Director Content Innovation – Extended Reality, Accenture; Dorothy Dowling, CMO, Best Western Hotels and an early adopter of AR marketing strategies; Gabriele Corcos, celebrity chef and immersive entrepreneur; Chris Bobotis, Director of Immersive, Adobe; Amber Osborne (Forbes #2 Social CMO), CMO, Doghead Simulations; and Tanya Laird, Founder and CEO, Digital Jam. The Mixed Reality Marketing Summit will be emceed by Stewart Rogers, Director of Marketing Technology at VentureBeat.

“In the age of mixed reality and spatial computing, companies like Magic Leap, are unveiling technologies that will quickly become mainstream and will upend the marketing industry as we know it,” said marketing futurist Cathy Hackl, partner at Mixed Reality Ventures and co-author of “Marketing New Realities: An Introduction to Virtual Reality & Augmented Reality Marketing, Branding, & Communications”. “Our summit will help brands get ahead of the curve with practical, impactful and actionable ways to master marketing’s new reality today.”

Registration information is available here mixedrealitymarketingsummit.com.

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CAKE by Accelerize Sponsors IAB Performance Marketing Trends Seminar

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Accelerize and its digital marketing software division CAKE announced this week that the company will be sponsoring an Internet Advertising Bureau (IAB) UK event, the Performance Marketing Trends Seminar.

Held in London on Wednesday, March 28 from 1-5 p.m. local time, the seminar will focus on the latest insights, innovations and ideas shaping today’s digital marketing ecosystem. The Performance Marketing Trends Seminar is free to IAB members, advertisers and agencies.

Registration information is available at: https://www.iabuk.net/events/register/30112.

As a sponsor of this event, CAKE will present a keynote session titled, “The Path to Purchase: Measuring Your Customer’s Journey.” Elizabeth D’Arcy-Potts, CAKE’s Joint Managing Director, EMEA, will lead the presentation. She will share tactics, technologies and strategies that marketers can use to transform campaign performance data into insights for successfully allocating and optimizing advertising spend.

Topics D’Arcy-Potts will cover include:

  • Why multi-touch attribution matters
  • The benefits of removing data silos that lead to incomplete views of marketing performance
  • How to turn customer journey insights into tangible action and campaign success

“Customer journey analytics are a game changer for today’s marketers,” said Santi Perini, CAKE President and Chief Operating Officer of Accelerize. “They need to make the best decisions possible about how to maximize their budgets across multi-channel digital campaigns. We look forward to joining the IAB UK to discuss some of the biggest trends shaping the industry and to sharing CAKE’s holistic approach to tracking, measuring and optimizing performance marketing campaigns.”

The recent IAB and PwC Online Performance Marketing (OPM) study revealed the ongoing, rapid success of this market in the UK. The report concluded that advertisers spent £1.578 billion on Performance Marketing throughout 2016. This resulted in a return of £12.30 for every £1 spent.

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First Look: Mobile Marketing Association Reveals the Shortlists for the Global and North America SMARTIES Business Impact Index

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As mobile becomes “central to building business growth for brands,” per the Mobile Marketing Association, the MMA has revealed the first-ever shortlists of the MMA SMARTIES Business Impact Index for both Global and North America markets.

The Business Impact Index is the world’s only ranking of the marketing industry’s top agencies, marketers, brands and technology providers delivering the highest level of business impact through mobile-first campaigns.

“As demands placed on brands are higher than ever, it is critical that marketers and their agencies understand the true impact campaigns have against marketing objectives, both on an individual basis as well as their cumulative efforts,” says Sheryl Daija, Chief Strategy Officer, MMA. “The SMARTIES Business Impact Index forces focus on what ultimately matters, overall business growth. With this expansion to the SMARTIES program, which already identifies and recognizes the most innovative mobile campaigns, the Index now benchmarks what success looks like and the SMARTIES Case Study Hub gives our membership the most comprehensive body of leading work that inspires, guides and informs future advances in mobile marketing.”

The methodology for the MMA SMARTIES Business Impact Index was developed in close collaboration with WARC, the global authority on advertising and media effectiveness. The rankings leverage the finalist and winner data from the previous year’s (in this case 2017) SMARTIES Awards programs across the globe using a proprietary methodology to determine the business impact, assigning points to campaigns and the organizations.

“We were happy to partner with the MMA and lend our expertise to produce a benchmark and guidance to the industry for what matters in the emerging mobile marketing space,” says David Tiltman, Head of Content at WARC. “The MMA SMARTIES Business Impact Index will show what work is making the most impact, which agencies are leading the pack and driving change, and what success in mobile looks like.”

The 2018 SMARTIES Awards is now open to accept entries. For more information or to submit work for consideration, visit http://www.mmaglobal.com/smarties2018.

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Privacy Tools Used By Growing Percentage of the Global Online Population

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Afraid that Facebook knows everything about you? It probably does. And there’s good reason to believe you’re being monitored by many other sites and platforms you would never suspect such spy activity from.

“Last weekend, the New York Times revealed that data analytics firm Cambridge Analytica misused data from as many as 50 million Facebook profiles to aid messaging tied to the Trump campaign in the 2016 presidential election,” phys.org reports. “The Federal Trade Commission has since opened an investigation into Facebook, but the entire incident has left social media users concerned about their own privacy online and how their information is being used.”

Without question, consumers are undoubtedly catching on to the practice of data-hungry social networking sites and apps. And they’re taking steps to safeguard their data, privacy, and online browsing habits in massive numbers.

Recent reports show that Internet users are taking more and more steps to safeguard their privacy and that fully 25% of all Internet users worldwide are now using Internet privacy tools to protect their personal information from being recorded or tracked in some way.

A report to which MMW was privy estimates that 28% of Internet users are now using tools that “cover their online tracks” when using the internet. A corresponding survey also found that 56% of internet users are under the impression that their personal privacy is being eroded by Internet use.

Interestingly, the huge increase in privacy tools used in China shows that the number of people using Facebook and Twitter is much higher than previously thought. It was estimated that among the Chinese, 34% were somehow hiding their online identity. The reason, as far as the study shows, is to use YouTube (60%) and to gain access to social networks as previously mentioned (55%).

“Everybody is focusing on Facebook right now because it’s been in the news, but the way every social media platform makes money is by selling your data,” the phys.org report adds. “It’s important to be aware that most apps you use have some type of tracking software built in. Some of it can be controlled by restricting the data you make available to social network platforms, but only to the extent that the platforms have privacy settings limiting how they can share that data.”

As a direct result of mounting concerns, a large segment of the population is striving to mask their IP addresses when surfing online. “The reasons why you might want to mask your IP address may include: Hiding your geographical location, preventing Web tracking, avoiding a digital footprint, or to bypass any content filters, bans or blacklisting,” a leading authority on the matter reports. To learn more, try this site.

As for what’s next for Facebook, that much isn’t yet clear, beyond the looming investigation.

“The FTC takes very seriously recent press reports raising substantial concerns about the privacy practices of Facebook,” said Tom Pahl, acting director of the FTC’s Bureau of Consumer Protection, in a CNN report. “Today, the FTC is confirming that it has an open non-public investigation into these practices.”

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KRAVE Jerky Just Set the Standard for Location-Based Advertising with inMarket; Drives a 3.8x Increase in Key KPIs

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Jerky is gaining popularity as a go-to snack among many consumer groups — making up a $ 2.8 billion category with growing sales, according to Nielsen. KRAVE jerky, acquired by the Hershey Company in 2015, has become a favorite of active, health-conscious consumers. The lean, protein-filled snack is not just an example of the perfect snack on the go, but its marketing team just set the standard for how to engage consumers at the most relevant moments in their purchase cycle.

KRAVE partnered with inMarket — the online to offline advertising company that connects brands with consumers at the moment of truth. inMarket’s groundbreaking ad platform connects the entire customer acquisition funnel for brands, creating engagement at the precise moments when shoppers are planning a store visit, entering a store and even when they’re holding a product in their hands.

inMarket does this through a proprietary first party platform, which aggregates and anonymizes location data from millions opted-in consumers. In today’s landscape, inMarket has become a consumer privacy standard-bearer for the advertising industry — encouraging a 100% opt-in structure when most publishers and ad networks rely only on opt-out.

Using inMarket’s full-service platform, KRAVE Jerky deployed a multifaceted online-to-offline ad solution that leveraged inMarket’s unique ability to reach shoppers throughout the entire purchase funnel. The program focused on cross-digital promotion at the awareness stage, and then drove product interaction and sales via mobile during the decision stage while the consumer was inside the store.

Through inMarket’s Preceptivity predictive cross-channel solution, KRAVE Jerky gained the ability to identify when shoppers were “due” for their next store visit and deploy creative across mobile and desktop at the perfect moments when individual shoppers were most receptive. Preceptivity drives huge ROI because it eliminates wasted impressions that occur after a store visit when a shopper is unreceptive.

With consumers warmed up through cross-digital awareness, inMarket then put its huge mobile audience and seven years of experience to work via Moments In-Store. These exclusive mobile ads are delivered to consumers at the exact moment they walk through the door of target retailers. Finally, the campaign delivered Moments In-Hand — high performing, decision-making mobile ad units —  to shoppers who were physically holding KRAVE Jerky. Custom creative reinforced USPs — driving sales without relying on discounts.

The KRAVE Jerky campaign focused on key KPIs including purchase intent lift, brand awareness lift and ad unit CTR. Post-exposure, 15.8% of surveyed shoppers said they were now aware of KRAVE Jerky, resulting in a 72% brand awareness lift. Most importantly, 26.80% of shoppers said they were planning to purchase KRAVE Jerky after being exposed to the ad — a 3.8x lift.

Today’s shopper marketing landscape can be a confusing mix of old-school media and flashy digital solutions. By working with inMarket — am 8-year-old company with a commitment to accuracy and privacy — KRAVE has established itself as a location marketing trendsetter.

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