Premium publishers are losing more than $1.27 billion each year due to ad fraud, and marketers should only buy programmatic inventory that's authorized via publishers' ads.txt files, according to a Google study. The Interactive Advertising Bureau Tech Lab's Dennis Buchheim said, "It is critical that the industry comes together to put a stop to criminal activity and secure the health of the supply chain."
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Programmatic ad seller Kargo has announced that it's become completely compliant with the Interactive Advertising Bureau's anti-fraud ads.txt tool. "[W]e saw the opportunity here that the pendulum was finally swinging back in the direction of content and context and the supporting of premium publishers," said Lauren Hendricks, vice president of publisher partnerships at Kargo.
Pinterest has revealed that marketers will be able to access a self-serve insights tool starting early next year; the tool will be powered by the platform's Taste Graph. The company has also released its predictions of 2018's top trends, including a surge in Pins related to food and drink and a rise in style-related Pins.
Twitter is rolling out a new feature called "threads," which lets users easily share connected series of tweets, which are called tweetstorms. The feature can be accessed via the "+" button on the compose screen, and it has a limit of 25 tweets.
Instagram is now allowing users to follow hashtags, adding a curated collection of related Stories and posts to feeds. The feature is not open to advertisers yet, but it could pave the way for ad options such as sponsored hashtags or targeting based on the hashtags followed by users, writes Tim Peterson.
Facebook has rolled out its AR Studio to all creators, including its "World Effects" feature, which is similar to Snapchat's World Lenses. "We want artists, developers, brands and more creators to be able to build and share amazing AR experiences," Facebook's Ficus Kirkpatrick wrote.
Kraft has unveiled a campaign from Leo Burnett called "Family Greatly," which features real parents and their children to emphasize how the brand "supports today's modern families." The campaign includes new consistent packaging across Kraft brands, TV, digital, a dedicated site and a social effort to encourage families to share their own stories, with the brand's employees also acting as social influencers.
Forty-eight percent of brands that do business in Europe have set aside an initial budget of at least $1 million to ensure compliance with the upcoming General Data Protection Regulation, Forrester reports. Thirty-nine percent of respondents said one of their fears about GDPR is being able to balance exceptional customer experience with compliance.
IAB Annual Leadership Meeting: Keynote Speakers Announced
Join brand marketing leaders Keith Weed, Chief Marketing and Communications Officer of Unilever, Leonid Sudakov, President, Connected Solutions, of Mars Petcare and many more at the 2018 IAB Annual Leadership Meeting, Feb. 11-13, 2018, in Palm Desert, CA.
Industry luminaries will take on the conference theme of “How to Build a 21st Century Brand,” investigating marketing, data, and organizational strategies that will help brands to thrive in a digitally driven, consumer-centric economy. Learn more.