Once upon a time, using social for online publishing was all about signposting stories in the hope readers would come to read them on your own website or app. Now we live in a world in which publishers are happy distributing their content itself through social platforms - at least, before Facebook's recent algorithm change. "Off-deck distribution came up to us as a surprise," says Matt Gillis, the SVP of AOL Platforms' publisher platforms, in this video interview with Beet.TV. "That's a key indication of where the ecosystem is moving - Consumption is not always happening within your app or on your website." But the research, conducted by Insight Now in May, pre-dated Facebook's decision, a month later, to down-rate publishers' material in its users' news feeds, instead prioritizing users' own status updates.
Video ad tech vendor Teads has already made waves for introducing auto-playing video ads in between text paragraphs - in its words, "inventing" the so-called "outstream" format. Now it is set to offer interactive video ad units, too, by acquiring Brainient of the UK. The acquisition is announced on Monday. But Brainient's service lets advert makers create video ads that are laced with interactive bells and whistles, helping - the theory goes - advertisers boost engagement with consumers. Now Teads will be offering the Brainient Studio, where those rich media ads are made, to its own customers.
BuzzFeed News has confirmed a massive ad fraud scheme, which was originally uncovered by at least two fraud detection firms, that drained users' batteries and data. The scheme begins by hijacking the in-app advertisements of developers using Twitter's MoPub ad platform. It then silently runs autoplaying video ads behind legit banner advertisements, with the users being none the wiser. And since the video ads are still marked as completed even though none of the viewers got to see them, the scheme also rips off hapless advertisers. Protected Media, one of the anti-fraud firms that discovered the scheme, absolved Twitter of any wrongdoing -- the social network itself was merely exploited by the fraud's masterminds.
When is a banner ad not a banner ad? When it's a hidden video ad generating fraudulent advertising revenue while draining your phone battery and using your valuable data allowance. As BuzzFeed reports, it's been discovered that in-app banner ads have been hijacked on a massive scale to generate revenue for fraudsters working within the digital advertising industry. The people who suffer are consumers and their devices, but also the app developers who receive complaints regarding how quickly their apps are draining phone and tablet batteries. The fraud was discovered by two ad fraud labs, Protected Media and DoubleVerify.
Although mobile video ad spending and viewer numbers are surging, most streaming still happens through TVs. Mobile video consumption and ad spending figures are heavily influenced by out-stream ads that appear within users' feeds on Facebook, Instagram, Snapchat and Twitter. YouTube also gets much of its traffic from mobile. But when people watch longer episodic or live content, they tend do it through TVs. In a March 2019 survey of 1,000 US internet users ages 18 to 66 conducted by market research company Attest, TV was by far the most frequently used to device to stream video.