In the News

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Week of 4/9 Industry Update

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Here’s what’s on deck at the moment:

Facebook & Instagram ads granted accreditation by the Media Rating Council

After more than a year of audits by the Media Rating Council (MRC), Facebook has been granted accreditation for ads on both its platform and Instagram. According to a release from the MRC, the accreditation applies to ad impressions for Facebook and Instagram’s desktop and mobile websites and mobile apps. “We recognized the industry’s desire for more independent third-party validation,” says Facebook’s VP of marketing science, Brad Smallwood.

The state of programmatic advertising, in 5 charts

It’s common for marketers to talk up their willingness to pay more for the context and quality of ads now that chasing the cheapest media impressions is seen as a major faux pas in a transparency-obsessed industry. To balance the quality and price of media, marketers are reconsidering how they buy cheaper inventory with quality KPIs that are tied to business goals. Five charts summarize the pivot to quality in advertising.

Ad buyers expect Spotify to focus more on ad business post-IPO

Following Spotify’s initial public offering, ad buyers are expecting the streaming music giant to put more emphasis on its ad business. Ads have never been the streaming service’s strong point. The company must balance its subscription offering — the most lucrative part of its business model — with its ad-funded business if it wants a fallback revenue option. In the year leading up to its IPO, it pulled together an ad platform that allows it to profit from the scale of its audience.

Google’s answer to header bidding arrives

Google announced in a blog post that Exchange Bidding will now be available for all DoubleClick for Publishers users. The rollout includes new reporting capabilities that aim to give publishers better insights and transparency into ad partners’ performance. Google also named new exchange partners, Triplelift and Aerserv, and said that the number of exchange partners is now more than 10. Exchange Bidding will be expanded into more ad formats, including video ads, and transaction types, including programmatic deals. Both are currently in closed alpha testing and will be released to beta over the next few months.