2018 was a landmark year for digital advertising, as it was the first time that digital ad spending exceeded TV ad spending. Video advertising was a significant reason why the industry achieved this milestone. With users spending more time streaming content on mobile devices, brands are shifting their advertising dollars away from TV to reach users on their mobile phones. It's looking like 2019 will be another big year for video advertising. With that in mind, here are a few major trends to look out for this year.
China is the world’s largest mobile app market by just about every measure. And with China expected to grow to almost 740 million smartphone users by 2019, the country’s power within the mobile industry will only continue to strengthen.1 This means that Singles’ Day — which is the biggest online shopping day within both China and the world — should be on the radar of advertisers all around the globe.
The mobile advertising industry saw significant growth in the first half of 2018. However, the defining factor of H1 2018 for the digital sphere was undoubtedly the General Data Protection Regulation (GDPR). In order to understand just how widely the GDPR impacted mobile advertising, we analyzed the relevant traffic across the Smaato platform in our latest Global Trends in Mobile Advertising report and uncovered the effects this regulation had on mobile ad spending and eCPMs.
In-app consent requirements are about to get a fresh makeover. In January 2017, the European Union (EU) proposed the ePrivacy Regulation to replace the ePrivacy Directive. Experts anticipate its passage in 2019 or 2020 and there will likely be a year-long transition phase before taking effect. Unless amended, the ePrivacy Regulation will impose broader opt-in consent requirements on publishers with EU-based end-users.
The first half of 2018 was a time of significant change for the mobile advertising industry — especially in the wake of the new European data privacy regulation, GDPR. Our newly-released Global Trends in Mobile Advertising report analyzes the ad requests and impressions from the Smaato platform in H1 2018 in order to identify the latest mobile advertising trends, including how the GDPR has affected mobile ad spending behavior.
Over the past year, I have been faced with a dilemma as a Product Manager at Smaato: Should we extend our support for VPAID on the client-side? This dilemma arose from statements floating around that range from predicting the end of VPAID to highlighting its growing demand. Let me take a step back from the rumors, define the purpose of VPAID as intended by its creators from the Interactive Advertising Bureau (IAB), and then move on to explain how we at Smaato chose to resolve this dilemma.
Apple's App Store seemed like a staggering success when it first launched in July 2008. With 800 apps and 10 million downloads in its first weekend of existence, the App Store offered enormous choice to owners of the iPhone 3G. Still, few could have predicted the enormous impact that the App Store would have. The App Store created a multi-billion dollar industry and ushered in the app ecosystem that's so dominant today.
China is increasingly recognized as a global powerhouse in technology and innovation — and, more recently, they are becoming a hub of creativity. It is for this reason that Cannes Lions launched China Day, a program featuring China’s thought leaders and pioneering practitioners, that will be held again this year.
Once thought of as an imitator, China is now paving its path as an innovator. And as the country continues to lead the way with major developments in areas such as mobile technology and AI, China is quickly becoming the country with which western companies are trying to keep up.
Since Mary Meeker released the 2018 Internet Trends Report last week, the digital realm has been abuzz with what these 294 slides have to say about the future of our online world — including us here at Smaato.
Meeker is a renowned venture capitalist, and her annual Internet Trends Report is eagerly awaited each year across many digital industries. To break this data-packed presentation down for those specifically in the mobile advertising industry, we have identified the most relevant data points for mobile publishers and advertisers, and we will look at what these trends mean for the mobile advertising industry as a whole.
South Korea’s Personal Information Protection Act (“PIPA”) was enacted on September 30, 2011 and is considered to be one of the strictest data protection regimes in the world.
South Korea’s prior Public Agency Data Protection Act was largely limited. In the private sector, it applied only to those businesses that used telecommunications services. And in the public sector, the legislation covered all public agencies but lacked enough limits on government collection of data. The old Act was replaced with the more comprehensive PIPA, which applies to both public and private sectors. As a result, “more than 3.5 million public entities and private businesses are now regulated by common criteria and principles, and common enforcement mechanisms.”