Until now, the role of a data protection officer (DPO) had been largely undefined. Historically, data was considered primarily in the context of computing, and those given the role of a DPO were frequently professionals with an information and communications technology background. In fact, prior to the General Data Protection Regulation (GDPR), very few countries had required the appointment of a DPO or other data privacy role within an organization. Given the ubiquitous nature of technology today, the role and expectations of a DPO have diversified and expanded, especially in light of the GDPR.
To keep up with the fast pace at which technology is developing, the EU has begun amending its regulations to reflect these technological advances.
In January 2017, less than nine months after the European Union (EU) adopted the General Data Protection Regulation (GDPR), the European Commission drafted a proposal, known as the ePrivacy Regulation (“Proposal”), as part of an initiative to replace the current ePrivacy Directive. Together with the GDPR, the Proposal will aim to provide the strongest protection to users’ data across the EU.
Apps have transformed mankind’s relationship with technology. We not only spend more time in-app than ever before, but the diverse quantity of apps available has become much greater than Steve Jobs could have ever imagined when the App Store first opened ten years ago. As a result, advertisers have a growing interest in the mobile app landscape and are investing an increasing amount of their budgets towards reaching app users.
The Global Trends in Mobile Advertising report analyzes the billions of monthly mobile ad impressions from the Smaato platform in order to gain insight into the mobile and in-app advertising landscape. Download the report below to learn more about the key mobile advertising trends observed on the Smaato platform in Q4 2017, which include:
What is the GDPR?
The European Union’s General Data Protection Regulation (GDPR) will go into effect on May 25, 2018, significantly changing how companies handle personal data of their EU consumers. The GDPR will replace the current EU Data Protection Directive as the overarching data privacy framework across the European Economic Area (EEA).
With ad tech companies striving to create the best user experience by delivering the most relevant advertisements, the GDPR’s effects will be substantial.
This is going to be a disruptive year for many of the major players in the advertising game.
As we close out January, I’m finally taking a breath to collect my thoughts on the trends and forecasts for 2018 that will impact the mobile advertising industry. Many of these predictions are not big stretches, but I do think they will be continuous themes throughout the year that will dominate the conversations.
What really matters to app developers? High on the list is monetization strategy, one of the most important challenges for any app developer today. An effective mobile monetization solution must offer developers high yields with consistency, transparency and reliability.
Today we would like to share with you the impressive success story of one of our large customer partners – Microsoft.
With insights drawn from over 300 billion global impressions on Smaato’s platform, we can confidently share that mobile ad spending picked up steam in Q2 2016. Released today, Smaato’s latest Global Trends in Mobile Advertising report analyzes the substantial gains for both mobile web and in-app ad inventory with overall ad spend up 103% from Q2 2015 to Q2 2016.
With strong eCPM gains in larger markets such as the US (+170%) and China (+334%), it was interesting to note that Norway (+784%) emerged as the Q2 leader in eCPM growth!
Mobile video ads have taken the programmatic advertising ecosystem by storm. Not only does video pull us into the experience like no other format can, enticing us to pay more attention to ads, but the enormous projected growth and revenue-earning potential of mobile video ads also commands attention.
Scale of Mobile Video Ads
Inventive advertising technology continues to surface as the mobile tidal wave builds momentum. Programmatic, private marketplace, native and real-time bidding are all important AdTech innovations that are here to stay.
One of the more topical innovations, header bidding, which aims to eliminate the price tiers & inefficiencies associated with the traditional ad server “waterfall,” is far from taking a bow, but it also doesn’t deserve a standing ovation.
Header bidding is a programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. Its main goals are to eradicate the dreaded advertising waterfall and solve the thorny issue of automating digital advertising. While header bidding succeeded in opening the floodgates to all of a publisher’s bidding partners, some experts still consider it waterfalling by a different name.
William Edwards Deming once said “In God we trust; all others bring data”1 and how true that statement rings in the world of mobile advertising. Data underpins many decisions that app developers make when figuring out how to monetize their apps while sustaining a stellar user experience.
What’s all the fuss about data anyway, you might ask? For starters, advertisers pay significantly more money to app developers who can provide accurate data about their users. Looking at the Smaato platform, the eCPM for mobile ad impressions without data rose 42% year-over-year from 2014 to 2015. During the same time period, however, ad impressions that passed data saw eCPM rise by 120%. Without hiring a mathematician, we can conclude that apps with data deliver almost 3 times higher eCPM growth. Not too shabby.