Behind Headlines: 180 Seconds in Ad Tech — Mobile Gaming & Video Consumption Trends on the Rise

Hey there! This is Cassie & Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of September 6th in ad tech, in 180 seconds. Let’s go! 

First up we have some potentially big news in the battle for attention online. Data from app monitoring firm App Annie suggests that Android users in the U.S. and UK now spend more time watching videos on TikTok than they do on YouTube. Although YouTube is much bigger than TikTok in terms of Monthly Average Users, YouTube is certainly aware of the threat of TikTok, especially since they recently rolled out the TikTok-knock-off: YouTube Shorts. (Source: BBC)

Business Insider reported that Amazon is planning to release its own line of smart TVs in the US as early as this October. The TVs would be powered by Alexa and run on the Fire TV operating system built into them. What’s even more interesting is that they would likely cost less than other major TV manufacturers. The move would further improve Amazon’s CTV ad offering, featuring better measurement via Automated Content Recognition. On top of that, their new product would likely offer better attribution for TV watchers that are signed into their Amazon account. (Source: Business Insider)

US lawmakers sent an official letter to the Attorney General to investigate the secret Google and Facebook bidding arrangement codenamed “Jedi Blue.” The lawmakers allege that Google cut a deal with Facebook to ensure Facebook would not create a competitive header bidder out of the fear that this move would threaten Google’s monopoly on ad exchanges. In exchange for shutting down their planned header bidder, Google guaranteed Facebook a certain win rate and user-level data if they routed bids through Google’s server. The agreement even included a provision that suggested executives at both companies were aware they might be violating antitrust laws. (Source: AdExchanger)

Identity solutions are not gaining traction in the ad tech industry. Providers have been struggling to get partners on board, and with Google’s recent cookie extension, things are not looking so good. CEO of pop culture website Ranker, Clark Benson, stated in an article by Digiday that they would currently be testing multiple identity partners had the announcement not taken place. The news takes the pressure off many publishers, but has the reverse effect on identity providers who have been working hard to find solutions over the last year. On the other hand, advertiser demand for ID solutions has been completely absent, most likely because third-party cookies still exist, and remain the best way to target their audiences. Let’s hope the extension helps publishers and advertisers make better decisions and plan ahead for the real deadline. (Source: Digiday)

Mobile gaming is on the rise globally. This phenomenon, partly fueled by the pandemic, saw an increase of 12% between 2019 and 2020. According to an article featured in Digiday, mobile gaming popularity is expected to continue to rise in the near future, with the majority of its users in Asia. In fact, 87% of gamers in SouthEast Asia regularly play mobile games, versus 60% in North America & Europe. The reality is that first-time phone owners are only getting younger, opening up a brand new targeting segment for marketers. Needless to say, it would be a good idea for advertisers and agencies to keep an eye out for this growing trend in mobile gaming. (Source: Digiday)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Cassie & Frank at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!