Social Native

Experts Predict How the Industry Challenges of 2016 Will Evolve in 2017 - ExchangeWire.com

Experts from ExchangeWire offer a forward-looking view on the digital advertising industry for 2017, highlighting key challenges and shifts from 2016. A major trend is the expected slowdown in ad blocking in 2017, with the German market showing a 2% decline from 2015 to 2016 and arguments that better consumer experiences, native advertising, and microtargeting will reduce blocking. Consumer data and personalization remain central, with a Consumer Pulse survey showing 82% willing to engage with tailored ads around Christmas and about 50% willing to share information for personalization. The GDPR is poised to drive data-use models, privacy concerns are high (over 90% of consumers), and firms will pursue centralized data control and privacy-preserving techniques like pseudonymisation. The piece also notes rapid growth in chatbots (e.g., 11,000+ bots within three months of Facebook Messenger for Business) and ongoing efforts to combat fraud and improve viewability through industry certifications and standards.

Now & Next: Content Sharing Platforms - ExchangeWire.com

Now & Next examines how content sharing platforms are reshaping brand engagement and advertising strategies. The analysis highlights social platforms at scale: Instagram tops 80 million pieces of content daily with 300 million daily active users; Snapchat reports 100 million DAUs and roughly 9,000 snaps posted every second. This activity has driven rapid ad revenue growth, with Instagram’s revenue surging 196% from USD 630 million in 2015 to USD 1.9 billion in 2016. The piece explores demographic and geographic differences (e.g., younger users on Snapchat/Instagram, regional variations such as Japan’s real-name dynamics) and emphasizes that a single-channel approach won’t engage all audiences. It also addresses trust and measurement concerns—Facebook’s metrics have faced criticisms for Instant Articles time overstatements, referral analytics, and video viewing time—and discusses strategic implications, including Facebook’s potential acquisitions, cross-platform measurement needs, and the importance of research to optimize targeting and spend.

Industry Predictions for DMEXCO 2016 | ExchangeWire.com

Industry experts previewed dmexco 2016 with a broad set of predictions: a stronger focus on people-based marketing; continued TV–digital video convergence enabling cross-screen buying; and a data-centric approach using first-, second-, and third-party data to improve relevance while protecting users. Expectation that addressability will span linear and on-demand video, with vertical video and programmatic native ads growing as core topics. Content marketing and interactive visuals were highlighted, with DemandGen noting 91% of shoppers prefer interactive visuals. The EU’s ad-blocking ruling was cited as driving discussion about rebalancing the ad-funded internet. Debates around header bidding as a monetization tool, server-side vs browser-side implementations, and AI/VR-enabled creativity were also anticipated, along with the expansion of private exchanges. Notable quotes from Katie Field, Ally Stuart, Jose de Cabo, Claudia Collu, Massimo de Magistris, and John Danby.