IAB Calls for New Mobile Ad Guidelines

The Interactive Advertising Bureau (IAB) is proposing changes to mobile ad guidelines. “The proposed changes, which are open for industry comments until Jan. 30, frequently call for companies that serve ads in apps to provide more information to marketers. The new guidelines will call on companies serving in-app ads to tell advertisers whether consumers let the app access their devices’ locations, for example, and to provide further data about users’ whereabouts.”

Publishers on Google AMP: Meh

Publishers are giving Google’s AMP project a resounding “meh”. Can you give a resounding meh? It would have to be just an apathetic meh, wouldn’t it? “AMP — considered Google’s answer to Facebook Instant Articles — is basically open-source code that strips down web pages so they load faster on mobile devices. It’s free to any publisher to implement. The extra carrot is that publishers that don’t play along risk being disadvantaged in Google’s search results, as Google has made it clear that its algorithm gives preference to faster loading articles. Two publishers, Slate and The Atlantic, said they’ve been formatting nearly all their content for AMP, but that AMP pages are accounting for 4 percent of their site visits or less. ”

HBR: The Decline of Yahoo In Its Own Words

From HBR: The Decline of Yahoo in Its Own Words. “Plenty of theories have been put forth to explain Yahoo’s failures, as the company seeks a buyer following a failed turnaround attempt. One of the most prominent is that Yahoo was late to mobile. ‘Yahoo’s mobile business barely existed’ when Marissa Mayer took over as CEO in 2012, wrote Vauhini Vara at The New Yorker. Mayer was tasked with bringing Yahoo into the ‘smartphone era’ a full five years after it had started. By then Apple and Google were already dominant in mobile operating systems, and Facebook was surging ahead in apps. Perhaps by 2012 it was already too late.”

Mobile Ad Blocking Takes a Big Jump

Wow: mobile ad blocking jumped 90 percent in the last year. “Thirty-six percent of smartphone owners in the Asia-Pacific region now block ads on the mobile web, including nearly two-thirds of all smartphone owners in India and Indonesia. Mobile ad blockers are comparatively less popular in Europe and North America, where 14 million people regularly use them. Just 4.3 million Americans — around 2 percent of the smartphone owning population — use mobile ad blockers, compared with 159 million people in China.”

Facebook Adding Ecommerce Power to Facebook Messenger?

Looks like Facebook is doing even more to soup up Facebook Messenger. “According to The Information, comments in the code of the iPhone version of Messenger suggest that Facebook’s about to make a whole lot more effort at becoming a retail hub, which makes sense given the enormity of its user base.” And with any luck it’ll work better than it did last time..

Yahoo Updates Its Mobile Search

Yahoo has updated its mobile search. “At Yahoo, we believe deeply in search – an area of growth and continued investment for us. We also believe that the shift to mobile can and will fundamentally change the overall search experience, allowing us to use rich inputs like context and location in order to deliver the most relevant results. Today I’m excited to share that we have a new mobile search experience in the U.S. that connects you immediately to the people, places and things you care about. We know when you’re on the go, you’re often searching for a specific piece of information. So rather than delivering endless links for you to sift through on a small screen, we beautifully assemble the most relevant information in a way that allows you to take action right away.”