News You Can Use – Premium Publishers Earn Trust & Ads.txt Booms

Each and every week Unruly scours the web, Twitter feeds and events for the biggest stories from around the ad industry – so you can catch up on anything you missed before the weekend.

This week IAB Europe produced new guidelines to encourage transparency across the advertising supply chain, WARC data showed how the mobile boom is impacting ad spend, while a new survey showed off the power of premium media.

Elsewhere the industry is seeing rapid adoption of Ads.txt, and new estimate from eMarketer show bright things ahead for programmatic video.

So get reading!

5. IAB Europe publishes Transparency Guide

IAB Europe published a new Transparency Guide this week, with the aim of helping advertisers get more transparency around data, cost and inventory sources.

The guide – designed to help generate more programmatic spend – is based on findings from IAB Europe’s Transparency Working Group.

4. Mobile boom pushes UK digital ad spend

UK ad spend reached record heights in the first half of 2017, according to the latest research from Warc and the Advertising Association. The organisations’ annual report showed that ad spend reached £10.bn, the highest it’s been since the report was first published in 1982.

Digital now accounts for more than half (54%) of all UK ad spend, with massive growth in mobile (36.1%) being the main contributor to this boom.

3. Premium publishers beat Facebook for trust

New survey data released this week showed that consumers are more than twice as likely to trust news from premium media site than social feeds.

The data showed the proportion of respondents who trusted premium publishers was relatively high, with 79% trusting the BBC, and 55% trusting The Times and The Guardian – while only 36% said they trusted news content on Facebook and Twitter.

2. Adoption of Ads.txt skyrockets

Despite initially slow implementation, it seems that publishers have turned to Ads.txt en masse to tackle fraud problems.

New data from Ad Ops Insider suggest 44% of the Alexa Top 10,000, the highest trafficked sites on the web, have established an Ads.txt file – a massive increase from just 13% in 6 weeks.

1. Programmatic video is here to stay

New predictions from eMarketer this week suggest that 77% of all US digital video ad dollars will move programmatically by 2019, thanks to brands’ rising use of advanced buying techniques and publishers’ growing acceptance of automation in the sales process.