News You Can Use: Unruly Predicts The Future

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 News Corp unveiled a new platform that harnesses the combined power of its first-party data, while a survey conducted around invalid traffic rates revealed the value of third-party certifications.

Elsewhere, we gazed into our crystal ball and produced our 9 big predictions for AdLand in 2019, covering everything from voice assistants to the #unstereotype campaign, so be sure to check it out!

4. Vertical video continues to grow

Vertical video is here to stay – according to Google’s new plans to incorporate videos from celebrities in search results. The new feature will show vertically-shot videos of celebrities answering the most commonly-asked questions about them.

The move is the latest in a long line of developments, surveys and results which have proven the power of vertical video. Last month the BBC revealed the format had driven major engagement within its app.

3. TAG-certified channels have 83% fewer incidences of ad fraud

A study into the volume of invalid traffic (IVT) circulating around the digital ad ecosystem has found that channels certified by the Trustworthy Accountability Group (TAG) have an IVT rate 83% lower than the industry average.

The study, conducted by digital consultancy The 614 Group, assessed the rate of IVT in 6.5 billion impressions executed by three media agencies – Horizon Media, GroupM and IPG Mediabrands. The study first benchmarked the rate of IVT in digital advertising in North America at 8.83% for display and 12.03% for video. Last week Unruly completed the TAG anti-fraud certification process.

2. News Corp announce advertising platform powered by first-party data

News Corp this week announced the launch of News IQ, a new advertising platform with an audience of over 140 million in the United States. This marks the first time that News Corp has integrated all of its collective first-party data, premium media properties and data science tools into one unified advertising solution.

News IQ will complement the video ad platform and emotional targeting capabilities of Unruly in order to provide an even broader suite of solutions to advertisers.

1. Unruly looks to the future and spots the 9 biggest trends on the horizon

2017 was a massive year for AdLand. Brand safety and transparency dominated the conversation, smart devices captured marketers’ imaginations, and the importance of quality creative was highlighted by some truly spectacular campaigns.

But what does 2018 have in store? Will it be the year that augmented reality takes over? What will brands do to make the most of the increased importance of voice search?

This week we launched our predictions for the next 12 months.