Mayfly Insights 12/12/2018

How Google prevents “abusive” adverts, how Instagram becomes more accessible and can marketers trust Facebook metrics?

Google allows its Chrome browser to remove “abusive” advertising

With the new Version 71, the Chrome browser will be able to detect abusive advertising techniques and blacklist the sites within the browser. Examples of abusive practices are considered ‘hidden click areas’, site functions like “next” buttons that call an ad, phishing to trick users into revealing personal information, or malware. From now on, users are protected by the browser from these types of adverts. The blocking and removal of the intrusive ads not only has advantages for users, marketers can benefit from it as well. The critical focus lies on quality advertising, making it possible for reputable advertisers to get their advert in front of the right audience, after having suffered from the increasing growth in ad blockers due to the rise in abusive ad content.

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Instagram becomes more accessible

Instagram is introducing two new features to make it easier for users with visual impairments to use the social platform. By introducing the automatic alternative text, the description of photos can be heard when someone uses a screen reader to scroll through Feed, Explore and Profile. The feature is using a specific object recognition technology and describes the picture for the user. Secondly, the custom alternative text is being introduced, making it possible for users to add a more detailed description of their photos when they are uploading content.

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Can marketers trust Facebook metrics?

In social media, marketers face the dilemma of trusting Facebook and other social platforms data when it comes to measuring the online advertising success. Facebook has recently come under scrutiny for inflating video ad metrics by as much as 900 percent, leaving marketers with fundamentally wrong metrics. The question arising is if marketers are able to trust the platform metrics, or if third-party-apps provide a better source of information.

It’s a good strategy to compare the different advertising results across various social media platforms and also include third-party data, however, it also depends on the type of advertising used. Although video is predicted to become the dominant content format on social media, video advertising is considered especially hard to measure. It can therefore be recommended for all advertisers to have a clear idea as to what their key metrics are and also rely on more than one data source for determining their success.

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