Social media giant, not messing around, makes ad blocking news with overhaul of guidelines; plus, Family Circle redesigns and Forbes partners with Oracle
Another day, another round of ad blocking news. But this time, we bear some good tidings.
Turns out digital magazines aren’t the only ones suffering casualties when it comes to ad blocking. Facebook is grappling with its own blow back, but unlike some, it can drop the hammer with impunity.
MediaPost reports on the social media monster’s big revenge, along with some bold steps by other mere mortals.
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Facebook Ad Blocking News Good for Publishers
The enemy of my enemy is my friend, right? Well, Facebook, frenemy to publishers, has allied with digital publishers in the battle against ad blocking, MediaPost reports.
“Whether or not they employ ad-blockers, desktop users will now be subjected to every ad that Facebook wants them to see. Increasingly threatened by the ad-averting software, the social giant announced plans to change the way ads load into its flagship Web property,” Gavin O’Malley writes.
“The change comes amid a continued rise in ad-blocking software, which threatens the business models of digital publishers and social platforms. Last year, more than 198 million consumers around the world were active users of ad blockers which represented a 41% increase, year-over-year — according to analytics firm PageFair. As such, ad-blocking technology cost publishers nearly $22 billion, last year.”
Family Circle Show Social Media Strategy With Redesign
Family Circle has big plans for its redesign, in print and digitally, MediaPost reports.
“[VP and Editor in Chief Linda] Fears told Publishers Daily that it will push social media engagement with their content, as well as publish content from bloggers, influencers and experts from Instagram and YouTube who are popular with their audience, ‘whenever it makes sense,” Sara Guaglione writes.
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“The print redesign also features a more streamlined navigation, including ‘more entry points, quick takeaways and engaging story formats,’ per a company statement.”
Forbes, in Search of Ad Revenue Boost, Becomes Oracle Client
A trailblazer in digital publishing has taken a big step in contracting with Oracle, MediaPost reports.
“Forbes Media will use Oracle’s data analytics and management platform to help its advertisers increase audience reach and engagement. Oracle’s data analytics will allow Forbes to work with ad partners to develop custom segments. The company’s technology helps the publication target consumers across all channels and devices to create personalized experiences,” Guaglione writes.
“Forbes will use Oracle’s management platform to analyze its core user base and to provide advertisers with data about the audience their campaign has reached. In an internal memo sent to staff last week, Forbes CEO and executive chairman Mike Perlis said approximately 80% of their ad revenues came from digital. In the first half of 2016, digital ad revenues from BrandVoice, Forbes’ native ad product launched in 2010, increased more than 50%.”
Are you keeping tabs on ad blocking news? What are you watching out for? Let us know in the comments!
To read more about ad blocking news and other industry trends, visit MediaPost.
