Weekly Digital News Roundup: August 22 – 26
Privacy Icons Roll Out on Video Ads
- The you-are-being-targeted icons that began rolling out on banner ads late last year are now coming to video ads. Privacy company Truste has entered into an agreement with Adap.tv to carry the icons on the company’s online ad platform.
- The icons are at the center of the industry’s self-regulatory privacy program. They were developed as a means of informing consumers about behavioral advertising – or the practice of serving ads based on sites users have visited in the past. The icons also contain links to pages where people can opt out of receiving targeted ads, but not online data collection.
- Federal Trade Commission officials have praised the icon program, but are also calling on Web companies to develop a universal do-not-track mechanism that will allow consumers to easily opt out of data collection, as well as receiving targeted ads.
Moat Measures Engagement by Tracking “Mouse Hovering”
- Moat, a New York-based startup focusing on a new engagement currency, launched its “No Clicks Campaign,” a heat map-focused analytics service that seeks to eliminate engagement rates measured in clicks altogether.
- The company will begin tracking “mouse hovering” over an ad, which is believed to serve as a proxy for attention. The company’s head folks say the data helps advertisers better understand which parts of their ad users engaged with, and how intensely.
- The launch of Moat’s “No Clicks Campaign” comes as analytics competitor RealVu revealed its first partnership with agency Horizon Media. RealVu attempts to solve the same measurement problem, but for display ad impressions. The company’s ad technology measures the seconds a user is actually exposed to an ad, but from the user’s point of view and not the publisher’s.
Facebook Adds New Privacy Controls
- Facebook said it would roll out new controls for sharing personal information on the social network on Thursday, giving its more than 750 million users new tools to manage who can see information about them.
- The company plans to move a number of privacy controls—which previously required navigating to a separate settings page—to users’ homes pages and profile pages, next to where they view and post content.
- Facebook’s vice president for the product, Chris Cox, said making privacy controls easier is “absolutely critical” to Facebook’s future success, but added the changes weren’t made in response to Google. “We are launching this now because it is ready,” he affirmed.
Facebook Surpasses 1 Trillion Pageviews Per Month
- Facebook garnered more than 1 trillion page views per month in June and July, according to data from DoubleClick.
- The Google-owned ad network found that Facebook received approximately 870 million unique visitors in June and 860 million in July, exceeding the known number of users by more than 100 million.
- Each visitor averaged approximately 1,160 page views in July and 40 per visit — enormous by any standard. Time spent on the site was around 25 minutes per user.