Weekly Digital News Roundup: December 7-11
Facebook Users Have 7 Days Starting Now To Vote on Clarified Policy Changes and if They Keep Voting
- All users will soon receive an email alerting them to the vote on several important changes to Facebook’s Statement Of Rights And Responsibilities and its Data Use Policy. They’ll lose the ability to vote on future changes unless 30 percent of all users vote and the majority reject the proposal. Such a high turnout is unlikely, so this will likely be the last governance vote.
- Users will vote on whether: Facebook will eliminate voting on site governance changes in favor of taking high-quality feedback from users through a question-submission system and webcasts; Facebook can share data to and from its affiliates, including Instagram; Facebook may change who can contact you via Messages; Facebook may clarify who can view your content after you hide it from your Timeline. Facebook is not removing existing privacy controls, altering terms regarding who owns content posted to the site, or changing how advertising works.
Mobile Display Proves its Worth
- According to eMarketer, advertisers in the US are on track to spend $1.8 billion on mobile display advertising in 2012—more than triple the amount spent in 2011, but still far less than for other digital channels—according to a new eMarketer report.
- The metrics on mobile look good. Mobile clickthrough rates surpass online advertising norms, even when taking into account accidental clicks. And engagement levels with rich media ads have been shown to deliver significant lift to brand metrics. These positive trends, paired with the steady adoption of smartphones—now in the hands of nearly a majority of US adults—have marketers convinced they need to spend more on mobile display advertising.
- While many marketers initially doubted the ability of the small screen to deliver immersive brand experiences, advertisers are discovering that mobile display has positive effects on a wide spectrum of brand metrics and that engagement levels for it are high. Despite all the positives, however, advertisers still want better audience-targeting and user-tracking capabilities on mobile. This will be a key ingredient for realizing the full potential of mobile advertising.
Facebook in Talks to Buy Microsoft’s Atlas Ad Platform
- All Things D reports that according to sources close to the situation, Facebook is looking seriously at purchasing Microsoft’s Atlas Solutions ad-serving platform. Sources said the social networking giant has been conducting due diligence on the media measurement platform, part of its efforts to create its own advertising network for third-party websites to compete with Google’s DoubleClick offering.
- Atlas has been quietly on the market for some time and has been looked at by a number of companies, such as Adobe, said sources. But the effort to sell it got a jumpstart with recent interest from Facebook, which had been debating buy-versus-build options.
- Atlas was acquired by Microsoft as part of its 2007 purchase of aQuantive for $6 billion. The new price for Atlas will be substantially lower, said sources, but could involve a more complex advertising agreement between Facebook and Microsoft.