This Mobile Monday we’re taking a look at Instagram’s potential illicit drug problem and how it impacts brand safety. Don’t forget Facebook’s compromised security. Also on the docket this week is the rise in mobile ad viewability in the U.K. Check it out!
Instagram’s Drug Problem & Facebook’s Continued Security Woes
Last week, Instagram’s founders left Facebook after selling the photo-sharing startup to Facebook in 2012, leaving some questions as to how the platform might change — According to the Washington Post, those changes need to come sooner rather than later, as users seeking to find sources for banned substances have begun gaming Instagram’s hashtags and algorithms.
Since Facebook and Instagram’s algorithms are designed to help advertisers target with a certain amount of accuracy, regardless of the context some search hashtags or searches are conducted under. According to the story, searches on Instagram for hashtags of the names of drugs brought up posts by a mix of individuals. That mix, including both former users and even dealers, then pulls in its own set of ads from Facebook and Instagram’s algorithms — searches brands may not be happy about appearing in.
According to the story; “ads from some of the country’s largest brands, including Target, Chase and Procter & Gamble, as well as Facebook’s own video streaming service, appeared next to posts illegally selling pills.”
Not a good look for Instagram’s case for brand safety.
Top of mind for most Facebook users last week though would probably have to be signing in again to any app or service they authorized via Facebook’s API — The company estimates as many as 50 million were impacted in its latest security breach.
Mobile Ads in the U.K.
It’s not all doom and gloom though. In the United Kingdom, viewability rates for mobile ads rose to 63.4% in the first half of 2018, according to the latest report from Integral Ad Science (IAS). This news is good news for advertisers, and reflective of the extremely proactive approach U.K. Advertisers, agencies, and ad networks (including AdColony) have taken to ensuring high-quality ads are the norm.
The report also suggests that brand image is becoming more important when determining the quality of an ad, with display ads flagged as detrimental to brand image dropping from 5.8% to 4.5% during the second half of 2018.
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Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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