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Mobile Monday: Google Launches Android 11, Twitch Inventory Available on Amazon Advertising

Posted Sep 13, 2020

Today’s digital world has presented consumers with personalized and highly-engaged content and that includes advertisements. That’s why brands need to make sure both the content and the platform are relevant to reach their target audience. Amazon Advertising recently announced they will be offering Twitch’s ad inventory in order to connect brands with younger and highly-engaged users. Meanwhile, Google released Android 11 on Pixel products and a few devices last week. To learn more, read this week’s Mobile Monday!

Android 11 Released on Pixels and Other Devices 

Last week, Google launched Android 11, the latest version of its mobile OS. The first phones to get the operating system are Google’s Pixel devices and select phones from OnePlus, Oppo, Xiaomi, and Nokia with more coming in the next weeks and months. Android is the dominant mobile operating system worldwide and powers over 2.5 billion monthly active devices and is available on thousands of different device configurations. Google has also launched the Go edition of Android 11 which was designed for low-powered devices.

The long list of new features is primarily focused on conversations, connected devices, and privacy. Message functionality will include conversation notifications that will appear in a dedicated section at the top of the shade with the ability to prioritize conversations with key people. Bubbles will keep conversations in view and accessible while multitasking. Users will be able to respond to messages without having to switch back and forth. Built-in screen recording is finally coming to Android with no extra app required. For increased privacy, one-time permissions will be needed to grant single-use access to the microphone, camera, and location. The next time the app needs access to these sensors, it will ask for permission again.

Amazon Opens Twitch’s Ad Inventory to Programmatic Buyers

Twitch ad inventory is now available on the Amazon Advertising. Ads can now bought programmatically on the video game streaming platform. Media buyers no longer have to go through the manual process of purchasing ads on the streaming service, which attracts an average of 17.5 million daily viewers. In a statement from Amazon, the company indicated that “Twitch will now have the added benefit of Amazon Advertising’s unique audience insights and measurement for their campaigns.”

The availability of Twitch is a significant development in Amazon’s attempt to gain ground on Facebook and Google. eMarketer reported earlier this year that Amazon Advertising was the fastest-growing ad space in the U.S. That places the company immediately behind Facebook and Google, with the three tech giants estimated to have a combined market share of 62.3% this year. Although inventory pricing on Amazon Advertising is considered higher to Google’s, its massive audience of online shoppers offers a lot of opportunities to advertisers. 

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