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<span style="font-size:20px;font-weight:bold;color:rgb(0,0,0);font-family:arial;line-height:110%">OPLIN 4Cast #687: Will new tech help advertisers grab our attention?</span><br>
<span style="font-size:11px;font-weight:normal;color:rgb(102,102,102);font-style:italic;font-family:arial">February 26th, 2020</span></p>
<p style="text-align:justify;font-size:16px;font-family:arial;line-height:110%"><img align="left" src="https://4cast.oplin.org/wp-content/uploads/2020/02/39058411_s.jpg" alt="Digital Online Webpage Advertising Marketing Concept" width="130" height="94" style="padding-right:14px;padding-top:4px;padding-bottom:4px">
If you're like me, you probably rarely think about advertisements, other than to possibly figure out how to avoid them. But ads are <em>everywhere</em>, of course, and the entities that create and pay for them are constantly working to make sure that we see even more of them. To this end, companies are trying a variety of new tactics, many including new uses of technology.
</p><p style="text-align:justify;font-size:16px;font-family:arial;line-height:110%"><br></p><ul>
<li style="list-style-type:none">
</li><li style="text-align:justify;font-size:16px;font-family:arial;line-height:110%"><a href="https://singularityhub.com/2020/02/12/heres-what-the-future-of-advertising-will-look-like-spoiler-its-a-little-creepy/" target="_blank">How Advertising Will Get Way More Personal—and Then Vanish Completely</a> [Singularity Hub] "But with a blitzkrieg of technologies converging on the industry, advertising will continue to change. First, it’s likely to get a little more invasive and a lot more personal. Yet this won’t last. Not long after, the entire social media marketing market will vanish. How long will that take? We give it 10 to 12 years."</li>
<li style="text-align:justify;font-size:16px;font-family:arial;line-height:110%"><a href="https://www.engadget.com/2020/02/23/lyft-buys-car-top-ad-startup-halo-cars/" target="_blank">Lyft buys a startup that runs ads on top of ridesharing cars </a>[Engadget] "Lyft might have another way to generate revenue from trips. The company has acquired Halo Cars, a startup that lets drivers for app-based car services run taxi-style ads on top of their vehicles."</li>
<li style="text-align:justify;font-size:16px;font-family:arial;line-height:110%"><a href="https://www.pcmag.com/news/google-bans-nearly-600-android-apps-cites-disruptive-ads" target="_blank">Google Bans Nearly 600 Android Apps, Cites 'Disruptive Ads' </a>[PC Magazine] " There's an ongoing effort to stop these apps from entering the Play Store and getting distributed on a large number of smartphones and tablets. It's all part of mobile ad fraud, which Google labels as an industry-wide challenge harming users and advertisers."</li>
<li style="text-align:justify;font-size:16px;font-family:arial;line-height:110%"><a href="https://www.exchangewire.com/blog/2020/02/24/first-3d-gaming-ad-verification-pilot-delivers-23-higher-viewability-than-display-ads/" target="_blank">First 3D Gaming Ad-Verification Pilot Delivers 23% Higher Viewability than Display Ads </a>[ExchangeWire] " During December 2019, ads were served with geo and real-time targeting to over 400,000 gamers on mobile and PC as part of a campaign to reach a younger generation of consumers. On average, CHEQ found that during the campaign, 80.2% of game players achieved a level of viewability in which they saw 95% of ads for at least two seconds. This is compared to only 65% viewability for at least two seconds when the same brand served banner ads using traditional online display advertising channels."</li>
</ul>
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<p style="text-align:left;font-size:20px;font-family:arial;line-height:110%"><small><strong><em>From the <a href="http://ohioweblibrary.org" target="_blank">Ohio Web Library</a>:</em></strong></small><br>
</p>
<div style="text-align:justify;font-size:16px;font-family:arial;line-height:110%">
<ul>
<li><a href="https://proxy.oplin.org:2111/login.aspx?direct=true&db=buh&AN=140216535&site=ehost-live" target="_blank">Advertising Makes Us Unhappy</a> ( Oswald, A., & Torres, N. (2020). Advertising Makes Us Unhappy. <em>Harvard Business Review</em>, <em>98</em>(1), 32–33.)</li>
<li><a href="https://proxy.oplin.org:2111/login.aspx?direct=true&db=pwh&AN=137424400&site=ehost-live" target="_blank">How Digital Advertising Markets Really Work</a> ( SRINIVASAN, D. (2019). How Digital Advertising Markets Really Work. <em>American Prospect</em>, <em>30</em>(3), 25. )</li>
<li><a href="https://proxy.oplin.org:2111/login.aspx?direct=true&db=pwh&AN=84781962&site=ehost-live" target="_blank">Airbrushing in Advertisements: Overview</a> ( Issitt, M. (2018). Airbrushing in Advertisements: Overview. <em>Points of View: Airbrushing in Advertising</em>, 1. )</li>
</ul>
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