Home Ad Exchange News Google Maps Monetizes More; Facebook Adds Brand Safety Filters

Google Maps Monetizes More; Facebook Adds Brand Safety Filters


Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

Treasure Map

Google Maps is ramping up its revenue. Google has raised prices for businesses and other tech companies that license the Google Maps location infrastructure, Ad Age reports. On top of that, the platform has much more prominent in-app sponsorships available now and shows paid listings for nearby or on-the-way locations while users are navigating a trip. “Sometimes I say the most undermonetized asset that I cover is Google Maps,” said Morgan Stanley analyst Brian Nowak at a recent conference. “It’s almost like a utility where it’s kind of waiting for you to flip the switch on.” More. Waze, Google’s other mapping and directions app, is also cranking up revenue with an announcement Wednesday that it will begin making programmatic inventory available on DV360, Google’s DSP. AdExchanger has more.

The Safety Dance

Facebook is updating its brand safety controls and introducing an inventory filter that gives buyers more control over where their ads run across Audience Network, Facebook in-stream video and Instant Articles. Starting over the next few weeks, advertisers will be able to choose from three filter options based on their risk-tolerance level. Limited inventory offers “maximum protection;” standard inventory provides “moderate protection” (it’s also the default setting); and for the devil-may-care buyers out there, full inventory allows ads to be delivered to all eligible content. What does that mean in practice? Let’s use the example of strong language. The limited inventory setting means that ads will only appear where there’s no strong language; standard will allow “a few instances” of strong language; and with full, all bets are off. The filters should be fully up and running by the end of May. Read the blog post.

Net Neutrality Saga, Cont’d

The Dems are one step closer to their goal of bringing back net neutrality. On Wednesday, the House passed legislation that guarantees all broadband users equal access to content, regardless of which provider they subscribe to. The Save The Internet Act faces opposition by Republicans in the senate, however, with Senate Majority Leader Mitch McConnell saying the bill was “dead on arrival,” The New York Times reports. “Some in Congress are trying to give the government more control again, applying utility-style regulations that would threaten the internet as we know it,” Sen. Roger Wicker, R-MS, told the senate last week. “We should reject these efforts.” More.

But Wait, There’s More!

You’re Hired!

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.