News digest 15.11.2021

INSTAGRAM IS PREPARING ITS OWN SUBSCRIPTION SERVICE

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Facebook has added new “Instagram subscriptions” under in-app purchases. These prices range from $1 to $5. There’s no clarity on what Instagram subscriptions would imply. Perhaps it would mean paying creators directly for exclusive content on a month-to-month basis.

NETFLIX IS TESTING SHORT CLIP FEATURE AIMED AT KIDS

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The “Kids Clips” feature, appearing on Netflix’s iOS app, will show short videos from the company’s existing library of children’s programs and movies. The company wants to attract younger viewers to its platform and help them discover programming.

GLOBAL VIDEO STREAMING GREW BY 21% IN Q3 2021

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Considering that streaming volumes have grown by 266% over the past three years, it seemed that it was no longer worth waiting for another breakthrough here, nevertheless, streaming growth continued this quarter: plus 21% compared to the third quarter of 2020. And mainly at the expense of Africa.
In one third quarter of 2021, streaming volumes in African countries increased by 273%.

META PLANS TO REMOVE SENSITIVE AD-TARGETING CATEGORIES FROM FACEBOOK AND INSTAGRAM

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The company plans to remove detailed ad-targeting options that refer to "sensitive" topics, such as ads based on interactions with content around race, health, religious practices, political beliefs or sexual orientation.
Facebook, Instagram and Messenger will be affected by the changes, which will take effect on January 19, 2022.

GOOGLE HAD RELEASED THE LIST OF GOOGLEBOT IP ADDRESSES

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Google has published the full list of IP addresses it uses for crawling and accessing your website under the Googlebot user agents. Google said if you do not want to use reverse DNS other those types of methods for verifying Googlebot, you “can identify Googlebot by IP address by matching the crawler’s IP address to the list of Googlebot IP addresses.”

VIDEO AND DISPLAY ADS DRIVE REVENUES FOR MOBILE APPS

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Gaming apps predominantly use video ads to drive revenues while non-gaming apps rely on both videos and display ads. In-app purchases were significantly more popular with gaming apps while native ads worked better for non-gaming titles. These are some of the results of the AdColony and Fiber study.

CORE MOBILE GAME ADVERTISING COSTS JUMPED 78% AFTER IOS 14.6

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Casual game ad costs have dropped 38% since the rollout of iOS 14.6 while core game advertising costs increased 78%. Average cost per install for casual games including arcade, card and puzzle games on iOS dropped 45% compared to 30% on Android.
In Core games, such as action, racing and card games, ad costs rose after iOS 14.5 on both iOS and Android, but while average CPI increased 64% on iOS after 14.6, it declined 8% on Android.

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