Advertising

On-chain data — The missing link in Web3 advertising

April 17, 2024 Coin Telegraph

Russian telecoms giant MTS announces ads service targeting Telegram users

October 17, 2023 Coin Telegraph

Advertising

Telegram denies that it has entered any advertising-related agreements with Russian companies.

Russia’s largest telecommunications firm, MTS, claims it will launch an advertising service targeting Russian Telegram users, but the social messaging application denies it has any agreements in place.

The company made the announcement on Oct. 17, outlining the launch of advertising services for clients targeting the audience of specific channels, categories, interests and geolocation. MTS explicitly states that the service targets phone numbers of Russian operators.

Telegram spokesperson Remi Vaughn told Cointelegraph that the company hasn’t entered into any ad-related agreements with any Russia-based companies, including MTS:

“They may be accessing Telegram ad platform features via one of the global ad agencies we work with, but we can confirm that no partnership or agreement exists between Telegram and MTS.”

MTS unpacked details of the new service, which touts the promotion of messages, groups and bots with links inside Telegram, as well as messages with links to external sources in Telegram Ads, allowing users to be directed to external sites and applications.

MTS described the service as a means to turn Telegram “into a performance tool with a high level of trust” that could reach a daily audience of 55 million Russians.

A statement from MTS advertising director Elena Melnikova reiterated that the launch of the service would enable clients to target Telegram users based on a variety of external user data:

“Russian businesses and advertising agencies will be able to launch advertising in Telegram based on external data - MTS Big Data segments, their own CRM systems based on phone numbers.”

The service also touts the exclusion of a minimum budget threshold, meaning users can create and run advertising for any amount. The cost per message for small and medium-sized businesses to their own databases is set to be fixed at 90 kopecks ($0,0092).

MTS also reports that all adverts launched in Telegram Ads through its MTS Marketer service align with Russian advertising laws. MTS serves over 80 million subscribers through its Russian mobile business.

Cointelegraph has reached out to MTS to clarify details of the service and whether it has entered into a formal agreement with Telegram or is alternatively delivering the service through third-party advertising agencies.

Magazine: Beyond crypto: Zero-knowledge proofs show potential from voting to finance

Google Chrome launches built-in user tracking for advertisers

September 11, 2023 Coin Telegraph

Ads

Chrome’s Privacy Sandbox tracks users’ behavior within the browser instead of relying on third-party cookies.

Google Chrome launched its built-in tracking and ad-curation platform, “Privacy Sandbox,” on Sept. 7 for general availability, according to a company blog post. The platform was originally rolled out to a small percentage of users but is now available to around 97% of users. Google said the remaining 3% will be onboarded over the next few months.

Privacy experts have criticized the new tracking system. But in its announcement, Google defended it, stating that Privacy Sandbox needs to be implemented to eliminate third-party cookies and fingerprinting.

Google is introducing Privacy Sandbox to Chrome users, replacing third-party cookies with more privacy-centric tracking of topics of interest. However, concerns arise about transparency and data collection. Users can control ad topics in Settings. #PrivacySandbox pic.twitter.com/fLzLZO309m
— Realtime Global Data Intelligence Platform (@KIDataApp) September 8, 2023

Over 80% of websites use Google’s Adsense service to generate ads on their pages, according to business analytics platform 6sense. To target ads to readers effectively, Adsense embeds cookies in the user’s browser. These cookies track users’ behavior as they browse from site to site, gathering data that can be used to determine what products they may be interested in buying. Because these cookies are produced by Google rather than the website being visited, they are often called “third-party cookies.”

Some competing ad platforms such as Microsoft Ads also use third-party cookies.

Privacy advocates have criticized the practice of embedding third-party cookies, and some users have sought ways to block them. Apple’s Safari, Mozilla’s Firefox and Brave’s Brave browser have all implemented blocks on third-party cookies by default. Chrome users can also choose to block these cookies through the settings menu.

In a January 2020 blog post, Google argued that browsers should not block third-party cookies by default until an alternative tracking system is created. “Some browsers have reacted to these concerns by blocking third-party cookies,” the post said, “but we believe this has unintended consequences that can negatively impact both users and the web ecosystem.”

According to Google, blocking third-party cookies may lead to “[encouraging] the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control.”

The Sept. 7 announcement echoes these earlier statements, claiming:

“Without viable privacy-preserving alternatives to third-party cookies, such as the Privacy Sandbox, we risk reducing access to information for all users, and incentivizing invasive tactics such as fingerprinting.”

Google Chrome’s new Privacy Sandbox platform allows user data to be tracked within the browser itself. For this reason, Google believes it will enhance privacy, as it will do away with the need for third-party cookies. However, Google also emphasized that it will not start blocking third-party cookies by default until a later date.

The Electronic Frontier Foundation, a digital privacy advocacy group, argued that an earlier version of the Privacy Sandbox did little to enhance privacy, as it continued to track users’ behavior, albeit within the browser instead of through cookies. According to the group, the Privacy Sandbox could be even more invasive than third-party cookies in some respects.

The new Chrome interface reveals that Privacy Sandbox can be turned off through three different settings within the “Ad privacy” menu.

*Chrome Ad privacy settings. Source: Chrome browser for Android*

Brave browser also implements a platform called “Brave Ads,” which tracks users’ behavior. This feature is turned off by default, and if users choose to opt in, they get paid in Basic Attention Token (BAT) for ads they view.

Back on track: Kraken inks F1 crypto sponsorship deal with Williams Racing

March 29, 2023 Coin Telegraph

Advertising

Kraken has inked a partnership deal with Williams Racing marking the first major return to F1 for crypto this year.

Formula 1 teams could be warming to crypto advertising again despite a crypto sponsorship exodus in the wake of last year’s high-profile meltdowns.

On March 28, American crypto exchange Kraken announced that it was partnering with the Williams Racing F1 team in a new sponsorship and Web3 deal. The move marks the first major crypto company to ink a new deal in Formula 1 racing this year.

The deal will not only involve Kraken branding emblazoned on the Willams race cars, but branded team merchandise and nonfungible tokens (NFTs) for team fans to collect.

The rear wing of the car will also showcase KrakenNFT customer-owned digital collectibles artwork from leading third-party NFT projects at select races.

Williams Racing commercial director James Bower said, “We’re excited to get the partnership underway to offer our fans cutting-edge crypto and Web3 experiences, while also enabling Kraken to reach new institutional clients and businesses through our network and events.”

Today we’re thrilled to announce Kraken as an official partner of @WilliamsRacing!

Together we’re accelerating the crypto revolution on and off the grid

More info: https://t.co/ASxKLrBlFo pic.twitter.com/5RfIdkZKbZ
— Kraken Exchange (@krakenfx) March 28, 2023

Several Formula 1-racing teams quickly dropped their crypto sponsorship deals when things started to melt in late 2022. In mid-November, the Mercedes F1 team suspended a partnership agreement worth an estimated $27 million with the embattled FTX exchange.

Furthermore, Ferrari abruptly ended a long-term arrangement with the Swiss blockchain organization Velas in January. Alfa Romeo dropped its sponsor, Vauld, following troubles at the crypto lender last year.

In September, Singapore put the brakes on crypto advertising around the track but allowed it to remain on the cars. Other countries including France also placed restrictions on trackside crypto commercials last year forcing some teams to remove them.

However, some sponsorship deals have remained. The Aston Martin team has retained its crypto sponsors Crypto.com and Socios. Binance remains the partner of the Alpine team and OKX and Tezos are still with McLaren Racing, according to reports earlier this month.

Meanwhile, the Red Bull racing team has retained its crypto sponsor Bybit and OpenSea is still with Haas.

Kraken’s deal with Williams Racing could be the beginning of a return to racing and sports for crypto companies in 2023 as markets recover.

Crypto Ads in Belgium to Feature ‘Punchy Warning’ of Risks, New Rules Imply

March 21, 2023 Bitcoin.com

South Africa adds new cryptocurrency standards to advertising code

January 23, 2023 Coin Telegraph

Advertising

Cryptocurrency products and services feature in a new clause in South Africa’s code of advertising practice introduced by the Advertising Regulatory Board.

South Africa’s Advertising Regulatory Board (ARB) has included a new clause for the cryptocurrency industry aimed at protecting consumers from unethical advertising.

Companies and individuals in South Africa must abide by certain advertising standards pertaining to the provision of cryptocurrency products and services in a new clause introduced to Section III of the country’s advertising code.

The first clause requires that adverts, including cryptocurrency offerings, must ‘expressly and clearly’ state that investments may result in the loss of capital ‘as the value is variable and can go up as well as down.’ Furthermore, adverts must not contradict warnings about potential investment losses.

Advertising for particular services and products must be explained in an ‘easily understandable’ manner for intended audiences. Adverts must also give balanced messages around returns, features, benefits and risks associated with the associated product or service.

Rates of returns, projections or forecasts must also be adequately substantiated, including how these are calculated and what conditions apply to touted returns. Any information relating to past performance cannot be used to promise future performance or returns, and should not be presented in a way that creates ‘a favourable impression of the advertised product or service.’

Adverts from cryptocurrency service providers that are not registered credit providers should not encourage the acquisition of cryptocurrencies using credit. However this does not preclude the advertising of associated payment methods provided by service providers.

Social media influencers and brand ambassadors will also be expected to comply with certain advertising standards. This includes being required to share factual information while being prohibited from offering advice on trading or investing in crypto assets and the prohibition of promises of benefits or returns.

Cryptocurrency exchange Luno, a prominent service provider in South Africa, spearheaded the project with the ARB. Luno’s GM for Africa Marius Reitz told Cointelegraph the exchange approached the regulatory body to develop new rules alongside major players in the local crypto industry.

Reitz said that the industry is looking to take a self-regulatory approach and that consumers should be cognisant of risks involved in cryptocurrency investing. Scams and frauds have preyed on unsuspecting investors in the country, necessitating an effort to ‘clean up the industry’ by making it more difficult for scammers to operate:

“Media platforms are understandably looking for advertisers, but we were concerned that they weren’t doing sufficient due diligence on whether advertisers were above board.”

A statement shared with Cointelegraph from ARB CEO Gail Schimmel highlighted her belief that the project would result in better protections for ‘vulnerable consumers’ in South Africa:

“This is a wonderful example of an industry that sees the harm that could be done in its name, and steps up to self-regulate the issues without being forced to do so by government.”

Cryptocurrency investors globally have fallen prey to some major scams in recent years. In South Africa, Mirror Trading International grabbed headlines through 2020 and 2021 as its CEO Johan Steynberg fled the country with sole control of wallets containing around 23,000 Bitcoin (BTC) belonging to thousands of investors.

Africrypt was another South African investment scheme that turned sour on investors in 2021, with brothers Raees and Ameer Cajee claiming that a hacking incident had led to the loss of some $200 million worth of cryptocurrencies being managed by the fund.

Coindesk Up for Sale? Investors Circle Crypto News Publication Amidst Genesis Bankruptcy

January 20, 2023 Bitcoin.com

Amendments to Russia’s Digital Asset Law Aim to Allow Mining, Ban Crypto Exchange and Ads

November 19, 2022 Bitcoin.com

Google Admits Crypto Winter Is Hurting Ad Business

October 27, 2022 Bitcoin.com

Google feels the bear market as crypto ads revenue slips since July

October 26, 2022 Coin Telegraph

Advertising

Alphabet’s revenue from Google advertising was down in Q3 2022, with decreased search spending from financial services and cryptocurrency subcategories highlighted.

The latest earnings call from Google’s parent company, Alphabet, highlighted decreased search advertising spending from financial services and cryptocurrency subcategories.

Alphabet released its earnings report for Q3 on Oct. 25, outlining a 6% increase in revenue totaling $69.1 billion in comparison to Q3 last year. Revenues were down slightly from Q2 2022, dropping from $69.7 billion.

However the breakdown of revenues from Google Services, which includes its advertising earnings, showed that this segment increased from $58.8 billion to $61.3 billion over the past year.

Philipp Schindler, Google’s chief business officer, noted particular strife in the financial and the cryptocurrency sectors in particular with notable drops in advertising spending quarter-on-quarter during Alphabet’s earnings call on Oct. 25:

"We did see a pullback in spending by some advertisers in certain areas in search ads. For example, in financial services we saw a pullback in insurance, loan, mortgage and crypto subcategories."

Google updated its financial products and services policy in July 2022 to clarify the scope and requirement for adverts relating to cryptocurrency businesses, services and products. This set out rules for advertisers of exchanges and wallet services targeting countries including France, Germany, South Korea, the Philippines, the United Arab Emirates, Hong Kong and Thailand.

Given that they met certain regulatory requirements within these jurisdictions, advertisers could continue to promote their crypto-related products and services through Google’s advertising platform.

The change came several months after Google gave crypto-related advertising the green light in August 2021. The multinational tech giant had previously banned crypto and initial coin offering-related advertisements back in June 2018.

Global markets and cryptocurrency markets continue to weather difficult times, with the latter enduring what analytics firms like Glassnode have dubbed as the worst bear market on record.

Nevertheless the decreased advertising spending from the cryptocurrency sector does not reflect Google’s attitude towards the space. Google announced a partnership with American cryptocurrency exchange Coinbase in October to allow payments for cloud services with Bitcoin and Ether in 2023.

Share this video