Internet Marketing News Update #268, December 15, 2017

FCC plan to dismantle net neutrality may shake up internet marketing
The Chairman of the FCC, Ajit Pai, outlined a proposal that would do away with Obama-administration protections for net neutrality. Though the impact on internet marketing is unknown, industry experts fear this might change the cost of doing business on the internet and also restrict the effectiveness of SEO strategies as internet service providers would be able to steer access toward top bidders rather than top-performing websites.
Direct Marketing News

Google to penalize sites that use AMPs as teasers
Accelerated mobile pages (AMPs) are intended to deliver content to users at extra-fast speeds, but some publishers are using them to carry only teaser content, which means the user has to click through again to see the full article. Going forward, if the AMP content is not the same as that of the canonical page, Google is going to steer the user directly to the canonical page rather than to the AMP. In such cases, Google will also exclude the page from searches that require AMP characteristics.
Search Engine Journal

Firefox dumps Yahoo as default search engine
After three years of featuring Yahoo as its default search engine, Firefox is going to switch back to Google as its default choice. Users will still have the option of manually switching their default search engine to Yahoo, but Yahoo will be just one of 60 search engines users can choose manually on Firefox.
Search Engine Journal

Advertisers struggling over programmatic ad campaigns
As concerns over programmatic advertising programs mount on a variety of fronts - including issues of questionable readability, brand safety, and out-and-out fraud, advertisers seem intent on gaining more control over their placements but are not sure about how to go about it. A recent survey by Infectious Media found that 84% of advertisers worldwide want more direct control over their programmatic efforts, but only 1.4% have acted to bring these efforts in-house rather than relying on outside agencies.

Strong content leads to B2B conversions
A new study has found that of B2B engagement methods, interesting the audience in a content download is the one most likely to lead to conversions. Two-thirds of respondents found that data downloads were more likely to lead to conversions than such methods as webinar registration, demos, or surveys. In particular, respondents found that research reports were the form of content download most likely to result in conversion.

Google is letting users see government requests for content deletion
Following the lifting of an FBI gag order earlier this year, Google is increasing its Transparency Report to provide more information about National Security Letters (NSLs), which are governmental requests that impact content. Google's new features will allow users to see the NSLs themselves as well as analyze data to see trends in such requests.
MediaPost News

Media Rating Council unveils new audience measurement standards
The Media Rating Council has announced new guidelines for measuring advertising audiences. These standards include using multiple data collection sources for verification and the introduction of the concept of duration-weighting, which factors in the amount of time an ad is within view.
MediaPost News

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