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Article
Unpacking Facebook’s Upcoming Changes to Custom Audiences
Facebook's 2018 revisions to its Custom Audiences tool, announced in the wake of the Cambridge Analytica scandal and ahead of the May 25th GDPR compliance date, are examined for what they mean for marketers and for platform power.
- Facebook introduced new requirements for Custom Audiences effective July 2, 2018, mandating that advertisers disclose the source of their data—whether first-party, third-party, or a combination—which will be displayed to users in the 'Why am I seeing this?' portal.
- Advertisers and their partners are now required to certify their business relationships within Facebook’s ad manager suite to ensure accountability for data stewardship across the advertising circuit.
- Facebook previously ended its 'Partner Categories' program, which allowed for the direct integration of third-party data from brokers like Experian and Acxiom, shifting the responsibility of data provenance to the advertiser.
Mobile Dev MemoJun 2018
Article
Unpacking the $5.9BN King Acquisition Price
Activision Blizzard's $5.9BN acquisition of King Digital, announced in November 2015, is the largest ever for a mobile game developer, and the analysis here argues the price is justified despite a 20% premium on King's enterprise value.
- Activision Blizzard acquired King Digital for $5.9 billion, representing a 20% premium on King's enterprise value and 8x its projected 2016 EBITDA.
- Activision Blizzard funded $3.6 billion of the purchase price using offshore cash, allowing the company to avoid US repatriation taxes on the transaction.
- The acquisition provides Activision Blizzard with access to King’s 330 million monthly unique users, 60% of whom are female, offering a strategic demographic expansion.
Mobile Dev MemoNov 2015