Mobile search and buying continue to grow as the chosen means for consumers' online shopping, with the market set to reach an estimated $218 billion in 2019. By 2021, it's estimated that 72.9 percent of online purchases will be made on a mobile device. If you factor in the Millennial and Generation Z demographics, virtually all sales soon will be mobile-generated.

The social media model has come under increased scrutiny following revelations of data misuse and news of executives reneging on some security commitments. People expecting to change the situation will need to address how social media works. This means changing not just the business model, which describes how a social media business makes money, but the fundamental technology model too.

There's one competitor we underestimated this year. It's slowly draining the attention of every human on the planet. It plays into almost all human needs -- as they are defined by the Maslow Hierarchy. It's the rectangular status-seeking device in your hands. That's right. It's your smartphone. Maslow's needs start with the basics. Starting at the bottom of the pyramid, we all need food and water.

Vero, a relatively unknown social network, has been enjoying a surge in user engagement in recent weeks, a trend that may be tied to growing user discontent over recent changes to Instagram's algorithm, along with an assortment of other objections that have been driving users away from the leading social platforms. Vero has rapidly moved up in the App Store and Google Play rankings.

Google on Thursday announced a new feature that will let users mute so-called "reminder ads" in third-party apps and websites that are powered by its ad engine. It plans to expand this feature to its own services, including Gmail, YouTube and Google Search, in the coming months. The new tool is the latest addition to Google's dashboard for ad controls.

Mobile app use has become a powerful habit among U.S. consumers, based on new research findings. An increasing number of users have been spending their time consuming video, music and social media on smartphones and other mobile devices, but many are reluctant to try new apps. A large percentage of mobile app users' time is spent on apps like Facebook, Snapchat, Twitter or Instagram.

Advertising technology, or ad tech, is a relatively new business segment. Both Google and Facebook have been very successful with this new advertising model. Going forward, will ad tech be important and rapidly expand to a wider segment, or will it be limited to the way certain companies show value and grow? Advertising has gone through wave after wave of change over the decades.

Instagram's Stories feature, which launched one year ago, has achieved widespread engagement among businesses that want to raise their brand awareness and expand their e-commerce penetration, the company said. The tool, launched in August 2016, allows users to create digital slide shows out of photos and videos in order to convey a story. More than 250 million daily active users are on Stories.

Facebook on Wednesday launched "Discover Growth," a global ad campaign targeting B2B marketers. The 30-day U.S. ad campaign, which will target direct-response marketers as well as traditional brands, will run both on and off the Facebook platform. The on-platform campaign reportedly will consist of one ad per day on Facebook, Instagram and the Facebook Audience Network.

Google earlier this week unveiled Google Attribution, a tool that uses machine learning to measure the effectiveness of online marketing campaigns across a variety of devices and channels. Part of a series of new measurement tools introduced at Google Marketing Next, Google Attribution aims to help marketers determine what is driving consumers to make their online purchasing decisions.

Google reportedly has been working on a plan to install an ad blocker onto its Chrome browser. It also has been considering a collaboration with Microsoft, Facebook and other firms to develop a set of standards that would determine which types of advertising to block from websites. That effort presumably would aim at blocking abusive ads without jeopardizing ads from legitimate firms.

Verizon on Monday confirmed reports that it will rebrand its AOL and Yahoo businesses under a new entity called "Oath." AOL CEO Tim Armstrong delivered the message via a tweet. The rebranding is part of a plan to reinvest millions into the legacy digital content companies with the aim of creating a major new platform. The "Yahoo" and "AOL" names will live on under the overarching Oath brand.

Google on Thursday announced Guetzli, a new contribution to its evolving set of tools for the open source community. Guetzli is an encoder that allows JPEG files to be compressed as much as 35 percent, resulting in much faster Web page loading. "Guetzli," which means "cookie" in Swiss German, allows users to create smaller JPEG images.

As it approaches its IPO, Snap, maker of the popular Snapchat messaging app, is positioning itself as a camera company. "We feel like we're really at the beginning of what cameras can do," said Snap CEO Evan Spiegel. "Before, cameras were the best way to perfectly save or record something that you saw. They sort of helped augment memory -- but now, you know, cameras augment the way that we talk."

Facebook this week announced new features for News Feeds videos, along with an app for TV. News Feed videos now have sound turned on by default in mobile devices. This can be disabled in the Settings menu. A larger format to present vertical videos now is standard on iOS and Android devices. The feature became available as a preview last year. A Watch and Scroll feature lets users minimize the video they're watching and drag it to any corner of the screen.

Google removed 1.7 billion bad advertisements from its various sites in 2016, more than double the prior year's totals. Google took several steps to crack down on the deceptive advertising, including updating its policies to protect users from "misleading and predatory offers." It also beefed up its technology to help identify misleading ads and remove them.

Instagram on Wednesday announced that businesses will be able to place immersive, full-screen video ads in its Stories feature, which has attracted 150 million daily users since its launch five months ago. Further, Instagram Business Tools will include insights on stories, which will allow business users to view the reach, impressions, replies and exits for each individual story.

Facebook on Wednesday reported a record Q3, beating analysts' expectations for the fourth straight quarter, but concerns among investors about increased expenditures and the company's future prospects drove down share prices. They closed Thursday at $119.95, down more than $7 from Wednesday's closing price of $127.17. Friday saw little movement, with a closing price of $120.75.

Snap this week hired Morgan Stanley and Goldman Sachs Group to manage its IPO, according to multiple reports. JPMorgan Chase, Deutsche Bank, Allen & Co., Barclays and Credit Suisse Group reportedly also will play a role. The IPO, expected as early as this spring, could result in a valuation of $25 billion or more. That would make Snap one of the highest-profile IPOs in years.

Pandora on Thursday launched Pandora Plus, a replacement for its $5-a-month Pandora One streaming music service. The 4 million Pandora One subscribers will be switched over to Plus, which will continue to offer ad-free listening at the same price. However, Pandora Plus also offers an opt-in video advertising feature that lets users skip or replay songs. Plus also has an offline mode.

Adblock Plus, together with partner ComboTag, on Tuesday launched the beta version of the Acceptable Ads Platform. AA is an interactive platform that pre-whitelists ads publishers and bloggers then can place on their sites. It will only contain only ads that abide by AA's criteria for size and labeling, and their placement will be governed by the AA rules.

WhatsApp on Thursday announced an update to its terms and privacy policy -- the first in four years. Among other things, the changes will affect the ways users can communicate with businesses while continuing to avoid third-party banner ads or spam messages, according to the company. However, WhatsApp will begin to share some personal details about its 1 billion users with Facebook.

Google has announced that it soon will downgrade mobile pages in its search rankings if they carry ads that obscure content. Such ads "provide a poorer experience to users than other pages where content is immediately accessible," explained Doantam Phan, a product manager at Google. Techniques that reduce the accessibility of content include showing users a popup that covers the main content.

Verizon's reported consideration of a plan to preinstall mobile apps from major retailers and financial firms on users' smartphones has drawn sharp criticism. The carrier reached out to numerous retail and finance brands with an offer to preload mobile apps on its Android phones for between $1 and $2 per device, according to unnamed ad agency executives.

Google on Tuesday released an updated version of its Phone app for Android with a new spam protection feature that warns users when an incoming call is likely to be spam. It also lets them block numbers and report spam. The app is available on Google Play. The spam warning feature works on Nexus and AndroidOne devices on the T-Mobile USA, Project Fi and Orange France networks.

Airbnb recently filed suit against San Francisco over a new rule governing short-term rentals, which the city's Board of Supervisors approved last month. An Airbnb-supported law adopted earlier this year requires short-term rental hosts to register with the city, but it's estimated that only about 20 percent of them have done so. The new rule requires services like Airbnb to enforce the law.

Twitter on Tuesday launched enhanced video services that will allow users to post longer videos -- up to 140 seconds. It also announced a new platform for celebrities and public figures to share their stories. Because sports, news, music and other videos increasingly are the type of content that goes viral on Twitter, the company decided to expand content parameters.

Instagram on Tuesday said it had passed a milestone, with its community having grown to more than 500 million members -- more than 300 million of them using the site on a daily basis. The Instagram community has become more global, with more than 80 percent of Instagrammers living outside the United States. Instagram's user base has more than doubled in two years.

Snapchat recently began rolling out its redesigned Discover page. It now displays images and headline previews of the content inside Discover channels and Live stories on the Stories page. It previously displayed only logos for publishers or events on those sites. Publishers now can include an image and a headline to promote each day's story.

Apple is planning a major overhaul of its App Store, including the introduction of a new subscription model for developers and the implementation of a paid search ad program, SVP Phil Schiller indicated in interviews ahead of next week's WWDC. To encourage developers to sell their apps on a subscription basis, Apple plans to change the current 70/30 revenue-sharing structure.