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Facebook's Location-Based Ads; TV Versus Web Video

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Tracking Location

New location tracking capabilities (announced last Thursday) through Facebook have the ecosystem – and Facebook users – wondering when it will be used for ad targeting.  TechCrunch’s Josh Constine posits, “Imagine if the ads you saw in your News Feed were for restaurants or shops a block away. Those would surely be more relevant to users and more effective for businesses.” Read it.  And, read more reaction to the new feature on Pando Daily.

Let’s Measure

Reporter Emily Steel suggests in the FT that the cable TV cord is being cut in favor of IP-based video delivery, and new data from Tremor and Nielsen echoes that view. The companies say online viewers are enjoying 12 hours of Web video daily on average. But Steel adds, “Marketers say they are becoming agnostic about which screens original online videos appear on. More important for them is overcoming the challenge of measuring both the size of the audience and the return on advertising.” Read more (subscription).

Et Tu, Collective?

Collective CEO Joe Apprendi discusses the possibilities of his ad tech firm going public in a brief interview on Business Insider. He tells BI’s Jim Edwards that “the company is doing about $200 million a year in net revenues.” Edwards adds, “(Collective is) also profitable, and Apprendi is fond of joking that unlike his rivals in the adtech business, his company actually pays taxes because of it.” Read more.

Mobile Brand Advertising

Onswipe’s co-founder and CMO, Jason Baptiste, shares some insight for any startups or publishers looking to develop mobile brand advertising. His tips center on selling around better user experiences, focusing on brand metrics specific to each campaign, locking down repeat buys and shifting high-impact units into programmatic channels. Read more via VentureBeat.

Less Organic Reach, No Problem

According to a recent study by Nanigans, Facebook advertising climbed by 83% YOY in Q1, and advertisers are shifting their focus by allocating 81% of desktop ad spend to the news feed. The study also shows that with impressions down 17% QOQ and 48% YOY, impressions have a higher value. As Nanigan’s data set draws from major brands, these findings might not be indicative of overall spending. However, the findings show that bigger spenders are investing more money in Facebook ads, despite reduced organic reach. Read on at Marketing Land.

But Wait. There’s More!


Godfather’s Pizza Makes FBX Offers Consumers Can’t Refuse

GFA co-op of 26 Godfather’s Pizza franchises drove online sales at a rate of six times their media spend through FBX.

Working on behalf of the co-op, Nebraska agency SKAR enlisted Varick Media Management (VMM), which it had worked with previously, to help run its coverage through FBX.

Digital advertising is relatively new to the co-op's marketing mix. Godfather's Pizza's director of marketing, Jan Sammons, said these initiatives began in 2013. "So far we have been very pleased with the results of the campaign," Sammons said. "(We) are looking forward to continuing to enhance our traditional advertising efforts with digital."

VMM president Paul Rostkowski said the agency chose FBX because the size of its environment drove down costs. “It’s one of the largest, if not the largest, marketplace that’s available today,” he said. “Because of its size, the impression cost tends to be lower because there are so many users. The less expensive the ad impressions, the more likely agencies are able to meet target ROIs.” (more…)


Publicis' Q1 Report Debrief; Expanding Nielsen Online Campaign Ratings To Mobile

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Publicis Groupe’s Q1 Report

The merger of equals with Omnicom is underway but moving more slowly than anticipated, according to Publicis Chairman and CEO Maurice Lévy. On Thursday, Publicis reported earnings and an organic growth rate of 3.3% for 2014’s first quarter. Stats showed revenues increased by 2.2% from 2013. Lévy mused, “Added to the double-digit growth in digital activities and the marked improvement in healthcare, these are good reasons that allow us to feel confident about 2014.” Meeting its growth objective of over 4% for the full year, the company said it was on track to reach growth and profitability targets for Publicis’ strategic road map for 2018. Read the press release. (more…)


Telefonica's New Mobile Ad Exchange; Mindshare Gains Access To Weather Data

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New Mobile Exchange

Telefonica and Blackstone’s GSO Capital Partners have teamed up to create a new mobile ad exchange called Axonix. CEO Simon Birkenhead tells The Drum, “At the moment in mobile advertising there are very few ways of having verified demographic data. There are lots of companies that claim to offer demographic and location data, but actually once you dig into the details it turns out they are actually just algorithms ... whereas operators like Telefonica have verified demographic data so we can guarantee to advertisers that they are targeting the right people.” Read it. A hundred DSPs are already sipping from the Axonix trough.

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Updates To Gmail's TOS; Twitter Acquires Gnip

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Gmail TOS Change

Google has frequently been criticized for scanning user inboxes for ad targeting and other purposes. Google counters automated screening is part of the email delivery process. On Monday it updated its Gmail terms of service and one line clearly states that content analysis supports “customized search results, tailored advertising, and spam and malware detection.” Context still reigns in the inbox.  Read more via Reuters.

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Apple's iAd Builds Attribution Support, But Lags Behind Facebook

iad-attributionApple has been slow to improve its offerings around mobile app installs, but it's showing signs of life. Last week, the company issued its first clear signal that its Identifier for Advertising (IDFA) can be used as an attribution tool.

But what about its own mobile ad product, a.k.a. iAd? The company has been more active there as well, though plenty of work remains to be done if it aims to compete with the undisputed leader among mobile supply networks: Facebook.

Ten days ago, Apple began offering an attribution mechanism that app developers can use to attribute credit for app installs back to iAd impressions. It was the first time iAd had offered any way to link ads to app conversions -- an acknowledgement that being able to promote your app is only useful if a mobile developer could guess which impression ultimately drove the install or post-install action. Mobile ad companies have welcomed the development.

However, Apple's solution is far more basic than Facebook's, offering only a binary "yes/no" indication of whether an iOS device was previously served an ad through the iAd network. By contrast, Facebook's mobile measurement program passes a great deal more information in its attribution flag – including time stamp and campaign name.

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YouTube's New SVP Talks; The Forecast For TV Upfronts

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YouTube’s (Guaranteed) Re-Do

In her first full-length interview as SVP of the video platform, Google’s YouTube chief, Susan Wojcicki, discusses her role and says there is a shift in the way YouTube monetizes content. “In the past, YouTube treated all content and advertisers the same, but now it’s packaging its top 5% of content as determined algorithmically (of course) in 14 categories and offering that up front on a guaranteed basis to advertisers.” Dubbed “Google Preferred,” this foreshadows Google’s push for the TV ad dollar – connecting TV advertisers with inventory reserve. But at what cost in comparison to premium cable? Read more.

Online TV Redux

As the TV upfront season drives breathless coverage across the media world, analysts and broadcasters apparently disagree about whether or not digital advertising will take dollars away from television ad spend. David Bank, RBC Capital Markets analyst, says in The Wall Street Journal that “it’s all about reach” and argues that online video targets a concentrated and limited consumer subset. ComScore’s VP of marketing and insights, Andrew Lipsman, counters that multiplatform Internet consumption is key. TV beats desktop Web reach, but combining desktop, smartphone and tablet greatly extends digital reach. Read more (subscription).

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The TV Upfront Forecast; AOL's Video Strategy

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TV Upfront Results Loom

With the springtime TV upfront season upon us, analysts predict a flatlining for broadcast ad investment. Thursday’s IAB annual report showed Internet advertising surpassed broadcast for the first time as TV competed with online video platforms such as YouTube and Yahoo. Television networks, however, are optimistic despite sharply declining viewership, and they argue that an improving economy will bolster the market. The WSJ has the story (subscription). (more…)


Facebook’s Shifting Strategy: Less Organic Reach, More Performance

ORFacebook’s shift from social marketing to performance marketing has caused organic reach for marketers using the platform to plummet to a record low of 1%.

The low point means that for every 1,000 likes on Facebook, only about 10-20 consumers will actually see a brand’s page. But a panel at the SunTrust Internet & Digital Media Conference on Tuesday indicated while constricting organic reach irritates SMB marketers, big brands might reap the benefits of Facebook’s long game.

Nanigan’s SVP of marketing, Dan Slagen, said no one should be surprised by Facebook’s pivot. “Facebook was very clear, 12, 18 months ago [that they were] changing from being a social marketing platform to a performance marketing platform,” he said. (more…)


Adap.TV's Video Ad Insurance; Anti-Faud Companies On The Rise

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Video Ad Insurance

Adap.tv released Advertising Assurance, which it says is a set of measures that seek to protect brand buys in the video marketplace through a collective attack on fraud, visibility and placement inaccuracy. To do so, Advertising Assurance is integrating first- and third-party technologies into Adap.tv’s buyer and seller platforms. Adap.tv argues that an open technology platform is essential to combat fraud. Read the post. (more…)