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New DMP On The Block; BlackArrow Launches Audience 2.0

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New (DMP) Challenger

Add another data-management platform (DMP) to the market. This one is from Norway-based Cxense (pronounced see-sense), a company that offers cloud-based digital analytics and audience data for publishers. Cxense is positioning the platform as the foundation for its application stack. The company’s customers are mostly European and Japanese, and include Schibsted, Rakuten and The Economist. Read the release.

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AT&T And The Chernin Group Partner; Xaxis Extends TV Ads To Mobile

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Collaborating For Online Video

AT&T and The Chernin Group announced Tuesday plans to acquire, invest in and launch OTT (over-the-top) video services, and have collectively contributed more than $500M to the venture. This positions the companies to expand operations in the rapidly growing online video industry, and the focus of the initiative will see deeper investment in advertising and subscription VOD and streaming services. With over 50% of global Internet traffic driven by video, the alliance could broaden the companies’ reach across multiple platforms and networks. Read more via VentureBeat. (more…)


US Advertisers Bolster Omnicom, But Challenges Remain With Publicis Merger

gOmnicom’s global revenues rose to $3.5 billion during the first quarter, a 3% year-over-year increase.

Increased US ad spend contributed to these better-than-expected figures (US revenue rose 4% year over year to $1.9 billion in Q1). All was not peaches and cream, however, due to the ongoing and unexpected delay of the $35 billion merger with holding company Publicis Groupe.

Omnicom CEO John Wren said the holding company will concentrate its programmatic efforts on its digital and analytics division, Annalect.

“[With more] data to indicate return on investment, [clients] are accepting digital buys increasingly every week, every day,” he said. “Some are early adopters; some are a little slower to dedicate an increasing part of their budget.”

This focus on Annalect, however, calls into question the status of Publicis’ analytics and programmatic buying division, VivaKi, should the merger go through. (more…)


Exclusive App Deals; Facebook's Mobile Ad Network Emerges

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Mobile Supply Deals

As mobile gaming rises in popularity, Google and Apple are cutting deals with companies that develop popular games. In exchange for early releases on iOS and Android platforms, game makers are being offered prime marketing spots in app stores. This brings Google and Apple into closer competition, and an article by the WSJ reports that Amazon and Microsoft are also joining the race for exclusivity. Gigaom has the story. Expect more mobile ad impressions from a select club of proven hit-makers. (more…)


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.

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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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