Agencies On Programmatic TV; Twitter's New Performance Tools

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Addressing Television

The Drum prodded agency execs from Starcom Mediavest Group (SMG), VivaKi and Carat for insights on programmatic television. “Linear TV won’t go away – but as more digital video inventory within exchanges opens up, we will continue to look to programmatic to complement our linear TV campaigns,” said Carat Global President Doug Ray. “Buying audience – not buying content – is fundamentally where we will go." Read it.

Twitter Performance

Twitter rolled out some shiny new performance tools Thursday. New “objective-based” campaigns will charge marketers only for designated actions. "We’ll continue to enhance our campaign creation and reporting capabilities so that you can optimize for your unique marketing objectives," explained Twitter via a blog post, "whether you’re a small business setting up your first Twitter Ads campaign or a large ad agency running hundreds of campaigns." Read more.

Native Breakdown

Sixty-nine percent of marketers acknowledge the value of native advertising, but only 22% see the format taking a primary role in the future of digital advertising. Those are among the findings of a new report, conducted by 614 Group, that also touches on larger digital marketing trends. Pay with some PII.

Beautiful Data

Beauty data startup Poshly raised $1.5 million. According to a press release, “Poshly has developed a platform that incentivizes consumers to share insights about themselves and their product preferences. Brands, agencies and publishers in the beauty vertical ... use Poshly’s aggregated data for real-time consumer insights and targeting.” TechCrunch has more.

Trust In Facebook

Facebook aims to bulk up its server security by acquiring PrivateCore. The investment comes as Facebook revs up its foray into ecommerce – specifically using Facebook as a buying platform, rather than linking users to a third-party retailer. Recently, the company said it would develop a “buy” button aimed at small and medium-sized merchants. If Facebook decides to start handling payment histories and information, then it needs to level up its security.

Mid-Market Blues

Facebook's declining organic reach, coupled with rising ad prices, may be edging out small and medium-sized businesses. According to a Thursday feature in The Wall Street Journal, Facebook claims rising prices result in more efficient, high-quality ads. But for businesses on a tight budget, Facebook's top-line gains are causing pain. The average per ad price increased 123% year over year, while impressions declined a whopping 25%. But don't worry, Momandpop.com, Facebook's ad revenue rose 67% in the most recent quarter. Read more.

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