Spredfast and Mass Relevance Merge; Media Converges In The Digital Space

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More Social Consolidation

Social marketing startups Spredfast and Mass Relevance are merging. Spredfast CEO Rod Favaron will head the combined company, which will operate under Spredfast’s name. The deal combines Mass Relevance’s social curation tools for TV with Spredfast’s social media management and analytics. According to Favaron, the mission is “to connect every place social content is consumed, across all screens.” Read more via AdAge. Mass Relevance CEO Sam Decker moves to a board role. Read last year’s AdExchanger article with Decker here.

Merged Media

Writing for MediaWeek, Dax Hamman discusses “the end of the media category” in the programmatic era. He pontificates, “From a marketing perspective ... it will become nonsensical to define internet-connected media content by its delivery mechanism.” Read the full story.

Google Hugs Nielsen

Google will upgrade its use of Nielsen’s Online Campaign Ratings from an experiment to a legit trading currency. Mediapost notes Google will continue to offer marketers and agencies ComScore’s vCE ratings. A Nielsen spokesperson affirmed, “This development underscores our unique ability to deliver meaningful cross-platform insights to clients and the momentum of our efforts to deliver independent measurement of advertising campaigns across distribution platforms.” Read on.

Facebook Apologist

Saleforce Marketing Cloud CMO Michael Lazerow take umbrage with the tide of rage against Facebook’s changing algorithms (think Eat24’s viral and public breakup with FB). Writing for Re/code, Lazerow suggests there’s nothing reprehensible about the constriction of organic reach in the News Feed. Rather, he argues Facebook’s strategy follows a familiar trajectory in digital advertising where businesses follow consumers onto new platforms, and free distribution decreases as competition rises. Read more.

YouTube Rollup

DreamWorks digital unit AwesomenessTV acquired YouTube multichannel network Big Frame in a $15M deal. The deal brings together 80 million subscribers and almost 1 billion views per month, Variety reports. The idea is to develop talent that will “transcend YouTube.”  Read more.

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