Digital Video Increases In America; AppNexus's Deal ID

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Americans For Original Digital Video

Original digital video is increasingly popular among Americans, according to the IAB’s “2014 Original Digital Video Study,” courtesy of GfK. Surveying original digital programming viewers, audiences prefered digital over news, sports and daytime programming on television. IAB’s SVP of research, Sherrill Mane, commented, “This much consumer enthusiasm should translate into increased advertising dollars moving into original digital video. There are distinct differences between original video content on digital versus traditional television.“ Read the release. And download the study.

Got Deals

AppNexus announced its answer to Deal ID on its blog yesterday. AppNexus’ director of product management, Suzanne O’Kelley, begins, “Deal ID was created a few years ago in an attempt to fill a gap that existed between traditional direct buys and real-time bidding. In order to differentiate their media offerings at scale, companies needed a solution that combined the efficiency of RTB with the personal touch of direct sales.” She thinks it didn’t live up to the hype. Read about AppNexus’ Deals Open Beta.

Oh, Those Ad Networks

Like days of yore, today’s mobile app publishers struggle to find which ad networks will provide the best yield. Communications VP Marcos Sanchez at App Annie tells Gamezebo, “The problem is that there’s just a boatload of these mobile ad networks, and you need to spend on them, there’s kind of no way around it.” Conveniently, his company has taken its analytics product and now applied it to ad networks. Read about it.

Villains In The System

Doug Weaver’s weekly column explores fraud – a bit existentially. He writes, “For every display ad that can’t be seen, every video that auto-plays when it wasn’t supposed to, every fraudulent ad call that leaks into the system from the hackers den in Eastern Europe or the houseboat anchored off Boca, our credibility and forward progress take a hit. And don’t think these issues are confined to the pages of insider industry websites and the stages and breakout rooms of ad tech conferences.” Read more.

Eating Pipes

Google gobbled up Appetas on Wednesday, a startup that lets restaurateurs build websites that integrate services, such as GrubHub and OpenTable. Google bought Zagat, too, as you may recall. Appetas’ offerings help to expand reservation and delivery systems, but also focus on social media integrations and mobile site development. This pitches Google into competition with other players in the restaurant vertical. Read: Yelp. Appetas announced in a company note that it will be shutting down its services. “We’ll be reaching out to each customer individually to ensure a smooth transition.” TechCrunch has the story. Google is eating up pipes. Meanwhile, TripAdvisor ate The Fork.

Going Global

Writing for ClickZ, SEO-PR’s president Greg Jarboe unpacks what effects marketers can expect from Yahoo and comScore’s recent partnership. The terms of the deal will see Yahoo’s integration of comScore’s Campaign Essentials into its ad-serving and reporting platforms, and aims to improve global campaign measurement for video, display and mobile advertising. Jarboe predicts the alliance will facilitate the digital advertising experience for markets through improved work flow, integrated independent third-party metrics and greater global access. Read on.

But Wait. There’s More!