Amazon Entices App Developers; Aereo's Massive Setback

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Amazon Chases App Supply

Amazon is looking to incentivize developers with the promise of a guaranteed $6 CPM on interstitial ads for mobile in August and September. The ads are full-screen, typically appearing between game levels and will be served across Android phones and tablets, Kindle Fire tablets and Fire phones. Read the blog post.

Aereo No More

Reports of TV’s death have been greatly exaggerated (again). "Today’s decision by the United States Supreme Court is a massive setback for the American consumer," said Aereo founder Chet Kanojia in a statement. Bloomberg's Joshua Brustein writes, "The online video trend hasn’t undermined the incredibly lucrative television advertising business yet, but it seems inevitable it will do so in the future. As a result, existing broadcast and cable companies are only tentatively exploring Internet video." Read on.

MoPub Mediates

Twitter's MoPub exchange now offers mediation between native ad networks for mobile publishers, in a further proof point that native and programmatic are compatible. “Our platform… maximizes your native ad revenue by automatically selecting the ad source that offers the best CPM — whether that’s one of your native ad networks, an advertiser on MoPub Marketplace, or one of your direct-sold partners.” Read the blog post.

Linking Sales To Mobile Ads

SessionM aims to measure the sales impact of mobile ads by leveraging Datalogix's consumer behavior on mobile devices. "The last piece in mobile has always been how do brands bridge that gap from targeted ad experience to closing the loop on a purchase," explained SessionM CRO Bill Clifford. "We are onboarding offline shopping data into the network to enable targeting based on a actual purchase behavior." Adweek has the story.

Yahoo Viewable Guarantee

Yahoo joins the ad viewability fray with its latest offering, Prime View. Some marketers are only charged if a promotion is viewed. Google introduced similar capabilities two years ago, but Yahoo claims it's the largest publisher to do so. "This will allow marketers to better understand the effectiveness of their online advertising and return on investment from their campaigns,” said David Gunzerath, SVP and associate director at MRC. Read more via The Wall Street Journal.

Party Planning For Marketers

Marketo will integrate Cvent’s event management platform into its marketing automation toolset. Called the Marketo LaunchPoint ecosystem, the offering aims to make event planning more efficient for marketers seeking brand awareness. "In-person events are typically 25% of an organization’s marketing budget,” explained Cvent Marketing VP Eric Eden. “So marketers need event management technology that is linked to their marketing systems to convert event leads to sales." Read the press release.

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