IPG Adds Publishing Division; Foursquare Partners With Turn

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

Publishing Agency

Agency holding company IPG is launching a new publishing division, called Mediabrands Publishing, according to The New York Times. In an effort to reach millennials who aren’t as easily marketed to, the new division will allow brands to push out unique content. “Producing content that’s relevant to your audience is actually really hard, especially if that’s not a core competency of what you do,” says Sony exec Susan Jurevics in the releases. Ride the “native” wave.

Data-Driven Partners

Foursquare and Turn are teaming up to harness the power of check-in data, Ad Age is reporting. Neither company commented on the partnership, but Foursquare CRO Steven Rosenblatt has said advertisers won’t be allowed to target consumers on a one-to-one basis in the past. Foursquare generates buckets of valuable location data, of course. Read more. Everyone wants a way around the cookie.

Nielsen’s Take On Facebook

Nielsen pushed out a press release touting its measurement tools after Facebook announced its television-style advertising product. According to a Nielsen study commissioned by Facebook, advertisers have the potential to reach an audience comparable to or exceeding the four TV networks it measured. The other important takeaway is that brands have the potential for duplicated reach (reaching the same consumers online and on TV). Read more.

Loyalty Index

Although app downloads decreased slightly, according to its data, Fiksu said in a release that the cost to acquire a new user went up by 17 cents to $1.50 and much of the increase can be attributed to the competition among Facebook’s advertisers. Read more.

Privacy Line

Amidst increasing pressure for companies to be privacy-friendly, Google has been walking a tightrope with its big pair of ad-tech ballet slippers. And, according to The Wall Street Journal, a setting was in development across Google services that would allow users to decide how much information they wanted to share using a slider. The three settings were minimal, medium or maximum, but apparently the tool has been scrapped for a number of reasons. Read more.

Earnings