China Gets Mobile; EU On Google Privacy Policy

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

Your China Plan Is?

Mobile ad platform Flurry offers new data courtesy of its network that says China is the new king of smartphone and tablet devices. Seems like that means mobile ad inventory, too. Flurry’s Peter Farago reports, “China and the U.S. had roughly the same active smart device installed base in January 2013, 222 million in the U.S. versus 221 million in China. We use a model to project the final February 2013 installed base for each country based on historical growth trends as well as the number detected devices per country through the first half of February. Flurry estimates that by the end of February 2013, China will have 246 million devices compared to 230 million in the U.S.” Read the blog post.

Can Digital Viewability Beat TV?

Writing for MarketingLand, Magnetic CEO James Green tackles some less obvious aspects of the Viewability issue, including its potential domino effect on data standards and pricing. For those who complain other media aren’t held to a similar standard, he has this to say: “Just because something is broken somewhere else doesn’t mean it should be broken in the digital world. We have the ability to know exactly who has seen what ad and where, and while an error rate of 5-10% is probably acceptable, anything much beyond that is not.” More.

LinkedIn Is A Publisher

On Digiday, Josh Sternberg reviews the future of LinkedIn and why it is and will be a publishing powerhouse. He quotes LinkedIn editor Dan Roth who says his company is seeing “high engagement” with efforts such as LinkedIn Today. But, the company isn’t taking success for granted as Sternberg fills in, “While LinkedIn can play a numbers game in the engagement arena – if there are 200 million users, even if only 1 percent are active, articles could get viewed 2 million times – Roth says that there’s no such thing as guaranteed engagement.” Read it. If you think a Facebook ad network is valuable, comparative CPM’s for business decision makers via a LinkedIn ad network or private exchange should be even better.

The Privacy Policy

Google’s privacy policy is under review by EU regulators. Reuters Correspondent Claire Davenport writes, “European data watchdogs said (…) they plan to take action against Google by this summer for its privacy policy, which allows the search engine to pool user data from across all its services ranging from YouTube to Gmail.” Ad addressability lurks in the data. Read more.

Programmatic Not-So-Premium

NextMark CRO Chris O’Hara asks on ClickZ, “So, is programmatic premium? Not the type of programmatic buying happening today.” O’Hara notes the different layers of premium inventory within the “Premium Tiki” and finds a lot lacking. Read it.

Infographic Tuesday

If you’re a display ad, search retargeter – such as Chango – and looking to make an infographic, Valentine’s Day was a sweet opportunity. See the keywords!

Digitized Magazines

Former AdWeek editor and Vanity Fair bon vivant Michael Wolff takes a look at Time Inc. and the sale of its magazine operations in a piece on The Guardian. He concludes, “Curiously, it appears the faded jewels, so faded Meredith is said not to want them, will be left behind: Time, Sports Illustrated, Fortune. These are the greatest names in the magazine business and, rid of the dross surrounding them, and with a thorough house cleaning, a fine opportunity.” Digital(-only) future? Read it. Venture capital right this way….

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