'M6D' Now Dstillery; Beefier PubMatic

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‘M6D’ Now Dstillery

Media6Degrees has changed its name after buying EveryScreen Media. “Dstillery is a brand idea that dramatically captures the essence of our core technology — distilling mountains of data to produce pure brand-leaning audiences,” said CMO Elizabeth Hellman. The company will focus on bringing offline and online data across all platforms. Read the release.

Beefier PubMatic

PubMatic is hiring up to meet demand for private exchanges. Alex Kantowitz writes in AdAge, “PubMatic is expanding its current staff of 350 by nearly a third. The company will also open four new offices, and set up three new data centers. In all, the total investment will reach $10 million dollars.” Are agencies outsourcing some RFP grunt work to SSPs? More.

Native On Notice

Native advertising is capturing everyone’s attention, including the government’s. According to Jeff Roberts at paidContent, the FTC has vowed to hold a workshop about the new ad format in December. The regulator hints it may have concerns around disclosure as it prepares to “explore changes in how paid messages are presented to consumers and consumers’ recognition and understanding of these messages.” Read more.

Funds For Mobile Retargeting

ActionX raised $3 million in an effort to build out its mobile retargeting platform. The idea is to collect data with an IDFA (ID For Advertisers) and retarget ads for products people viewed but didn’t purchase. An advertiser can then retarget in another app, or on the Web. “Last year was about driving downloads and moving up the app store,” said CEO Evan Schwartz. “This year is about driving transactions in commerce and subscriptions.” Read the release.

Social Is For Everyone

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Daily News Roundup

Anthropic’s Vending Machine Goes Rogue; OpenAI Won’t Take Its Medicine

Facebook may have growing relevance to the B2B marketer, argues Andy Lombard in a Marketing Land column. Lombard lays out eight benefits for using social media to reach other businesses. “Just as someone else might check out the Facebook page of a favorite band or clothing line, executives are likely to check out companies they might do business with.” Read more.

Facebook Mix

Analytics geeks often scoff at media mix modeling, but Facebook still sees merit in the approach to help clients evaluate social spend alongside TV. Inside Facebook reports, “A major retailer [unnamed] has already been using this data in their mix models to determine Facebook impact such as return on ad spend and volume per dollar spent, and Opoku said that the retailer has been pleased.” More.

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