Facebook Expands Custom Audiences; IAB Advises On Cookies, Privacy

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

Facebook Audiences

Facebook is expanding its Custom Audiences service to include retargeting off a pixel for both desktop and mobile apps. The company had previously been testing this feature, which is now live for all advertisers and it can be accessed through Power Editor, Ads Manager, PMDs and the API. Read the post. An example from the post: “For instance, a travel website with the remarketing pixel could use Custom Audiences to reach a group of people – say, people that searched for flights but never made a reservation – with a targeted message in News Feed: Come back for 10% off your next flight reservation.”

New President

Stephan Beringer will be Kurt Unkel’s replacement at VivaKi, with his official title being chief growth officer and president of Audience On Demand – the Publicis digital ad trading desk. Paris-based Beringer comes from inside the Publicis Groupe, where he is serving as chief growth and strategy officer for the digital technologies division. “Addressability is about the right experience, right person, right context, and I’m eager to join the innovation engine inside VivaKi to expand the Groupe’s programmatic capabilities, drive growth and deliver new standards of excellence to our clients and the industry,” Beringer said in a release. Read it.

Addressing Privacy

In attempt to help its membership get ahead of the cookie/privacy landmines, the IAB released a new white paper called “Privacy and Tracking in a Post-Cookie World.” For publishers, the IAB defines their needs in the cookie/privacy context as follows: “A single privacy dashboard; Comprehensive privacy controls; Significantly fewer third-party pixels; Improved user tracking and targeting; Reduced cost for privacy compliance; Ability to detect non-compliant third parties; Open competition; Minimal deployment overhead.” Read the release. And get the white paper.

Local Mobile Ad Network Wars

On his Screenwerk blog, analyst Greg Sterling looks at what he sees as a battle among the local, mobile ad networks. He writes, “The way that location is evolving in mobile is more complex than most analysts and mobile ad forecasts portray. Straight-up forecasts that argue locally targeted inventory will be X% of all mobile ads are simplistic. Over time, location will be factored into more mobile advertising but its uses are diversifying.” See how.

Smartphone Domination

One billion smartphones were shipped worldwide in 2013, according to an IDC report, representing an increase of 38.4% over 2012. “Among the top trends driving smartphone growth are large-screen devices and low cost,” said Ryan Reith, program director with IDC’s Worldwide Quarterly Mobile Phone Tracker. “Of the two, I have to say that low cost is the key difference maker.” Read the release. Now would be a good time to have a mobile strategy.

Looking At Blinkx

There’s something lurking beneath the surface at Blinkx and Ben Edelman seeks to uncover the truth about the company. He cites a number of instances in which Blinkx’s properties installed malware or adware on computers and issues he had with Blinkx’s site in which none of the videos listed could be accessed. Furthermore, he points out that only 23% of ads are viewable on Blinkx, according to Vindico. Read more.

Networking

MobSoc Media has a lot going on. It has raised $5 million in a Series A round of funding, and launched a network of 35 news sites that are mobile- and social-centric. The company gives advertisers the opportunity to target on four verticals: technology, lifestyle, sports and entertainment, with a focus on native advertising. MobSoc uses a ranking system to determine which stories will garner the most engagement. Read the release.

The Momentum Release