Focus On The Content; OpenX Talks Fraud

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Content In The Age Of Efficiency

Writing for AdWeek, IAB President Randall Rothenberg makes a case for “big content,” and reveals that creative will take center stage at the IAB Annual Leadership Meeting this week. Ad tech will help the industry through core impediments like fraud, malware and viewability, Rothenberg said. However, “Going back to the earliest days of the printing press and then broadcasting, it is the commoditization and ubiquity of emerging technologies rather than their closely held, proprietary ownership that feeds creativity, audience growth and commercial opportunities. We believe this state of efficient ubiquity is coming sooner than most people think, which is why industry executives need to focus more intently on content.” Read on.

OpenX Talks

In a Q&A with the WSJ, OpenX CEO Tim Cadogan addresses fraud-fighting efforts, recent attempts to create native ad standards and what’s next for programmatic. Read it. He says it may not be a huge leap to the first programmatically traded in-car ad. “As cars become more autonomous you’ll have a screen or display in your car, for example. Over time you’ll see media on those screens, and then advertising. Those ads could be perfectly suited to programmatic trading, and could change in real-time based on factors such as location and time.”

Oracle M&A Draws Ire

On the heels of Oracle’s Datalogix acquisition, a coalition of four privacy groups wants the FTC to investigate big data and digital marketing consolidation. In a letter sent to FTC Chairwoman Edith Ramirez late last week, the coalition wrote, “The Oracle/Datalogix transaction involved the merging of far-reaching and powerful datasets and applications across key offline and online markets, including financial, retail, auto sales, grocery and other major sectors. It illustrates the crosscutting dimensions of the contemporary ‘Big Data’ digital marketplace, where competition and consumer-protection issues are intertwined.” InfoWorld has more.

Google’s Faster Links

Google tweaked AdWords on Monday to include so-called “upgraded URLs.” The upgrade simplifies how advertisers track ad performance and decrease website load times. “With destination URLs, anytime you need to adjust tracking, you have to update the entire destination URL,” AdWords product manager Leo Sei explained in a blog post. “This triggers a re-review of your entire destination URL and your ads stop running while your URL is re-reviewed – causing you to lose time and potential new business.” Read on.

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