Bridging The Mobile Gaps; Web Evolution

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

Tracking Facebook

A Facebook PMD, ShopIgniter is looking to bridge the social site with the mobile Web, according to Inside Facebook. The company uses a Web landing page with a URL tag to track conversions, which is then used to create a Facebook ad. Right now many Web landing pages are not optimized for that level of analytics. Read more.

The New, New Internet

The Internet is endless, but Web pages aren’t, though that will likely change, as Digiday points out. Sites like Quartz, and even some Yahoo properties, have broken ground in providing an endless stream of content that mirrors users’ habits with social media. The only hangup is figuring out advertising on the new Web, as advertisers are used to metrics such as clicks and impressions instead of engagement. Read more.

Open TV

Simulmedia is offering two new tools, Plan and Report, to offer advertisers a glimpse into targeted TV advertising. Plan gives estimates on the size of a TV audience and Report is a campaign-measurement tool. “We are always hearing interest in benchmarks,” Dave Morgan, chief executive officer of Simulmedia, told MediaPost at the time. “It’s not guesswork any more.” Read more.

Closer To POG

EU regulators have joined the US in greenlighting the merger of Publicis Groupe and Omnicom Group, which will create the world’s largest ad services company. A few hurdles remain (China approval, stock exchange listings, shareholder vote), but the deal is expected to close later in Q1. Press release.

The New CMO

Today’s CMO is starting to look a little different, as pointed out by Bowery Capital, and the shift is to younger, Internet native marketers. Other changes include the hiring of writers and front-end developers as a priority, and the new CMO is more capable of handling data collection and analysis. Read more.

BI Spawn

Three former Fab.com employees have ventured out on their own to create a new startup, called Wunderdata, and the comapny has received seed funding from WestTech Ventures. According to VentureBeat, the startup offers business intelligence tools to online stores. The founders were not part of the recent layoffs that have occurred at Fab. Read more.

But Wait, There’s More!