Home Ad Exchange News Twitter’s Marketing Suite; Time Inc. Makes Video Play

Twitter’s Marketing Suite; Time Inc. Makes Video Play


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

Twitter’s Marketing Nest

Twitter is rolling all of its advertising products into one big bundle called the Twitter Marketing Platform Program. It will include all of Twitter’s API, measurement and targeting partners. The blog post has some quotes from companies that have found success with the company, especially as it pertains to TV. Read the Twitter blog post.

Time Targets Video

In the FT, Emily Steel says Time Inc. will launch a new digital sports network called 120 Sports.  Steel explains, “The video and mobile-centric outlet will produce original sports programming in two minute-long segments. These will include game highlights, analysis and commentary from players and fans.” Major League Baseball and the National Hockey League also have an interest. Read more (subscription). From here, the clips will be ripe for short (10-15 second), addressable video ads.

Double Verifying

DoubleVerify said it has a new patent thanks to technology it started using in 2008. The release claims, “Dual-verification is the only methodology in market that enables a comprehensive and precise view of impression quality measures for both buyers and sellers by providing information on the page itself (actual landing page URL, length of pages, last modified date), how the ad was delivered to the page (ad server daisy chain, ad network associated with the page, cookie information on how the ad was served) and what happened when the ad was on that page (below the fold, competitive collision, frequency, multiple ads, missing geo targeting, ad clutter, some types of ad fraud, ad hijacking).” Read the release. Will this patent reopen the patent wars begun in 2012 with comScore?

Bidding Ad Networks

For advertisers using Rubicon Project’s platform who want mobile RTB, a more robust solution has arrived in the form of a partnership with Dstillery (was “Media6Degrees”). From the release: “With Dstillery’s self-serve platform Houston, Rubicon Project’s ad network buyers can now fully activate mobile RTB capabilities[.]” More here.

Reviewing The Keep

Scott Kurnit envisioned a future in which people would want to save digital ads and go back to them later, so he started AdKeeper around that very idea. But it ultimately didn’t work, says an article by Alex Kantrowitz in Ad Age. Kurnit believes people fundamentally don’t like ads, so he’s pivoted his company to be an ad-free Pinterest-like app simply called Keep. “I have advertising in my DNA and there has never been an ad on Keep,” Kurnit said. “Advertising, more often that not, ruins content experiences.” Read on. And read AdExchanger’s 2012 interview.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Better Targeting

Facebook continues adding targeting options to its advertising platform, with more complex geographical targeting, advanced demographics and more. The company outlined all of the changes on its news site. AdParlor (owned by Adknowledge) CEO Hussein Fazal tells MediaPost’s Mark Walsh of the changes that “rolling them out to the self-serve tool and globally should help the large SMB advertiser base.” Read it.

Piracy Ads

Three-person Digital Citizens Alliance, which is run by former Verisign comms exec Tom Galvin, says that piracy sites it tracked made $227 million in ad revenue in the last calendar year. The Torrent Freak blog covers the news and says, “The major torrent sites have the highest profit margins and earn over $6 million each per year, partly funded by major brands such as Amazon, McDonalds and Xfinity.” Read more.


But Wait. There’s More!

Must Read

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.

Why Vodafone Is Giving Out Grades For Its Creative

One way to get a handle on your brand creative is to, well, grade your homework, according to Anne Stilling, Vodafone’s global director of brands and media.

Inside The Fall Of Oracle’s Advertising Business

By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?