Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
IPG Mediabrand’s global CEO Matt Seiler talks to DNA’s Priyanka Sahay about his company’s plans for newly acquired India agency Interactive Avenues. Among the plans are to launch the Cadreon audience buying unit in India. “The next step up is securing campaigns, so not just TV or digital events… but there will be a much greater drive for identification of audiences and securing them through technology rather than human interfaces,” Seiler said. Read the interview.
User-facing data service Enliken finds much room for improvement in a survey of third-party data accuracy. Among its findings: “Only 50% of data points were marked as relevant… 15% of data points were marked as sensitive… Yahoo had both the lowest accuracy score, and highest sensitivity rating with 40% and 22%, respectively… Google led the way in accuracy and sensitivity with 68% and 10%.” On the bright side, consumers surveyed didn’t consider the data used to serve ads to be “sensitive.” More.
Twitter Gets Serious
Now that Twitter has finally launched its Ads API, how will it impact marketers? In a Venture Beat guest post, Credii’s Balachandar Ganesh gives five reasons he thinks the new offering is great for marketers. “Regardless of how big your advertising budgets are, Twitter’s Ads API and the value that it promises to deliver via third-party ad solutions providers is unquestionable.” Read.
Server Not Impartial
Writing on his personal blog, The Media Kitchen Chief Digital Media Officer Darren Herman surveys the morphing ad serving landscape and wonders about the Facebook / Atlas deal: “Why would you rely on a media property who is going to make more money off media than ad serving to deliver you your attribution models? And with this, I’m not saying Google is any better. It’s a big reason why the majority of our clients are not on the DART ad server.” More. Pivotal Analyst Brian Wieser posed the same question yesterday.
Microsoft Schools Google
Microsoft appears to be altruistically supporting an effort by Massachusetts state legislators to restrict the commercial use of data gathered while children use computers at public schools. But as the WSJ’s Jacob Gershman and Shira Ovide tell it, Microsoft may have an ulterior motive: blocking Google’s growing business of providing basic software like email and word processing. As Boston VC Mike Baker tweets, “GOOG is effectively eating MSFT’s Office franchise from below.” Even privacy advocates are looking askance at Microsoft’s involvement. “We’ll still look at the legislation on its merits, but the origins of the bill are troubling,” says Josh Golin, associate director of the Campaign for a Commercial-Free Childhood. Read more.
Fortune’s Native Content
As its parent Time Inc. prepares to be spun-off from its corporate overseer, Fortune Magazine is looking to drive some large revenues by flipping the idea of native advertising on its head. Instead of integrating sponsored content alongside editorial, the magazine is going to produce Fortune-branded content for marketers. Read more in Adweek. Meanwhile, AOL’s Tim Armstrong would buy Time Inc. if he had his druthers. Read it.
DART Is Dead, All Hail DART
Google said in a blog post that its DoubleClick DART ad server for publishers was being phased out as of September 2013 in favor of the new DFP (DoubleClick For Publishers, duh) ad server. Google claims a 2x increase in serving speed. Read more. The end of the road for DART Enterprise (DE) approaches, too – a hosted solution that remains in use by several big media pubs today.
But Wait. There’s More!
- It’s Time To Marry Online Advertising’s Spot And Forward Markets – MediaPost
- How $200,000 In Facebook Ads Becomes $10 Million In E-commerce Sales – Internet Retailer
- Leading Next Generation Media Company Alloy Digital Receives $30 Million Series A Investment From ABS Capital Partners – press release
- LifeStreet Media Pays Out Over $150 Million in Ad Revenues to Developers – press release
- Online Video: To Repurpose Or Not To Repurpose? – iMediaConnection
- Acxiom Announces Audience Propensities – press release