Twitter Exchange; More Native Brands

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

Twitter Exchange

In Ad Age, Tim Peterson reports Twitter’s rumored ad exchange may be imminent. Anonymous sources tell him that “the micro-blogging platform is planning to erect an exchange similar to FBX that would let brands retarget people who visit their sites with ads on Twitter.” Read it. If true in regards to Twitter programmatic efforts,it will be interesting to see how inventory is delivered at-scale. Twitter’s stream seems more restrictive to ads than Facebook’s, too.

More Native Ads

The New York Times and Hearst are the latest publishers to announce plans for native advertising, according to a Poynter article. The NY Times will be using native ads in one of its apps rather than embedding them in its editorial content. Hearst, on the other hand, will be integrating advertising content into their editorial on the web and in mobile. Read more.

Real-Time Gauntlet

Google recently announced access to “Open Bidder,” technology which allows ad exchange buyers to create their own bidder in real-time bidding (RTB) environments. During Wednesdy’s Q&A in MediaPost, Google DoubleClick’s Scott Spencer said, “Mostly we see Open Bidder helping developers who have a great idea for an advertising algorithm get started.” Read more. This could be seen as a gauntlet thrown in the direction of AppNexus, who has successfully allowed ad tech developers to create apps on its platform.

FBX Skipping Brands?

Facebook streamed a video presentation and Q&A on practical aspects of its exchange. Watch it. Responding to a question on mobile availability, product marketing guy Scott Shapiro said, “The reason we’re not including mobile News Feed is virtually all conversion objectives [in FBX] are desktop focused. We’re focused on enabling success there.” Shapiro had a similar answer on video- and photo-based ads: “For now the focus is driving conversion goals outside of Facebook.”

The Momentum Release

Data platform eXelate takes its turn with the momentum press release, saying that company momentum includes a doubling of headcount and revenue in the past 12 months – but no specific numbers on either. Read more. In an email, a company spokesperson says that revenues have reached “double-digit millions” and headcount will hit 100 this summer.

Login With Amazon

That’s the name of the product – Login With Amazon. Clever, but Amazon wants to find a way to compete with the Google and Facebook logins, so like many of its infrastructure pieces, it’s making available “The Login.” See the promo site. The site proposes one (among several) benefits to publishing developers: “You can spend less time building a user management system and more time building your product.” Marketing Land notes the “hooks” into payment systems – very valuable data, obviously. Also, this could provide addressable advertising opps down the road.

Displaying Email

First-party ad server and analytics company TruEffect, led by DataLogix’s former COO Finn Faldi, announced a biz dev partnership with email service provider Yesmail Interactive that will bring display ad retargeting to Yesmail’s clients, courtesy of its email data. Read more. Everyone loves email addresses, as they provide a potential match from online to offline databases. Addressability, here we come.

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