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Tallying Mobile Ads; Twitter’s Analytics Rollout

By AdExchanger

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Mobile Giants

Google captured $4.6 billion in mobile ad revenue last year, fully half the global spend, according to eMarketer. Facebook, who just began mobile advertising in 2012, is expected to increase mobile ad revenue by 333% this year. And Twitter, Pandora and YP are each carving out a small but measurable piece of the pie. Read more.

Twitter’s Quiet Analytics Rollout

Chris Penn, VP of Marketing Technology at SHIFT Communications, writes about Twitter’s new yet unpublicized analytics tools: “The data you get is fairly thin. You get follow and unfollow counts over the last 3 days, you get mentions, and then you get the ability to see Favorites, Retweets, and Replies.” There’s no official yet from Twitter, according to The Next Web and Marketing Land, who also covered the story. Read more.

Offline CRM Gets Data-Driven

A LiveRamp and myThings partnership will bring offline CRM data to display ad campaigns. “This integration empowers data-driven marketers to personalize advertising offerings using their CRM data across all marketing channels and funnels,” said Auren Hoffman, CEO of LiveRamp. Read more.

Don’t Forget MySpace

MySpace still exists, and it hopes television commercials will remind people of that fact. A 90-second commercial, which can be found on AdAge, features big name celebrities and will begin airing in 30-second clips starting tonight. This is part of a $20 million campaign spearheaded by Specific Media, which acquired MySpace in 2011. Read more.

Amobee Goes Out-Of-Home

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Daily News Roundup

Washington Eyes Adalytics Reports; Kroger Says Attention Isn’t Worth The Hype

Amobee is branching out into digital-out-of-home in Asia, where there is an increasing amount of money in retail and mobile,  ZDNet is reporting. Amobee was acquired by Singapore-based telco SingTel last year. Their DOOH platform ties in to mobile as well, for example in shopping malls, where they encourage shoppers to interact with both in-store screens and then their own mobile phones. Read more.

Immigrant Story

The Obama-affiliated nonprofit Organizing For Action profiled OpenX CEO Tim Cadogan as part of the administration’s push for immigration reform: “After attending Stanford University, Tim secured a visa, then a green card, and quickly rose up the tech company ladder until he was named C.E.O. and the first U.S.-based employee of OpenX.” Read it.

You’re Hired!

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Programmatic

To Reduce The Ad Tech Tax, Sovrn Expands Its SaaS Pricing Model

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Marketers

Exclusive: Connatix And JW Player Merge To Create A One-Stop Shop For Video Monetization

On Wednesday, video monetization platforms Connatix and JW Player announced plans to merge into a new entity called JWP Connatix. The deal was first rumored in July.

attention metrics

Buyers Can Now Target High-Attention Inventory In The Trade Desk

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

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Advertiser

How Should Advertisers Navigate A TikTok Ban Or Google Breakup? Just Ask Brian Wieser

The online advertising industry is staring down the barrel of not one but two potential shutdowns that could radically change where brands put their ad dollars in 2025, according to Madison and Wall’s Brian Weiser and Olivia Morley.

Online Advertising

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

Publishers

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

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