Home Ad Exchange News Multi-Threaded Brand Tweets; Say Media Ready To Roll-Up
Ad Exchange News

Multi-Threaded Brand Tweets; Say Media Ready To Roll-Up

By AdExchanger

SHARE:

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

Multi-Threaded (Brand) Tweets

Saying it’s responding to brands, Twitter product manager Kevin Weil writes on the Twitter ads blog, “Now global brands that have different launch dates for several countries can send tailored messages at different times, customized for the users in each country. Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users.” This is beyond just geo-targeting, it’s multi-threaded tweets. Brand advertisers, rejoice. Read more.

Serve Your Best

On Ad Age, Acxiom CMO Tim Suther looks at the data and preaches that it’s time to attend to your best customers’s needs – if you’re not doing so already. A selection of his thoughts: “Acxiom’s research shows that customer-centric firms usually see a 10 to 15 percentage point improvement in gross margins. Investing in proportion to customer value ensures that your most valuable relationships grow faster and more profitably over time.” Read it.

R&D Move

DoubleVerify is picking up its research and development operations in Israel and moving it to New York City according to Globes. Globes’ Roy Goldenberg reports, “35 of DoubleVerify’s employees in Israel will move to its branch in New York as part of the company’s relocation, and the other 15 employees will be fired. It is not yet known whether the layoff procedures will begin this week or when the closing of the Israeli R&D center is finalized in a few weeks. SVP engineering Gil Wasserman, who handles the company’s Israeli operations, will leave the company. DoubleVerify says that it is closing its Israeli operations in order to consolidate its various teams in a single location.” Read it.

Pinterest Pinned?

BuzzFeed has dipped into its data and shared a few insights from its network of web properties. The one that stands out: “The story is different for Pinterest, the virtual pin board on which users share images. For the first four months of 2012, BuzzFeed’s data showed, Pinterest generated 384,000 referrals to other sites, dropping to just 110,000 in June.” Read more The NY Times Bits blog. Or, go get the report for yourself.

Ready To Roll-Up

Say Media and CEO Matt Sanchez (AdExchanger Q&A) are about to start rolling up a few more web properties as All Things D reports on the company’s latest funding raise of $27 million. ATD’s Peter Kafka looks at Say’s which is reminiscent of Glam Media and Alloy Digital, “The new venture is primarily an ad network which reps a collection of sites with a reach of 400 million users. But in the last year, Sanchez has been bolstering that network by building and buying his own properties – generally niche sites with devoted audiences.” Read more. And, read the release.

Subscribe

AdExchanger Daily

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

Daily Roundup

tech family cartoon technology family
Daily News Roundup

The Meta Fraud Tithe; AI Is Out-Negotiating SaaS

Right Media Turns To Mobile

In addition to the promise of deeper analytics, Right Media has two new sets of targeting parameters – for devices themselves and across mobile web browsers – along with expanded targeting according to carriers and operating systems. Read the official blog. “Last October, we cracked open the door to mobile on the exchange,” says Brian Silver, Chief of Right Media. “Today’s enhancements (…) will help our buyers reach wider target audiences and give our sellers a new avenue to increase their yield.”

Facebook’s Ad Value

The social network’s stock continues to trend downward these days, suggesting that investors may be losing confidence in Facebook’s ability to drive revenues as was previously expected. But its Facebook Exchange could be a model for major publishers, says Lotame’s James Curran, writing on AdMonsters. “Be transparent with your offering, don’t hide it through an SSP or a network. Maybe even make it exclusive to certain DSPs and trade desks, like Facebook did (and they have repeated it since day one),” Curran advises. If you have a brand, leverage it.” As proof of that, ClickZ’s Matt Kapko notes that Facebook’s mobile CPMs are reaching $10, and that Facebook mobile ads drove 4 times as many CTRs as Twitter ads.

Earnings

You’re Hired!

But Wait. There’s More!

Must Read

The Arena Group's Stephanie Mazzamaro (left) chats with ad tech consultant Addy Atienza at AdMonsters' Sell Side Summit Austin.
Publishers

For Publishers, AI Gives Monetizable Data Insight But Takes Away Traffic

Traffic-starved publishers are hopeful that their long-undervalued audience data will fuel advertising’s automated future – if only they can finally wrest control of the industry narrative away from ad tech middlemen.

Platforms

Q3: The Trade Desk Delivers On Financials, But Is Its Vision Fact Or Fantasy?

The Trade Desk posted solid Q3 results on Thursday, with $739 million in revenue, up 18% year over year. But the main narrative for TTD this year is less about the numbers and more about optics and competitive dynamics.

Comic: He Sees You When You're Streaming
CTV

IP Address Match Rates Are a Joke – And It’s No Laughing Matter

According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Gamechanger (Google lost the DOJ's search antitrust case)
antitrust

The DOJ And Google Sharpen Their Remedy Proposals As The Two Sides Prepare For Closing Arguments

The phrase “caution is key” has become a totem of the new age in US antitrust regulation. It was cited this week by both the DOJ and Google in support of opposing views on a possible divestiture of Google’s sell-side ad exchange.

create a network of points with nodes and connections, plain white background; use variations of green and grey for the dots and the connctions; 85% empty space
ad tech acquisition

Alt Identity Provider ID5 Buys TrueData, Marking Its First-Ever Acquisition

ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.

CTV

CTV Manufacturers Have A New Tool For Catching Spoofed Devices

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

Popular

  1. Comic: He Sees You When You're Streaming
    CTV

    IP Address Match Rates Are a Joke – And It’s No Laughing Matter

    According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

  2. Comic: "Deal ID, please."
    Data

    The Trade Desk And PubMatic Are Done Pretending Deal IDs Work

    The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.

  3. CTV

    Magnite Remains Unbothered By The Trade Desk’s SSP Policies

    Magnite says it’s not mad at The Trade Desk for prioritizing OpenPath or labeling all supply-side platforms as “resellers.”

  4. CTV

    MNTN’s SMB CTV Ad Business Is Growing Like Gangbusters

    Two quarterly reports might not be enough to confirm a pattern. But it is enough information to draw a line – and so far, that line is going up for MNTN.

  5. CTV

    Roku Jumps On The API Bandwagon For Its Self-Serve Ads

    Tuesday marked the launch of Roku’s Ads API, which feeds directly into the company’s self-serve Ads Manager. The new free-to-use toolkit will allow developers to create new integrations between Roku and other kinds of advertising applications.