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

Here’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.

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