Real-Time Branding; Checking Out

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

Real-Time Branding

Twitter’s got one thing that a lot of brands need: real-time data. Mondelez is creating a partnership with Twitter, according to Emily Steel of the Financial Times, that will embed Twitter staff in Mondelez offices in Brazil, India, the United Kingdom and the United States. “The whole point here is being able to react to what is being talked about in culture in the moment when it is being talked about,” Bonin Bough, vice president of global media and consumer engagement at Mondelez, told the Financial Times. “Twitter is constantly evolving their platform and technology. Being able to be close to that is a huge opportunity for us.” Read more (subscription).

Checking Out

There is a difference between check-ins and location sharing — one is declining and the other is rising. Screenwerk looked at the difference and found that while people are no longer checking in with services like Foursquare, they are still sharing their location on social media. Facebook is at the top for location sharing, and a Pew study found that 30% of people have set up automatic location tagging. Read more.

Internal Tech

As part of yesterday’s announcement about an update to Adobe’s Target product, AOL’s director of retention marketing, Jen Towns, offered her client-side view to Internet Retailer: “The amount of optimization testing Towns’ team has been able to accomplish in the last year with Adobe Target would have taken at least three years going through AOL’s internal technology team, she says.” Read more.

Twitter Revs, Still Sub-$1B

Twitter’s IPO is real. “We’ve confidentially submitted an S-1 to the SEC for a planned IPO. This Tweet does not constitute an offer of any securities for sale,” is what the tweet said. For the moment the S-1, and the company’s financials, will remain secret thanks to a law allowing companies with less than $1 billion in annual revenue to keep things on the DL. More on “confidential” S-1’s from Inc.

CEO Boosting Ads

AllThingsD’s Peter Kafka talks to new Pandora CEO Brian McAndrews about his experience with Microsoft and his new role with the streaming music company. AdExchanger covered the hire, announced yesterday, which you can read here. Although McAndrews admittedly has a lot to learn on the music side, including about Pandora’s ongoing battle with licensing fees, he’s got advertising chops that Pandora needs now. “Mobile is still early, but I think Pandora has done better than a lot of companies — better than most companies — in terms of monetizing,” McAndrews said. Read more.

Fundings Ads

Addroid founder Matt Cooper hopes to reinvigorate banner advertising with banner video ads, and so far it’s working. The problem, as PandoDaily is reporting, is that VCs aren’t willing to invest money in the company despite its success. It would seem like he should just forgo investor dollars, but he says, “I haven’t been sitting around waiting for permission. I built my business and it’s making money.” Read more.

Digital Ad Wallet

On MediaPost, Joe Mandese reviews agency Carat’s predictions about global ad spend. The agency sees 3% growth, rather than the 3.7% growth it predicted earlier in the year. Furthermore, Mandese quotes the agency’s report as stating, “Digital spend predictions continues to meet expectations of taking one out of every five dollars from the advertising wallet in 2014.” Read it.

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