Counting Audience; IAB's Programmatic | AdExchanger

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

Counting Audience

Second-screen viewing, mobile TV viewing –they’re all gonna get counted by TV audience counter Nielsen according to an article in The Wall Street Journal. The WSJ’s Suzanne Vranica and Amol Sharma write, “Next week Nielsen will announce plans to augment its TV ratings data with information on viewing on tablets and smartphones, meeting a major demand of media companies that say they aren’t getting credit in the current system for viewing on mobile devices. The change won’t take effect until next fall’s TV season, however.” Read more (subscription). “Twitter ratings” through Nielsen gets rolled out on September 30, says the WSJ.

This Is Programmatic

In an effort to educate the advertising industry about programmatic, the IAB has produced a programmatic and automation guide (pdf). The paper is an attempt to narrow down a few key terms to describe all of the jargon floating around about the new type of ad buying and selling. This is the first in a new education series produced by the IAB. Read the article.

Proving Ads Work

Facebook wants to prove its ads work, and this time they are working with telecom companies to show them how many people switched mobile carriers or phones after seeing an ad. Facebook has also partnered with Datalogix to show consumer packaged goods companies the effectiveness of their ads on the social media site. According to Alexei Oreskovic at Reuters, and Facebook, three of the top four carriers are taking part in the measurement service. “We have the ability to understand how the ads actually influenced the device that somebody had, and all that data sits within Facebook,” said Brad Smallwood, who oversees Facebook’s measurements and insights group. Read more.

Real-Time Faces

Reminiscent of Affectiva (AdExchanger Q&A 2012), Marketing Land chronicles a new company’s efforts to address audience through facial recognition. Called Facedeals, the company’s CEO Dave McMullen tells Marketing Land that his company’s tech allows users to take control of tracking. Marketing Land explains that “the app is 100 percent opt-in, ‘If you’re not in our system, we don’t record or track anything about you. Consumers have the power to build their own profile and share it with brands when and where they want,’ says McMullen.” Read more.

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