Snapchat Expands Its Ads API; AT&T Wants A Media Arm

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Beefing Up

Snapchat has expanded its ads API with better targeting, measurement and reporting, Ad Age reports. In addition to email matching and interest-based targeting released back in June, Snapchat now supports A/B testing of creative and new measurement features. CEO Evan Spiegel remains steadfast in his opposition to “annoying” retargeting tactics. More. Related: The Wall Street Journal says Snapchat might be planning for a $25 billion IPO in March.

Growing, But Where?

AT&T wants to build a media arm to pair with its telco infrastructure. And by “build,” we mean “buy.” No companies are named, but AT&T has plans to snap up a portfolio of media companies over the next few years. “Targets include companies worth $2 billion to $50 billion,” according to Bloomberg sources. Wall Street investors are reportedly hesitant about the move, since they haven’t seen last year’s DirectTV acquisition impact revenue yet. The list of targets includes 40 to 45 companies that are presumably all over the map. Consider that AT&T was an interested party in deals for Yahoo, Starz and Paramount Pictures. More.

OK Google?

Google is vying to be the epicenter of the home. Aside from its Pixel smartphone, Google recently rolled out Wi-Fi routers and a connected home device, updated its Chromecast OTT device and launched a VR headset. Sitting at the domestic center will give Google access to new kinds of intimate data. “We’re moving from a mobile-first world to an AI-first world,” CEO Sundar Pichai said. Google’s interconnected product suite indicates its closing the door on being desktop’s search giant to dominate the internet-of-things era. But AI comes with its own host of consumer privacy issues. More at TechCrunch.

[Header] Tag, You’re It

Google product exec Tom Kershaw is moving over to Rubicon to serve as chief product and engineering officer, Ad Age reports. Rubicon poached Kershaw to ramp up its header-bidding efforts after CEO Frank Addante admitted to investors it had reacted slowly to the trend [AdExchanger coverage]. Rubicon wants to focus on the header in mobile and video, and Kershaw’s experience working in China is integral to that goal. “China is taking off at a much more accelerated way when it comes to mobile and in-app,” Kershaw said. “I want to submerge myself in those problems and build products globally.” More.

But Wait, There’s More!