Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Now You MRC Me, Now You Don’t
The MRC has suspended two metrics offered by Google’s DoubleClick for Publishers suite until they can be brought into line with new mobile measurement guidelines put in place earlier this year. Business Insider’s Lara O’Reilly has the news. It’s bad timing for Google, which argues the MRC suspension is a matter of inflexible annual audit scheduling and shouldn’t contribute to the macro-distrust of measurement in the wake of Facebook’s recent video metrics mess. To be fair, companies like comScore and Nielsen have kicked up dust before over onerous burdens placed on the biggest measurement operators to satisfy the MRC.
Facebook introduced a feature to let users stream news feed videos directly from their phone to OTT services like Apple TV and Google Chromecast. Rivals like YouTube and Twitter’s Periscope have similar products in place. The change in context from a smartphone to a smart TV is significant (if you can actually get users to sling videos from one to another, which is far from proven). Once streamed to a connected TV, Facebook’s news feed videos will run, accruing valuable video ad revenue. Read on at TechCrunch.
Twitter wants more high-quality video content on Periscope, so it’s letting broadcasters hook into the platform to stream any live video feed. The product, called Periscope Producer, will feature pre- and post-roll ads. “We have been pigeonholed, in a deliberate way, in one type of live broadcast, which is what you can do with your phone,” Periscope CEO Kayvon Beykpour told Recode. Flailing Twitter is looking to streaming video for a revival, and broadcast content will keep Periscope on par with Facebook Live and YouTube, which often pay media companies to create videos for their portals. More.
Is Pinterest prepping for a potential IPO? The platform has 150 million MAUs, up from 100 million just a month ago. Revenues are expected to triple last year’s $300 million. Unlike Twitter, Pinterest has proven it can grow and maintain its user base. But in order to win over investors (as well as advertisers), the platform will have to diversify its audience, which is 70% female. But Pinterest, sitting on a nice cushion of cash, can take its time with a calculated decision and learn from social media platforms before it. “If you [go public] too early and you have no predictability, you’re going to get hammered,” said Jeremy Levine, partner at Bessemer Ventures, an early Pinterest investor. “If you do it too late and you have no growth left, then you get hammered. Pick your poison.” More at WSJ.
But Wait, There’s More!
- Spotify And The Trade Desk Bring Programmatic Audio To APAC – The Drum
- Untangling The Adblock Plus Whitelist – Digiday
- Flipboard Launches Storyboard For Brand Storytelling – release
- DAA To Enforce Cross-Device Standards – release
- The Aura Of Snapchat – NYT
- Marchex Integrates With DoubleClick Campaign Manager – release
- DialogTech And LiveRamp Partner For Call Conversion Data – release
- Chinese Twitter Counterpart Weibo Sees Strong Growth – Bloomberg
- Integral Ad Science And AOL Further Expand Partnership – release
- Pinterest Expands Its Ad-Targeting Options – MediaPost
- DataXu Rolls Out Programmatic Training Certification – release
- Google Introduces Four New Cloud Regions In Asia – ZDNet