Benefitting From The Outage; eBay's Programmatic Native

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Blackout Benefits

Wednesday’s 90-minute global outage of DoubleClick for Advertisers was a glaring reminder of Google’s ad server dominance, and sent publishers scrambling to tally their make-goods. But some publishers benefited from Google’s fumble, Ad Age reports. Data from Casale Media, an ad exchange, suggests sites not reliant on DoubleClick made 26% more during the blackout, as dollars flowed through other programmatic exchanges to their pages. “Some publishers literally doubled,” said Andrew Casale, the exchange’s VP for strategy. More.

eBay’s Programmatic Roadmap

eBay is rolling out native ads that will eventually be available programmatically, The Drum reports. “In order to get native programmatic working at scale, we as an industry must better define some of the variables,” said eBay’s head of advertising, Phuong Nguyen. “There is no reason whatsoever that any publisher should be constraining what they put into their programmatic set-up, and if they are doing that they’re not truly embracing what programmatic is all about.” eBay’s head of programmatic, Jean-Baptiste Goux, added that native mobile formats will be available programmatically in 2015.

The State Of Video

Comcast-owned FreeWheel released its quarterly video monetization report on Thursday and found that, since last year, authenticated ad views have grown 368%. The findings detail rising concerns about quality of inventory, inconsistent fill rates, viewability and fraud. “Because of the collective concerns of both marketers and publishers, we are starting to see greater movement toward programmatic reserved deals (guaranteed deals between the publisher and a brand or agency executing directly between the DSP and sell-side ad management platform), and a departure from the use of open exchanges,” reads the report. “Publishers, however, still wish to maintain strict control of their inventory and ensure compliance is maintained.” Read it.

Cadreon And Beyond

Interpublic Group has paired up with Millennial Media to strengthen its programmatic foothold in mobile. The deal encompassees IPG’s Cadreon trading desk as well as its operating agencies. “IPG agencies and their clients will be eligible for greater efficiencies, custom research, access to Millennial Media’s robust and scalable mobile data capabilities, and a first look at the mobile advertising platform’s new products,” according to a press release. Read it.

Privacy Explainer

Facebook tweaked its terms and policies on Thursday with the addition of a “Privacy Basics” page, one year after similar updates came to light. “People sometimes ask how their information is shared with advertisers,” Chief Privacy Officer Erin Egan writes in a blog post. “Nothing is changing with these updates—we help advertisers reach people with relevant ads without telling them who you are.” There’s new info on how Facebook gathers and uses location data, and a notable update gives users more agency over the ads they see – or choose not to see – when moving from desktop to Facebook’s mobile app. The NYT has more.

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