More Targeting For Instagram; Facebook Offers 100% Viewability

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

First-Party Data On Instagram

In an interview with eMarketer, Instagram exec Jim Squires talks up the opportunity around Facebook’s targeting data. Today advertisers on Instagram can only access gender, age and location data. Squires said Instagram “will be introducing new targeting functionality that will mirror what’s also available on the Facebook side. One of the products is Custom Audiences, where the advertiser is bringing their own information to the table and might commingle it with information from the Facebook and Instagram platforms.” Read the interview.

Facebook Caves On Viewability

Until now, Facebook has bucked the viewability trend, charging an advertiser when any portion of an ad passes within the “viewport” (i.e., in-screen portion of a user’s news feed). No longer. The WSJ reports that in the coming weeks Facebook will allow advertisers to start paying only when an ad is 100% in-view. Read it. Notably there’s nothing here about time exposure. The industry’s two dueling standards, from the IAB/MRC and GroupM, require exposures of one and two seconds, respectively.

Hulu Plus Plus

Hulu will try out an ad-free service this fall, reports Ad Age. Subscriptions will run viewers between $12 or $14 per month, according to reports. Hulu’s first experiment with a paid tier was Hulu Plus, which gave viewers access to more content, though they still experienced ads – if fewer. The firm ditched the name of its paid tier, supposedly to pave the way for its new subscription model. Hulu’s subscriber base was recently reported somewhere north of 9 million. Ad Age has more.

App-Web Wars

Digital giants with reach across the web and the app world (Google, Apple, Facebook, Microsoft) have been pushing for new protocols regarding how mobile app developers index their content and make data available. Google and Microsoft’s Bing, for instance, want to be able to index results from apps and sites, and then build a set of connections deep-linking the two spheres. Mobile app makers, who essentially have mini walled gardens, are (like the big walled gardens they’re working with) reluctant to give up their internal data. Read on at Bloomberg.

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