Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Welcome To The Games
Move over Snapchat. NBC will expand its Olympics broadcast rights to Facebook, which will publish up to 20 exclusive highlights and a two-minute daily recap across its platform in the US, Kurt Wagner of Recode reports. NBC won’t allow social platforms to live stream Olympics content, but it does need social clout to reach younger audiences. Financial terms aren’t disclosed here, but the partnership is an “exchange of value,” said NBC Olympics President Gary Zenkel. NBC also threw Twitter a bone, noting it will tweet its own content much more frequently than it will share through Facebook or Snapchat. More.
“Writing big checks has rarely been a problem for Oracle,” reports Quentin Hardy at The New York Times in a story on the enterprise platform’s $9.3 billion NetSuite acquisition last week. The hard part is “(figuring) out how the new purchase will work with what Oracle already has.” At Oracle’s Modern Marketing conference earlier this year, co-CEO Mark Hurd told AdExchanger the company is fine with making large bets when the potential payoff is high. “In 2014, we spent over $1.5 billion combined on Datalogix and BlueKai, and thinking back on analysts nitpicking those prices is almost comical. If we’d paid $4 billion, they’d still be a hit, because we figured out how they fit into the platform and reshape our business for a decade.”
Not Over ’Til It’s Over
Nancy Hill, CEO of the 4A’s, doesn’t much care for the ANA and Ebiquity’s transparency follow-up report. “We have reviewed the recommendations in the Ebiquity Report issued last week and feel they are not all consistent with what many of our members have said their clients are asking for in their [managed service agreements],” she said in a statement. “As such, we continue to believe that contractual negotiations are best left between agencies and their clients.” The ANA and Ebiquity told advertisers to create an overarching code of conduct to transcend contract-specific relations. But Hill recommends sticking to the 4A’s own Transparency Guiding Principles of Conduct. Gauntlet, thrown…again.
In-House, But Whose House?
With the help of Salesforce, Nestlé Water has built a full-scale digital lab to deliver more personalized marketing, Digiday reports. The lab will reside in Salesforce’s NYC offices and will be run by a mix of analysts and marketing managers from both companies. “With the way digital is changing consumer’s lives, our mission as marketers is also evolving,” said Antonio Sciuto, CMO of Nestlé Waters North America. We’ll see if it’s a strategy that any other brand looks to replicate, but it’s certainly a unique kind of cloud integration. More.
But Wait, There’s More!
- Google Map Updates Will Help Local Business Advertising – Search Engine Land
- Facebook Pushes More People To Messenger App – CBS
- Simple Magic, Primia Digital Launch Programmatic Video Marketplace – release
- ESports Advertising Bureau Launches With Twitter On Board – Multichannel News
- Reltio Raises $22M To Build Out Data Management Platform – release
- IT Decision-Makers Advance Data And Analytics Strategies – release
- The Trade Desk Taps Walrus For B2B Advertising Duties – MediaPost
- Facebook Struggles To Imitate Snapchat Features – TechCrunch