AppNexus Eyes Mobile Leadership; Facebook Algos And Ads

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AppNexus Eyes Mobile Leadership

In a video interview on Bloomberg, CEO Brian O’Kelley of real-time ad platform AppNexus talks about his recent mobile deal with mobile ad network Millennial Media to create an exchange (read that AdExchanger story). He says his company will be the leader in mobile “probably next year sometime” and has no plans in the next year or two for an IPO until “predictability and scale” are in place. See the interview.

Facebook Algos And Ads

Facebook is changing its ads algorithm to try and deliver more relevant ads in users’ news feeds. According to a post on Facebook’s Newsroom site, marketers could see variation in ad distribution as user feedback is taken more into consideration. Read more. Meanwhile, Datalogix CEO Eric Roza tells Business Insider about his company’s deal with Facebook and says, “‘A 3X return on ad spend, or greater, is pretty typical [on Facebook].  It compares very favorably’ to the traditional media buys, like TV, that grocery brands are comfortable with.” Read that one.

The States Of Mobile

Web browser company Opera analyzed mobile traffic to create its latest State of Mobile Web report. According to its results, traffic and engagement are out of sync: Mornings are spent in “lean-forward” activities including shopping and research while afternoons are spent in “lean-back” activities like checking the news and browsing entertainment sites. The wee hours are spent on career and personal finance sites. Read more.

The Creative In Ad Week

Advertising Week is officially over, and a lot of new trends were discussed in front of the 90,000 or so attendees across New York City. The New York Times covered a couple of the bigger panels, including one that focused on creative in the now very technological advertising industry. “The more technology expands, the more challenging it is to know what to make,” said Saatchi & Saatchi New York exec Peter Moore Smith. Read more.  And read kbs+ exec Darren Herman’s take on the week here. Finally, Ad Age’s Alex Kantrowitz takes a look at “over-hyped” trends that fell short last week.

Twitter Closing The Loop

On Marketing Land, Matt McGee notes the addition of website analytics to Twitter’s follower and timeline activity. McGee says, “You can see tweets that link to any specific page on your website. You can see how often Twitter users click on links to your website, or to any specific page.” Read more. Twitter is helping close the loop for publishers on its importance to publishers’ overall traffic. Twitter’s exchange through MoPub should benefit eventually as publishers sign up.

I’ll Have To Get Back To You

On The Makegood, Underscore Marketing’s Tom Hespos offers four tips to the marketer on knowing when an agency may not be putting its best foot forward. At No. 1, Hespos offers, “Your agency can’t answer simple questions on the spot. Everything you ask about, whether it’s a closing date for a print insertion to a question about how you’re tracking a KPI in your analytics package, is met with an ‘I’ll have to get back to you.’” Read it.


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