Snap Nabs Metamarkets; P&G Returns To The Long Tail

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Snapped Up

Snap has acquired Metamarkets. The social platform previously acquired ad vendors Flite and Placed, but Metamarkets will be its biggest step into programmatic. “It could represent an opportunity to Snap to present itself as an analytics dashboard across a number of other properties, not just its own,” writes Ingrid Lunden. Without Facebook’s meteoric user numbers, Snapchat is facing pressure to draw more revenue from daily users – a metric where it trails all the major platforms, including Twitter. Neither company confirmed the acquisition, but sources tell TechCrunch the consideration was under $100 million. More.

Back To The Long Tail

Procter & Gamble has slowly increased the number of sites on which it runs programmatic ads since reporting in July it had reduced digital advertising by more than $100 million. Motivated in part by brand safety concerns, P&G cut the number of sites it runs on by 70% year over year, according to data from MediaRadar. But now the world’s largest advertiser is increasing the scope of its programmatic buys, and is running on only 20% fewer sites than it did last year. “P&G has gained more transparency over its campaigns, which has resulted in a bounceback,” says Todd Krizelman, CEO of MediaRadar. More at Marketing Land.

Network To Get Work

Major ad agency holding companies are holding back TV networks from selling more data-driven inventory. At least that’s the case made by NBCU ad sales chief Linda Yaccarino, who wants to see broadcasters incorporate more software, algorithms and data into advertising as Google and Facebook eat into their market. But when talking to agency executives at firms like WPP and Publicis, Yaccarino says, “they are completely paralyzed” by concerns about preserving their legacy business. “We transact the way we transact … because of the limits of the holding companies,” she says. “You’ll see a very aggressive step out of our company to challenge that legacy.” Business Insider has more.

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