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Third-Party Data Collection on The Rise; Retargeting The API

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It’s a Tag Tag Tag Tag World

Late last month the IAB put out some best practices guidelines for tag management. AdAge examines the reasons such a document is needed at this time — ranging from page load times to, of course, data security. The piece cites a Krux report that finds, “The portion of data-collection events that are enabled through third parties has increased rapidly from 31% last year to 54% in 2012.” Hey, that’s a lot of “events.” More.

Retargeting The API

Retargeters are steadily adding Facebook Ad API capabilities to their product lines as this new job post from Triggit shows. The Ad API benefits include better placement in the News Feed, and the use of all that phat Facebook targeting data, for example.. but you still can’t map it against your retargeting database yet. The exception is “custom audiences” – a proverbial game changer in advertising as digital identity is mapped to customer lists using Facebook’s second-to-none reach and frequency.

The Programmatic Seller

Forbes CRO Meredith Levien urges reluctant publishers to think of programmatic as an “advance team” for direct sales. She writes for Digiday, “… putting your inventory out on the exchange can be good business. What’s required is having the right set of business rules and a strategically open mindset toward those players who can help you sort through and monetize your audience data in response to client KPIs.” More.

Acquisitive Publicis

Publicis Groupe is ending 2012 with yet another digital shopping spree. The Paris-based ad holding company has acquired UK digital agency Outside Line for an undisclosed amount and will fold the shop into its Saatchi & Saatchi unit. Read the release. Mediapost’s Steve McClellan notes that this deal follows last week’s purchase of India interactive agency iStrat. For an encore, Publicis’ acquisition of Amsterdam’s online ad specialist LBi is expected to be completed in January. Read more.

Xmas Card

Ahead of the Federal Trade Commission’s revision of the 14-year-old Childrens’ Online Privacy Protection Act (COPPA), the Interactive Advertising Bureau has an illustrated holiday message for regulators: don’t be a Bad Santa to digital media publishers and advertisers. ” See it now.

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