Adobe's Cloud; Short Opportunity

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

Adobe’s Cloud

In an attempt to make testing across all platforms simpler, Adobe is rolling out changes to Adobe Target (was Omniture Test and Target), ZDNet reports. Some major updates include mobile app optimization that will allow marketers to “deliver different, targeted experiences to app users based on engagement metrics” and a “Visual Experience Composer” that gives marketers more tools for quickly swapping out content on a site. Read more. And read the release. Adobe CMO Ann Lewnes discussed her company’s use of the product and the Adobe Marketing Cloud with AdExchanger last year. Clouds, stacks…will they come together as a Clack or a Stoud?

Short Opportunity

There’s no doubt that people are watching video on mobile, but is the advertising opportunity as big as advertisers hope? Adweek covers a Freewheel report that suggests mobile video is not ideal for advertisers because of the short-form nature of the format, and the small screen size. Ad video lengths, however, are getting longer, says Freewheel, as 50% of ad views are 30 seconds long – the same length as TV ads. Read more. And download the report (PDF).

Patent “Brawl” Update

The comScore-Moat patent dispute (first reported by AdExchanger in July of 2012) continues in U.S. courts, as PandoDaily’s Erin Griffith reports. A 23-page emergency motion to adjourn the trial was filed by Moat earlier this week according to Griffith, who reports, “The motion included argues that the trial be adjourned based on comScore’s disregard for the court’s orders. It outlines the way comScore missed nine deadlines for producing discovery documents like email records, cancelled depositions at the last minute, did not make its chairman available for deposition, and refused to answer questions.” Read more – includes a brawl. DoubleVerify and AdSafe (now Integral Ad Science) settled with comScore in July of this year.

Strengthening Twitter’s Location

The Drum covers more reaction in Europe to Twitter’s acquisition of mobile ad server and exchange MoPub. Performics’ Andrew Pringle says, “[T]he MoPub network provides a wide range of demographic and location data, allowing advertisers to be very specific with their campaigns. At present, whilst Twitter’s targeting options are improving, plugging into the wider MoPub base will instantly strengthen this, specifically with regards to location.” Read it.

Billion-Dollar Year

Todd Sawicki, president of Zemanta, heralds 2014 the year of the billion-dollar IPO in a column for Digiday. He also predicts that 2015 will be the year of consolidation after all these expensive companies have to justify their lofty price tags. Some of the companies that will likely fit into the billion-dollar category are Rubicon Project, AppNexus and Mediaocean. Read more.

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