MoPub Makes Native Easier; Blue Skies For Beacons

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Native In The Exchange

Twitter’s MoPub unwrapped some features to ease native ad operations for developers, courtesy of the June acquisition of Namo Media. Keek, a social app, is one MoPub client seeing increased ad revenue and user engagement thanks to the tweaks. ”Being able to change the ad targeting and ad location without any app updates means we can experiment with ad placements and ad load without interrupting the user experience,” said Keek’s SVP of monetization, Bill Blummer. “With a few clicks, we can see how our ad revenue and user engagement is affected immediately.” Twitter blog post.

Imagine All The Beacons

In a think piece via StreetFight Mag, Opera Mediaworks’ Andrew Dubatowka blue-skies the future of beacon tech. Though real-time tracking and messaging is a opportunity for marketers, writes Dubatowka, “An even more interesting advertising use case than in-store alerts is using advanced beacon data to hyper-target an audience across a broad set of mobile apps and sites, times of day and contexts. Finding that fitness addict when he is watching sports highlights, or reaching a loyal customer while she is checking the news are what we should be getting excited about.” Physical retargeting. Read on.

Flooding The Eurozone

Publicis-owned agency Starcom Mediavest Group and data analytics firm Acxiom to jointly scale their data offerings in Europe. The Drum reports, “The partnership has been formed in response to increasing client demand to connect consumer insight and targeting generated from their existing offline CRM programmes with online media planning and buying.” Chris Camacho, Managing Partner at SMG, said the partnership will enhance audience identification and targeting capabilities, and “expand beyond this into the world of programmatic buying.” Read the press release.

Forbes Reworks Native

On Wednesday, Forbes unveiled a native ad strategy overhaul with tweaks to its BrandVoice pages. “We were hearing [brand clients’] challenges,” Forbes CRO Mark Howard told Digiday. “That they were going to the effort of creating all this content, and the pieces were getting published there, but then that was pretty much the extent of that.” Now, Forbes clients like NetApp and PayPal will have greater say over how their content is presented. Brands will be able prioritize the placement of certain posts, and organize other sponsored content under topical tabs. The new native protocols are slated to surface on Oct. 14. More.

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