Yahoo Still Shopping; Nielsen Measures Streaming


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Yahoo’s Appetite

Marissa Mayer is still shopping for ad tech in the wake of Yahoo’s BrightRoll and Flurry deals, and she’s cast an acquisitive eye on a few demand-side players, including MediaMath and Turn, writes Re/code’s Kara Swisher. Her piece also mentions RadiumOne, whose founder Gurbaksh Chahal sold Blue Lithium to Yahoo for $300 million in 2007. (Chahal was removed as RadiumOne’s CEO earlier this year.) Separately, Swisher cites the possibility of a much larger deal to buy Research In Motion. Why? Aside from giving Yahoo a mobile device to play with, a RIM deal could alleviate the company’s tax burden resulting from its Alibaba gains.

Measuring The Video Stream

Nielsen will start to measure viewing stats for a number of streaming services, The Wall Street Journal reports. First up is Netflix, but Amazon’s Prime Instant Video won’t be far behind. Buried in the WSJ story is a finding by Nielsen that time spent on streaming services is sapping viewers from traditional TV. “There is a certain indication that as you acquire [subscription online video], your television use, in terms of traditional television use, is going down,” said Dounia Turrill, Nielsen’s SVP of client insights. Let the attrition commence. More.

Sunny Skies for CRM pulled in $132 million in revenue for Marketing Cloud in the third quarter, a 29% increase year-over-year. Retailer Office Depot was a “significant Marketing Cloud win” this quarter. Separately, the company baked Social Studio, an amalgamation of various social marketing acquisitions like Buddy Media and Radian6, into the broader Marketing Cloud console. “We had done a bunch of acquisitions over the last two years and [this integration] is the first where we’ve really pulled cloud, mobile, and social into one unified marketing platform,” Mike Lazerow, chief strategy officer for Marketing Cloud, told AdExchanger. Earnings release.

All Together Now

Mediaocean will begin displaying online video ad opportunities alongside the familiar TV vehicles in its Spectra media-buying interface. Mediaocean CEO Bill Wise tells WSJ’s Mike Shields, “This is about truly converging the two sectors into one system … In our system, now a client can say, ‘I have a hundred million in my budget, how do I think about spending it?’” The convergence was made possible by a partnership with Videology. Read it. And, the press release.

Tremor Talking TV

Tremor Video CEO Bill Day feted the programmatic future of television in an interview with MediaWeek. “Programmatic buying will bring the success of digital ad targeting into TV advertising, which will revolutionise TV’s ability to reach the right people and move away from simply maximising reach in hope of reaching the desired audience,” said Day. He added that even within programmatic TV buying, “there will always be a need for marketers to establish and maintain relationships as well as understand and effectively apply data.” His prediction for 2015? Video everywhere.

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