Salesforce Brings Commerce Cloud To Facebook; GroupM Wary Of Nielsen Total Content Ratings

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Dynamic Commerce

Salesforce has integrated its Commerce Cloud with Facebook Dynamic Ads. The integration will ensure that brands using Commerce Cloud will show “the most relevant, in-the-moment product ads in their Facebook or Instagram feeds,” Salesforce wrote in a blog post. Commerce Cloud will connect advertisers’ product catalogs to Facebook and Instagram and place the Facebook activity tracking pixel on their sites, allowing brands to show the most relevant product based on a user’s browsing history. Salesforce already claims to be the largest platform partner to Facebook’s Custom Audiences first-party data-matching program, and the new commerce tie-in should enhance the creative impact of those ads.

Cross-Screen Catch-All

GroupM is skeptical of Nielsen’s Total Content Ratings (TCR) for cross-screen measurement, so it came up with its own metric. “TCR isn’t anything more than validation and to get an idea of the audience,” says Rino Scanzoni, CEO of GroupM’s Modi Media. “TCR was not intended to be used in any sort of transactional way.” Advertisers want a universal metric for impressions across screens, and GroupM hopes its universal metric, which measures TV commercials and consistent digital video ads over seven days, could be the solution. There are pretty clear hurdles, though. Marketers would like a true currency for cross-channel video ads, but do they want that currency to belong to GroupM? Probably not. More at Ad Age.

Stay Hungry

Satya Nadella, who took over as CEO of Microsoft in 2014, is still on a bit of a victory lap after closing out his third year with stock prices up 73% and Microsoft growing its tech presence hand over fist (mostly through Azure, its enterprise cloud platform, and consumer-facing touch points like LinkedIn). But Microsoft isn’t taking its position for granted. “There’s a thin line between hubris and confidence,” Nadella told Bloomberg News. “Always there is risk of hubris coming back, missing trends.” More.

License And Registration

Chinese regulators have ordered the registration of app stores across the country. Unlike the US, China has given rise to third-party app stores that sell multiple versions of apps owned by internet giants Baidu, Tencent, Alibaba, Xiaomi and Qihoo 360. Apps are harder for the Chinese government to regulate than the web; with laxer security standards, they often publish content banned online by Chinese authorities. “Many apps have been found to spread illegal information, violate user rights or contain security risks,” the Cyberspace Administration of China says in a note on its website. The notice comes weeks after China banned The New York Times app from the Apple store. More at NYT.

But Wait, There’s More!

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