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Validating Snapchat; Malware Strikes YouTube

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

Snapchat: Where’s The Data

Snapchat is still a product in search of a revenue model, Digitas LBi UK CEO Scott Ross told The Drum. “It’s very, very difficult for advertisers and marketers to get the metrics they need to validate their campaigns and media spend.” Meanwhile, the NYT reports on the growth of Snapchat and other messaging apps.

Video Fraud: YouTube’s Not Immune

A new type of malware dubbed Trojan.Tubrosa is responsible for more than 2 million fraudulent YouTube video views, monetized with ads through the platform’s partner program. “In order to keep its malicious activities secret, the malware will lower the volume of the compromised computer’s speakers to zero,” Symantec researchers explained in a blog post. “The malware will even update or install Flash on the user’s computer to allow it to view these videos.” Gigaom has more.

Tumblr Could Lose Autonomy

Yahoo may merge Tumblr’s sales force into its own, according to reports in Valleywag and Re/code. If true, it would suggest less autonomy for Tumblr, which Yahoo insisted would remain independent when it acquired the social blogging site for $1.1 billion in 2013. “One thing that is clear is that Mayer has touted, and will continue to tout, the impact of Tumblr on mobile and native growth across Yahoo,” writes Re/code co-executive editor Kara Swisher, “even if the standalone business has not been as lucrative as promised.”

The A List

Several programmatic ad companies made the cut of Forbes’ most recent list of the 100 most promising companies in the US, MediaPost reports. The Trade Desk, Accordant Media, Integral Ad Science, TripleLift, Tapad and LiveIntent made the cut. “Revenue growth plays a big part in choosing the ranking for America’s Most Pro,” Forbes said of its methodology.

You’re Hired!

But Wait! There’s More!

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

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Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.