Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Welcome, Snapchat API
Snapchat will allow third parties to buy and create ad units via APIs for the first time, Adweek’s Chris Heine reports. Its authorized partners include video DSP TubeMogul as well as a bunch of scaled social ad vendors including Social Code, Brand Networks and Unified. Monetization head Peter Sellis said, “We … know that we cannot build custom ad-tech solutions for every big type of advertiser, for every vertical. And so these [partners] really excel in those kinds of ways.” How will the auction work? Snapchat and its partners are tight-lipped about how far automation goes (Adweek cites nothing beyond invoicing), what targeting capabilities exist and how third-party data fits into the process. Read the feature.
Fewer Ads, Fewer Winners
Smaller advertisers are struggling in the wake of changes to Google’s search results pages. In a blog post, Adobe analytics director Sid Shah says most advertisers are spending the same money on the same volume of clicks, but higher CPCs in top positions force advertisers to pay more to be seen. Meanwhile, cheaper, lower-ranking spots see fewer clicks among fewer impressions. Welcome to the mobile revolution, where the little guy loses. The winners are consumers, who are seeing less ad clutter, and Google, whose revenue has grown.
Retrograde
Many “anti-ad blockers” help publishers load ads that are undetectable by blockers onto their pages. PageFair finds fault with that approach. “Reinsertion implies showing the same ad that would have been blocked otherwise, but that fails to address the root cause of ad blocking,” PageFair CEO Sean Blanchfield tells The Wall Street Journal’s Jack Marshall. As an alternative, the company offers static “magazine-like” ads stripped of data. Welcome to the future! More.
Third Time’s A Charm
Facebook’s commerce ventures have typically sizzled and then fizzled. Its online storefronts, its shopping pages and its buy buttons have all fallen short of expectations. The next attempt will come in the form of chat-based commerce, and at least one big marketer is bullish. 1-800-Flowers President Chris McCann tells Bloomberg about his brand’s Facebook Messenger: “The majority of interactions with the bot are placing an order. The vast majority are new customers for our brand.” But honest-to-God intent data remains a hurdle, Bloomberg reports. “I don’t even know if Facebook has my home address,” said Michael Pachter, an analyst at Wedbush Securities. “Whereas Amazon not only has my home address, but everybody I ever sent gifts to.” More.
But Wait, There’s More!
- ANA Raises Rebate Ruckus, But Do Its Members Care? – Ad Age
- Publicis Groupe Confirms It Will Not Invest In Samsung – release
- Germany’s Programmatic Ad Spend Will Grow 45% In 2016 – eMarketer
- How Insider Is Selling Facebook Video Expertise To Brands – Digiday
- Citron’s Andrew Left Is Shorting Facebook – CNBC
- The Eight Types Of Software Platforms – Medium
- Apple To Connect Siri To App Ecosystem – WSJ
- Marketing Consultancy Offers “Neutral” Programmatic Assessment – release
You’re Hired!
- DataXu Appoints TV Vet Tore Tellefsen As VP Of TV Solutions – release
- BidSwitch Adds Barry Adams As VP Of Commercial Development – release
- DataXu Hires Tore Tellefsen For New VP Of TV Solutions Role – release
- Zazie Lucke Appointed President Of Global Marketing At Quartz – Talking New Media
- Former Yahoo Exec Alfredo Sanchez Appointed Mexico Country Manager At Sizmek – release
