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Correlating Viewability
Nielsen has surfaced with a new multitouch attribution (MTA) product that aims to provide an exact correlation of ads viewed to products purchased and presumably a more granular take on return on ad spend. Nielsen piloted its MTA product with Kraft. MTA ran Kraft’s data against purchaser information from Nielsen’s database to uncover consumer behavior that helped the company restructure campaigning based on the volume of products purchased. Adweek has the story.
As Facebook, Twitter, Google and Yahoo all court in-app advertising features, it’s still unclear if brands are willing to invest. “App-install dollars are not going to grow faster than they did four quarters ago,” commented Brian Wong, the CEO of mobile ad company Kiip. “It remains to be seen whether that unit is sufficient for the brand marketer’s needs.” Mobile ad network Kargo’s CEO, Harry Kargman, added, “When the dollars start to dry up, [social companies] will start thinking … ‘How do we repurpose that same real estate that we’ve carved out in a way to capture brand dollars?'” Read more at Ad Age.
Social’s Media DNA
Social media sites like Facebook might be disrupting traditional media channels, says Gartner research VP Andrew Frank, but social sites are also helping the ad industry evolve. Facebook’s LiveRail acquisition and Twitter’s TapCommerce purchase support the monetize-social-audience trend. “Facebook (unlike Twitter) filters news feeds algorithmically – this is its equivalent of an editorial voice,” writes Frank. Yet, Google and Facebook are also in the business to serve marketers. “That means consolidating influence…” Read more via Gartner.
WPP’s Take On Global Ad Trends
In a LinkedIn feature, WPP founder and CEO Sir Martin Sorrell outlines 10 trends shaping the global advertising business. The list pulls observations based on operations in the 110 countries in which WPP does business. This may lend insight into WPP’s possible future strategy. On Sorrell’s list are changing power dynamics in retail, the growing reputation of international communications, disintermediation and an excess of supply within the marketing ecosystem (except for talent). Also, power is shifting south, east and southeast. Go here for the full list.
Data Recruit
Adbrain announced on Monday the appointment of former Xaxis, GroupM and AOL veteran Tim Abraham. Abraham will move into his new role as director of data platforms, where he’ll work with Adbrain’s engineering team to expand data-management capabilities and facilitate strategic data partnerships with a focus on mobile-first data. Read the blog post.
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Daily Roundup
You’re Hired!
- PulsePoint Names Mitchell Eisenberg As General Counsel And SVP Of Corporate Development – press release
- PointRoll Tapes Hal Trencher As New Sales Head – MediaPost
But Wait. There’s More!
- BrightRoll Tops Video Ad Sales Facebook’s Chasing With LiveRail Buy – SF Business Times
- How To Solve Big Data Challenges In The Ad-Tech Industry – Gigaom
- Google and ABC Build a Programmatic Exchange That Buys Mastheads – Adweek
- Ben Green Leaves Turn To Accept New Role With Yahoo7 – mUmbrella (Australia)
- The Questions Surrounding Video Viewability Standards – Digiday
- Programmatic Isn’t Ready to Deliver What Brand Marketers Want – Ad Age
- Inside Google’s Big Plan To Race Amazon To Your Door – Re/code
- Advertisers Target Wearable Gadgets as Next Frontier – Bloomberg
