Facebook Sets Sights On TV (Too); Native Local

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

Facebook Sets Sights On TV (Too)

Facebook has its eye on TV measurement, the WSJ’s Digits blog is reporting, by offering big networks a look at exclusive show data as it looks to match recent initiatives by Twitter. Facebook’s data is centered around the usual suspects: interactions, which includes likes, comments and shares a show is generating. “The conversation is being generated by a group that is much more representative of the general population – that means we should have a better signal as it relates to ratings,” says Daniel Slotwiner, the head of Facebook’s measurement team. Read more.

Native Local

Local newspapers are fighting for survival, leading some to adopt native advertising, according to Digiday. In all cases the content is clearly marked as sponsored, but there are still those who feel it’s unethical for ads to be presented as stories. The question is how well native advertising can be executed by local papers with limited resources. “It is unclear whether they have the existing resources in both tech and creative production to mobilize here,” says Initiative exec Nate Stricker. “It is possible that they’ll collaborate with third-party partners to enable it and thus compete — thereby allowing large brands to achieve national scale in the process.” Read more.


Tag-management provider Tealium launched its new AudienceStream discovery platform, designed to help marketers segment their audiences across channels and personalize their content. Insights are derived, in part, from a network of vendors across “multiple categories, including email, multichannel messaging, content management, site optimization, customer relationship management, data management, data visualization, business intelligence and data warehousing platforms,” says the release. Read more.

FTC Stays Focused On Digital

The FTC’s head of consumer protection, Jessica Rich, gave her first speech in front of marketers since taking her position in June. Adweek covered the event, where Rich made it very clear the FTC would continue its work on keeping advertising honest. “The FTC has long had a focus on national advertising. We’re by no means finished,” Rich said. Read more.

Streaming Audio Segments

Data-management platform (DMP) Lotame is adding streaming audio data-segmentation capabilities to Triton Digital’s a2x streaming audio ad exchange. According to a release, “The partnership will enable a2x publishers, including Entercom, CBS, Univision and many others, to integrate first- and third-party data from multiple sources in one place.” Read more.

Botnet Burlesque

The world of bots and fraudulent traffic take the podium in an article by The Wall Street Journal. The WSJ’s Suzanne Vranica talks to media buying firm Accordant Media’s co-founder Art Muldoon. Vranica explains, “To sift out bad traffic, Accordant uses a growing cast of security and verification companies, including comScore Inc., DoubleVerify and White Ops. Last year it doubled the money it spent on their services. Accordant also has a swelling blacklist of sites where it won’t buy ads. That list has tripled from last year and now includes hundreds of thousands of sites.” Read more (subscription).

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