Satya Nadella Is Microsoft's CEO; Smart TV Programmatic Ad Future

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Satya Nadella, Ad Man?

The question is irresistible: What does Satya Nadella’s CEO appointment auger for Microsoft’s advertising business? One of his many promotions was to corporate VP of the the search, portal and advertising platform group, so he has some fluency in digital ads. Combine that with his cloud experience and there may be a recipe for a grand entry into “marketing tech” a la Salesforce, Oracle and Adobe. The key AppNexus relationship is another area to watch. Press release. Danny Sullivan notes that Google, Microsoft and Yahoo now all have “search” CEOs – read that one.

Programmatic TV’s Future

Programmatic is infiltrating every part of digital marketing including display, social, mobile and video, but the next frontier is smart TVs, says Rocket Fuel’s UK client strategy director, Joel Christie. He told The Drum, “Smart TV is going to enable programmatic buying across the TV platform and this is where the future lies for the industry. This will allow for better brand opportunities, better insight and full screen solutions – a move that will change the industry forever.” Read the rest.

Shared Responsibility

When it comes to data breaches, retailers want the government to understand that it’s not a problem exclusive to that industry, according to Ad Age. The National Retail Federation produced an ad that states only 24% of security breaches occur at retail and restaurant companies. “One of the problems is that during these more recent discussions, there has been a lot of pointing of fingers and a lot of that has been pointed toward the retail industry. It’s important for us to point out consistently and frequently that we’re not the only industry that’s up against data breaches,” said Bill Thorne, SVP for communications and public affairs at the NRF. “It’s not a problem for retailers to solve alone.” Read more.

Mature Programmatic

Programmatic buying is taking the advertising industry by storm and in the UK it represents 17% of total display sales, according to Dominic Joseph, chief executive of Captify, in a column for Media Week. It all comes down to the data, says Joseph, who urges that in order to make programmatic more effective advertisers must think at a more granular level. He writes, “To take a more mature approach to programmatic buying, there needs to be a shift from big data to smart data.” Read more.

Deep Link SDK

Deep linking gives marketers the chance to link to a specific part of a page, which is helpful on mobile devices where users are more likely to get fed up with having to search around a page. Deeplink.me, developed by Cellogic, has been steadily gathering users and TechCrunch is reporting that the company has launched an SDK for app developers. The “AI” buzz phrase of the moment is evidently in play: “By having this AI engine, we’re going to understand more what people are doing in their apps. We’re going to start recognizing patterns,” said CEO Itamar Weisbrod. “What we’re taking into account is how you use the apps you have on your phone, and how that plays with how we recommend what app to go to next.” Read more.

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