Visible Measures Offers “Fraud-Free Video”; BuzzFeed’s Extensive Reach Made Clear At NewFronts

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Visible Measures is now offering what it calls “the first 100% fraud-free video solution.” The selling point is raising eyebrows among a competitive set where incremental fraud is a fact of life. DataXu and TubeMogul, for example, offer fraud-free guarantees in the form of make-goods and refunds. But does it even make sense to sell yourself as impervious to fraud, when the simple fact is that nobody is 100% fraud-free? “The rate with which these guys come up with new ways of defrauding is pretty significant,” said Integral Ad Science SVP David Hahn. “And there is a lot of rapid development happening on the bad-guy side as well as the good-guy side.” More at Ad Age.

Distributed Watermelons

BuzzFeed proved its unparalleled ability to reach consumers across emerging platforms at its NewFronts presentation on Tuesday, The Drum reports. The publisher boasts 7 billion monthly content views across 30 platforms in 12 countries, 75% of which is consumed on BuzzFeed-owned and -operated sites. Three of BuzzFeed’s top 15 videos on YouTube are branded, making its scale extremely appealing to advertisers. More.

Evaporating Into The Cloud

Content marketing platform Livefyre was acquired by Adobe yesterday, reports VentureBeat. Terms of the deal were kept secret. (Livefyre previously raised more than $67 million.) The acquisition expands Adobe’s measurement touchpoints and its creative cloud suite, where social media is inextricably tied to dynamic marketing content. According to VentureBeat, today’s Livefyre exit is “a far cry from the initial public offering (LiveFyre founder Jordan Kretchmer) once hoped for.” More.

Say Cheese

Microsoft’s Bing added a search feature that lets users query with a photo. Snap a picture using the app and see photos of similar objects. “The utility of taking a picture and then searching for look-alike or related images is an open question,” writes The Wall Street Journal. Additionally,  technical hurdles include misidentifying generic objects. But it’s easy to see how a mature version of this functionality could be a big ecommerce winner. Indeed, Amazon has a similar service that lets users point a smartphone camera at a product and then auto-redirects to the relevant shopping page. More.

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