Home Ad Exchange News Pinterest Proves Its Offline Worth; Facebook Pioneers Another Successful Ad Format In “Dark Posts”

Pinterest Proves Its Offline Worth; Facebook Pioneers Another Successful Ad Format In “Dark Posts”

SHARE:

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

Up Pin The Cloud

Pinterest is proving its offline worth. The platform tapped Oracle Data Cloud to help it demonstrate the impact of promoted pins on offline sales. The duo also released a CPG-centric study that leveraged Oracle’s Datalogix tech to show how campaigns performed with households that use Pinterest vs. those that don’t. The result: Promoted pins drove five times more incremental store sales per impression than other campaigns measured by Oracle Data Cloud. It’s a shot in the arm for Pinterest, which has historically been a little challenged on the ad front. More in Ad Age.

Lights Out

Facebook pioneered in-feed native and autoplay video ads, which became standards across social media in general, and now it’s done the same with “Dark Posts,” a feature brands or accounts use to post content only to some users, or to keep posts off the public account page. Dark Posts mean brands or publishers don’t have to blast all their followers with content only some might like, and “are also useful when A/B testing different content strategies, because a brand can send up trial balloons without officially posting to its page,” writes Garett Sloane of Digiday. More.

The Homefront

Amid all the excitement over “the next billion” coming online in China and India, and what looks like a saturated American market for smartphones and internet growth, it’s easy to overlook the millions of Americans left behind by the digital revolution. For the government, this looks more and more like guaranteeing a fundamental right, while for businesses it’s both a challenge and an opportunity. “Ten percent of Americans, or 34 million people, lack access to what we define as high-speed internet,” FCC Commissioner Mignon Clyburn tells The New York Times in a Q&A. Whether it’s due to broadband cost or low digital literacy, there’s a significant pool of Americans who haven’t been siphoned into the digital economy.

World’s Worst Roller Coaster

Unnamed sources tell The Wall Street Journal that Verizon is expected to bid $3 billion for Yahoo’s web assets (so not including its real estate or patents). “The telecom giant likely would combine Yahoo’s web properties, which together attract more than a billion users a month, with its growing business in online ads.” Yahoo has a $35 billion market cap, but most of that comes from its stakes in Alibaba and Yahoo Japan, which the company has been struggling to spin off. More.

CPM No Go?

Native ad platform Polar predicts a future where publishers kick CPM-based pricing to the curb – at least where branded content is concerned. Although 57% of publishers still price branded content on CPMs, the company’s survey of 30 publishers found 48% claim they’re pricing based on cost per view. Such a shift, unsurprisingly, bodes well for Polar, which noted a “holdover” on CPMs from “media agencies that are [still] more comfortable with legacy digital advertising … [and] budgets usually tied to impressions and reach.” Blog post.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

But Wait, There’s More!

You’re Hired

Must Read

Comic: Lunch Is Searched

Based On Its Q3 Earnings, Maybe AIphabet Should Just Change Its Name To AI-phabet

Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.

Reddit’s Ads Biz Exploded In Q3, Albeit From A Small Base

Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.

Freestar Is Taking The ‘Baby Carrot’ Approach To Curation

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Header Bidding Rapper (Wrapper!)

IAB Tech Lab Made Moves To Acquire Prebid In 2021 – And Prebid Said No

The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.

Discover Wiped Out MFA Spend By Following These Four Basic Steps

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

Welcome to the Cookie Complaint Department

PAAPI Could Be As Effective For Retargeting As Third-Parties Cookies, Study Finds

There’s been plenty of mudslinging in and around the Chrome Privacy Sandbox. But the Protected Audiences API (PAAPI) maybe ain’t so bad, according to researchers at Boston University.