Spreading Viewability; Marketo Says Tweet

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

Spreading Viewability

comScore was spreading its viewability mantra across the media yesterday. The Wall Street Journal’s Suzanne Vranica covers the industry conundrum and finds a marketer who is making demands. She writes, “ConAgra is now demanding that all its display-ads deals come with some sort of guarantee from publishers that their ads will be visible to the human eye and/or its online video, and display ads will be seen by a bigger swath of its target audience. [Heather Dumford of ConAgra] said ConAgra will make sure that a Web publisher runs ads as many times as it needs to ensure that it gets the correct amount of viewable ads it has paid for.” Read more. Meanwhile, Ad Age has a viewable story with quotes from Kellogg’s, among others.

Marketo Says Tweet

Marketo is launching a new product called Customer Engagement Marketing, which uses algorithms to generate messages for customers based on behavior. According to PCWorld, the product also uses cookies, buttons and other technology to avoid spamming someone with the same message. By applying machine learning to social messages, Marketo hopes they reach the consumers most likely to take action. Read more.

Desktop Ads Are Doomed

Soon mobile will no longer be optional, at least according to eMarketer, as desktop ad spending will peak in 2014 and then begin to decline thereafter. Mobile, however, will continue growing at staggering rates, if their reports are accurate. Digital video and sponsorships appear to be the only desktop formats that won’t stagnate or decline. Read more.

Local, Mobile, Ads

There’s no denying mobile is growing, but local mobile advertising is growing at different rates depending on the market. Overall, local mobile advertising will double this year, according to Borrell, from $1.5 billion to $3.2 billion. StreetFight rounds out Borrell’s figures, saying, “Last year, mobile ads accounted for 8% of the $18.5 billion spent on local online advertising. This year’s growth will put its share at 13% of $24.3 billion.”  Read more.

Mobile Retargeting

Another player has popped into the mobile retargeting space as TechCrunch’s Anthony Ha reports that former Pontiflex VP of mobile Brian Long is the CEO and co-founder of TapCommerce. His company has some “secret sauce” tech which allows TapCommerce to retarget in the targeting-deprived mobile environment. Ha adds, “In addition to its retargeting technology, the company says it has developed dynamic ad units and audience segmentation tools.” Read more.

Ads That Are Too Small

Ad units size too small across your ad network of choice? Google’s AdSense says, “That’s OK. We’ll serve it anyway.” Well, kinda. Read more on the Inside AdSense blog. Did you hear that bell? That means a direct response advertiser somewhere is trying to figure out if small ads in big ad placements perform better.

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