The Universal ID Grail; YuMe's Zip+Decisionmaker

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

Veteran Audience

Blake Hall’s startup began as an ID verification service to help troops get military discounts. Now its getting into other segments, such as first responders. Looking a few years out you can see implications for mass permission-based ads. PandoDaily writes, “The Holy Grail for ID.me (see the site) is an online verification tool centered around the smartphone that ultimately replaces physical ID cards. That’s a long way off, but Hall does harbor ambitions of becoming the universal ID verification tool for the Web.” So many civilian products have come from the military — why not audience buying? More.

Behavior Engineering

To sell apps, mobile companies need to tap into human psychology, reports VentureBeat’s Meghan Kelly. “Behavior engineer” Nir Eyal points out that relying on visual cues won’t work on a mobile device’s small screen. Instead, vendors need to “create new behaviors and habits, ” Eyal argues. “Companies need to design for habits, which requires an understanding of the psychology of engagement,” he maintains. Unsurprisingly, companies that are good at this include Facebook and Twitter. More.

FBX Vs ‘Old’ Exchanges

OneSixty2 founder Eric Boquet says Facebook’s exchange has helped his company find 28% more users within 48 hours of a site visit and 13% more within a week, compared to traditional exchanges. But! “It doesn’t mean that we’ve thrown out traditional exchanges all together. We’re simply retargeting more effectively through campaigns that take advantage of FBX and traditional exchanges at the same time.” AppNexus blog post.

Zip+Decisionmaker

Fresh from filing its S-1 last week in preparation for its IPO, video tech company YuMe says it can target households with customized creative ads. The company is partnering with automaker Hyundai on the launch of its Household Targeting product, which can send ads across any device to members of a single dwelling. Hyundai is particularly interested in testing out the technology for its luxury marketing campaign. “Car buying is typically a family decision, and with YuMe’s Household Targeting we not only reach the decision maker, but the family influencers as well,” claims David Matathia, Hyundai’s director of marketing communications, in a release. Read it.

Blog Nets Under Fire

Are blog networks like Glam and SAY Media losing value as premium publishers develop both native ad formats and offer the kind of deeper audience segmentation through the adoption of programmatic channels? An Adweek piece by Michael Shields and Lucia Moses suggests that might be the case. Read it. “I think they’re still fighting for share, and with more people claiming or offering native content marketing options, it’s becoming a much more competitive landscape,” said Adam Shlachter, svp of media, Digitas. “Size and scale of blogs, voices and personalities aren’t the only deciding factors.”

DSP Education

DoubleClick by Google is giving marketers and agencies a crash course in display media with its debut of DoubleClick Bid Manager eLearning and Certification. The good news? You only have to earn a score of 80% or higher to snag a certificate of completion. The DoubleClick Bid Manager Fundamentals training program intros users to the core basics of demand-side platforms (DSPs), along with “how-tos” to create media plans and campaigns, as well as performance analysis and campaign optimization. Best news? You can take the course until you’re blue in the face. Read more. Many ad tech firms have used education for lead gen.

Video Monetization

Online video platform Fullscreen is launching a set of analytics tools and apps through a Fullscreen Creator Platform to help its network of YouTube video creators and brands pump up their audience reach and monetize on content, according to this GigaOm article. For access to the platform, users “have to be part of Fullscreen’s network, which includes people like comedian and vlogger Michael Buckley and dubstep violinist Lindsey Stirling,” writes Laura Hazard Owen.

Programmatic Ascent

As programmatic buying rises, so does programmatic marketing, writes ClickZ’s Julie Ginches. With $66 billion in buying spend forecasted for programmatic marketing platforms by 2016, “it’s clear that programmatic marketing has moved beyond the theoretical,” Ginches maintains. Expect to see programmatic marketing extending its reach into omni-channel solutions, video, premium ad inventory and more, she adds. Read more.

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