Media6Degrees Adds Mobile; Facebook’s Sticker Future

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Media6Degrees Targets Mobile

Media6Degrees made its mobile play yesterday by acquiring Everyscreen Media, according to Ad Age. “All the data we get from Web browsers is about to be doubled or tripled,” said CEO Tom Phillips as he referenced users moving to a multidevice world that includes smartphones, tablets and desktop computers. Read more. Everyscreen has 12 people and will help bring exchange buying to the mobile channel for Media6Degrees as it augments its cross-screen/cross-channel pitch. Read the release. And, read AdExchanger’s interview with Everyscreen earlier this month.


Facebook may be losing its cool factor, but the company continues to innovate in hopes of holding onto its youthful audience. PC World’s Caitlin McGarry examines Facebook’s sticker product, which could be what the social network needs to recapture its younger users. As of right now, Facebook doesn’t charge for the use of stickers, but if gets more eyeballs on the site it will attract advertiser dollars. Read more.

DAA Proposal Shot Down

Leaders of the Tracking Protection Working Group rejected proposed standards submitted by the DAA, according to CNET. Alex Fowler, chief privacy officer at Firefox, said, “Mozilla is pleased with the W3C co-chairs’ decision to use the June Draft as the basis for the Do Not Track standard, and for recognizing that the DAA’s alternate proposal would have been a step backwards in user choice and privacy.” Read more. IAB CEO and President Randall Rothenberg, who pulled no punches in a recent AdExchanger interview, took to the IAB’s blog to condemn the decision. Read that one.

Reducing Ad Tech Tax

Seth Demsey, SVP of global advertising products and strategy at AOL, examined the inefficiencies in the online advertising industry in a column for Digiday. As he puts it, “A market where $1 is really only worth $.45 cannot sustain itself.” His proposed solution is to focus more on creating an open ecosystem around innovation rather than dozens of niche products. Read more.

Big Video

Online video advertising has received a lot of attention lately, and this time it’s from Coady Diemar Partners, an investment banking company. The takeaway from their aggregation of video facts and figures is that online video viewing habits are much different than traditional TV viewing (short-form vs. long-form), so advertising dollars should be spent based on the strengths of each. Read what those may be.

Loyal Dessert  

Three hot trends have converged: frozen yogurt, mobile apps and loyalty programs. According to Mobile Commerce Daily, fro-yo giant Pinkberry is encouraging members of its loyalty program to download the company’s app, which lets users track their rewards, gift cards and purchases. Read more. The app is the ad placement.

Is Mobile Incremental?

Google’s Adwords team sponsored a study that looked at whether or not clicks from mobile-search ads were incremental … or is mobile-search advertising useless and should marketers be more worried about organic listings?  And, the winner is … surprise! Mobile-search ads matter. Read the stats.

Google Tube

Google’s latest move in the online video space is a pitch to media companies to license their content for distribution online. The Wall Street Journal is reporting that if successful, Google would join Intel, Sony and Apple in trying to bring traditional TV programming to web-centric users. Although there wouldn’t be a cost benefit for consumers, there will be better interfaces and more viewing options. Read more.

Partnering For Audience

MediaMath announced a partnership with TiqIQ that it says will allow for retargeting of TiqIQ ticket buyers which adds, “TiqIQ powers ticket selling for more than 1,000 sports- and music-focused fan websites, including music publishers such as VoiceMediaGroup and other local and topical publishers like WashingtonPost, CoxMedia…”. Read more. As a follow-up, MediaMath CEO Joe Zawadzki spoke to Businsess Insider and clarified his company’s revenue while saying, basically, an IPO was possible but unlikely.

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