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The Telegraph’s Guarantee; Facebook Bumps Up Ad Frequency


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Publisher’s Promise

The Telegraph released a letter to its advertisers in an effort to soothe any concerns regarding a lack of transparency in programmatic trading. The letter reads like a list of guarantees, and The Telegraph is calling it its “Customer Charter.” Sales and trading director Jim Freeman and client director Melanie Danks co-authored the letter, in which they promise clients that every investment on ad impressions will deliver “Real people (No Click Bots); a quality and engaging environment to ensure context and attention; a more affluent audience than Facebook, Yahoo, MSN, AOL and all other Newsbrands; quality and engaging content produced by a network of over 500 journalists across the world with the most sophisticated state of the art tools at their disposal; and the most loyal and data rich audience in Newsbrands.” The Drum has more.

Raising The Ad Cap

Facebook is raising its daily per-advertiser frequency cap, according to an email briefing first reported by Digiday. Although the total number of ads a Facebook user is exposed to daily will not increase, the move grants advertisers permission to serve ads to users who’ve not “liked” their brand page. Speaking to Digiday, M80 President Jeff Semones says the increased frequency cap serves as yet another reminder that Facebook is not, at its core, a social network. “We tell our clients to think of Facebook less like a social network, and more like an advertising network,” he said. Read on.

Uber Gets Into Attribution

Sure, that headline is a stretch –for now. On Tuesday, Uber made public news of a new same-day delivery service via a blog post. Uber is test-driving the offering, which the company is calling Cornerstone, currently only available in DC. For now, delivery options are also limited to a list of 100 household products Uber users can access through the app. Wouldn’t a CPG or two like to get its hands on that data at scale? Of course, a healthy amount of skepticism around delivery continues to pervade the industry. “[Delivery] didn’t work then, and it won’t work now, unless you’re a tech giant who doesn’t mind losing money to win over consumers,” Rick Heitzmann, a tech investor with FirstMark Capital, told The Verge.

Broadcast Declines Ahead?

Broadcast network TV ratings could take a hit next year, according to GroupM Chief Investment Officer Rino Scanzoni. Speaking to MediaPost, Scanzoni estimated declines of 6% or 7%, a steeper decline than the typical 4% to 5% in recent years. This past season benefited from both the Winter Olympics and the World Cup, but next season could suffer. Read on via MediaPost.

Touch To Buy

PayPal and Braintree unveiled a one-touch payment tool on Tuesday that is launching with a handful of merchant partners. The offering is akin to Venmo Touch, which surfaced last year. The buy button is rolling out in beta on iOS exclusively, but will be available on Android when the tool launches officially in September. “I think one-touch buying will really be foundational over the next couple years,” Braintree CEO Bill Ready told VentureBeat, “where devices without keyboard become primary computing devices.” Read more.


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