Nielsen And Simulmedia Partner; Facebook's Revamped Atlas Coming Soon | AdExchanger

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Under The Radar

On Tuesday Nielsen and Simulmedia unveiled a research partnership that rolls together Nielsen’s people meter with Simulmedia’s set-top box data. The pair-up will allow the companies to measure niche cable networks that typically fly under Nielsen’s ratings. Simulmedia CEO Dave Morgan said the findings could benefit network TV buyers. “This research will surface both the value of these networks and their audiences to brands, and the cost effectiveness of working with them to reach attractive consumers and achieve positive business outcomes.” Broadcasting & Cable has more.

Atlas Plugged

Facebook is close to rolling out a revamped version of its Atlas demand-side ad server. Word on the street is the secret sauce of the rebuilt solution is a cross-device ID that leverages Facebook’s direct relationships with its users. WSJ writes about it, citing one ad executive who says, “People spend more time on mobile than on desktop, but marketers don’t spend there because cookies don’t work. … This could finally enable us to spend more money in mobile.” All hail the login. More.

Scrap ’N Track

Pinterest began testing Promoted Pins with a handful of advertisers in May, and will purportedly layer on ad-targeting capabilities when the offering debuts in earnest next month. A privacy policy update references conversion tracking and audience targeting of a company’s existing customers on the platform. A spokesman tells Ad Age, “We feel both features will help our partners understand how the ads impact their business and also make Promoted Pins even more relevant to Pinners.” Pinterest’s updated privacy policy says pinners will have the option to opt out. Read on.

Buy American

GroupM acquired a 49% stake in marketing media company Haworth on Tuesday, according to a press release from holding company WPP Group. Haworth manages media investments for a number of top-tier business and bands, among them Target, Ben & Jerry’s, DreamWorks Animation and the Oscars. The release states that the “investment continues WPP’s strategy of investing in important markets such as the United States where WPP companies (including associates) collectively generate revenues of over US$6 billion and employ approximately 25,000 people.” More power, and data, to the holdco.

Programmatic Beachfront

Video ad tech player Beachfront Media, whose client list includes CBS and Hulu, is getting into mobile programmatic. Well, who isn’t these days? Beachfront Media CEO Frank Sinton told MediaPost there’s “a strong need in the marketplace to help people monetize their in-app mobile video views.” Sinton said Beachfront’s new offering stands out from the likes of Adapt.tv or LiveRail because it’s specifically designed for apps.

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