Facebook Video Ad Targeting; FTC Eyes 'Data Brokers'

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

Facebook Is Video-Serious

Facebook is briefing agencies on plans to beef up its video ad menu, AdAge reports. Much remains unknown, or undecided, including targeting parameters, pricing and whether ads will autoplay with audio on. According to the story, “Several… executives Ad Age interviewed are suspecting that advertisers will be able to target these video ads to Facebook users whether or not the user or his friends has any relationship on Facebook with the advertiser.” If true, that would imply large negotiated deals done through Facebook’s salesforce. More.

Mobile Display

On iMedia Connection, RadiumOne VP of Mobile and Display, Kamal Kaur, shares results from a recent survey that plumbs the depths of movie ticket purchase decisions in mobile. Conversion data speaks to mobile creative requirements, “Embed a calendar feature within the advertisement as a way by which consumers can remind themselves of times/dates of upcoming shows playing near them.” Read it.

FTC And “Data Brokers”

Acxiom, Rapleaf, Datalogix and eBureau (owner of digital ad data company, Tru-Signal) are among the subjects of a new FTC inquiry into “data brokers” writes Natasha Singer of The New York Times. Singer quotes eBureau president Gordy Meyer as welcoming “the opportunity to describe, to the F.T.C., [the company’s] practices and the benefits we provide to businesses as well as consumers.” Read it. And, read the FTC’s release.

Last Minute Shopping

It must be getting close to the end of the year. A few days after buying UK digital agency Outside Line, Publicis Groupe has snapped up three-year-old mobile marketing specialist Monterosa. The Stockholm-based company, which has offices in New York and Singapore, will be folded into Publicis’ BBH Group, though the Monterosa brand will remain active. “Mobile ads can be uniquely useful and pertinent – but they can also be perceived by consumers as disruptive,” says BBH CEO Gwyn Jones. “It’s vital that we help our clients develop campaigns that are not just technically seamless, but also friendly and relevant.” Read the release.

Addressable Philanthropy

A charitable campaign for the 10×10 Campaign for girls education used display media to reach employees at 57 global companies with strong records of philanthropy. Demandbase, which supported the campaign, says, “Ads personalized for each specific organization—along with the company’s name and a tailored message—have increased its click-thru rate for 10×10 ads by 3X and 60 percent of the target companies engaged with the organization within the first month of the campaign launch.” Press release.

Reserved, Guaranteed, And Such

Toronto-based Shiny Ads, which signed a deal with SSP PubMatic in August, says that it will represent the inventory of “vertical” media company Internet Brands through its “Programmatic Guaranteed” platform. Internet Brands’ SVP & GM Michael Egan says he’s after the small advertiser market in a Shiny Ads blog post. Read it.

The Non-Disruptive Promise

Social media advertising and analytics provider Mediabrix says it has developed a set of ad units that don’t disrupt mobile app content and games. The ads are described as “immersive,” which are intended to blend into the particular device and the content being shown. The inspiration comes from in-game ads, which have been around for years. Mediabrix is just taking that model and offering it more generally. “What makes our vision and model work for developers and advertisers is that we provide users with seamless, immersive, interactive brand experiences that are non-disruptive,” says MediaBrix CEO Ari Brandt. Read the release.

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