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»Platforms

3 Ways Influencer Marketing Will Change If Instagram Removes Public Likes

If Instagram permanently removes public likes – a test that went global Thursday – it will greatly impact the influencer marketing industry by forcing influencers to embrace more sophisticated marketing metrics. Marketers will push even harder to evaluate influencers based on clicks, view-through rates and swipe-up engagements with stories, said Daniel Schotland, chief operating officer... Continue reading »
by Alison Weissbrot // November 15th, 2019 //
»
Amazon Opens AWS Data Exchange – And New Opportunities For Data Sellers

Amazon introduced a new way for its cloud customers to buy and use third-party data with the launch of the AWS Data Exchange on Thursday. There are about 90 data companies as launch partners, including PlaceIQ, Epsilon, Acxiom, InMobi and Foursquare. Unlike data marketplaces such as those operated by The Trade Desk, Oracle or LiveRamp,... Continue reading »
by James Hercher // November 15th, 2019 //
»
Facebook Has Fewer Brand Safety Controls For News Feed Ads – On Purpose

There’s a reason Facebook doesn’t provide granular brand safety controls for news feed – it doesn’t think they’re necessary. “We don’t believe ad adjacency matters in certain environments … and we designed the platform with that in mind,” said Erik Geisler, Facebook’s director of North American agency partnerships, speaking Thursday at 614 Group’s Brand Safety Summit... Continue reading »
by Allison Schiff // November 15th, 2019 //
»
4 Ways TikTok’s Ad Products Benefited From Competitors’ Mistakes

Though new to advertising, the video app TikTok is learning from competitors’ mistakes to forge strong relationships with buyers and to build a clear sales pitch. Unlike Facebook, Instagram, YouTube and Snap, which focused on audience growth over advertising opportunities at first, TikTok understood early on how to successfully work with media buyers. Facebook and... Continue reading »
by Alison Weissbrot // November 12th, 2019 //
»
Lucidity’s Tech Is Putting Supply-Path Optimization In The Hands Of Media Buyers

Buyers increasingly want transparency into their programmatic buying. But undertaking the project of requesting log-level data from exchanges themselves requires resources many brands don’t have. Lucidity wants to be the tech solution to demystify and audit the programmatic supply chain. Lucidity stitches together information from the buyer’s ad server (where it inserts its own pixel),... Continue reading »
by Sarah Sluis // November 12th, 2019 //
»
Facebook’s Tips For Success: Focus On The Creative, Let The Machines Do The Work

Facebook seems to exist within two alternate realities: The one in which it’s battered almost daily by a relentlessly negative news cycle, and the one in which advertisers, particularly performance marketers, never seem to put away their checkbooks. That second reality could be under threat. Facebook has been sounding the warning on privacy-related “ad targeting... Continue reading »
by Allison Schiff // November 11th, 2019 //
»
DoubleVerify Acquires Ad-Juster In Sell-Side Push

DoubleVerify purchased Ad-Juster for an undisclosed amount Thursday in an all-cash, all-stock offer. The analytics platform gives publishers a stitched-together view of their programmatic ad performance. “A lot of our work today is with advertisers to maximize their quality and performance,” said DoubleVerify CEO Wayne Gattinella. “Ad-Juster extends our platform to the supply side.” Ad-Juster... Continue reading »
by Sarah Sluis // November 8th, 2019 //
»
Rubicon Project Feels ‘Slight Ding’ As Buyers Cut Off Resellers

Rubicon Project missed revenue projections for the quarter as programmatic changes, including the new transparency standards App.ads.txt and sellers.json, affected its topline revenue growth. Rubicon Project’s Q3 revenue grew 27% year over year to $37.6 million. Year to date, its revenues are $107.9 million, which represents 30% growth compared to the same period last year.... Continue reading »
by Sarah Sluis // November 6th, 2019 //
»
Parse.ly Expands Its Remit To Track How Content Drives Conversions

Content is king. And great content gets readers to sign up. The content analytics company Parse.ly has long captivated publishers with its intuitive dashboard to track how articles perform. In October, the 10-year-old company added functionality that tracks conversions. Parse.ly clients can now analyze the type of content people read before they convert. Then they... Continue reading »
by Sarah Sluis // November 6th, 2019 //
»
Google Extends Shopping Ads To YouTube

Google is taking advantage of all the product discovery happening on YouTube. The company said on Tuesday that advertisers buying Shopping Ads can extend their campaigns so those ads show up on YouTube’s home page and search feed. Google first let marketers use its search data to inform YouTube targeting back in 2017. User behavior,... Continue reading »
by Alison Weissbrot // November 5th, 2019 //
»
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