Ad Innovation News: McDonald’s Leverages Live to Give Away Secret Sauce

Each weekday, we bring you the most relevant stories about ad tech, video innovation and publisher tools to keep you informed about industry happenings.

Google’s removal of third-party pixels is good and bad news for marketers. VideoAmp partners with Grapeshot to boost audience targeting capabilities.

What Google’s Removal of Third-Party Pixels Means for Advertisers

By Kelly Liyakasa @ AdExchanger

On Friday, Google eliminated third-party pixels and cookies and claimed that it will improve cross-screen measurement on YouTube, plus get better data from DoubleClick, Google Analytics and Customer Match. But for marketers, this move makes it harder for them to measure their campaigns holistically, as it may fragment horizontal attribution models.

VideoAmp Partners with Grapeshot to add Keyword and Targeting Capabilities

By John McCartney @ Built in Los Angeles

VideoAmp, the total video platform for the TV and Video ecosystem, and Grapeshot, the technology company that uses machine learning to extract value from data, just announced they have integrated Grapeshot’s Live Audience pre-bid keyword targeting solution with VideoAmp’s proprietary user graph. Under the terms of the partnership, programmatic buyers can find live audience segments across desktop, mobile, and TV, with the ability to leverage custom audience definitions and social media trends all at scale with brand safety protection.

Extreme Reach Debuts Campaign To Stream Cross-Platform TV Ads

By Laurie Sullivan @ MediaPost

Extreme Reach has launched a marketing campaign for a new cloud-based video product that streams television ads programmatically in real time to any digital device. The CEO of Extreme Reach compares these services to Spotify or Netflix, allowing video assets to be streamed into any campaign.

Anti-ad Blocking Company Sourcepoint Raises Another $16 Million

By Lara O’Reilly @ Business Insider

Sourcepoint specializes in ad blocker technology and helps publishers get back money lost to ad blockers by providing users with other ways to compensate publishers — such as subscriptions or one-off payments — rather than seeing ads. Sourcepoint will use the new funding to develop a product it’s calling the “Spotify for digital content” — a platform where users make a one-time payment to access content across a range of publishers.

With Newsletters Hot, Monetization Strategies Take Off

By Max Willens @ Digiday

Axios sells one-week exclusive sponsorships of their newsletters, giving brands creative freedom and the ability to tell stories. Other independent creators like Inside rely on annual donations. The Washington Post has started selling Paloma, the newsletter CMS it developed. Many publishers are relying on native programmatic exchanges and affiliate links.

McDonald’s Using Livestreams to Give Away its Big Mac Sauce

By Christopher Heine @ Adweek

McDonald’s is teaming up with DDB to turn its social strategy around and today McDonald’s will leverage Instagram Live to give away 10,000 bottles of Big Mac Special Sauce.

Vice Creates Virtue Worldwide, Slowly Becoming an Ad Agency

By Mike Shields @ Wall Street Journal

Vice Media is combing all of its advertising-related businesses–  including Virtue and Carrot Creative– into one entity called Virtue Worldwide. Virtue will also work closely with branded content agencies Pulse and Starworks group. Vice will combine their assets and capabilities into a full service agency network for brands that need to create content—everything from social media posts to short films to vertical Snapchat videos—that speaks to younger consumers across various digital platforms.