Ad Innovation News: Snapchat 2.0 Rivals Facebook

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

Havas is investing in making its agency 100% programmatic. Snapchat 2.0 rivals Facebook’s ad platform, while Pinterest enters the search advertising market.

Acxiom and DataXu Partner To Bridge Gap Between TV and Digital

By Tobi Elkin @ MediaPost

Acxiom has expanded its partnership with DataXu, a programmatic marketing software firm, enabling DataXu to license its third-party data for advanced TV and analytics solutions. Advertisers can harvest insights and control reach and frequency across desktop, mobile and TV.

How Havas Trained 5,000 People in Programmatic

By Shareen Pathak @ Digiday

Havas Media is on a mission to get 25% of its 20,000 employees well versed in the language and skills of automated buying and selling, through its “100 Percent Programmatic” internal certification program. There are three levels: Fundamentals, which covers programmatic language and concept; Advanced, which includes day to day applications of programmatic technology; and Elite, which is more about strategic vision.

Snapchat Launches Ad Tech Platform 2.0 to Rival Facebook’s Model

By Garett Sloane @ Advertising Age

Snapchat has been borrowing Facebook’s early model of working with the industry to welcome ad tech partners to innovate and drive revenue on the platform– many of its partners, like Kenshoo, have been snagged from Facebook’s marketing partner program. Snap’s ad API allows third parties to plug into Snapchat and offer their advertising clients the ability to buy there through automated pipes. The first partners included companies like 4C, Adaptly, Brand Networks and TubeMogul. Now, the group is expanding with Kenshoo, Kinetic Social, AdParlor, HyFn, Adglow and Videology.

Pinterest Adds Search Advertising

By James Hercher @ AdExchanger

Pinterest introduced its first search ad offering Wednesday, competing in Google’s space. This functionality comes via Kenshoo, an advertising vendor in Pinterest’s marketing partner program, and is sold for three KPIs: impressions, clicks on promoted or buyable pins and engagement.

Facebook is Changing its News Feed to Promote “Authentic” Posts

By Michael Grothaus @ Fast Company

Facebook just announced that it will use new algorithms to boost authentic posts in news feeds, while demoting posts that are likely to be fake or sensational news.

Facebook Adds More Measurement Updates, Wants to Prove to Advertisers it Can Drive Sales

By Lara O’Reilly @ Business Insider

Facebook is introducing a marketing mix modeling portal and the expansion of Facebook’s partnerships with third-party measurement firms. This should help marketers compare how their Facebook ads are performing versus ads on TV, print, outdoor and other digital platforms. Measurement partners include Nielsen, Neustar MarketShare, Analytics Partners, and Marketing Evolution.

Twitter Inks Sports Live Streaming Deal with Sky

By Arjun Kharpal @ CNBC

Twitter has signed a deal with European broadcaster Sky to live-stream “Deadline Day” – the final day for soccer clubs in the U.K. to hire new players – in its battle against rivals Facebook and Snapchat.

Trump Used Facebook Live to Announce His Supreme Court Justice Nominee

By Megan Farokhmanesh @ The Verge

Trump has used Facebook Live to stream announcements, press conferences, and more several times since his inauguration. By promoting his announcement on Facebook Live, Trump was able to deliver his message without commentary from major news networks.