Ad Innovation News: Snapchat Debuts Improved Ad Targeting

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

Leading up to its IPO, Snapchat debuts third-party ad targeting. Programmatic buyers are worried about which content is adjacent to their advertisements on Facebook and beyond.

Advertisers are Skeptical About Facebook’s Video Ads

By Michelle Castillo @ CNBC

Facebook has been investing in quality video content and has been telling advertisers that it’s an equal alternative to TV advertising. While advertisers like Facebook’s targeting capabilities, they can’t control which content their ads appear within or next to- this is especially a risk for live content. They’re also skeptical of Facebook’s measurement, which has very little reliance on third-parties and a low bar for counting views.

Snapchat Debuts Ad Targeting Using Third Party Data

By Mike Shields @ Wall Street Journal

For the first time, Snapchat will let advertisers target users with third-party data, following in the steps of Facebook, Google and Twitter. Snapchat signed a deal with Oracle Data Cloud to help marketers use data from offline purchases.

How Publishers are Tackling the Inauguration

By Sahil Patel @ Digiday

Bloomberg, CBS News, and The Washington Post will live stream the inauguration, while Refinery 29 will live stream a counter-program about food art. Gannett and USA Today Network have prioritized VR, including launching VRTually There– a weekly news show shot entirely for VR and 360-degree video platforms. USA Today will also utilize a “picture-in-picture” feature where viewers watching the VR/360 content will also be able to watch a regular, 2D video overlay of AP’s live coverage of the festivities.

Forrester: Marketers Need More Active Media Planning Role

By Chantal Tode @ MarketingDive

Using programmatic advertising effectively requires marketers be a part of the decision-making, according to a report from Forrester Research. But only 29% of marketers took an active role in managing whitelists and blacklists of media sites in 2016.