Monetization Archive

Ad Tech And Digital Video Demand Growing Together

By Adexchanger

Today’s column is written by Frank Sinton, founder and CEO at Beachfront Media. None of this is to say that TV’s dead or that digital advertising is now marketers’ only option. But growing consumer demand for digital video, video header bidding and increased bandwidth speeds are pushing brands further in that direction.

The Future of Mobile Header Bidding

By Philip Rosenstein @ MediaPost

“Mobile-first header bidding approaches are becoming more popular, as digital advertising on mobile devices surpasses total spend through traditional desktop display advertising,” Frank Sinton, CEO at Beachfront Media, told Digital News Daily.

 

Video Header Bidding: The Myths and Truths

By Frank Sinton @ TV[R]EV

Truth: In our own tests at Beachfront, video header bidding actually increased “speed to render” of a video ad – the first part of a video that users see – by 30% faster than the legacy method which is calling your video ad server on player load. Why is it faster? Because video header bidding can run the auction in parallel with the video player being loaded.

Google Mandate Hits Third Phase

By Frank Sinton @ LinkedIn

By Frank Sinton, CEO and Founder of Beachfront Media. Chances are most of you reading have no idea what the Google mandate even is, and why would you? It has been a relatively low-key announcement by the digital giant — who commands roughly 40% of the digital ad market — but it has some serious implications for the agency world.

Placement Issues Have Brands Pulling Out of YouTube Advertising

By Frank Sintron @ TVREV

Whether you’re interested in digital advertising or not, chances are you’ve heard about the recent Google // YouTube boycott. A great article by Lara O’Reilly at Business Insider deeply explores the recent fiasco, which all stems from an investigation that found ads appearing alongside extremist content on YouTube.

Frank Sintron is the CEO and founder of Beachfront Media

Time is Hungry for Social Videos

By Lucia Moses @ Digiday

Facebook is starting to share revenue with publishers, but it still makes sense for publishers to try to get viewers back to their own sites, where they can make higher margins on video ads, said Frank Sinton, CEO of Beachfront Media, a mobile video platform. Viewers also expect to be able to find content on multiple platforms. If Well Done does well, Time Inc. may parlay it into events and TV, but Sinton said it behooves publishers to think about other platforms out of the gate when launching a new brand. “To establish a brand, you need to be everywhere.”

“The Next Netflix”

By David Bloom @ Tubefilter

This installment of Insights is brought to you by Beachfront RISE.
In this crazy week in media and tech, Wired magazine’s cover story featured the New York Times telling my long-ago colleague that it wants to be the next Netflix, selling high-quality subscription content for everything from cooking to exercise to video documentaries to, oh yeah, journalism.

Beachfront Insights: What Will We Be Watching in Ten Years?

By David Bloom @ Tubefilter

This installment of Insights is brought to you by Beachfront RISE.
Mop-headed Luke had just turned 5 a couple of weeks ago when I ended up standing in a Starbucks line next to his mother. I began wondering what, and where, and how, a kid like that will be watching video entertainment a few years from now.

TV’s Super Season Kicked Off Super Bowl Weekend

By David Bloom @ Tubefilter

This installment of Insights is brought to you by Beachfront RISE.
For the past few decades, February has been television’s biggest month. On one end is the Super Bowl, far and away the year’s most-watched event. On the other, the Oscars, usually the second-most watched event.

This year, the strategy of releasing ads and teasers ahead of the game is significantly down, according to iSpot.TV, which tracks ad spending. The number of advertisers releasing online previews by the Monday before the game was down a quarter, from 28 to 21. The number of ads was down even more, from 59 to 26. And spending around those preview ads is down 24% through Monday, to $5.5 million.

Over at Animal Planet’s Puppy Bowl XIII, they will include both a virtual-reality pup’s-eye view and branded content. “If you show a brand to consumers, they’ll remember it maybe half of the time,” said Vince Cacace, CEO of VR ad-tech company Vertebrae. “But if you let them experience something, they’ll remember it 90 percent of the time. The Puppy Bowl had more than 10 million viewers last year, so including VR in this year’s broadcast will be a huge step in continuing to drive VR adoption.”

Ad Innovation News: Tinder Swipes Right on Programmatic

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

Tinder swipes right on programmatic advertising, enlisting the help of Facebook’s audience network. Dow Jones increases native video to keep up with a demand for pre-roll video ads.

Dow Jones Increases Native Video

By Kelly Liyakasa @ AdExchanger

Like many publishers, Dow Jones has a huge demand for video (especially for pre-rolls) but not enough content. Pre-roll tends to have higher CPMs, but the inventory tends to sell-out more quickly. Dow Jones is increasing its investment in native video in addition to using the video player/ad server Connatix as a native demand source for the non-pre-roll formats it monetizes using Sharethrough, Unruly and Teads.

Tinder Swipes Right on Programmatic Advertising

By Ilyse Liffreing @ Campaign US

Tinder has partnered with Facebook’s Audience Network so advertisers can now buy Tinder ads programmatically, offering advertisers a new way to buy and place ads. eMarketer projects that this year, programmatic will represent 73% of all display ad spending. By 2018, 75% of all programmatic display ads will be on mobile.

How Independent Publishers Can Fight the Google-Facebook Duopoly

By Alex Merwin @ Advertising Age

Google and Facebook control 85% of media spend and 80% of referral traffic to independent publishers. Independent publishers can utilize real-time bidding and header bidding to get standardized and democratized access to audiences at scale, but unfortunately audience data is highly fragmented.

Inside the Clinton Campaign’s TV Data Strategy

By Kate Kaye @ Advertising Age

The Clinton campaign may have relied too heavily on set-top box TV advertising targeting. Developer/analyst Carol Davidsen laments the campaign’s decision not to use a new ComScore TV analytics platform she helped build for 2016.

Envisioning The Future In A Server-Side Header Bidding World

By Rachel Parkin @ AdExchanger

The speed of server-side header bidding auctions will shift attention to the impact of ads on page load times and make advertisers equal partners in creating a better user experience.

Snap Partners with IPG on Startup Investment Program

By Alexandra Bruell @ Wall Street Journal

Snap Inc. is partnering with IPG’s digital marketing agency R/GA– they will select up to 10 marketing tech startups that make it easier for brands to create mobile content, such as companies exploring artificial intelligence and data and analytics. R/GA and Snap will provide the funds, time and expertise in an exchange for equity stakes. This also helps Snap cozy up to several of the media-buying arms of big ad agencies.

Buyers see Potential in Facebook’s TV push

By Ross Benes @ Digiday

Facebook has expanded its video offerings in an effort to tap into TV ad dollars. The platform tweaked its algorithm to put more emphasis on longer videos, began testing ads that will run in the middle of videos that are least 90 seconds long, gave marketers tools to compare TV and digital ads, and is reported to be developing a video app for set-top boxes.

Facebook’s Video Future is Actually Short Form, Not Long Form

By Nathan McAlone @ Business Insider

Earlier this week, Facebook seemed poised to take on traditional TV and Netflix by reportedly planning to license “long-form, TV-quality programming,” to be housed in its own set-top box app, and on your phone– but now Zuckerberg is describing a vision that looks more like YouTube, with shorter-form content. Facebook’s CFO David Wehner distanced Facebook from Netflix, saying “Our focus is on kickstarting the ecosystem here,” Wehner said. To the extent that Facebook would license any shows, it would only be to seed the ecosystem. Facebook wouldn’t be “doing big deals,” he said. One reason is because Facebook, like YouTube, is committed to a revenue-share model, according to Wehner.

Kickstarter Acquires Live Streaming Company Huzza

By Tom Regan @ Engadget

Kickstarter just announced that it has purchased Huzza, the live-streaming startup that helped create Kickstarter Live. Like Twitch for creators, Live is a video platform that helps facilitate Q+As and connects causes with donors. According to Kickstarter, 74% of creators who stream on the platform get funded, with the average viewer spending over 16 minutes watching live streams.

More People Are Watching Video on Mobile Web Compared to Apps

By Sahil Patel @ Digiday

App development and maintenance does not come cheap. Frank Sinton, CEO of video app and ad technology company Beachfront Media, estimates the cost to build and maintain a video app to run at least $500,000 a year for most companies. This includes hiring app developers and costs associated with video hosting, monetization, other app-related maintenance and updates and other technological requirements. “There are cheaper options, but then you severely sacrifice user experience,” he said.

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.

Ad Innovation News: IAB Targets Fake News

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

The IAB cracks down on fake news and overhauls its content taxonomy.

Facebook Appeases Buy Side With MMM Rollout

By Allison Schiff @ AdExchanger

On Tuesday, Facebook rolled out a portal that lets advertisers pull campaign data for cross-channel measurement across Instagram, Audience Network and Facebook proper. In addition to the MMM rollout, Facebook announced several third-party verification updates on Tuesday, including viewability for in-stream video on FAN measured by Integral Ad Science and comScore, the ability to measure in-target reach across mobile and desktop through comScore’s validated Campaign Essentials and the addition of DoubleVerify to its roster of third-party partners.

Challenges of Hiring Programmatic Experts

By Yuyu Chen @ Digiday

Companies are having trouble finding qualified programmatic experts, as programmatic experts have many job options today, so the supply and demand is a little off balance, he said.

IAB Tech Lab Unveils Overhaul To Content Taxonomy

By Tobi Elkin @ MediaPost

The IAB is overhauling its content taxonomy, increasing its transparency and attribution capabilities. The IAB says that “These updates will benefit companies in the programmatic space whether they want to effectively target and/or block certain content categories, produce better data quality, or be able to more accurately and consistently describe their content.”

Programmatic is Dominated By Agency Trading Desks

By Tobi Elkin @ MediaPost

According to a new report by the World Federation of Advertisers (WFA), agency trading desks continue to be the dominant model for programmatic ad buying, used by nearly 40% of the world’s biggest brands. All of the companies surveyed are spending increasing amounts of money on the programmatic channel, with an average of 16% of digital ad spend now dedicated to programmatic, compared to 10% in 2014.

Procter & Gamble Chief Marketer Calls for Increased Transparency

By Lucy Handley @ CNBC

Procter & Gamble has called on the media buying and selling industry to become transparent in the face of “crappy advertising accompanied by even crappier viewing experiences.” P&G is calling for the media and advertising industry to adopt one viewability standard for online advertising.

IAB President Takes Aim at Fake News

By Jack Marshall @ Wall Street Journal

Randall Rothenberg, president of the Interactive Advertising Bureau, is calling on his industry to fight fake news, saying that while ad tech has done a lot of good, some of the advancements have dire consequences. At the IAB annual leadership meeting, he said, “Any company sitting in this room has the ability to police itself and to actively banish fakery, fraudulence, criminality, and hatred from its midst—and it is your obligation to do so.”

Roku Will Provide Free Super Bowl Stream

By Jeff Baumgartner @ Multichannel News

Roku is preparing for its free live stream of Super Bowl LI, which will be available via the Fox Sports Go channel on the OTT platform. Roku’s coverage will include pre-game programming, the half-time show and complementary “sights and sounds” of the stadium. Fox is also offering its live, non-authenticated stream of Super Bowl LI at FoxSportsGo.com, as well as apps for tablets and other connected TV devices. As a first, Fox will work with more than 170 Fox affiliates to deliver local ads via the online video feed of the big game.

Ad Innovation News: 90% of World’s Advertising is Under Review

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

90% of the world’s programmatic advertising, about $2.9 billion of ad spending, is under review. Meanwhile, Digiday reports how publishers weigh the pros and cons of server-side header bidding.

90% of World’s Advertisers Review Programmatic Ad Spend

By Lucy Handley @ CNBC

Research by the World Federation of Advertisers reveals that nearly 90% of advertisers it surveyed are “reviewing and resetting contracts and business models,” meaning that approximately $2.9 billion worth of ad spending is under review. The WFA surveyed 59 of its members with a total ad spend of more than $70 billion. It says that approximately $20 billion of that accounts for expenditure on digital advertising, 16% of which is on programmatic ads, a total of $3.2 billion.

Sizmek Debuts Hub To Streamline Audience-Based Creative

By Tobi Elkin @ MediaPost

Ad-tech firm Sizmek launched Data Hub today, a data-centralizing ecosystem that enables advertisers to pull in audience segments from integrated data management platforms (DMPs) and enrich them with data collected from served ads.

AppNexus and Index Exchange Expand Header Partnership

By Tobi Elkin @ MediaPost

Today AppNexus and Index Exchange announced an expansion of their header bidding partnership to include support for server-to-server integrations. The combination of server-to-server with a traditional heading bidding wrapper offers publishers the flexibility to optimize cookie matching with their header partners and increase bid density through their server partners.

Server-side Header Bidding: Lower Match Rates and Reduced Yields

By Jessica Davies @ Digiday

Server-side header bidding is supposed to be the next phase of header bidding, allowing more ads from more publishers to be served programmatically. But more demand partners may lead to a bad user experience, with slower load times, potential synching issues, lower match rates and reduced yields.  

Microsoft, Facebook and Google Warn that U.S. Policies Could Impact Ad Tech

By Laurie Sullivan @ MediaPost

Microsoft, Facebook and Google– three of the largest ad-tech companies– have sent a warning to employees, investors and the industry about the uncertain future of technology and their respective businesses. The US has a shrinking STEM workforce, and ad-tech companies depend on their ability to attract and retain employees with a background in programming and design to further research and development.

Ad Innovation News: Programmatic Shift to Quality

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

Snapchat catches up with competition, beefing up Snap’s ad API by partnering with seasoned media companies. A Forrester report finds that advertisers are shifting focus to quality rather than quantity, with mixed implications for programmatic.

Forrester Report: Programmatic Advertisers to Shift Focus to Quality, Not Quantity

By Sarah Sluis @ AdExchanger

Forrester research found that advertisers will focus less on quantity and more on quality over the next five years, shifting the role of programmatic– and also predict a decline in media buying agencies. Programmatic buying may experience a polarization effect– some brands will focus on high-quality experiences while others will use programmatic as the “always-on” part of their ad strategy.

Forrester: Digital Media Spending to Hit $118B by 2021

By David Kirkpatrick @ Marketing Dive

Forrester’s US Digital Marketing Forecast: 2016 to 2021 reveals that digital media spending will reach $118 billion by 2021, but spending is expected to slow as marketers begin emphasizing quality over quantity in digital ad spending.

Ticketmaster’s Head of Programmatic Shares Lessons Learned

By Digiday

Ticketmaster moved programmatic in-house, a decision which involves weighing the cost of investment against the benefits of gaining control and transparency in media buying. He advises against spreading programmatic decisions around to too many people, as this slows the decision-making process. He also suggests hiring talent, as agencies are not designed to buy and sell media.

Facebook Ads Debut On MailChimp — Google AdWords Could Be Next

By George Slefo @ Advertising Age

MailChimp is making moves from an email-only service to a complete marketing platform, debuting Facebook ads to its ~15 million customers on Thursday. This will help customers quickly reach users and create similar audiences on Facebook. In the near future, MailChimp may integrate the option for users to advertise through Google search, and in the distant future, it may include advanced targeting options that leverage first-party data.

Snapchat’s Ad Platform Is Growing Rapidly, But Will It Ever Be a Real Threat to Facebook?

By Sarah Sluis @ AdExchanger

Snapchat’s Ads API is developing quickly, thanks to a last-mover advantage. Snapchat’s current beta version debuted in November with 9 partners including 4C and Adaptly– it enables CRM audience matching, third-party measurement and basic targeting by age, gender, location and content consumption behavior. Snapchat also partnered with Oracle-owned Datalogix for campaign optimization, and 9 outside measurement partners (including Moat, Google DoubleClick and Sizmek) to alleviate concerns about poor reporting, and even includes brand lift studies from Millward Brown and Nielsen.

5 Things to Note from Google Parent Alphabet’s Earnings

By Mike Shields @ Wall Street Journal

Google parent company Alphabet Inc. reported a 22% surge in fourth-quarter revenue to $26.1 billion. Here are things to note: 1. Mobile search, programmatic and YouTube are driving Google’s growth 2. The holidays were a breakout period for mobile shopping and location-based ads 3. Google wants you to know it’s committed to admeasurement 4. Alphabet is aiming high with YouTube content 5. “AMP” is working.

Google is Cutting its Losses

By Kerry Flynn @ Mashable

Google’s success in Q4 was led by mobile search and YouTube, but its big bets in hardware will be the key to Google‘s long-term profit. Web and mobile ads are dropping in value– Google’s cost-per-click dropped 15% in the fourth quarter from the same period the year prior. Google CEO Sundar Pichai said the company is prioritizing YouTube, integrating more machine learning to improve content and advertising. Facebook, Snapchat and other over-the-top services are biting into that as they all look to pull from TV budgets.

Twitter’s New Explore Tab Spotlights Live Video

By David Kirkpatrick @ Marketing Dive

Twitter is adding a new “Explore” tab to its mobile app that will include Moments, search, trends and live video. The new tab follows popular social media platforms trends by emphasizing live video. The Explore tab prioritizes live video over other content, including curated tweets, which it previously made a big deal over when it launched Moments.

Huffington Post Joins the Vertical Craze with The Scope

By Max Willens @ Digiday

As wide scale falls out of vogue, AOL-owned Huffington Post invests its resources into a health-centric vertical called The Scope. The Scope will get content from its four staff writers, syndication partnerships with STAT and Reuters, and pulling content from their archives– an increasingly common practice in digital pubs. The Scope will not have new posts from contributors.

Conde Nast Restructures Ad Sales Workforce

By Jeffrey A Trachtenberg @ Wall Street Journal

Conde Nast is restructuring the magazine company’s advertising sales workforce, creating new teams to focus specifically on major categories. Conde Nast is creating teams of ad sales people to focus on eight categories, including auto; beauty, pharmaceuticals, and fashion/luxury. Time Inc. has been taking a similar approach– Time first endorsed category selling in January 2016, explaining that its major advertisers preferred to meet with fewer sales people.

Audio Entertainment Beyond Traditional Radio Is Becoming Increasingly Popular

By David Bloom @ Tubefilter

Verizon’s megadeal talks this week with Charter Spectrum (saw that one coming) may have distracted media reporters, but I think there hasn’t been enough attention to another (ironically) quiet revolution in entertainment: the explosion of audio entertainment offerings beyond radio.

It includes digital programming of many kinds, led by NPR’s chart-topping online offerings, digital music services such as Spotify and Apple Music, on-demand and portable shows focused on a dizzying array of topics, Facebook Live’s new audio streams and much else. And it’s being driven by a fundamental shift from creating content driven by who lives nearby to content based on who cares about it.

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.

Why YouTube Ad Rates Suffered This Month

By Geoff Weiss @ Tubefilter

This explosion in December is followed by a huge drop-off in January, which is the lowest CPM month of the year. “Video ad rates suffer at the beginning of the year, and begin to slip immediately after the holidays in December,” notes Anthony Campanella, VP of operations at Beachfront Media, which offers video distribution and monetization options to publishers. “This is attributed to most advertisers hitting the reset button after the holiday push. Even though a publisher’s traffic remains around the same levels in January as they are in December, the advertising dollars become scarce due to demand.”

Ad Innovation News: Google Cracks Down on Fake News

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 by example, Google cracks down on billions of bad ads and bans 200 fake news publishers from its ad servers while also making more data available for YouTube targeting.

iHeartRadio Teams Up with Art19 for Improved Podcast Metrics

By Alison Weissbrot @ AdExchanger

Art19 is a platform that partners with podcasts to measure ad performance through an API integration, launched in August 2016. Now Art19 will host syndicated iHeartRadio podcasts and increase their ability to measure ad performance and find new audience members.

Reuters Pushes Into Header Bidding and Automated Guaranteed

By Sarah Sluis @ AdExchanger

Since debuting header bidding six months ago, Reuters is beefing up its programmatic tech and team. Reuters is devoting resources to private marketplaces and sales support. Reuters will focus on heading implementations and pursue programmatic guaranteed deals.

FTC Report Focuses On Cross-Device

By Allison Schiff @ AdExchanger

Tuesday’s FTC Report reminded companies to be transparent when collecting data across devices. The FTC has always been a proponent of self-regulation.

Google Blocked 1.7 Billion Bad Ads in 2016

By Sarah Sluis @ AdExchanger

Google found 1.7 billion ads last year that violated its policies by deceiving users, containing malware or forcibly redirecting users to app stores. That amount is double the number it flagged in 2015. Google is setting an example for the ad community to embrace more self-regulation.  

Google Makes Search Data Available for YouTube Ad Targeting

By Will Richmond @ VideoNuze

Google announced that YouTube advertisers will now be able to target their ads based on users’ past Google searches, as well as their demographic information. This could have a major impact on shifting ad dollars from TV to YouTube. Google also said that it’s developing a new “cloud-based measurement solution” which will give marketers “access to more detailed insights from their YouTube campaigns across devices.

Google has Banned 200 Publishers in Fight Against Fake News

By Tess Townsend @ Recode

In response to fake news allegations, Google kicked off 200 publishers from its servers that included sites impersonating news sites.

Snickers Will Air First Live Super Bowl Ad

By Suzanne Vranica @ WSJ

For the first time ever, the Super Bowl will air a live commercial. Mars will shoot and air a live promo for Snickers during a break in the Super Bowl. In an effort to boost excitement for its live ad, the company will spend largely on digital ads plus will host a 36-hour live stream, which begins Thursday before the big game. The event will be streamed on Snickerslive.com as well as on the brand’s Facebook page.

 

Ad Innovation News: Time Acquires Adelphic

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

Publishers struggle with declining homepage traffic, but Bloomberg thinks its “boomerang” feature might be a solution. Meanwhile, programmatic providers shed the spotlight on mobile. AOL debuts self-serve programmatic capabilities for publishers focused on mobile. Acxiom also beefs up its mobile capabilities by expanding its partnership with NinthDecimal.

AOL Debuts Self-Serve Capabilities for Mobile-First Publishers

By Tobi Elkin @ MediaPost

AOL just launched new self-serve capabilities for its programmatic mobile supply-side platform, ONE by AOL: Mobile, which debuted in 2016. The new offering caters to mobile-first app developers with benefits like self-serve & self-registration, demand strength, transparency & control, and improved customer experience and simplicity.

Tapad and WideOrbit Partner to Provide Cross-Screen Programmatic TV Buying

By Philip Rosenstein @ MediaPost

Today, Tapad and WideOrbit partnered to develop a programmatic TV-buying platform. Tapad will integrate its device graph to optimize audience discovery and bolster WideOrbit’s supply platform that offers access to premium TV inventory.

Acxiom Expands NinthDecimal Location Data Partnership

By Kate Kaye @ Advertising Age

Data services giant Acxiom and mobile location information company NinthDecimal have worked together since 2014, but now they are turning their relationship into a more integrated one. Now clients will be able to build custom audiences using data from both companies. The partnership boosts attribution abilities, especially for retail visits. This announcement comes a week after NinthDecimal competitor Freckle IoT announced deals with five programmatic platforms– Adelphic, AppNexus, MediaMath, The Trade Desk and TubeMogul.

iCrossing is Integrating Marketing Services

By Yuyu Chen @ Digiday

iCrossing began as a search agency but is now evolving into a full-service marketing shop as search becomes integrated into programmatic buying, content strategy and chatbots. Clients are asking for integrated services, so iCrossing is combining social, display, search and analytics teams into one media services group. 360i is another search agency making this transition and boosting programmatic capabilities.

Publishers: Less Than 10% of Digital Ad Revenues Coming from Programmatic

By Tobi Elkin @ MediaPost

Operative studied over 300 advertising and publishing executives and found that even though more money is being spent programmatically, most of the revenue goes to middlemen and platforms. Half of the surveyed publishers said that they make less than 10% of their revenue from programmatic.  

Time Inc. Acquires Adelphic to Increase Programmatic Capabilities

By Jeffrey A. Trachtenberg @ Wall Street Journal

Time Inc. has acquired Adelphic, a demand-side and self-service platform which lets marketers buy and manage digital and mobile ad campaigns. Adelphic will join Viant, a marketing company that Time acquired last year that uses first-party data and programmatic technology for ad targeting. This acquisition is part of Time’s pivot from a print magazine to a digital media player.

How Bloomberg is Reclaiming Homepage Traffic

By Lucia Moses @ Digiday

Publishers across the board are struggling with declining homepage traffic. Bloomberg Media may have found a solution, substituting the popular “infinite scroll” feature at the bottom of articles for a “boomerang” which takes the user back to the homepage. Bloomberg tested this feature on its technology vertical, where it has seen a sevenfold increase in monthly page views in the three months after the channel’s launch compared to the six months before the launch.

Google and Facebook Account for Majority of New Digital Advertising Investments

By Ginny Marvin @ Marketing Land

According to the Internet Trends Report, Google and Facebook account for 76% of new investment in digital advertising. Among second-tier networks, Snapchat surpassed Pinterest for the first time, with Snap’s ad spend growing 356% year over year.