Technology Archive

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.

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.

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.

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.

 

Ad Innovation News: SoundCloud Goes 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.

Following a trend of publishers reinventing native advertising, Vox Media hires its first CMO.  

Vox Media Hires First CMO: Lindsay Nelson

By Mike Shields @ Wall Street Journal

Vox is improving its marketing capabilities in hopes of attracting more marketers to its site, starting with making Lindsay Nelson its CMO– she previously oversaw Vox‘s branded content. Vox’s marketing encompasses branded content, ad products, ad partnerships and external marketing services. Vox Media’s branded content business, led by Vox Creative, is projected to see revenue in the nine-figure range this year.

SoundCloud Debuts Programmatic Ad Buying

By Ingrid Lunden @ TechCrunch

Today SoundCloud announced that it will allow programmatic ad buying on its US platform, through a partnership with Triton Digital.

Ad Innovation News: Programmatic Gets Personal

Each weekday, we bring you the most relevant stories to keep you abreast of advertising industry happenings.

Digiday’s Jessica Davies highlights the major difference between programmatic guaranteed and automated guaranteed advertising.

WTF is programmatic guaranteed?

By Jessica Davies @ Digiday

Programmatic guaranteed is a new model that enables a buyer to device ID or cookie match an audience with a publisher and pre-agree to buy at a fixed price. This lets ad buyers target specific audiences. Programmatic guaranteed is different than automated guaranteed, which just automated the previously manual process of serving ads.

Programmatic Pact Increases Consumer Location Data Available

By Kate Kaye @ Advertising Age

Freckle IoT, which gets mobile device proximity information from beacon data providers and app and publisher partners, has struck a deal with five programmatic ad platforms– Adelphic, AppNexus, MediaMath, The Trade Desk and TubeMogul— that will let marketers track whether ad exposure boosted store traffic. This level of precision will help marketers attribute digital ads to retail visits, and decrease the possibility of click fraud.

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.

Ad Innovation News: Facebook Shifts Focus Away from Live

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

Hulu prepares to embrace live streaming, while Facebook sets its sights on longer-form pre-recorded video content. Advertisers discuss how to utilize programmatic natively and across platforms.

LinkedIn Partners with DataSift to Deliver More Data + Insights

By Christopher Heine @ Adweek

LinkedIn is partnering with DataSift, a marketing software company, to offer more LinkedIn advertising insights as well as new audience segments. The system will be used for media planning, content marketing and native advertising. DataSift’s clients Publicis Media, PP-owned Mindshare and Dentsu Aegis Network’s insights platform Motley have already started using the program.

Hulu’s CEO Discusses Live Streaming Bundle

By Jason Lynch @ Adweek

Leading up to Hulu’s streaming bundle launch, the company is beefing up original content plus adding classic shows like Golden Girls. Hulu is capitalizing on its millions of subscribers by making sure its live streaming bundle is robust– there will be a cloud DVR, and Hulu worked with CBS to ensure its sports-centric offering would include the NFL and March Madness.

Programmatic Native Ads Are Growing—But Banner Ads Remain Prevalent

By Mike Shields @ Wall Street Journal

Publishers cry that the online and mobile system is “broken” amidst more and more new publications claiming they’ll reinvent advertising. Starting about five years ago, when Twitter and Facebook introduced innovative ways of inserting ads, there became a push for “programmatic native advertising.” But standard banner ads are much easier to deploy at scale– According to MediaRadar, there were over 50,000 advertisers running ads on the top-200 sites alone–but the number of advertisers running programmatic native ads was less than 10%. While the numbers are small, programmatic native ads have potential: the Trade Desk said that the revenue it derived from native ads grew by 1,000% in 2016 as display advertising decreased.

The Post-Cookie Measurement Battleground

By Jessica Davies @ Digiday

Identity measurement is a hot topic in digital advertising– while cookie ID tracking proved successful on the web, cookies can’t track mobile usage. Group M’s identity measurement unit mPlatform hopes to create an “mID,” (dubbed ‘mookie’ by some in the industry)– a bit of code that will be used as a person’s ID as they switch between display and mobile ads, apps, video and any offline loyalty programs.

How Programmatic Firms Handle Complex Pharmaceutical Laws

By Ross Benes @ Digiday

Pharma advertising clients are restricted in how they follow people around the web because many forms of retargeting can result in violations of the rules on identifying users by their medical conditions. Because of this, “A lot of [the targeting] is based on contextual targeting in lieu of audience data,” according to Dan Raffe, director of programmatic at Centro.

Facebook May Stop Paying Publishers for Live Videos

By Kurt Wagner @ Recode

In 2016, Facebook paid more than $50 million to publishers and celebrities to create live video on the social network. The publishers do not expect these contracts to be renewed– Facebook is de-emphasising live video in their talks and instead focusing on longer, premium video content– the type of videos you’d expect to find on Netflix.

Ad Innovation News: Snapchat Poses a Real Threat to 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.

The 2016 Elections shed light on the nation’s fake news crisis, and months later, programmatic advertising and Facebook haven’t fully recovered from reputation dings.

Why TV Everywhere Isn’t Always There

By Ross Benes @ Digiday

TV networks are fighting viewership attrition and fragmentation by introducing their own “TV everywhere” OTT services– but the challenges associated with adaptive TV to digital haven’t been fully overcome. Digital streams fail to fill all of their ad slots and often serve the same ads over and over again. There also is a disconnect between which stations a subscriber has access to with their TV and which stations a subscriber can log in to online with their cable provider. TV industry analyst Alan Wolk said that for several years, the broadcast and streaming rights between network and provider were typically negotiated separately.

AppsFlyer Raises $56 Million

By Erin Griffith @ Fortune

AppsFlyer, a Herzliya, Israel marketing technology platform for apps, has raised $56 million in Series C funding. AppsFlyer measures the effectiveness of app-install ads, as well as any traffic coming to a specific app, whether it’s from an organic Facebook post, QR code, user invite, or email marketing. The company’s software development kit has been installed on over 2.5 billion unique smartphone devices and revenue is tripling each year.

Snapchat Might Actually Be a Threat to Facebook

By Madeline Farber @ Fortune

Martin Sorrell, the chief executive of WPP, the world’s largest advertising firm, thinks Snapchat is becoming a real threat to Facebook. Sorrell told CNBC that the firm’s clients spent $90 million on advertising on Snapchat last year—about $60 million more than what WPP predicted would be spent on the app at the beginning of the year. Given Facebook’s measurement and fake news issues, clients are more willing to experiment with different platforms.  

How Today’s Political Climate Will Change Digital Advertising

By Rebecca Lieb @ Marketing Land

The fake news scandals have shed light on the flaws of programmatic advertising, when ads appear adjacent to less-than-savory content. Already, more than 500 advertisers have pledged to block Breitbart.com from their media plans. As advertisers attempt to appease consumers, ad tech players and agency trading desks to follow suit, shedding fake and offensive sites.

 

Ad Tech News: Unprecedented Change in Ad Tech Market

Each weekday, we bring you the hottest stories about ad tech to keep you informed about industry happenings. 

Programmatic continues to prove its success, and now companies are taking note: a Videology Report highlights this trend while Havas Group invests in training its employees to be 100% fluent in programmatic.

Videology Report: Global Ad Tech Market Experiencing Unprecedented Change

By Tobi Elkin @ MediaPost

According to Videology’s 2017 TV & Video Outlook report, the “quest for tangible results” is the biggest focus, with “unprecedented change” in data, automation, ad quality and transparency in 2016. This marks the beginning of a major programmatic trend which will see extreme growth in 2017.

Havas Group Trains Employees To Become ‘100% Programmatic’

By Philip Rosenstein @ MediaPost

Havas Group believes that programmatic is the new reality, and that all roles should understand it– so far over 25% of Havas Group’s 20,000 employees have taken Havas University’s “100% Programmatic” certification program. 97% of participants said they would recommend the course to their colleagues.  

Why don’t digital TV streams fill all of their ad slots?

By Ross Benes @ Digiday

Despite the hype surrounding the digitalization of TV, there are still open ad slots in TV programs that are streamed online. Issues on the brand side may relate to the low CPMs of ads served digitally vs on TV, plus there are also logistical issues regarding serving and licensing.

Snapchat Testing New Ad Features to Improve Ecommerce and Lead-Generation

By Christopher Heine @ Adweek

Leading up to Snap Inc’s inevitable IPO, Snapchat is rolling out deep linking–which will let users swipe up and into a promoted app– and web auto-fill advertising format updates.

Facebook Expands its Retargeting Ad Capabilities

By Lauren Johnson @ Adweek

Facebook is updating its dynamic ads to be more than a retargeting tool– as of today, the ads can be a valuable acquisition tool. Previously, brands could only serve users ads of items that were searched by that user on that retailer’s site. But now, Facebook’s algorithms can identify when a person is shopping for an item on any website across the web or mobile and serve the user a relevant. Previously, if a user was searching for Doc Marten combat boots then they would see an ad for Doc Marten combat boots– now they may see an ad for Frye work boots.

 

Ad Innovation News: Snapchat + Facebook Add More Ad Formats

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

Facebook appeals to publishers with its new Journalism Project and expanded retargeting capabilities. Snapchat also expands its advertising formats, appealing to investors prior to its IPO. Within the streaming space, Hulu becomes increasingly competitive by investing in live and VR; meanwhile, Vimeo puts dollars behind original and repurposed video series.

Facebook Debuts a Journalism Project

By Mike Isaac @ The New York Times

After the Election shed light on the proliferation of fake news, Facebook is taking steps to befriend the media and accept its position as one of the world’s largest news distributors.
Earlier this week, Facebook filled a new Head of News Partnerships position, and now it’s announcing the Facebook Journalism Project. This effort includes collaborating with publishers on publisher tools before they are released, and developing training programs for journalists to better understand Facebook.

Vimeo Will Soon Launch SVOD Service

By Daniel Frankel @ FierceCable

InterActiveCorp purchased Vimeo in 2006 and is just announcing that for the first time they will be investing in programming. Vimeo will soon put dollars behind original content series and licensed programming, entering the SVOD space to compete with companies like Netflix and Hulu.

Snapchat Testing New Ad Features to Improve Ecommerce and Lead-Generation

By Christopher Heine @ Adweek

Leading up to Snap Inc’s inevitable IPO, Snapchat is rolling out deep linking–which will let users swipe up and into a promoted app– and web auto-fill advertising format updates.

Facebook Expands its Retargeting Ad Capabilities

By Lauren Johnson @ Adweek

Facebook is updating its dynamic ads to be more than a retargeting tool– as of today, the ads can be a valuable acquisition tool. Previously, brands could only serve users ads of items that were searched by that user on that retailer’s site. But now, Facebook’s algorithms can identify when a person is shopping for an item on any website across the web or mobile and serve the user a relevant. Previously, if a user was searching for Doc Marten combat boots then they would see an ad for Doc Marten combat boots– now they may see an ad for Frye work boots.

Hulu Empowers Cord Cutters: Combines Live + On-Demand

By David Katzmaier @ CNET

Sometime in 2017, Hulu will roll out a massive live offering in addition to its on-demand library. The service will be less than $40 a month, and its live channels will include Time-Warner (CNN, TBS, etc), ABC (ABC, Disney, ESPN, etc), Fox (Fox, FX, Fox News, etc), CBS and potentially NBC/Universal (NBC, Bravo, Discovery, etc).

Lil Wayne is Bolstering Hulu’s VR Technology

By Anita Balakrishnan @ CNBC

Lil Wayne is getting artists excited about VR with Hulu– Lil Wayne inspired Hulu’s partnership with Live Nation, which will soon debut the “On Stage” episodic series that offers a behind-the-scenes look at artists in exclusive, VR footage.

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Publishers Get Real About Social Media Platform Changes

By Lucia Moses @ Digiday

Being a publisher today is grueling work. They’re struggling with monetizing on social media platforms, distributing content widely while keeping costs down, turning visitors into paying audiences, to name just a few challenges.

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IBM and MIT Work To Make AI More Human

By Jon Fingas @ Engadget

Autonomous robots and other AI systems still don’t do a great job of understanding the world around them, but IBM and MIT think they can do better. They’ve begun a “multi-year” partnership that aims to improve AI’s ability to interpret sight and sound as well as humans. IBM will supply the expertise and technology from its Watson cognitive computing platform, while MIT will conduct research. It’s still very early, but the two already have a sense of what they can accomplish.

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Facebook Announces New Featured for Dynamic Ads

By Anthony Ha @ TechCrunch

Facebook just announced some new features for its dynamic ads, aimed at making the format more appealing to businesses with brick-and-mortar stores.

Facebook’s dynamic ads show you different products based on your activity and interests. Now, the company says it can incorporate data about local product availability, pricing and special offers into these ads. So instead of just showing you the product, the ad can direct you to a specific store where the product is available at a specific price. Then if the product sells out at local stores, the campaign can start featuring something else from the catalog.

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Videology Teams Up With Screenvision To Better Target Movie Theater Ads

By Barry Levine Marketing Land

A couple of Saturday nights ago, several of my family members and I went to see the movie “Indignation” at a local theater. It was the first time I’d been out to a movie in several months.

Since the film had gotten good reviews, we got there a bit early to make sure we got good seats and went into the theater as soon as the doors opened. Then, for about 45 minutes, we sat and watched commercial after commercial, followed by trailer after trailer. I nearly forgot that we came to watch a movie.

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AdStage Raised $2 Million in Funding for Marketing Tech

By Ken Yeung @ VentureBeat

AdStage announced on Monday that it has raised new funding, bringing in $2 million to establish a product suite around marketing technology. The company’s latest investment comes from Verizon Ventures, a firm whose limited partner hasn’t been shy in pursuing ad tech acquisitions.

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