Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Verizon’s Horizons
“AOL’s global capabilities and partnerships are instrumental to our overall long-term global digital media strategy,” said Verizon CFO Fran Shammo on the company’s Q4 earnings call. Shammo said Verizon foresees “a significant opportunity in using the programmatic platform with the data from the wireless customer base to connect consumers and advertisers in a very targeted and scaled way with relevant and engaging ad experiences.” I’ll bet they do. Investor release.
In a company blog post, Facebook product manager Peter Roybal introduces three new tools meant to give publishers more control and insights into their Facebook readership. The first change allows pubs to tag content posted to the platform, and thus create better profiles of reader interests. The second tool deliberately limits visibility by letting pubs not distribute posts to readers who won’t be interested in the story (or will hold the story against them). The final tool builds on the new publisher interest tags to provide in-depth profiles and breakdowns of story engagement.
Pod Racing
As podcasts gradually become an actual media channel, ad tech is getting into the game. “Ads that were inserted into a podcast when it first aired won’t often be relevant when someone discovers the episode today,” writes Jeremy Barr at Ad Age. Podcast sponsors are often more like patrons (think MailChimp for “Serial”), which can be a home run, but removes the granular targeting of digital. Which is why Slate’s podcast division, Panoply, is now offering podcast ad serving. It’s targeted – a little. “We will be able to bundle like podcasts with like audiences to go scale against those like audiences,” says Panoply CRO Matt Turck.
Sportsmanship
Rival social platforms want to eat into Twitter’s live marketing advantage and tap budgets that soar around major events like the Oscars and the Super Bowl. Google rolled out “real-time ads” on YouTube this week (AdExchanger story) and Facebook has followed up with the launch of its “Sports Stadium,” which Adweek reporter Tim Baysinger refers to as “Twitter’s Moments, but for sports.” More.
Industry Preview
- FTC Commissioner Urges Ad Industry to Let Consumers Opt Out of Tracking – WSJ
- Commissioner Julie Brill’s Comments At Industry Preview – FTC.gov
- The Road To Going Public In 2016 – MediaPost
- AdExchanger Conversation With Analyst Rebecca Lieb – Oracle blog
- Three Stock Picks Boosted By Digital Advertising – Barron’s
- The Cross-Device Conundrums Of 2016 – MediaPost
But Wait, There’s More!
- TiVo Research, Oracle Do A Data Deal – Multichannel News
- Google Tests App Download Shortcut In Search App – WSJ
- Facebook And Insta Are Propelling Social Ad Spend – The Drum
- Subscription Insider Report On FTC Guidelines – release
- Is The ASA (The UK’s FCC) Killing Native Ads? – Marketing Mag
- Adroll 2016 State Of The Industry Report – release
- With Ustream, IBM Creates Cloud Video Unit – Re/code
- Matomy Partners With Quantcast For Programmatic – release
- Brands Have Created An Emoji Bubble – Digiday
You’re Hired!
