Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Ready, Set-Top, Go!
FCC Chairman Tom Wheeler is expected to put forward a proposal “aimed at lowering bills for cable viewers and providing more access to Internet-based programming,” writes John McKinnon of The Wall Street Journal. Cable and telco companies (and anybody else with a stake in the current set-top box distribution system) are preparing to oppose the regulation on very similar grounds that Google uses to justify its own walled garden policies. Telcos argue that if tech companies can access cable consumer data, like when certain channels are being watched, then they’ll unfairly sell ads against the programming. More.
DisContent
Distributed content models are all the rage for publishers right now. Just look at Facebook’s Instant Articles, Google’s Accelerated Mobile Pages, Apple News and Snapchat’s Discover page. Having already signed on to the strategy, publishers now must confront the acute measurement challenges, according to Lucia Moses at Digiday. Pubs are “at the mercy of the platforms for this data, which may choose to provide the data only once a day or, worse, weekly.” And even if the data comes back, as Apple’s early struggles have shown, it’s often unreliable or downright misleading.
Rating Google
Nielsen has successfully completed a beta test of its Digital Ad Ratings with Google’s DoubleClick. Nielsen EVP Megan Clarken says in the release that the integration “adds value for Nielsen and Google clients who want to evaluate their campaign effectiveness with ease.” The product seems geared toward helping TV advertisers with digestible, relatable data points on Google. Whether it sharpens digital campaigns or just helps Google swipe some TV budgets still remains to be… measured.
Take Flight
As Re/code had previously reported, Twitter poached Leslie Berland away from AmEx to be the social media company’s new CMO. She joins a somewhat empty nest though, as far as the C-suite is concerned, since the company has watched five senior leaders exit in the past couple days. The most notable loss is Kevin Weil, former SVP of product who’s now head of product at Instagram, but the list also includes HR head Brian Schipper, engineering VP Alex Roetter, global media chief Katie Stanton and GM of Vine Jason Toff, who’s headed to Google. All told, Twitter has seen about 25 years’ worth of senior experience resign this week.
But Wait, There’s More!
- Inside Nielsen’s Expansion Of Social-TV Ratings – The Drum
- Snapchat Eyes App Install Ads – The Information (sub required)
- China’s Mobile Spending Will Soar Despite Econ Woes – eMarketer
- Digilant To Acquire DeltaX DCO Tech – release
- Super Bowl TV Ads Rule, Even For Digital – WSJ
- Where WPP Spent Its Money In 2015 – Business Insider
- Cross Pixel To Offer Custom Mobile Audiences – release
- TV Measurement Getting Closer To Real-Time – Ad Age
- Cross Pixel Launches Custom Mobile Audiences – release
- Are Retailers Leaving Twitter Behind? – Digiday
- OpenX Opens Real-Time Guaranteed Tool – release
