Twitter Targeting TV (Again); Matomy Makes Mobile

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Twitter Targeting TV (Again)

In a blog post yesterday, Twitter continued its TV-online product drumbeat and announced TV conversation targeting for US and UK advertisers. The post explains, “The way TV conversation targeting works is simple: Through our conversation mapping technology, networks and brands can promote Tweets to users who engage with specific shows, whether or not a brand is running a spot in the program. Now advertisers can easily reach Twitter users exposed to integrations, sponsorships and other innovative TV tie-ins for an additional touch point or message expansion.” Surely, the reach extension offering of “targeted conversations” through MoPub is on the way. Read the post. Now that Twitter is public, let the cavalcade of ad products begin. It’s time to monetize.

Matomy Makes Mobile

Through its own mobile ad tool called Mobit, Israel-based Matomy Media Group is using real-time ad platform AppNexus to reach mobile users, says Adweek’s Garett Sloane. Matomy CEO Ofer Druker explains to Sloane, “Most times when you want to buy traffic on mobile, you can’t buy from one source lot of traffic. Mobit is one system to buy traffic from multiple sources.” Read it.

Whither Transparency

MediaPost’s Gavin O’Malley reports from one of his company’s conferences where Starcom exec Tracey Paull says that transparency is a challenge in real-time bidded (RTB) auctions. Quoting Paull, O’Malley writes,“‘It’s a little bit [like] people like it to be complex,’ [says] Paull. Needless to say, agencies continue to demand transparency, but Paull likens the effort to a game of Whack-A-Mole. Wherever the agencies start to get ‘clarity’ in one area, opacity rears its ugly head somewhere else in the system.” Read a bit more.

Please Note: “Marketing” Platform

Google continues to talk about its array of solutions as marketing, not just advertising, in a promo piece on the DoubleClick for Advertisers blog. Google doesn’t want to be pigeonholed in the paid channel — it wants to be a part of the earned-owned conversation, too. Read the positioning. Companies like Adobe, Oracle and Salesforce are in this battle with their various formations of marketing clouds. Is the Google Marketing Cloud on its way?

Native Vs. Programmatic

Emarketer takes a look at “native sponsorships” with some original data and sees irony: “The growth [of native sponsorships] comes as more advertisers rapidly increase spending on highly targeted programmatic inventory at the expense, in many cases, of more costly premium placements traditionally found on the homepages of large newspaper and magazine websites.”

Engaging Social

Social-engagement and curation-tech company Livefyre has acquired realtidbits, which is positioned as an analytics platform of sorts. According to TechCruch, Livefyre CEO Jordan Kretchmer believes “the acquisition will allow Livefyre to not just [understand] data around social media engagement, but also video engagement and second-screen engagement driven by TV shows.” Read more. And read October’s AdExchanger interview with Kretchmer.

Privacy Box

Tor is repackaging its privacy-centric router for consumers, allowing them to obscure their online activity and block online ads for $49, according to the MIT Technology Review. The Safeplug doesn’t guarantee anonymity, though, as users will still have to disable browser plug-ins, and Web-based services may still collect information that is typed or sent. Read more.

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