LinkedIn Scrubbed Of Tweets; Yahoo! Display Scenarios; In Favor Of Facebook Ads

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

LinkedIn Scrubbed Of Tweets

LinkedIn is getting back some of its screen real estate as it said Friday that tweets will no longer be displayed on the B2B network site. A LinkedIn email to users explains, “LinkedIn and Twitter have worked together since 2009 to enable you to share your professional conversations on both platforms. Twitter recently evolved its strategy and this will result in a change to the way Tweets appear in third-party applications. Starting today Tweets will no longer be displayed on LinkedIn.” Read a tiny bit more in a freshly updated LinkedIn FAQ. The reason: Twitter is taking back the tweet “experience” to its products and services. Read the blog post. But, is it about “experience,” or – data leakage?

Yahoo! Displayland

Peter Kafka works through some scenarios on Yahoo!’s ad tech plans on All Things D. His sources tell him that deals won’t get done until Ross Levinsohn (or someone else) is in place as the permanent CEO. But, it’s possible that tier 1 and tier 2 display ads could be addressed with Google Doubleclick technology. PubMatic and AppNexus are also in the mix. Read more. Adweek says Rubicon Project is, too. Read that one.

In Favor Of Facebook Ads

The media battle rages as to whether or not Facebook ads work. This time, Zappos ‘Facebook marketing lead’ Nate Luman checks in on Digiday and says, “We’ve spent about $10 million over the past two years at about a 3.5:1 ROI. About 99 percent of that spend has gone toward direct-response ads driving traffic to Zappos.com. (…) when we consider where Facebook ads fall in the sales funnel and compare them to similar marketing efforts (mainly category-head search terms), they deliver similar performance, fuel other channels (drive long-tail search and comparison-shopping queries), and are one of our best marketing channels for driving new customers.” Another for the “yes” column. Read more.

Addressing Viewability

GfK, the Germany-based company that bought Knowledge Networks last year, is offering its solution to the viewable impression dilemma. From the release, “DeliveryControl.dx tracks browser activity (browser window or active tab), the position of the advertisement on the website, the user’s screen resolution, and any scrolling by the user. The reporting displays the different levels of visibility of the advertisement – whether it was fully displayed (100%) or if at least 90%, 75%, 50% or 1% were visible on the user’s screen – and the average view time for each of these visibility levels…” Read it.

The Seven Secrets

AdMonsters republishes a piece by BrightTag SVP of Partner Development Todd Chu called “Seven Secrets of Highly Successful Vendors.” He believes investing in data collection ‘talent’ and the development of a data collection API is a good start. About the latter, he writes, “In most cases, the tracking tag is just a lightweight API that uses a cookie to establish a user ID and collect some data. In the past, these tracking tags were very limited in scope, because they were implemented on small numbers of pages and collected little data.” And now…

Aol Reorg

Aol is making internal moves as the content, ads and “membership” biz are being put in different silos. TechCrunch’s Ingrid Lunden covers the news and sees ad tech, “Advertising.com, will be an interesting one to watch. This is the space where AOL is pinning a lot of hope for revenue growth – online ads not just on its own properties but throughout the web – but it’s also hugely challenged with players like Google and Facebook commanding huge leads on overall online ad revenue share.” Read it.

The End Of Offline Retail

On his blog, Jeff Jordan, a VC at Andreesen Horowitz, makes his best case for why offline retailers will be crushed by online retailers. The refrain is familiar but the detailed proof is more compelling as Jordan believes the trend will feed on itself, “Online retail will benefit greatly from the elimination of their physical competition and their growth should accelerate.” And, we’ll never go outside again. Read more. There’s too much innovation going on to let all brick-and-mortar retailers slip into oblivion. Offline, in-store data is unique and valuable.

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