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Tinder To Get Ads; BlackArrow Seeks VOD Monetization

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Dating Native Ads

The free dating app Tinder, owned in part by IAC, will eventually feature ads, executives said on an earnings call. One option, according to IAC’s Greg Blatt, would be native advertising. As Re/code’s Peter Kafka reports, two networks have already experimented with running campaigns on Tinder through the use of fake dating profiles for the shows’ characters, but no money was made. Read the rest.

New Acronym

Monetizing video on demand has been a struggler for networks, but BlackArrow is working to solve that problem through use of Nielsen’s “On-Demand Commercial Ratings.” BlackArrow provides a technology that allows current ads to be inserted into older shows, thus making video on demand more appealing for advertisers. According to the release, Nielsen tested its new ratings product with Comcast in late 2013. Read the release.

Dinner And A Show

Hulu is serving up a new type of direct-response ad that allows viewers to order pizza while watching videos. This is among many types of interactive ads that advertisers can customize, according to The Wall Street Journal’s Jack Marshall, reporting from the Upfront. Hulu is also dropping the subscription requirement to use the service on mobile, opening up yet another revenue stream. Read more.

Changing Perspective

Digital is disrupting traditional agency processes, as noted by Doug Weaver, but there is opportunity in the chaos for media agencies, publishers and sellers. Some advice from Weaver: Agencies should stop focusing on “big ideas” and be more nimble, and sellers should focus more on agency connections than RFPs. Read on.

But Wait. There’s More!

Must Read

Publishers

NYT’s Ad And Subscription Revenue Surge As WaPo Flails

While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.

Mark Proulx, global director of media quality & responsibility, Kenvue
Marketers

How Kenvue Avoided $3 Million In Wasted Media Spend

Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.

Comic: Lunch Is Searched
alphabet

Based On Its Q3 Earnings, Maybe AIphabet Should Just Change Its Name To AI-phabet

Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.

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Platforms

Reddit’s Ads Biz Exploded In Q3, Albeit From A Small Base

Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.

Publishers

Freestar Is Taking The ‘Baby Carrot’ Approach To Curation

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.

Comic: Header Bidding Rapper (Wrapper!)
Online Advertising

IAB Tech Lab Made Moves To Acquire Prebid In 2021 – And Prebid Said No

The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.

Popular

  1. Mark Proulx, global director of media quality & responsibility, Kenvue
    Marketers

    How Kenvue Avoided $3 Million In Wasted Media Spend

    Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.

  2. CTV Roundup

    Exploring The Trenches Of CTV Buying – It’s Still Messy In There – With A 20-Year Agency Vet

    Shelby Nichols was doing CTV before it was cool. And while CTV buying is a more complicated process than ever, it’s becoming easier for consumers to access more types of content – like live sports, for example.

  3. Forget about asking for permission to collect cookies. Google will have to ask for permission to not collect them.
    Data Privacy Roundup

    The Kids Aren’t Playing In The Privacy Sandbox

    Even when third-party cookie deprecation was ostensibly still in the offing last year, there was only modest publisher adoption of the Protected Audiences and Topics APIs, according to data from Sincera.

  4. PODCAST: The Big Story

    The Culture Clash Underneath Creative Ad Tech

    To explain Forrester’s latest creative ad tech wave, we bring on the report’s author, Senior Analyst Nikhil Lai. Then, the untold story of how Prebid.org became an independent industry organization.

  5. Publishers

    NYT’s Ad And Subscription Revenue Surge As WaPo Flails

    While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.