Facebook Offers Bandwidth-Specific Targeting; Matomy Reports Interim Results

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Weak Signal

Facebook now lets advertisers target mobile users in high-growth countries based on the strength of their network connection. “Targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections, means ads can perform more efficiently.” Read the post. But, shouldn’t Facebook control this aspect of the user experience? At least one use case says no: Device makers can target 2G network device owners with upgrade offers.

Matomy Reports

Israel-based performance ad company Matomy Media Group reported interim results, including organic revenue growth of 25%. In the wake of July’s IPO, CEO Ofer Druker said, “We have [been] … improving our programmatic media-buying capabilities and business intelligence infrastructure, launching our pay-per-call activity and strategically acquiring a controlling stake in [Munich-based search company] Team Internet.” Press release.

Onboarding To Video

Video firm Eyeview and Acxiom-owned data onboarder LiveRamp have partnered to connect digital interactions with in-store purchases. Eyeview will use LiveRamp’s tech to let clients onboard their CRM data for targeted online video ads. “CRM data, especially offline data related to in-store sales, is often underutilized in advertising,” said Gabi Peles, SVP of client services at Eyeview. Read the press release.

Beacon + Ads

Where you are influences what you buy. At least, that’s what location-based mobile ad company Verve and beacon provider Gimbal are betting on with their partnership. The two companies claim to be able to track in-store customer interactions through beacon technology and use that information to drive better foot traffic and mobile advertising ROI. Several customers are reportedly testing the new offering. Speaking of beacons, in late July it came to light that certain Lord & Taylor and Hudson’s Bay stores would be using them to identify consumers and send location-based messages to shoppers who had downloaded certain apps.

Push To Open

Mobile tech company Urban Airship rolled out interactive push notifications. Now, rather than ostensibly ignoring push, users will be able to interact directly with without having to actually launch the app. Urban Airship is looking to the upcoming iOS 8 launch to jumpstart adoption. Why would an advertiser care? They could send users directly to product pages to make a purchase.

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