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It’s About Trust
Facebook’s measurement errors caused little direct damage, but some are wondering about the veracity of more crucial measures, Tim Peterson reports for Marketing Land. Take, for instance, Facebook’s store visits metric. “It’s a metric that [digital agency] Blitz considers when recommending large Facebook ad buys to a client that operates a hundred stores,” according to the story. Read it.
Snapchat and Turner heralded a big partnership on Wednesday, including ad sales collaboration, original programming from Turner’s TV portfolio, an extension of Turner’s live sports and a Snapchat Discover channel for the digital sports brand Bleacher Report (Turner’s CNN already has a Discover channel), reports Jeanine Poggi at Ad Age. Read it. Snapchat has raked in blue-chip TV brands this year: a sales and content deal with Viacom and hand-in-hand work with BuzzFeed and NBC during the Olympics. Smart of Snapchat to hitch its ad sales to TV horses (Facebook can have the newspaper biz). And it’s a big win for Turner too, which sees Bleacher Report as a true contender for ESPN’s throne if it can own the social graph [AdExchanger coverage].
The Trustworthy Accountability Group has revealed the first group of ad tech companies who are officially “Certified Against Fraud.” That list includes Amobee, comScore, DoubleVerify, Dstillery, Google, WPP’s GroupM, Horizon Media, Integral Ad Science, Interpublic Group, Moat, Omnicom Media Group, OpenX, ProData Media, Rocket Fuel, Sovrn and White Ops. TAG noted that each participant met a “rigorous set of guidelines specific to the role they play in the digital advertising supply chain.” More.
Project Ads Awesome
Rubicon Project created “Project Awesome,” a plug-in that gives users new ways to interact with ads. They can snooze ads they’re sick of or block them, but they can also raise their hand and say what categories they want to see ads for. Consider the plug-in Rubicon’s answer to Adblock Plus. The filter would work not only for Rubicon’s ads, but those of other exchanges, CEO Frank Addante told Fast Company. Rubicon will also roll out a mobile app that would filter ads on mobile apps, including Facebook.
Ever wonder how much YouTube pays to license music? The video platform claims it paid out more than $1 billion “from advertising alone” over the past year. In a blog post, YouTube Chief Business Officer Robert Kyncl anticipated that the music industry will get even more money from ads as dollars shift to digital. The subtext to all of this, as Mathew Ingram of Fortune points out, is that Google is telling the music industry to stop whining about not getting paid enough. Read more.
Messaging, Sharing And ... Buying
Who in the world uses Facebook or Instagram to shop? A whole lot of people in Southeast Asia, if The Wall Street Journal is to be believed. People in places like Indonesia and Thailand started using these platforms for messaging and sharing, but that’s evolved into full-blown buying. (Sounds sort of similar to China’s WeChat.) Thirty percent of Southeast Asian ecommerce in 2016 happened via social media, according to Bain & Co. Global Web Index claims only 7% of the US populace is likely to buy through social platforms. Read more.
But Wait, There’s More!
- WPP Is Spending $70 Million On Snapchat Ads This Year - WSJ
- Drawbridge Awarded Patent For Cross-Device Tech - release
- Programmatic 1x1: Prabvhir Sahmey - LinkedIn
- MediaMath CEO Says Programmatic Needs A New Business Model - MediaPost
- Pixalate Debuts Video Seller Trust Index - release
- Apple Music Surpasses 20 Million Subscriber Mark - CNET
- Meet The Man Running Twitter - Recode
- Slack And Google Reach A Strategic Partnership For Integrations - TechCrunch
- Google Play Expands Movie And TV Streaming Product - blog
- Swedish Media Consortium Chooses PubMatic’s Unified Ad Server - release
- Looks Like Pokemon Go May Have A Big Partnership With Starbucks - Business Insider
- Lydia Polgreen Named Editor-In-Chief Of The Huffington Post - Huffington Post
- Xaxis Names Nicolas Bidon Global President - Release
- BuzzFeed Hires Mondelez Marketing Executive - WSJ