Validating Snapchat; Malware Strikes YouTube

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

Snapchat: Where’s The Data

Snapchat is still a product in search of a revenue model, Digitas LBi UK CEO Scott Ross told The Drum. “It’s very, very difficult for advertisers and marketers to get the metrics they need to validate their campaigns and media spend.” Meanwhile, the NYT reports on the growth of Snapchat and other messaging apps.

Video Fraud: YouTube’s Not Immune

A new type of malware dubbed Trojan.Tubrosa is responsible for more than 2 million fraudulent YouTube video views, monetized with ads through the platform’s partner program. “In order to keep its malicious activities secret, the malware will lower the volume of the compromised computer’s speakers to zero,” Symantec researchers explained in a blog post. “The malware will even update or install Flash on the user’s computer to allow it to view these videos.” Gigaom has more.

Tumblr Could Lose Autonomy

Yahoo may merge Tumblr’s sales force into its own, according to reports in Valleywag and Re/code. If true, it would suggest less autonomy for Tumblr, which Yahoo insisted would remain independent when it acquired the social blogging site for $1.1 billion in 2013. “One thing that is clear is that Mayer has touted, and will continue to tout, the impact of Tumblr on mobile and native growth across Yahoo,” writes Re/code co-executive editor Kara Swisher, “even if the standalone business has not been as lucrative as promised.”

The A List

Several programmatic ad companies made the cut of Forbes’ most recent list of the 100 most promising companies in the US, MediaPost reports. The Trade Desk, Accordant Media, Integral Ad Science, TripleLift, Tapad and LiveIntent made the cut. “Revenue growth plays a big part in choosing the ranking for America’s Most Pro,” Forbes said of its methodology.

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