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Racing The Clock
Platforms are apparently behind schedule to answer Marc Pritchard’s rallying call for third-party measurement accreditation by the year’s end. Among all major players, including Facebook, Google, Twitter, Pinterest and Snap, only Google has begun MRC audits. Audits take about three months to complete, but the MRC needs an unspecified amount of time afterward to grant accreditation depending on what the audit reveals. Given the size and scope of these platforms and their disaffinity for third-party tags, audits could take longer than Pritchard and his peers say they’re willing to wait. “You would hope these large digital enterprises would be buttoned up," said MRC CEO Georgie Ivie, "but I'm not assuming everything is going to go smoothly." Ad Age has more.
A thirst for low-cost data in emerging markets has created a mini-boom for mobile web browsers. These browsers – including Opera Mini, Alibaba’s UC Browser and Jana – are well-positioned to be the real gatekeepers for new internet users, argues WSJ columnist Christopher Mims. For marketers, such lean browsers represent a data-impoverished environment – ad blocking is often robust and built-in. Mims writes, “For the foreseeable future, Opera, UC Browser and Jana are all betting that the ranks of these ‘next billion’ people coming onto the internet will continue to refresh themselves – and experience constraints that mobile browsers are uniquely capable of alleviating.” More.
Chinese businesses spent $225 billion on overseas acquisitions in 2016, but don’t expect that to continue this year after China’s commerce minister, Zhong Shan, sharply reined in the “blind and irrational investment,” reports The New York Times. The private sector has also questioned some of the deals forged by Chinese investors with more money than acumen. “Are these guys in over their heads?” said Brock Silvers, an investment banker in Shanghai. “The answer to me is, in some cases, they seem to be.” More. The belt tightening could mean an end to private equity buyouts originating from the country, which became almost commonplace in 2016.
Digital platforms want TV’s reach, and Snap is no exception. “Snapchat wants to be TV and entertainment, and they want stuff that people want to watch so they can place a lot more ads inside Discover,” one anonymous executive tells Digiday. Since last summer, Snap has been producing original short-form content for networks like E! News and BBC, and is expanding its publisher roster. (Its $500 million investment from NBCU might help with that.) Snap is also reshaping its ad model away from a media rev-share to selling ads against content acquired through licensing payments (thus keeping all the ad revenue for itself). “A third party is writing me a seven-figure check to create content for their platform and it’s guaranteed for an entire year – so yes, I’m jumping up and down,” said one anonymous publisher exec. More.
But Wait, There’s More!
- Snap’s Revenue Growth Will Come From More Ads, Not Users - Recode
- Forty-Eight Million Twitter Accounts Could Be Bots, Says Study - CNBC
- Accenture Introduces “Genome,” Personalization Solution - release
- A+E Is In, Viacom Out For Hulu's New Live Online TV Service - Bloomberg
- EBay Recruits In-House Ad Sales Team To Drive New Products - The Drum
- The Washington Post’s Arc Publishing Tech To Power Tronc Sites - release
- Shrinking And Emerging Demographics Marketers Need To Know - Marketing Week
- Four Key Things To Know About Digital Video Now - eMarketer
- Millennial Love For Snapchat Extends To The Stock - Reuters
- Sizmek, BrightLine Partner On Interactive Ads For Connected TV - release
- Pandora’s On Demand Music Service Finally Arrives - TechCrunch
- Global Consultancies Are Buying Agencies And Reshaping Marketing - Adweek
- Location Based Marketing Association’s Global Location Trends Report - release
- Ad Trade Associations Issue Statement On FCC Broadband Privacy Rule - release
- Brand Networks Taps Tech Veteran Tom Taplin As CEO - release
- Viacom Names Kern Schireson Chief Data Officer - release
- TiVo Hires Walt Horstman To Lead Analytics And Advertising - release
- Snap Hires Former Apple News Media Boss - Recode
- Adform Strengthens S. European Position With New Hires - release