Out-Stream Video Gains Traction; Google Shutters App-Less Notification Project

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“Out-Stream” Picks Up Steam

The Journal’s Mike Shields takes a look at companies carving out a niche in “out-stream video ads.” Although mobile sites are transitioning to feed-style formats, text-heavy web pages are still the norm and the industry is struggling to find more effective formats. Virool and Teads are two firms putting video ads directly on mobile sites. The ads only play when a user scrolls over the format (and marketers only pay for viewed videos). So far, out-stream ads are commanding prices at four times traditional mobile formats, according to Rubicon Project. More.

Here Today, Gone Tomorrow

Google purportedly shuttered operations on an under-wraps project dubbed “Google Here,” Fortune reports. The project would have used beacons to send push notifications to Android users when a consumer is on site at a partner location. The thinking behind Google Here is what some developers call “app-less distribution,” or enabling businesses to speak to mobile users who haven’t installed a dedicated app. But according to Fortune’s sources, the project was shut down for being borderline “invasive.” More.

Network Blockade

In case you thought otherwise, TV networks are not immune to ad blockers. Internet users with ad blocking software are eliminating pre- and mid-roll ads on NBC’s, ABC’s and Fox’s digital properties, Ad Age reports. It’s unclear how big of an impact networks face from ad blockers, but some networks are running tests to assess the damage. “The trend in ad blocking is a concern for all publishers – video, display or any others," said David Morris, CRO for CBS Interactive. "We need to address this as an industry." Read on.

You Down With PMP?

Hulu’s announcement last week that it would evolve to a private marketplace (PMP) model – as opposed to an open RTB exchange – was an important step in an industrywide trend toward PMPs, writes Ronan Shields via The Drum. Publishers initially afraid of “cannibalizing revenue generated by their direct sales” are apparently hungry enough to reconsider. Companies like AppNexus and Rubicon Project have also made pricey acquisitions in a pivot to this new breed of “programmatic direct.” Read on.

Sandoval Exits

LiveIntent COO Jerry Sandoval is stepping down, the email marketing firm revealed Monday. In a companywide email shared with AdExchanger, Sandoval wrote, “Engineering and Product are being left in the capable hands of Dave [Hendricks] and Tom [Buoniello], who will now report directly to Matt [Keiser]. Audrey [Maclsaac] will continue to lead business operations, which I will continue to support through the transition over the next few months.” Sandoval will stay on until Dec. 1. Read CEO Matt Keiser’s blog post about the departure.

Developers Ready To Go Over The Top

Writing for Fast Company, Jared Newman says that many of the people working on Apple TV’s new apps (of which there are about 60) are struggling with the company’s rigid guidelines for third-party developers. With expectations of a shiny new Apple TV product, including a rumored touchscreen remote, developers are rearing to escape Apple’s “tight leash.” More.

One Fish Two Fish

Razorfish snapped up 2DataFish, a Sydney-based data and analytics consultancy certify to support Adobe Analytics implementations. It’s a reminder of how many agencies are securing their futures by tethering to the big ad platform companies. “This move positions us to accelerate growth in the Australian market … through the addition of world-class talent, data analytics and customer intelligence capabilities, technology platforms and intellectual property,” said Michael Karg, Razorfish Global’s international CEO. For now, 2DataFish will maintain a separate brand name. Read the release.

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