Tinder Swipes Right On Programmatic; IAB Releases Advanced TV Attribution Guide

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Swipe Right On Programmatic

Dating app Tinder is using Google’s ad server to sell ads programmatically, Digiday reports. Advertisers will be able to buy inventory through programmatic guaranteed deals or private marketplaces by the end of the year. But Tinder won’t be using Google as a third-party demand source. The partnership resembles one Tinder forged with Facebook in February to sell ads via its in-app ad network. Tinder’s ad partnerships represent a larger push by parent company Match Group to monetize its properties programmatically. “For almost any company that isn’t Google or Facebook, you’re going to have impressions that you don’t have demand for,” said Peter Foster, Match Group’s global GM of advertising. “We think about both those platforms as excellent partners that provide ways to reach advertisers that we won’t be able to get on our own because we don’t have that scale.” More.

For Good Measure

The IAB published an advanced TV attribution guide it hopes will start a cascade of budgets into the connected TV and OTT ecosystem. The early adopters for addressable TV haven’t been legacy TV advertisers, but rather data-first marketers who want to see how different TV ad strategies impact sales. “After all, who cares how many impressions were delivered on one platform versus the other when what matters most to a brand is the outcomes that it drove?” authors Michael Law (Dentsu Aegis Network) and Mike Welch (Xandr) write for the IAB. “Our hope is that you will become more willing to test and learn which will lead to more effective planning, measurement, and confidence in ‘proving it’ along with your inventory and attribution partners.” More.

Baby Bump

Johnson & Johnson is doing a complete overhaul of some of its most iconic brands. Its namesake baby shampoo line changed its formula to use more natural ingredients and launched a major digital marketing campaign. The company has lost 10% of share of the US baby products market in the past five years, according to Nielsen data, The Wall Street Journal reports. The same is true of other major CPG brands like Procter & Gamble, which has particularly struggled with diapers and other baby product lines. It’s true of non-baby CPGs too, but online retailers and DTC brands disproportionately target pregnant women and new parents because those markets have such high lifetime value. More.

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