eBay Spins Off PayPal; Affiperf Gets Meta

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Spinning Off PayPal’s Data

How will eBay’s spinoff of PayPal, announced Tuesday, impact the companies’ joint efforts on ads? eBay bought location-based media company Where.com in 2011 and rolled it into the modern-day PayPal Media Network and weeks ago unveiled plans to scale up and launch an eBay Mobile Ad Network (AdExchanger story). A PayPal spokesman tells AdExchanger, “net-net, nothing changes right now. This process will take a year to fully separate, and right now we’re focused on our customers as we move forward.” Amazon expert and author Brad Stone, speaking at the Shop.org Summi in Seattle, said “Amazon offers payment as a service and has deeply established the links between payments and commerce. … eBay is now unwinding those synergies. It feels to me, frankly, like a defeat.” Read the release.

Affiperf: ‘Meta DSP’

Havas has been in-market with its Affiperf trading desk for a while now, but the platform has apparently been re-envisioned as a “meta DSP” capable of bidding across multiple demand-side platforms through one point of contact. Press release. Dominique Delport, global managing director of Havas Media Group, said in a statement, “The explosion of data and the significant rise in the number of DSPs on the market has meant that [the] promise of programmatic was lost to complexity and silos. Affiperf Meta DSP disrupts the market with the creation of one single tool that enables our clients to optimise choice across multiple platforms.”

LatAm Comes Online

Latin America is new to programmatically traded media, but it’s full of white space. So says Maria Méndez, who leads global markets for IPG’s Mediabrands Audience Platform, in a piece for MyersBizNet. Mendez tells Jay Sears that MAP’s Cadreon trading desk will manage $2.5 million in spend across the region this year, up from about $800,000 in 2013 (which equals 300% growth). And, by 2016, the percentage of the holding company’s Latin American spend on programmatic will be “at least 30% of overall media. Programmatic is here to stay.” More.

Fraud Show Of Force

On Tuesday, the IAB, the ANA and 4A’s launched a jointly controlled effort to operationalize anti-fraud measures. “Self-regulation is only as strong as the accountability program that ensures its implementation, and all of our trade groups’ resources are required in order to guarantee this new compliance organization’s ability to eradicate criminal activity,” said Nancy Hill, president and CEO of 4A’s. Read the press release.

FTC Under The Hood

Speaking on data collection during Advertising Week in NYC, Federal Trade Commissioner Julie Brill tells Ad Age, “This ecosystem is becoming really complicated.” Her proposed solution: better choice mechanisms expressed through consumer data dashboards. “Consumers will have more transparency with respect to what kind of information is being used when profiles are created about them, so that they can decide whether or not to suppress that information being used for marketing. … More privacy and data security protections need to be built under the hood.” Read on.

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