MediaPost.com: Real-Time Daily

Audience Science Closes Shop Less Than A Month After Loss Of P&G

Fri, 02 Jun 2017 09:04:06 -0400

The volatility in ad tech continues: Audience Science is closing less than a month after it lost longtime client Procter & Gamble.

Can Google Combat 'Annoying' Digital Ads?

Fri, 02 Jun 2017 09:00:00 -0400

Google has told publishers it will be adding an ad blocker to its Chrome browser next year to filter out the most annoying video ads. Google says is offering publishers -- affected by ad blockers that customers use -- another way to monetize their content.

Audience Buying Delivers People, Not Safety

Fri, 02 Jun 2017 08:08:00 -0400

Programmatic technology and automation swept through the industry in the past half-decade, shifting the buying focus to audience while diminishing the importance of content adjacency. Brands are so eager to find the "right" or "best" consumers that they give less thought than ever to the kind of content the ad appears alongside. The current panic over YouTube is what happens when that pendulum swings all the way to one side.

How Should Ad Tech Confront Authenticated Customer Data Challenge?

Fri, 02 Jun 2017 08:00:00 -0400

Authenticated customer data in omnichannel marketing is a challenging issue. How does ad tech confront it?

Google To Help Publishers With Chrome Ad Blocker

Fri, 02 Jun 2017 06:37:07 -0400

Google plans to launch an ad blocker for its Chrome browser next year. The media giant has informed publishers that they have six months to prepare for its new ad-blocking tool that will be introduced in 2018, the Wall Street Journal reports. The new tool will be in a default mode integrated into the desktop and mobile versions of Chrome and prevent ads from appearing on We bsites that prove to offer a poor ad experience for consumers. Google will reportedly offer a self-service tool called the "Ad Experience Report" to help publishers prepare for the ad blocker, alerting them to inappropriate ads on their sites and how to deal with them. While Google hasn't announced its plans, it has spoken with publishers, agencies, and advertisers about them, according to the Journal.

#FreeMelania

Thu, 01 Jun 2017 17:30:36 -0400

I am not a psychologist, although I claim to my kids that a lifetime of experience gives me insights that ought to be at least considered (if not accepted without question!) But you need not have any smarts at all to see that Melania hates her husband as much as most of the country does.

Unleashing The Power Of Programmatic Advertising Needs The Right Art, Science

Thu, 01 Jun 2017 15:37:40 -0400

One factor driving the success of programmatic is the ability to select the audience you think will be most interested in your ad, and then use dynamic creative to deliver an impression designed specifically for them.

Data, Art, Engineering

Thu, 01 Jun 2017 14:38:56 -0400

Data technology, like rising water, has flooded online advertising -- but many can't swim. It's time to get serious, folks - because now, data is not just bits or attributes, it's the bread and butter, and the story.

Meeker: Mobile Ad Growth Is Rising

Thu, 01 Jun 2017 11:06:43 -0400

Mobile advertising growth increased 22% from 20% in 2015, according to digital guru Mary Meeker. Internet ad spend in the U.S. reached $73 billion, with nearly $43 million coming from mobile.

Podcasts Offer Competition For $33 Billion U.S. Streaming Audio Market

Thu, 01 Jun 2017 09:00:00 -0400

A growing number of podcasting networks are making actionable information available, giving brands unprecedented insight into who listening and how long they're listening for.

How Will Fake News Affect Online Ad Budgets?

Thu, 01 Jun 2017 08:00:00 -0400

A survey by Yahoo's BrightRoll found 31% of digital media decision-makers polled will reduce spend with programmatic partners whose inventory includes brands associated with fake news. Meanwhile, 43% said they won't change their spend, but will ask for fake news publishers to be blacklisted.

AOL Launches Unified Auction For Mobile In-App

Thu, 01 Jun 2017 08:00:00 -0400

AOL announced the beta launch of Smart Yield, a mobile-first solution that aims to level the demand bidding playing field for mobile publishers. By creating a unified auction, AOL said Smart Yield will offer advertisers the inventory they want, and mobile publishers and app developers the opportunity to get the highest possible yield for each impression.

SourceMedia Unveils New Outstream Video Ad Formats

Thu, 01 Jun 2017 00:00:00 -0400

SourceMedia has continued its digital reinvention in 2017 with the launch of a new "in-article" outstream video ad unit. The B2B publisher will now provide outstream video impressions embedded in the company's various content verticals.

Video Ads Now Half Of App Marketer Spend

Wed, 31 May 2017 17:47:42 -0400

Considered the fifth-most-effective app install format, interactive ads -- or "playables" -- are now being used by 64% of top app install marketers. Going forward, budgets assigned to interactive ads are on the rise.

RTB House Enters Australia, New Zealand Markets

Wed, 31 May 2017 09:43:30 -0400

RTB House has added Australia and New Zealand to its APAC presence. The market entry will be led by Steve McMahon, who's joining the provider of retargeting technology as country director; he previously handled sales in the region for Criteo.

Facebook Expands Location-Data Partnership With Factual

Wed, 31 May 2017 09:33:17 -0400

Facebook is expanding its Global Places partnership with Factual, the location data firm announced on Wednesday. The partnership now includes location data from 52 countries located in Europe, the Middle East, Africa, Latin America and Asia Pacific, with over 100 million real locations.

Choozle Names First CTO

Wed, 31 May 2017 09:23:57 -0400

Denver-based ad tech firm Choozle named John Schnipkoweit to the newly created position of chief technology officer (CTO).

Survey Finds 48% Of U.S. Mobile Device Owners Know They Can Block Mobile Ads

Wed, 31 May 2017 09:22:07 -0400

Only 48% of U.S. mobile device owners know they can block mobile ads -- and while mobile ad blocking in the U.S. and the European Union is largely absent, in the Asia-Pacific region it accounts for 94% of mobile ad-blocking growth, according to a new survey from Adblock Plus conducted by GlobalWebIndex.

Ad Tech Poses A 'Grave Threat'

Wed, 31 May 2017 08:09:00 -0400

Outgoing MediaPost columnist Bob Garfield characterized three "grave threats" to digital advertising and media, and ad tech was No. 1.

Google Launches New AI Investment Platform

Wed, 31 May 2017 07:23:40 -0400

Google said it's launching a new venture capital investment program around artificial intelligence (AI), according to an Axios report. Axios says the new platform will be led by engineers and not by VCs. While the move isn't surprising, it's a sign that Google is serious about investing in AI companies and technologies.

Where Will TV's Next $30B Come From?

Tue, 30 May 2017 20:11:55 -0400

It's increasingly apparent that TV will need to embrace innovations born from digital ad tech to find its next $30 billion. With measurement standards in flux and pressure on media companies to stretch ad campaigns across media channels, there's never been a time so ripe for TV's advertising leaders to embrace innovation. Where will this growth come from? If we look at the rocket-like trajectory of the digital media industry, it's obvious what has created more value: infusing campaigns with data to enhance their efficiency.

DoubleVerify, IAS, And Moat Join Snapchat Brand Safety Coalition

Tue, 30 May 2017 15:19:22 -0400

DoubleVerify, Integral Ad Science, and Moat said they're partnering with Snap to provide brand advertisers with brand-safety controls designed to help ensure promotions on Snapchat appear in appropriate content.

Nativo: Rich Rosenzweig

Tue, 30 May 2017 10:30:09 -0400

Nativo hired Rich Rosenzweig as vice president of programmatic.

Centro Adds 1,000+ Private Marketplace Deals To Its DSP

Tue, 30 May 2017 09:11:13 -0400

Centro, the digital advertising software provider, has announced the launch of a curated private marketplace directory containing over 1,000 deals from more than 150 publishers, including Conde Nast and "The Wall Street Journal."

Mobile Internet Continues To Expand, Drives Incremental Use Of All Media

Tue, 30 May 2017 09:06:30 -0400

Mobile Internet usage now represents more than a quarter of the total time spent with media, according to an updated forecast released this morning by Publicis' Zenith unit. The average person will spend an average of 122 minutes per day accessing the mobile Internet via browsers and apps this year, representing 26% of their daily time consuming media. Zenith said the rate of mobile Internet expansion has begun to slow, it nonetheless is driving incremental use for all forms of media.

Global Media Spend Up 7.2%, Tops Consumer Price Gains

Tue, 30 May 2017 09:00:00 -0400

Digital media content and tech comprised nearly 70% of overall global consumer spending on all media content and tech (traditional and digital) in 2016, per a new report from PQ Media.

IBM's Weather Wants To Be A Platform

Tue, 30 May 2017 09:00:00 -0400

As the Weather Company seeks to leverage its data informed by AI and Watson, it's looking to become more of a platform and less of a publisher. Watson will help it get there.

Facebook Opens Up About Content-Policing Problems

Tue, 30 May 2017 08:58:25 -0400

Responding to fresh revelations about its content policy, Facebook is further conceding that, yes, policing about a billion people's daily interactions is hard.

Marketing Automation Will Hit $7.63 Billion By 2025: Report

Tue, 30 May 2017 08:52:46 -0400

Marketing automation software -- the kind that fuels email campaigns -- will become a $7.6 billion market from now to 2025, a report says.

Digital Media Imperative: Stop Bot Fraud Before It Can Happen

Tue, 30 May 2017 07:00:00 -0400

Advertiser money lost to bot fraud is the biggest impediment to digital media being optimized for trustworthy, transparent uses and positive, measurable brand outcomes. Yet a recent study reported only 18% of digital marketers have a zero tolerance for ad fraud.

Addressing The Challenge Of Addressable TV

Fri, 26 May 2017 08:47:12 -0400

Marketers face challenges in understanding which data they should use to help them craft audience segments. But addressable TV campaigns aren't really as hard as marketers might think.

Ad-Tech Product And Partnership News: Week Of May 22

Fri, 26 May 2017 08:37:19 -0400

Cuebiq, TabMo, Datorama and Eyeota were among the ad-tech firms making news the week of May 22.

Facebook Makes Two Key HIres As It Ramps Up TV Push

Fri, 26 May 2017 08:11:47 -0400

Facebook has hired Nada Stirratt, former CEO of mobile ad firm Verve, as its new vice president of global marketing solutions for the U.S. and Canada, and named Ty Ahmad-Taylor, former CEO and president of consumer electronics firm THX, vice president of product marketing, according to a Business Insider report.

Pervasiveness Of Video In The New Media Landscape

Fri, 26 May 2017 08:02:03 -0400

If your video doesn't tell a story that engages your customers and influences their decisions, well then it doesn't matter what else you've done.

Time To 'Do More Digital' -- But Rationally, Not Blindly

Thu, 25 May 2017 17:47:43 -0400

You read and hear it everywhere in the ad and marketing world: Do more digital. I've been in digital advertising since the early 1990s, so I'm happy that the market has finally gotten the religion. However, we're seeing a lot of unintended consequences from those calls for digital being followed too blindly, too literally. Problems with viewability, fraud and bots have been just a few of the unintended consequences of doing more digital without really understanding what might happen if budgets for "programmatic" were increased tenfold without understanding where the inventory could come from - particularly CPMs that seemed too cheap to believe (and were).

Study Shows 3% Of Sources Cause 68% Of Ad Fraud

Thu, 25 May 2017 15:12:56 -0400

A new study by fraud detection company Fraudlogix finds that a majority of ad fraud is concentrated in a small percentage of sources within the real-time bidding (RTB) programmatic market. Fraudlogix, which monitors ad traffic for sell-side companies, found that 68.2% of fake impressions came from 3.2% of publishers. The findings reveal that high fraud percentages don't represent the industry as a whole and that ad fraud isn't evenly distributed.

Overkill On Hold: Facebook's Delayed Video Plans

Thu, 25 May 2017 13:34:31 -0400

Later than sooner, Facebook will become yet another content provider, veering into a business that at the moment seems pretty overfilled.

VideoAmp/Mediaocean Team For Integration Linear TV Planning Deal

Thu, 25 May 2017 10:52:24 -0400

The deal is for the upfront and scatter markets. It will allow "programmatic" optimization and targeting across brands using Mediaocean's and VideoAmp's software. Media agencies and brands can select first- and third-party digital audiences with traditional TV audiences. They will be able to forecast against GRPs, eCPMs, or other metrics.

Google Wants More Advertiser Dollars

Thu, 25 May 2017 09:20:12 -0400

Google announced new products and services that it hopes will encourage marketers to spend more money with it. The Wall Street Journal offered a rundown of the announcements Google made at its advertising and analytics event this week. Google launched a product to help marketers measure how specific ads drive in-store sales. "Through third-party data partnerships, Google says it has access to information regarding 70% of credit and debit card transactions in the U.S. Using that data, and on an anonymized basis, the company says it will be able to tell marketers how their online ad campaigns translate to cash in their registers. In addition, marketers will be able to hook up data from their own loyalty programs to better understand their customers’ online and real-world behaviors," the Journal reports. In addition, Google launched Google Attribution, a tool that it says will help marketers better understand the value of their various marketing efforts, it's also directing consumers who click on search ads to Accelerated Mobile Pages (AMP) landing pages, and introducing an Ads Data Hub which it says will offer marketers information about their Google ad campaigns.

TAG Registers With Federal NGO That Works On Cybersecurity Defense

Thu, 25 May 2017 09:05:00 -0400

As state-sponsored hacking issues, ad fraud, and cyber-crime take on heightened significance, the Trustworthy Accountability Group (TAG) said it's registered with the Information Sharing and Analysis Organization (ISAO) Standards Organization, a non-governmental body created by Congress to bolster the nation's cybersecurity defense through information-sharing.