13 February 2015
Welcome to 5 Minute ADTEKR, your five minute speed read of news and analysis from the past week. Short and sweet, this series highlights key news, developments, trends and predictions in a bite-sized format.
Your speed read for this week:
On ADTEKR this week…
- Ad fraud: Combatting the Bots – Adam looks at the concerted efforts being taken by the industry to eliminate traffic fraud.
- Natively CAPtivating – Alex reviews the IAB’s new guidance on native advertising and its key principles for ensuring your ad remains CAP-code compliant even when in a native format.
Headlines: What’s in the news?
- Is anybody there? – WPP takes a 20% stake in ad tech audience measurement leader comScore.
- Perfect 10? – Facebook creates a new metric assessing advertising relevance as rated by its members.
- Social Talent – Twitter announces the acquisition of Niche, a “social talent” agency representing many of the stars of social media.
- India’s Google – InMobi, the global ad network for mobile based out of Bangalore announces that it now connects over 1 billion unique devices.
- Programmatic Expansion – AOL announces that AOL Platforms, its programmatic buying arm, generated over $1bn in revenues in Q4 2014, a growth rate of over 250% year on year.
- Time to catch-up – Time Inc., the US’ largest magazine publisher, is now allowing advertisers to buy print ads in magazines programmatically, with the same automated technology used to buy digital ads. Advertisers can pick the audience segment which they wish to target from a list of pre-defined categories. The key difference is data: advertisers cannot (at present) use their own audience data when buying print on Time Inc’s programmatic exchange but this may change as the exchange develops.
- Facebook’s ever-expanding Atlas – Facebook’s ad network Atlas is building – it has just announced two new partnerships with customer relationship management agency Merkle and software company Mediaocean. They join Publicis’ tech arm VivaKi, Havas and Omnicom. These five companies between them control tens of billions of pounds in ad spend. Facebook describes Atlas as “people-based marketing” – the platform enables advertisers to use Facebook’s data about consumers to target them on third party websites and apps. Those ads aren’t Facebook ads, but they draw on Facebook’s knowledge of individuals in order to target them with advertising.
- Here’s an interesting Q&A with the CEO of adtech giant Criteo, currently the most valuable ad tech firm with a valuation of $2.4 billion, but can it compete with Google and Facebook?