Friday, May 27, 2016
  • MRC To Issue Mobile Viewability Measurement Guidelines In June

    The Media Rating Council (MRC), a self-regulatory industry body that oversees standards for media measurement, plans to issue guidelines on mobile viewability measurement by mid-June. ...Read the whole story

  • Facebook Expands Ad Reach Off-Network, Will Now Target Users Not Connected To Facebook

    In a move that extends its market power beyond the 1.6 billion user identities it explicitly controls, Facebook this morning announced it will expand the reach of its audience network beyond its own platform to serve ads targeted to its users even when they aren't connected to Facebook. The move comes three years after Facebook acquired the Atlas ad server from Microsoft, and two years after it used it as the basis to create the Facebook Audience Network with third-party publishers and app developers who affiliated directly with Facebook. ...Read the whole story

Around The Net

  • Google's No Longer Restricting AdWords Demand AdExchanger

    AdExchanger's Sarah Sluis reports that Google is breaking down the walls on AdWords demand. Now, Google's large group of search ads buyers will be able to use other exchanges when they need to find consumers for retargeting campaigns. Sluis reports the change was "buried in a blog post about mobile innovation Tuesday. The change makes Google far more open, benefiting buyers, itself and partner exchanges. Fewer walls in any marketplace usually mean it will run more efficiently, said Michael Stoeckel, a publisher operations strategist with Prohaska Consulting." ...Read the whole story

  • Some Publishers Blazing Trail With Still-Nascent Attention Metrics AdExchanger

    AdExchanger's Allison Schiff reports that some publishers are beginning to embrace attention as a metric. For example, the Financial Times conducted a study for several months in 2014 with five brand clients to measure the impact on traditional brand recall metrics of time spent engaging with ads. "Using Millward Brown to quantify the results, the FT found that when active users were served 100% viewable ads for five seconds or more, brand lift increased by 79%, while familiarity went up by 55%, brand association grew by 51% and brand consideration saw a 58% boost." Apparently, “Attention is the key, not ... ...Read the whole story

  • Facebook Will Serve Ads To Non-Users Through Its Audience Network Advertising Age

    Facebook will expand its Audience Network, which serves ads on apps and websites beyond its own, to reach people who don't have Facebook accounts or aren't signed in, according to a report in Ad Age. "Previously, Facebook Audience Network could only serve ads to signed-in Facebook users. That played well enough to one of Facebook's strengths with marketers: It knows exactly who is seeing its ads, on its properties or elsewhere, and an awful lot about them.  But Facebook was still getting valuable information about non-users whenever they visited sites with Facebook technology -- think of the 'Like' button around ... ...Read the whole story

  • Google Now Controls 12% Of All Global Media Spend Adweek

    Alphabet—Google's holding company—is the world's largest media owner in the world, according to a report from Zenith Media. Alphabet controls 12% of all global media spend, which comes mostly from Google and YouTube's ad sales. The company gets $60 billion in U.S. ad spend—a figure 166% larger than No. 2 ranking The Walt Disney Company. By contrast, Google's ad revenue was 136% larger than Walt Disney last year. Alphabet's overall ad revenue is up 17% year-over-year. Comcast, Twentieth Century Fox and Facebook comprised  the top five media owners in Zenith's "Top Thirty Global Media Owners" report. Google, Facebook, Baidu, Yahoo ... ...Read the whole story

  • Google Bows Free Data Studio Marketing Land

    Google is rolling out a free version of its new reporting and data visualization tool, Google Data Studio 360. Dubbed Google Data Studio, “The free beta version is not as robust as the paid product, but users can create up to five multi-page reports that can be shared with and edited by an unlimited number of users,” Marketing Land reports. ...Read the whole story


The RTB 500 is a composite of the real-time price of media on 500 leading publishers. Index value shown is yesterday’s (May 26, 2016) average. Change is compared to the previous day's average. Click to see the current value in real-time.

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