Advertising Age on Thursday wrote that Twitter will use MoPub, the mobile ad exchange it purchased last year, to "allow Twitter advertisers to buy mobile app install ads through the exchange."

TechCrunch this week reported that Telefonica, a Madrid-based telecommunications provider, has partnered with Blackstone to launch a real-time bidding (RTB) mobile ad exchange. TechCrunch notes that the exchange will be built with technology from MobClix.

Likely at the request of its lawyers, Google just updated its terms of service to clarify the fact that users’ incoming and outgoing emails are automatically analyzed to target advertising. “The revisions more explicitly spell out the manner in which Google software scans users' emails, both when messages are stored on Google's servers and when they are in transit,” Reuters reports. “Users … have accused the company of violating federal and state privacy and wiretapping laws by scanning their messages.” 

E-Trade CMO Liza Landsman tells Advertising Age that marketers should demand transparency from their agencies, especially when running a campaign through real-time bidding (RTB) exchanges. Landsman also advises asking whether or not agencies are using "your data ... within proprietary agency tools to benefit anyone besides you."

David Miller, VP of product management at Invision, told Beet.TV that baby steps are still needed when it comes to programmatic TV, as it's more "about what can be done today" rather than trying to immediately accomplish some grand vision. Invision is a software provider TV ad sellers use to manage their business, per Beet.TV.

AdExchanger has posted an article highlighting Kraft Foods' programmatic ad strategy. The company's agency, Starcom, has tapped Turn as its demand-side platform (DSP) and data management platform (DMP).

iMedia Connection has posted an article spelling out the buyer's role in shaping programmatic's future. The post says "buyers want to be in control," particularly in a real-time bidding (RTB) environment, which is "buyer-centric."

The Drum has posted an article arguing that "digital convergence will make programmatic more friend than foe." The piece warns that programmatic traders should not let the tech "get stuck on the sidings as a mere performance sales platform," but needs to make a push in the premium realm.

Programmatic ad platform AppNexus this week released software to support direct deals, Advertising Age has reported. However, true to the company's principle, their new software, Twixt, aims to automate much of the manual labor.

The Street noted on Monday that Rocket Fuel (FUEL) was upgraded from "market perform" to "outperform" by BMO Capital Markets. The financial services firm set a price target of $58 on FUEL, per The Street. At presstime, shares of FUEL were trading at $41.17, up over 3% from the day's open.