Writing in AdExchanger, Maxwell Knight, vice president of marketing science services at Turn, argues that auto marketers need to move to a more dynamic understanding of customer experience and engagement and evolve traditional attribution models in the process. They can start by confronting the two tiers of automotive marketing and using customer data in a cross-tier way. In the automotive industry, branding and direct-response campaigns are almost always divided into national and regional tiers. While this makes sense for achieving the different goals of a national brand and a local dealership, the result can be a fragmented consumer experience. Knight …

Adweek reports that for the last several years, "IBM has been quietly ramping up its ad tech play, but a recent shopping spree really had digital marketers take notice." IBM last week acquired European interactive agencies Aperto and ecx.io—right after buying creative shop Resource/Ammirati and closing a deal for The Weather Company's data-rich digital properties. The four acquisitions represent a huge cache of digital marketing capabilities—from customer experience to ad targeting.

AdExchanger reports that ratings data from Nielsen showed that Super Bowl 50 was the second highest-rated Super Bowl in metered markets in the game’s history, while cross-device streaming far surpassed previous years. The game offered CBS the opportunity to promote its programming and support for mobile and over-the-top (OTT) streaming. The game reached an average total of 111.9 million viewers, peaking at 115.5 million viewers during key game highlights, according to data based on Nielsen live and same-day Fast Ratings. By comparison, an average of 114.4 million viewers tuned into the 2015 game on NBC, topping out around 121 million …

VentureBeat via Reuters reported that the French data protection authority on Monday gave Facebook three months to refrain from tracking non-users’ web activity without their consent and ordered the social network to stop transferring personal data to the U.S. "The French order is the first significant action to be taken against a company transferring personal data to the United States following an EU court ruling last year that struck down an agreement that had been relied on by thousands of companies, including Facebook, to avoid cumbersome EU data transfer rules."

Hyundai drove away with first-place honors in USA TODAY's annual Super Bowl ad meter, the paper reported. The ad showed a dad, played by comedian Kevin Hart, who hands the keys of his new Hyundai Genesis to a young man who is taking his daughter on a date. The spot shows off a feature of the car that allows an owner to track its location. Hart uses it to show up multiple locations frequented by his daughter and her date to keep tabs on them. Heinz nabbed second-place honors with a wacky ad that featured dachshunds that donned hot-dog bun outfits.  The dogs raced across …

Adweek reports that Queen B -- Beyoncé, that is -- racked up 147,000 tweets per minute, besting Coldplay's 83,000 tweets and Bruno Mars, who garnered 28,000, according to Spredfast, which shared exclusive data with Adweek. Beyoncé's performance was also popular on Instagram, according to Spredfast, which said she received the most tagged photos per minute—60—at Levi's Stadium, which hosted Super Bowl 50.

Rob Schwartz, CEO of TBWA/Chiat/Day New York remarks in CampaignUS that Audi nailed it with its "Commander" spot during the Super Bowl. "On a night where other brands struggled even to tell coherent stories and fumbled with their gags and gimmicks, this Audi ad was truly in another stratosphere." The ad ran in the first quarter featuring a fictitious astronaut who gets a second shot at the moon piloting a new kind of rocket, an Audi R8 V10 Plus. He said: "The ad is everything a Super Bowl spot should be: a great story we can all …

Post Super Bowl 50, The Wall Street Journal's Suzanne Vranica asks: "What do comedian Amy Schumer, an overly active fetus and the singer Seal have in common? Each appeared in commercials Sunday during Super Bowl 50 that scored big with viewers." Bud Light ran a light election-themed ad featuring Schumer and actor Seth Rogen enlisting supporters to join the “Bud Light Party." The ad seems to please advertising executives and consumers surveyed by the Journal. “Well done and great casting,” Ewen Cameron, co-founder of ad agency Berlin Cameron United, told the Journal. And the paper has a great infographic depicting …

AdExchanger's Allison Schiff reports that Samsung is taking a page from Apple's playbook. On Sunday it debuted support for content blocking within the default browser that comes pre-installed on its Android phones. "It didn’t take long for Adblock Fast, one of the first ad blockers to hit the Play store after Samsung’s release, to rise to the top of the charts," Schiff writes. Still, its success was short-lived. "Adblock Fast got booted out of Google Play on Wednesday for violating the section of Google's Developer Distribution Agreement that prohibits developers from creating anything that interferes with or disrupts how another …

The Guardian offers a webchat roundup with experts about the implications of programmatic on business. Among them, Luke Fenney of The Rubicon Project says, "Agencies shouldn’t view programmatic as a separate channel for buying. Programmatic is the technology that will allow advertisers and buyers to execute their creativity more efficiently than can currently be achieved using manual buying methods."