Gartner
Gartner releases a blog post that shows a cross-device identity case study involving mobile demand-side platform Adelphic. Cross-device identity matching firm Drawbridge, best known for its cross-device identity matching solution, pointed out to Gartner that there are "two problems the marketer must solve to perform a successful cross-device identity match" identifying a single device and matching that device to a person. Match a device to a person "is the way marketers try to map devices and browsers to the same consumer to improve personalization and measurement," according to the post.
Business Insider
Demand-side platform The Trade Desk and amended its filing with the Securities and Exchange Commission and raised its price range from $14 to $16 per share to $16 to $18 per share, according to a Business Insider report. "The company is now proposing a maximum aggregate offering price of $96.6 million, up from the $86.3 million it targeted when it first filed its S-1 in August. The firm is selling 4,666,667 shares of its Class A common stock, while shareholders are selling up to 700,000 Class A common shares," BI reported.
The Drum
AOL CEO Tim Armstrong told The Drum that he expects his company's new union with Yahoo to reach 2 billion consumers by 2020 and that the company will differentiate itself "with a brand-first focus and an open data strategy." Armstrong also said that the AOL/Yahoo offering will have an open approach to data vs. so-called "walled garden" models of companies like Google and Facebook. “AOL got into a lot of trouble as a company when it went to a walled garden mode back in the early 2000s,” Armstrong said. “We're taking the total opposite approach. We want to be the …
TechCrunch
Apparently Facebook ads are still getting past Adblock Plus through a pared-down code despite a flotilla of engineers' efforts, according to a report on TechCrunch. "When Facebook first announced it would circumvent ad blocking software Adblock Plus (ABP) built a workaround in two days, boasting that 'We promised that the open source community would have a solution very soon…This time that community seems to have gotten the better of even a giant like Facebook.' But it’s been a month since Facebook broke ABP's last workaround and the social network’s marketing messages are still getting through. Despite the fact that …
Contently
Contently got an interview with Tim Schumacher, co-founder and chairman of Adblock Plus and its parent company, Eyeo at DMEXCO in Cologne, Germany this week. He shared his thoughts about the company's move into ad sales and said that “hundreds of publishers” have expressed interested in the proposition. Schumacher added: "Yeah, we’ve been surprised. Both in a good way that we got a lot of attention, but also in a bad way in that our announcement was actually smaller than what it looked like. A lot of people interpreted it as, 'Hey, we’re now selling ads,' which is not true. …
Pandora
In a blog post, Pandora announced new features that give listeners the ability to unlock additional song skips, as well as replays of their favorite tracks. The post said: "If the listener is exposed to advertising on Pandora, they can access these new features by first opting to view a video ad. As listeners ourselves, we bet you can’t wait to skip unwanted songs or replay Britney Spears’ 'Make Me…' as many times as you want (c’mon, you know you like it!). For us, this is yet another extension of our philosophy that 'what’s good for the listener, is good for …
Marketing Week
A new study by Adobe finds that U.K. consumers are among the most critical when it comes to online advertising. The study found that "27% of U.K. consumers believe digital ads have ‘got worse’ over the past three years. This is ahead of France on 22%, the U.S. on 20%, and Germany on 18%. Meanwhile, more than half (54%) of people in the U.K. would describe online advertising as ‘ineffective’, compared to 52% in Germany, 51% in France, and 43% in the U.S.," according to a report in Marketing Week. "The results suggest marketers need to pay much more attention …
Wall Street Journal
Mic has introduced a new video ad product on Facebook "that's designed to help it make money from its popular editorial videos. But technically the new ads, called 'Mic Bright' ads, are branded content--at least according to Facebook's rules," the Wall Street Journal reports. The paper goes on to report: "Like many fast growing digital media companies, Mic is racking up lots of Facebook video views (such as a recent clip showcasing how the Mexican army helped Hurricane Katrina victims in 2005, which has over 12 million views). But it hasn’t had a lot of ways to cash in on …
Yahoo
Yahoo News reported that Google and AppNexus won't be part of Adblock Plus' plan to sell ads. Adblock Plus announced Tuesday that it would start selling ads with the launch of an ad exchange called Acceptable Ads Platform. However, the announcement suggested that Google and AppNexus would be supplying ad inventory within the platform. Both companies say they are doing no such thing. Both Google and AppNexus have broken ties with ComboTag, the company that will allow publishers to insert "acceptable ads," which Adblock Plus' blocker won't be able to block.
Wall Street Journal
Perhaps it was only a matter of time, but Adblock Plus announced the launch of an ad exchange on Tuesday. The company says the exchange help marketers place “acceptable” ads in front of users with ad blocking technology turned on. Eyeo, Adblock Plus' parent company, partnered with ad tech firm ComboTag to create the ad exchange which publishers can sign up for. The exchange is called the “Acceptable Ads Platform" and it can be used to sell and place ad space on publishers' Web pages. The “'Acceptable ads' are allowed to pass through Adblock Plus’s filters by default, provided they …