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Showing posts from November 4, 2014

New Open Programmatic API Touted | Time: Robot CPMs Better | Forrester: Digital to Trump TV in 2 Years

Publishing: Several major publishers got together to create a common programmatic direct set of standards, and now the IAB is putting its stamp on the effort. The system appears to emphasize inventory commitments, allowing for publishers to have a more predictable sales flow. The effort comes just as industry mavens call for a more open and [...]

via MarketingVox News & Trends

Facebook: Cookies Are “A Terribly Unreliable Way To Do Marketing”

Erik Johnson, Head of Atlas, speaks at Web Summit 2014 in Dublin, Ireland.

“If you gain a young person as a customer, they’ll be your customer for life.”
With that claim, Facebook’s Erik Johnson set the stage for a talk about the challenges of mobile marketing and attribution at Web Summit, a tech and marketing conference underway in Dublin, Ireland. His talk served primarily as an overview of Facebook’s recently launched Atlas ad platform, which the company touts as a cross-device, multi-touch attribution platform that doesn’t rely on cookies (although Facebook’s wording on that has been somewhat confusing to date).
Johnson encouraged attendees on the Marketing Summit stage to think mobile first by understanding how important the web and mobile devices are to young consumers.
“For young people today, being connected is the most important thing in their lives,” Johnson said. “If you talk to them, they’ll say that FOBO is their biggest fear — the fear of being offline.”
But mobile is (obvio…

New European Digital Economy Commissioner A “Google Hawk”

Germany has been in some ways the epicenter of Google criticism in Europe. And that criticism is personified in the form of the new European Commissioner for the Digital Economy, Günther Oettinger, who just took office November 1.
Oettinger whose precise role and responsibilities are not totally set, given some reorganization going on in the EU bureaucracy, is what might be called a “Google hawk.” He seems to be eager to rein in the company and even extract revenue from Google.
There’s clearly a punitive undercurrent in his comments. Indeed, an article in the Wall Street Journal suggests that he would promote and seek to impose a German-style “ancillary copyright” tax on Google across the EU:

Mr. Oettinger floated various anti-Google ideas that could take on a more concrete form when he takes office on Nov. 1.
One of these is a reform to existing copyright laws specifically targeting the tech company, in what amounts to an EU-wide “Google tax.”
“If Google takes intellectual property from t…

Funny, followers and follow back; how social cues affect our perceptions on Twitter

How do you decide which Twitter accounts to follow? Which do you trust? Which Tweets do you reTweet? The obvious answer to all of these questions is, “the ones I think are interesting or entertaining.” But without evening knowing it, your choices are based on social proofs that you’ve picked up in a split second – unconscious cues that help you quickly decide what’s worth your time and what isn’t.
Digital agency Isobar partnered with researchers from Cambridge University, to see what types of cues are most likely to influence folks on Twitter.They ran tests using a Twitter account for a fictional clothing brand that was about to launch. Then, they tweaked different elements of the profile and recorded the results.
The first thing they looked at is how the number of Followers on an account influenced potential Followers.
A larger following had no impact on “likeability” of a brand but unfortunately it did have an impact brand trust.

The larger the following, the more people said they trust…

Target Didn’t Start It But Joins Up With #AlexFromTarget Obsession

Social media’s ability to mint celebrities out of thin ether is on full display today, as a previously unknown young Target employee has become a worldwide Twitter trend. Fueled by teen Twitter’s love of cute boys and spurred by the Internet’s love of the absurd, #AlexFromTarget was trending all day and has been mentioned more than 1 million times on Twitter since Sunday, according to Topsy.
It’s viral gold for a brand and Target didn’t waste time cashing in on the opportunity:

We heart Alex, too! #alexfromtarget
— Target (@Target) November 3, 2014

By all appearances, the #AlexFromTarget phenomenon seems to have blown up organically and innocently. On Oct. 26, a Twitter user posted an apparently surreptitiously taken photo of the Target bagger, then on Sunday another Twitter user reposted the photo and for some unexplained reason it started taking off. Internet sleuths soon found a Twitter account that allegedly belongs to the real Alex. That account — @acl163 — now h…

Forecast: 30 Percent Of Cyber-Monday Trasactions Will Be Mobile

Using a mix of its own data and third party data, mobile ad personalization platform AppLovin is predicting that nearly 30 percent of Cyber Monday transactions this year will come on mobile devices. This is transactions — not traffic.
The awkwardly named Cyber-Monday has been the biggest online shopping day of the year in the US since 2010 according to comScore data. In 2013 Cyber Monday sales rang up roughly $2.3 billion according to Adobe.
AppLovin points out that in 2010 mobile transactions represented only 2 percent of Cyber Monday buying. However mobile commerce has been growing steadily despite considerable friction in the mobile shopping and checkout process.
Last week MarketLive reported that Q3 smartphone traffic to e-commerce sites grew by more than 62 percent and mobile commerce revenue grew 141 percent. An illustration of the remaining friction, smartphones drove 28 percent of traffic but only 11 percent of revenue. Tablets generated 15 percent of traffic and 13 percent of re…