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Showing posts from December 1, 2018
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IAB Tech Lab issues revised ads.txt for apps

In May 2017, the Interactive Advertising Bureau (IAB) Tech Lab launched ads.txt, a text file that indicates the verified sellers of web site ad inventory.On Friday, the Tech Lab released a beta of its Authorized Sellers for Apps (app-ads.txt) specification, based on feedback to the mobile spec unveiled last summer. The newest spec will be available for public comment through February 4.What does it do? This updated ads.text lets app developers — of mobile apps as well as Over-the-Top (OTT) video apps — verify their properties’ ad inventory, just as web site publishers can.The idea of the ads.txt effort is to thwart fraudsters who attempt to sell ad space, such as on The New York Times’ web site, that they aren’t authorized to do.In addition, to block the impersonation of app developers, this new apps spec details a protocol to obtain the website URL for that developer from the page in an app store that lists the app.As with website publishers, the app-ads.txt file lists the names and …

Marketing Day: Facebook search, Claritas buys Barometric, new LinkedIn privacy setting

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Facebook confirms searches performed off the platform do not influence Facebook search results
Nov 30, 2018 by Amy Gesenhues The company issued an explainer on how Facebook search works.Feds take down international hacker ring that cost advertisers millions
Nov 30, 2018 by Robin Kurzer What you should know about the dismantling 3ve and Methbot botnets.Claritas buys Barometric, marrying user segmentation with attribution
Nov 30, 2018 by Barry Levine Together, the companies say they will be able to offer targeting and optimization for ads.Chevron storytelling uses purposeful immersive experiences to engage stakeholders
Nov 30, 2018 by Lisa Peyton While a brand like Chevron may not seem an obvious choice for immersive experiences, they found success using AR and VR to explain key Chevron narratives.LinkedIn’s new privacy setting prohibits marketer…

Facebook confirms searches performed off the platform do not influence Facebook search results

Facebook confirmed this week that searches off of the platform do not influence Facebook search results. Aiming to be more transparent about how Facebook’s search graph works, product manager Yee Lee explained all the things that do — and don’t — impact Facebook searches in a blog post Friday.Factors that influence Facebook search results. According to Lee, Facebook search results are guided by a user’s behavior on the platform: from posts shared by Friends, Pages they follow, Facebook Groups they belong to, events they’ve liked or followed and any other content they’ve interacted with within the News Feed. Search is also influenced by information a user shares with Facebook, including profile details, places they’ve tagged and previous searches they’ve performed on the app.“Facebook search results are also based on general Facebook community activity, including the popularity of whatever you’re searching for and how recently it was posted,” writes Lee.Facebook says it ranks search re…

Feds take down international hacker ring that cost advertisers millions

This week, a federal court indicted eight individuals for their roles in widespread digital advertising fraud, with charges ranging from wire fraud and computer intrusion to aggravated identity theft and money laundering.The news is the latest chapter in a multi-year investigation of ad fraud botnets initiated by ad fraud security firm WhiteOps in 2016. Botnets are complex networks of computers, IP addresses and automation that mimic human behavior on websites to siphon ad dollars from unsuspecting advertisers led to believe their ads are getting served to real people.3ve and Methbot botnets. WhiteOps worked with Google and an alliance of nearly 20 companies representing the interests of ad tech, security, and internet infrastructure to investigate the fraudulent activity. According to WhiteOps, the botnet 3ve (pronounced “eve”) infected a minimum of 1.7 million computers at any given time, counterfeited more than 10,000 websites and generated between 3 to 12 billion requests per day …

Wanted: Nominations for this year’s ‘Naughty & Nice’ list

Perhaps you’ve felt like cheering or booing someone in marketing, ads or search over the last 12 months.If so, now’s your chance to amplify those feelings!We’re looking for nominations for our fourth annual “Naughty & Nice” list, either in the Naughty or the Nice categories — or both.How to nominate. Submit your entries to tips@marketingland.com, and be sure to include “Marketing Land’s Naughty & Nice List” in the subject field.Please don’t nominate yourself or your clients, unless you or they have done something that a fair-minded observer would objectively consider “naughty” or “nice.” No limit on the number of nominations you can make in either category. Please also link to relevant press releases or stories relating to the company or event you cite.And, to get those nomination juices flowing, check out our “Naughty and Nice” lists from 2015, 2016 and last year.The deadline. Get your nominations in by December 14, 2018. We will make the final decisions about which nominatio…

Claritas buys Barometric, marrying user segmentation with attribution

Data segmentation provider Claritas announced on Thursday that it has purchased tracking and measurement firm Barometric.Targeting and verification. Barometric’s identity graph technology was originally developed as an internal tool for its original parent company, ad network AdTheorent, from which it spun off in April of this year. It claims to be the only “solution capable of collecting mobile IDs across all environments — such as web, app, rich media, video and brand studies,” in addition to other kinds of devices.Deal terms were not made public.By combining the two companies — user segmentation and user measurement — Claritas CEO Mike Nazzaro said via email, “businesses can find and target their best customers at scale and verify that their messaging is reaching who they want it to reach.”From segmentation to marketing services. The acquisition, he said, represents “another step in the transformation of [Claritas] from a segmentation company to a marketing services company,” which…

Claritas buys Barometric, marrying user segmentation with attribution

Data segmentation provider Claritas announced on Thursday that it has purchased tracking and measurement firm Barometric.Targeting and verification. Barometric’s identity graph technology was originally developed as an internal tool for its original parent company, ad network AdTheorent, from which it spun off in April of this year. It claims to be the only “solution capable of collecting mobile IDs across all environments — such as web, app, rich media, video and brand studies,” in addition to other kinds of devices.Deal terms were not made public.By combining the two companies — user segmentation and user measurement — Claritas CEO Mike Nazzaro said via email, “businesses can find and target their best customers at scale and verify that their messaging is reaching who they want it to reach.”From segmentation to marketing services. The acquisition, he said, represents “another step in the transformation of [Claritas] from a segmentation company to a marketing services company,” which…