Adap.tv has signed on to use Nielsen's Online Campaign Ratings, which aims to measure the reach of video ad campaigns across screens. The video ad platform hopes to show it can tackle issues of price, quality/engagement and above all, a clear set of measurements. But will it kill or enhance the GRP? Judging from what Adap.tv is saying, it’s hoping for the latter as it launches the offering in the UK. “The key to driving widespread adoption of online video is to ensure that digital can speak a language to which TV buyers can relate,” says Adap.tv’s Brian Fitzpatrick in a release. Read it.
Celtra, a rich media mobile ad server and analytics provider, says its AdCreator software now incorporates enhanced video reporting. "Advertisers are keen to know which parts of their videos are the most interesting to viewers and conversely, where any drop-off happens," said Matevz Klanjsek, Co-Founder and Chief Product Officer of Celtra. Read the release.
Visual Revenue, a predictive analytics platform for news editors, makes a case for why audience data is just as essential for editors as it is for advertisers. “Advertisers have long since…bought into data,” writes Visual Revenue’s Rich Ullman in a blog post “and they are using it so aggressively through exchanges and programmatic buying that they are squeezing every last ounce from publishers. This imbalance must be addressed, and it can only happen with a combination of data-driven thinking and distinctive editorial voices.” More.
In a feature article on Business Insider, Nicholas Carlson recounts Neal Mohan’s rise to the Google display ad management throne. Carlson says that Mohan has had offers from competitors to run their companies, but still he remains firmly at the GOOG. Invite Media (acquired by Google in 2010) founder Nat Turner reasons why: “If he had another display guy above him, or if there were political nonsense going on, he would probably take off sooner. But there isn't." He’s the chief.
Drawbridge is one of the more buzzed about vendors in the cross-device data collection space (along with Adelphic Mobile, TapAd, and AdTruth). The company last week set up a deal to support tracking opt-outs through TRUSTe’s mobile ad privacy program. Press release. Drawbridge CEO Kamakshi Sivaramakrishnancited TRUSTe’s compliance with the EU Safe Harbor standard as a reason for the pairing. Global privacy compliance is “key to our global client business” she said in a statement. The question remains, will regulators and privacy advocates accept industry-administered privacy systems for so-called device “fingerprinting” technology?
IMedia’s Dax Hamman takes site retargeting apart to show that it is “there to plug the leaks from our marketing funnels, and stick a Band-Aid on what is broken.” Marketers, Hamman continues, need to “understand what [site retargeting] really is, find a smarter way to measure it, and break your reliance for it.” Read more. In other words, site retargeting benefits from all those years of marketing spend and brand building. Measure accordingly.