Facebook to Help Mobile Apps Auction Off Their Ads Using Facebook Data

Ad Age: Facebook announced the expansion of the recently-acquired LiveRail platform’s capabilities; The existing ad server for video ads will now support ad management and sales in video and display ads on mobile apps. Instead of relying on cookies, LiveRail also allows advertisers to use Facebook’s anonymized user data to serve optimized and targeted ads, even on platforms beyond Facebook.  Read more…  

Programmatic TV’s Pulse Grows Louder By The Day

Ad Exchanger: Programmatic ad buying only accounted for 1% of the $70 billion spent on TV advertising in 2014, but is expected to grow to account for between 3 and 5% of the total market in 2015—between $2.1 and $3.5 billion. As data-driven media buying grows, there is increasing pressure on TV to adapt to the demands of this new technology. …

Why Pre-Roll Video Ads Need to Be Interactive

eMarketer: Recent research indicates that interactive pre-roll video ads “outperformed standard pre-roll across all metrics in 2014.” The average user watched 84.3% of an interactive ad versus 79.4% of a standard video pre-roll. Online interactive pre-roll video ads saw an engagement rate of 2.8%. Read more…

ADI: Mobile Quickly Becoming The Video-Viewing Platform Of Choice

CMO.com: According to the Adobe Digital Index (ADI) predicts that online video viewing on mobile devices will surpass desktop viewing next year. The implication for marketers is that mobile video advertising “could be a big opportunity in the near future, as consumer eyeballs increasingly flock to smartphones for video viewing.” Read more…

Google Takes Backseat To Facebook’s Digital Display Ad Revenue

MediaPost: Google’s share of digital display advertising in the US market will drop from 13.7% in 2014 to 13.0% in 2015 and continue to slip to 11.1% by 2017. Facebook assumes the No. 1 position in digital display advertising revenue as US ad revenues climb from $5.29 billion in 2014 to $6.82 billion this year. Mobile advertising will drive gains …

UK to Achieve World First as Half of Media Ad Spend Goes Digital

eMarketer: This year, the UK is set to become the first country in which digital media will take a 50% share of ad spending, followed by Norway and China at 45% and 43.6%, respectively. The UK is expected to retain its lead through 2018. Ad spending on mobile and online devices will be more than double spend on TV in …

Outside Voices: The Good, the Bad and the Ugly of Digital Advertising

CMO Today: The digital advertising sector appears “poised for binary outcomes” according to Terry Kawaja, founder and CEO of LUMA Partners. “The vast majority of online marketing startups will fail or capitulate, while a small minority of technology centric players will reap the beneftis of a growing market and robust strategic interest.” Read more…

Apple TV could wake up iAd, Apple’s sleeping giant of an advertising business

Business Insider: Apple is aiming to launch a subscription TV streaming service in fall of 2015, which could be the “shot in the arm needed to finally wake up its mostly dormant advertising business iAd.” While iAd currently has less than 2.6% of the US mobile ad market, it has been gaining momentum in recent months as it began partnering …

AppNexus chases programmatic direct offering with $100m acquisition of Yieldex

The Drum: AppNexus CEO Brian O’Kelley reports that “Yieldex’s analytics and forecasting tools will help the company solve ‘unmet challenges’ for its clients,” and to “lead on programmatic direct”. Yieldex was founded in 2007 and powers direct sales efforts with major publishers including the New York Times and Univision. Read more…

Marketers Focus on Making Attribution Data Actionable

eMarketer: According to recent research, the majority of marketers “still fall short” with regards to pursuing and implementing cross-platform attribution. Most find that real-time optimization of intel gained from a bottom-up path analysis is “still mostly limited to those channels and formats belonging to the digital, bottom-up bucket where impression-level tracking and real-time reporting allows for more real-time optimization.” Some …