Accordant Squeezes Between Agencies & SaaS Vendors: CEO Muldoon

CANNES, July 31, 2016 — By Robert Andrew, Beet.TV CANNES — In the last few years, we have seen a rush of companies scramble to offer services for the programmatic trading of online advertising. Traditional ad agencies have added programmatic services to their offering, even as programmatic ad tech vendors rise up and promise to to disintermediate those agencies. One company now claims to be …

Verizon Buys Yahoo For $4.83 Billion

Via Advertising Age The gist: Verizon, which recently bought AOL, has agreed to buy Yahoo for $4.83 billion. More information: “The telecommunications company will add Yahoo web services that still draw 1 billion monthly users, including mail, news and sports content and financial tools, gaining share in the $187 billion digital-advertising market — though it will nevertheless be a distant …

IAB: Two-Thirds Of Ad Block Users Are Open To Turning Them Off

Via Advertising Age The gist: According to the IAB, two-thirds of ad block users could be convinced to turn them off. More information: According to Ad Age, per the IAB study, “the top methods for influencing web visitors to turn off blockers are: preventing access to content alongside a notice stating that content is blocked because of the use of …

6 Questions Marketers Have For Verizon After Yahoo Deal

Via Wall Street Journal The gist: The WSJ spells out six questions marketers have for Verizon after its Yahoo acquisition, including whether Verizon can now compete with the likes of Google. More information: In addition to asking whether or not Verizon can truly compete with the likes of Google and Facebook (the WSJ says that’s unlikely), the article asks: How …

Pandora Wants To Begin Testing Audio-Based Ad Measurement

Via Adweek The gist: Pandora wants to go “beyond viewability” and test “audio-based ad measurement” as well. More information: “Pandora and digital analytics company Moat have inked a deal measure viewability within the music-streaming service’s app and website that promises advertisers they will only pay for in-view ads that meet the standards of both the Media Rating Council,” wrote Adweek. Adweek …

Why Consumers Use Ad Blockers

Via MediaPost The gist: The majority of consumers who use ad blockers do so to avoid pop-up ads. More information: According to MediaPost, reporting on a report from Omnicom Media Group, “many ad-blocking users don’t dislike all advertising but rather a specific format, namely popups. Some 44% of those polled associate ad blocking mostly with blocking pop-up advertising.” The article added: “Consumers are …

ANA Issues Agency-Client Transparency Guidelines

Via Advertising Age The gist: The ANA has released its “long-awaited” agency-client transparency guidelines. More information: According to Advertising Age, the ANA guideliens call “for marketers to diminish ‘non-disclosed agency activities.’” “Now the ANA is recommending that clients require their agencies to ‘disclose all potential conflicts of interest and allow thorough audits of the agency, its parent company, affiliates, and …

How Digital Ad Spend Stacks Up To TV

Via Digiday The gist: TV ad spend still tops digital, but that’s set to change in the coming years. More information: Television took a 37% global share of ad dollars spent in 2015, per Digiday, while digital ad spend accounted for 30% of spend. “Television ad spend is barely growing (0.4 percent last year),” said Jonathan Barnard, head of forecasting …

Google Introduces Ability To Deliver Native Ads Via Programmatic

Via Advertising Age The gist: Google has enabled the ability to deliver native ads via programmatic. More information: “Advertisers can now buy native ads programmatically in DoubleClick Bid Manager, Google said Tuesday at its DoubleClick Leadership Summit,” reported Advertising Age. “Publishers can also make their entire native ad inventory on the web and in apps available programmatically.” The move was …

AOL Invests $500 Million In Programmatic TV

Via Forbes The gist: AOL has “quietly” invested $500 million in programmatic TV advertising. More information: According to Forbes, AOL “hopes to see similar growth in programmatic television using similar software that has adapted to linear TV. While not exactly like digital programmatic advertising—the ads are not sold in a real-time auction online—these ads are similar in that they are …