Mindshare Point of View: The Digital NewFronts remain a key venue for publishers to unveil their latest wares. Digital publishers continue to innovate: bettering brand safety, investing in new vehicles like live streaming, piloting and growing AR/VR capabilities and enhancing the distribution available on their platforms.
Mindshare Point of View: Seven Independent ad tech companies set up a programmatic consortium to sync the cookies from their respective demand side and supply side platforms to create a universal identity asset. The consortium is managed by AppNexus, MediaMath and LiveRamp, who will also provide data matching.
Mindshare Point of View: It was the first conference since founder and CEO Mark Zuckerberg announced a 10-year plan for Facebook last year, focusing on technologies that will completely transform the way consumers use the platform.
Mindshare Point of View: Amazon announced an update to its Alexa Skills policy that limits the ability of brands and developers to incorporate sellable advertising units inside skills. Skills are the branded-content experiences accessible through Amazon’s virtual assistant Alexa available on the Echo and Dot devices.
Mindshare Point of view: Google has announced that it will be launching a beta version of its header bidding alternative, which will be known as Exchange Bidding Dynamic Allocation or EBDA for short. Expected to launch in May 2017, the beta will be open to a select few of its technology partners and hundreds of publishers.
Mindshare Point of view: while Twitter did lose a major partnership, this probably isn’t going to be the make or break moment for the platform. Competitors like Instagram and Snapchat have increasingly been stealing the social share, resulting in a struggle to keep advertisers’ attention. Still, Twitter is making a large effort to stay in the game.
Point of View: This week, The Coalition for Better Ads released initial Better Ads Standards for desktop and mobile web. The new standards are based on comprehensive research in which consumers comparatively ranked different ad experiences presented to them while they read online articles.
Point of View: Google’s philosophy has and always will be, to spread a wider net to capture available traffic and then filter out what you do not want rather than build a net which is restrictive and not capture what is available.
Mindshare Point of View: Digital advertising on platforms where content is user-generated and not curated has inherent brand safety risks. GroupM vigorously pursues every brand safety precaution and technology available to mitigate these risks, and we encourage all clients to make use of these tools.
Mindshare Point of View: Austin’s SXSWi festival just wrapped: There were panels, interactive activations and galleries dedicated to the ever changing world of digital. From marketers to developers, publishers to neuroscientists, the festival had a diverse group of attendees. Below is our highlights.
Mindshare Point of View: Instagram Stories, where users can share moments of the day in a slideshow format, has been a regular feature of Instagram since August 2016. The feature is now opening up to brand advertising with the launch of some new ad units following a two month beta.
Mindshare Point of View: This Valentine’s Day, love and coffee joined together on WeChat as Starbucks launched “Say It With Starbucks” in China - the first branded social gifting experience on China’s most popular app.
Mindshare Point of View: Pinterest announced last week that it will be introducing a search advertising product. Although keyword based targeting has been available through third party providers such as 4C since 2016, the new product will include new targeting features and a shopping feed similar to Google’s product listing ads.
Mindshare Point of View: Facebook announced the expansion of mid-roll video ads beyond its own platform to “eligible” outside publishers. In the near future, mid-rolls, which run like commercial breaks during digital video streams, are also expected to be available for live streaming content.
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