Facebook Teams with News Media to Publish Stories on App
Facebook has launched a new product, Instant Articles, giving nine media partners the ability to target and monetize relevant articles to its 1.44 billion active user base. The list of partners includes New York Times Co., BuzzFeed Inc., NBC News, the Atlantic and National Geographic, as well as European outlets BBC News, the Guardian, Spiegel and Bild.
Here’s an explanation of Instant Articles from Facebook’s launch announcement:
We designed Instant Articles to give publishers control over their stories, brand experience and monetization opportunities. Publishers can sell ads in their articles and keep the revenue, or they can choose to use Facebook’s Audience Network to monetize unsold inventory. Publishers will also have the ability to track data and traffic through comScore and other analytics tools.
Sarah Frier and Scott Moritz report in Bloomberg that the product aims to give both Facebook and its partners added value: the media partners get to leverage Facebook’s rich data and reporting to grow their readership and engagement, while keeping them within the walls of Facebook.
Prior to this new product release, media partners were posting “click to article” links which were not driving any significant traffic or revenue. Explains Jackdaw analyst Jan Dawson:
This means the traffic stays on Facebook rather than links taking you off to a third-party site, from which you might not return to Facebook…
The Times can serve up more relevant and targeted ads to readers on the Facebook platform than they currently can on their own site, which should help ad rates and revenues.
100% Mobile Viewability Guarantees ‘Will Become Table Stakes’
Unlike the “simplicity” of linear tracking and measurement standards, online measurement options continue to proliferate. Three separate mobile vendors, Millennial Media, 33Across and JUICE Mobile, have just committed to giving their advertisers 100% viewability guarantees on their mobile campaigns.
But as AdExchanger Associate Editor Allison Schiff reports, “[That] doesn’t mean that 100% of the inventory they sell is viewable.” Rather, it means that these vendors will only bill for impressions that are 100% viewable.
The method by which each of the three vendors will uphold this commitment is unique, but this move begs the question if online measurement, and ultimately payment, is really driving towards an “If it’s not seen, then I don’t have to pay” standard. Explains JUICE mobile CEO Neil Sweeney:
Paying for what you’re actually getting – that will become table stakes soon, and buying nonviewable ads will be on the endangered species list. If you don’t offer it, you’re not going to be on the buy going forward.
Adobe Teams Up with Akamai to Tackle Video Ad Insertion Blips
With 350% year-over-year increase in over-the-top viewership, it’s clear that TV Everywhere is starting to overtake linear viewing. AdExchanger Associate Editor Kelly Liyakasa offers a brief analysis how Adobe and Akamai are teaming up to take first-mover advantage of the oncoming paradigm shift.
By recreating the infrastructure between ad serving and the content, they hope to create a better user experience, while supporting publisher needs for increasing ad loads:
[T]raditional network infrastructure simply wasn’t suited to the needs of modern ad loads. While broadcasters traditionally used ad servers that wrote code at the client level for each individual platform (iOS and Roku, for instance), server-side integrations expedite the process and enable multiplatform ad insertion.
These new integrations force broadcasters to retool their infrastructures.
Debunked: Five Excuses for Dismissing Do Not Track
Writing in AdAge, Digital Content Next CEO Jason Kint explains why it’s “actually the excuses for why Do Not Track won’t work that are being eliminated” rather than Do Not Track itself. Here are the five excuses Kint says no longer make sense:
- “Do Not Track must represent consumer choice.”
- “We don’t know what Do Not Track means.”
- “DNT will destroy the web since much of the free content is funded by online behavioral advertising reliant on consumer data collection.”
- “No one will honor the DNT signal.”
- “This will only make Google and Facebook stronger.”
Protecting users’ privacy is just the right thing to do. Publishers may have reservations about how Do Not Track – along with viewability, programmatic, and the shift to mobile – will impact revenue, but reason prevails in this well built case for why premium publishers should embrace the standard.
Verizon Will Buy AOL for $4.4 Billion in Media and Ad Tech Expansion
Is the video future in the palm of your hand? Verizon believes so, and is acquiring AOL for $4.4 billion, reports AdExchanger Managing Editor Zach Rodgers:
The move is the latest and most aggressive incursion by a telco into the digital ad monetization space usually occupied by consumer Internet companies, and will place Verizon into more direct competition with Internet players such as Facebook, Google, Yahoo and Microsoft.
The deal is also a reflection of the looming convergence of television with the Internet. Verizon claims to touch 70% of all connected digital traffic, across more than a billion PCs, TVs and mobile devices.
Verizon wants to leverage AOL’s advertising technology platform to power its “video-over-wireless” network. If successful, Verizon and AOL hope to get more thought leadership and market share against the likes of Google and Facebook, and help shepherd the future of media and the technology that supports it.
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