As I said when this first came out, this level of targeting is a game changer for a lot of industries.
The world in which marketers had no targeting access to Facebook users’ email addresses is a thing of the past that ended in September 2012 with the advent of “Custom Audiences.” The tool allows marketers to link Facebook marketing to emails, phone numbers, and Facebook UIDs of users who already established a relationship with specific companies off the social network.
via Facebook Once Said No Targeting Users’ Emails – Business Insider.
Will sites try to monetize this? It’s only a matter of time.
Nieman Journalism Lab’s Joshua Benton has a fascinating post about what he thinks is the one of the most significant attributes of OS X Mavericks: The ability for websites to send push notifications.
via Push notifications: Not just for apps anymore | PandoDaily.
An astounding 54 percent of online display ads shown in “thousands” of campaigns measured by comScore Inc. between May of 2012 and February of this year weren’t seen by anyone, according to a study completed last month. Don’t confuse “weren’t seen” with “ignored.” These ads simply weren’t seen, the result of technical glitches, user habits and fraud.
via Web Display Ads Often Not Visible – Suzanne Vranica – Media – AllThingsD.
Crappy traffic sellers revealed!
We bought bad traffic from somebody else!”
So, who are these traffic dealers? At Adweek’s request, close to a dozen industry experts—representing publishers, ad buyers, DSP and other ad tech execs—have identified six companies that they believe may be selling low-quality, potentially bot-generated traffic—starting at half a penny a click. They are AdOn, Adknowledge, eZanga, Jema Media, MGID and BlueLink Marketing.
via Psst! Wanna Buy Some Clicks? | Adweek.
Unfortunately, this is only scratching the surface.
I like their TLDR:
Twitter will try to make it very easy for WPP to spend a bunch of money on the service, and WPP has likely committed to spending a bunch of money on the service.
via Twitter Signs Its Second Big Ad Deal, This Time With WPP – Peter Kafka – Media – AllThingsD.
Apple wants to secure several big advertisers before the platform’s launch. But that’s a tall order, considering that Apple is entering a crowded market. Arch rival Google has already announced a subscription-based music streaming service. Amazon is rumored to be in talks to launch a service of its own. Even incumbents like Pandora and Spotify, which have large followings of devoted users, still aren’t profitable.
via Apple’s getting into ad-based radio, despite its terrible track record with advertisers – Quartz.
Not arguing with this and I could’ve told you this ten years ago:
Although this has led to noted improvements in ad effectiveness for national campaigns, we posit that locally-targeted ad campaigns with strict geographic limits do not see as much of a benefit as from other targeting techniques, such as page-level semantic analysis, or contextual targeting.
via Fresh Out Of The Oven: Contextual Tastes Way Better Than Cookies.