Twitter is set to take Yahoo’s place as the third-largest seller of online display advertising in the U.S., according to eMarketer.
The social media site is expected to claim 5% of the U.S. display ad market this year, up from 3.6% last year, the online ad researcher said in a report it plans to release Thursday. Twitter still trails Facebook with 25.5% of the market; and Google, with a 13% share.
Its latest move to establish itself as the source for ad targeting data across the Web is an announcement today that LiveRail, the video advertising platform it acquired for around $500 million in July 2014, will enable publishers to use anonymized Facebook user data to target ads on their sites and mobile apps.
Making Facebook data more broadly available could reduce ad fraud, added Morgan. “When you’re targeting on data from real people, you are by definition not targeting just on lookalike data, which could be robot traffic,” he said.
All this value for marketers — more precise targeting, fraud reduction — could yield higher prices for publishers on their video and display inventory.
In the old world, Google used to crawl Twitter in order to pull out relevant tweets for search results. That didn’t work very well — try to crawl a velocity of 8,766 tweets per second, and you’ll find out why. If Google did try to crawl Twitter at the appropriate rate, Twitter might very well crumple up in a heap of server meltdown.
Instead, Google now has complete access to the firehose.
Are you eagerly eyeing Google’s search results, waiting for your tweets to show up? Keep waiting. It could take a while – as much as “a few months”
More Google FTC report stories:
Google knew that Yelp and TripAdvisor would be angry about Google launching a competitive product using their reviews as a foundation, and Yelp even eliminated a data feed to Google, the report states, but Google scraped the data anyway. Yelp eventually sent Google a cease and desist letter and started to complain about Google’s practices publicly.
Interesting strategy in India:
Flipkart and Myntra, India’s largest e-commerce players, have shut down their mobile websites and users are now redirected to Google’s Play Store and iOS’ App Store to download the application. However it is interesting to note that the mobile website is active on the Symbian operating system for older Nokias.
Just 10 web sites generated almost 80% of Google AdSense revenues in 2011, FTC report reveals
I was looking at the HTML source of a recent New York Times story about a tragic plane accident—150 people feared dead—and noticed this meta tag in its head:<meta property="ad_sensitivity" content="noads" />
There are no Google results for the tag, so it looks like it hasn’t been documented, but it seems like a pretty low-tech way to keep possibly insensitive ads off a very sensitive story—an admirable effort.
Shares of software maker Rocket Fuel (FUEL), which provides tools to ad buyers, are down $3.11, or 21%, at $11.66, after the company this afternoon reported Q4 revenue that missed analysts’ expectations, but beat on the bottom line.
The phone numbers, e-mail addresses, and shopping habits of more than 100 million customers are part of RadioShack’s bankruptcy auction
An article on changing Pinterest’s feed from time-based to an algorithmic feed. Those who are protesting Twitter feed changes should take note.
Before launching Pinnability a few months ago, all home feed content from each source (e.g., following and Picked For You) was arranged chronologically, without taking into account which Pins people may find to be most interesting.