Facebook Will Use Viewability To Measure Organic Page Reach

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Publishers, prepare yourselves for another Facebook organic reach reality check. Starting Monday, Facebook will finally begin measuring organic page reach the same way it measures paid ad reach: based on viewable impressions. This is only a reporting change and unrelated to how organic distribution works on Facebook. Facebook started alerting publishers in early February, butContinue reading »

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Pubs, Ad Tech Firms Batten Hatches As Chrome Ad Blocking Deadline Nears

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Google will turn on its built-in Chrome ad blocker on Feb. 15, meaning ad tech companies must hustle to get their products in compliance as publishers fear lost revenue. Beginning that day, Chrome will begin auto-blocking ad formats that obstruct access to content. Chrome has more than 62% of the mobile browser market share andContinue reading »

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Snap Posts Its First Strong Quarter Since Going Public Last Year

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Snap finally snapped out of its earnings slump on Tuesday as it beat analyst expectations for both revenue and daily active user growth. Revenue in 2017 reached $825 million, a 104% increase from the year before, while 2017 Q4 revenue grew 72% to roughly $286 million, topping analysts’ quarterly estimates of $253 million. “Our businessContinue reading »

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Alphabet Q4 Revenue Up 24%; Google Pays Out More To Partners

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Alphabet posted revenues of $32.3 billion in the fourth quarter of 2017, up 24% compared to the same period last year. The earnings showed a spike in traffic acquisition costs [TAC] as Google paid more to publishers in its Google Network Members’ properties revenue segment. The segment also includes revenue from Google’s DoubleClick Bid Manager,Continue reading »

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Facebook Time Spent Falls, Daily Users Decline In North America

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Traffic is down at Facebook. It’s a new look for the platform, which has done almost nothing but grow quarter over quarter and year over year. Changes to Facebook’s news feed algorithm deprioritizing viral video in Q4 reduced time spent on the platform by around 50 million hours a day. Daily active users in theContinue reading »

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Twitter: The Not-So-Little Engine That … Might?

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Twitter is a company that always seems on the verge of flight. The potential is there, but the question remains: Will the platform ever be able to fulfill it? Instability in Twitter’s C-suite doesn’t help. On Tuesday, COO Anthony Noto – second in command to Jack Dorsey – became the most recent top Twitter exec to flyContinue reading »

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Adobe And AppNexus Shed Light On All Fees From DSP To SSP

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Adobe and AppNexus plan to give marketers supply-chain transparency from the DSP to the SSP by partnering on a pilot program. Adobe Advertising Cloud will reveal all fees taken by the DSP, including the platform fee and any add-ons, as well as AppNexus’ bill to the publisher, which will help marketers track media dollars throughContinue reading »

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Will Facebook’s Algo Overhaul Slash News Feed Inventory?

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Mark Zuckerberg expects people to spend less time in the news feed once Facebook throttles the organic reach of publisher content. That change will lead to less inventory at higher prices, said James Douglas, SVP and executive director of social media at IPG-owned Society Agency. After Facebook announced plans Thursday to deprioritize public content fromContinue reading »

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SAP’s Chief Digital Marketing Officer: Brand And Demand Go Hand In Hand

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When a company as large as SAP doubles down on digital, the executive org chart must change. For the last six months, the enterprise software company has had two primary CMOs: one who is responsible for brand and media and another who focuses on demand generation, life cycle marketing and bottom-line revenue. But they workContinue reading »

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Investigation: DSPs Charge Hidden Fees – And Many Can’t Afford To Stop

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Demand-side platforms (DSPs) make money by taking a percentage of the media buys that flow through their technology – and from lots of other hidden extras they charge for. Interviews with more than a dozen sources reveal that even as marketers make progress in understanding what they’re paying for, nontransparent fees abound in the DSPContinue reading »

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