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- Could "Do Not Track" save the online ad business?
Microsoft's controversial decision to turn on "Do Not Track" flagging on its new Internet Explorer browser by default is actually good news for online advertisers, writes Microsoft advertising executive Rik van der Kooi. The move will help brands to build trust by compelling them to explain how ads help support much of the Web, Van der Kooi explains. "By building trust and demonstrating real value -- serving ads when they are accretive to the consumer experience and not serving them when they aren't -- consumers will be willing to share more information with marketers and online services," he asserts. Adweek
(9/10)       
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- DoubleVerify, Kantar Media Compete team on targeting verification
DoubleVerify is teaming with Kantar Media Compete in an effort to ensure advertisers that their targeting efforts are actually hitting the mark. DoubleVerify will offer ad viewability data, and Kantar Media Compete will supply the audience data for the product, called Ad VRF. "The big difference is that the entire basis for our measurement is based down to the user," says DoubleVerify's senior vice president of sales and marketing, Mark Pearlstein. Adweek
(9/10)
 | Webinar: Audience + Contextual Targeting in Display
September 18, 2012 - 10:00 AM PT / 1:00 PM ET
Google commissioned Forrester Consulting to evaluate the perceptions and buying practices of interactive marketers with respect to display-based contextual and audience targeting. Join us for a joint webinar that willwalk through the different types of display targeting, industry perceptions and a brief overview of GDN targeting solutions. Register Now. |
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- How to reach pregnant women on Facebook
Marketers think Facebook helps parenting brands target pregnant women based on their status updates, something the social network said it rarely, if ever, does. Facebook officials said mining status updates for targeting data is feasible, but it's usually possible to target demographics such as moms-to-be based on "likes" and social relationships, without needing to tap specific updates. Advertising Age (tiered subscription model)
(9/10)
- Are Twitter's API changes good for marketers?
Twitter's new API system, which discourages developers from building tools that duplicate official Twitter features, is probably good news for marketers, says David Berkowitz, vice president of emerging media at 360i. The revamp could streamline Twitter's application ecosystem and make it easier to find effective tools for outreach. "Marketers don't need as many options. They want something that works," Berkowitz says. ClickZ
(9/10)
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- Oreo wants to twist off a conversation a day for centennial
Oreo is promoting a different cookie each day for 100 days as part of its centennial promotion. The "Daily Twist" campaign, from an agency team of Draftfcb New York, 360i, Weber Shandwick and MediaVest, is intended to spark social media conversation by inventing a cookie to match whatever is trending, rather than sticking to a prescribed schedule. "Whether it's entertainment, utility, inspiration or humor, we're always testing the value of the relevance to drive the most interactions and valuable conversations with Oreo fans," says 360i President Sarah Hofstetter. Advertising Age (tiered subscription model)
(9/10)
- NFL teams mobilize apps to engage fans in off-field action
Applications used by National Football League teams show how brands can use mobile devices to build engagement, this article notes. One New England Patriots app offers team news, game scores and video highlights, and a second app -- available for free to premium-seating customers -- allows multiple camera-angle views of replays and feeds from the NFL's "RedZone" show, among other perks. Forbes
(9/10)
- Glamour QR codes engage users with brands through social media
Glamour magazine is working with SpyderLynk to provide SnapTags QR codes that engage readers with advertisers through social media such as Pinterest, Facebook and Twitter. Glamour has used the SnapTags strategy before with Facebook. This effort expands on that with additional networks that brands such as Colgate, CoverGirl and Zales are taking advantage of. MobileCommerceDaily.com
(9/11)
 | The Big Bang: When Technology and Creativity Collide
It's time to leave behind tired debates pitting art against science and focus on what the fusion of the two creates. Technology builds paths to reach hearts, but creativity is what drives the emotions that touch them. Be part of high-stakes debates and learn from exclusive insights at the IAB MIXX Conference & Expo, Oct 1 & 2, during Advertising Week in NYC.
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- Business Gets Done at MIXX -- Oct. 1 & 2
Spend two days doing business with brand marketers and ad agency executives. It will matter long after MIXX. The most important players in the digital ecosystem gather at the IAB MIXX Conference & Expo during Advertising Week each year for more than what happens on stage. They come for once-a-year access to everyone they need to know, under one roof, at one time. From breakfast to cocktails, surround yourself with powerful industry leaders, with brands and agencies already leading the digital charge, and ones looking for partners to help them get there. Registered attendees are 60% brand marketers and ad agency executives and 58% at VP level or above. Check out who's already registered to attend and register now. MIXX always sells out early.
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