Flipboard Flips Switch On Interest Graph To Target Ads By Topic
Until early this week, advertising on Flipboard offered very limited granularity with which marketers could target users of the social magazine application. Now the company has, through its acquisition of Zite, opened up its data to enable marketers to better target their ads based on any of the 34,000 interests and topics on the system, VentureBeat reports. The result: a combination of contextual and behavioral targeting that’s not dependent upon information gleaned from cookie data or tracking tags. For example, ads for cars would appear not only in an automobile topic section of Flipboard but also potentially in areas whose topics include anything related to driving.
Adadyn Debuts Latest Self-Service Programmatic Buying Platform
The programmatic media buying world gained another player this week with the debut of Adadyn, a self-service platform that its creators say is tailored to marketers of any size/budget—call it the Long Tail of automated buying. Adadyn COO Raj Beri tells AdExchanger that marketers that might have a $100-per-day budget or spend $10,000 or $15,000 a year are considered a good fit for the platform. He expects strong adoption in the travel and ecommerce verticals, where marketers are sophisticated enough to venture into programmatic and looking for alternatives to search. Adadyn counts among its competitive features better access to premium inventory, automatic optimizations as opposed to manual optimizations and a simple platform for businesses to get started quickly.
Nielsen Nearing Finish Line On Total Audience Measurement
Some two years in the making, Nielsen is a couple of months away from sharing early findings of its Total Audience Measurement service, which tracks viewing across TV, DVR, VOD, connected TV devices (Roku, Apple TV and Xbox), mobile, PC and tablets. ADWEEK reports that users will be able to break down programs by categories like unique audience, reach, gross average minute audience (both in viewers and gross ratings points), minutes viewed and frequency (the average number of exposures to a show or network). Users can search across a variety of demos, date ranges and platforms. The new tool will include AOL and YouTube alongside the networks.
Automatic Place Pins Provide Location Information For Pinners
Google Maps has some new, albeit minor competition with the addition of Place Pins, which are automatically created by adding a map to a board on the visual discovery and planning site. The new Place Pins—which include a map preview, address, phone number and opening hours—started rolling out on Pinterest’s iOS apps earlier this month and will reach Android and the company’s website at an undisclosed time, according to TechCrunch. Automatically adding location information and making it easy to make phone calls or get directions is a good way to keep people on Pinterest who would otherwise switch to a service like Google Maps in order to find and save venue information. For curious types, Pinterest offers a list of the top 20 places people have saved.
C-Suite Moves
Brett Kline to House Advantage as Chief Marketing Officer, from Sands China, where he was SVP of Relationship Marketing.
John Haake to Flashtalking as Chief Marketing Officer, from [x+1], where he was VP, Marketing.
Janet Matsuda to Nimble Storage as Chief Marketing Officer, from various marketing roles at Blue Coat Systems, Egnyte, AMD and Mercury Interactive.
Penny Wilson to Hootsuite as Chief Marketing Officer, from Juniper Networks, where she had been Chief Marketing Officer.
Sowmya Murthy to Chief Marketing Officer at Seven Lakes Technologies, from Unisys’ Technology Consulting and Systems Integration Business Unit and Internal Strategy Group, where she was the head of marketing.
Tamir Hardof to WhiteHat Security as Chief Marketing Officer, from Fortinet, where he was VP, Product Marketing.
