Can You Predict Which Way The Wind Might Blow? Tuesday Signal Tries.

Facebook is learning how to manage its own weather; bring on the predictions.

I know, you missed your Signal, no? Well, we’re back. In today’s Signal: Facebook’s ‘weather’ machine; FMP (that’d be us) tacks from banners; Digiday Confessions is back; experimenting with the Interplanetary Internet; yes, Virginia, native ads can scale; the ad technology space is changing … again; and more.

To the links …

Facebook Is Now Making Its Own Weather (Battelle Media) John Battelle discusses the ebb and flow of anger over Facebook’s Sponsored Stories and the roles algorithms play in the company’s moves. “Facebook is learning how to tread the delicate line between its own best interests, and those of its users – and the Internet That Is Not Facebook. Over time, the company will have to decide what kind of a relationship it wants to have with the ‘rest of the web.’ It will probably have to start engaging more openly with its own ecosystem, providing guidance on best practices and how to avoid being penalized. This is a practice that took Google years to hone, and many still think the company has a lot of work to do.”

Federated Media kills off banner ads, shifting focus to demand-based and topic-driven advertising (TNW) Well, “kill” is not really quite the word, but yes, we tacked. We saw which way the wind was blowing.

Confessions of a Big-Agency Top Digital Exec (Digiday) Digiday Confessions has returned with a bang. This latest confession by an anonymous digital executive at a big agency reveals the frustration felt in trying to change a huge agency infrastructure and why the task is impossible. One reason: lack of trust. “Clients have been burnt too many times by the big agencies that every year or so will hire a new bunch of digital people to try and go win some more digital business. The big agencies do this because their normal revenue is shrinking. So they are on the defensive,” the exec says. “But there is nothing worse than an agency being on the defense. If you are not 100 percent confident that you can deliver a piece of innovation as good as a pure-play digital shop, then it will show, straight away. Clients can smell that from a mile off.”

NASA Builds Interplanetary Internet, Controls LEGO Robot From Space (Mashable) The backbone of a future interplanetary Internet has recently been tested by NASA and the European Space Agency. Using a new kind of communications protocol called DTN (Disruption Tolerant Networking), the International Space Station commander remote-controlled a LEGO robot back on Earth. The experiment was designed to simulate a situation where astronauts might be in orbit around the Moon, or Mars, controlling a robot Rover (like Curiosity) on the surface.

Native Ads Can Scale (Digiday) If you think that native ads won’t scale since they’re not standardized, think again. Standards are necessary, but they needn’t be limiting. Want proof? Take a look at IAB’s standards creation for native ads in its adoption of the Rising Star units.

How Ad Platforms Work (and Why Should You Care) (iMediaConnection) Eric Picard, CEO of Rare Crowds, a company that provides a new type of premium inventory that is available at large scales and hyper-targeted, discusses the new open ad platforms. “The ad technology space is now API driven, just like the rest of the web technology space,” he contends. “The significance of this change hasn’t hit a lot of people yet, but it will. The way this change will affect almost all the companies in ad technology will have an impact on everything: buying, selling, optimization, analytics, and investing.”

YouTube Preps Big New Round of Content Investments (Ad Age) A year after its first round of channel funding, YouTube has a better feel for what worked, namely programming that appeals to a young demographic in genres like humor, music, cars and sports. So, it’s now doubling down and will provide a second round of funding to 30% to 40% of its original partners. A condition of the deals is that the producers pay back YouTube’s investment before they can sell their own ads. Those channels that don’t get a second round will have to make the call whether to continue and recoup YouTube’s first investment, or quietly go away.

Over 47% of National Brands Look to Increase Investment in Local Marketing for 2013 (ClickZ) According to a survey by marketing firm Balihoo, ninety-one percent of national brands expect to invest more or the same amount in local marketing heading into 2013, and much of that investment will go into mobile local marketing. Balihoo’s study also found that 87 percent of national brands are not properly represented on local affiliate websites.


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