Signal, December 17: Premium, Programmatic, Profit?

Illustration: Dale Edwin Murray

Illustration: Dale Edwin Murray

This week in last week’s best links: The Guardian goes programmatic, 72andsunny shines, David Simon lays it out, the big guys fight back with the Reform Government Surveillance coalition, Google+ takes recommendations to ads, cookie hacks, retailer’s data, identity and the internet, nerds fuel Rocketfuel, mobile raises CPMs, Discuss tries Native, Hearst sues Aereo, ads ain’t that bad, Digiday learned from ad tech and Twitter MoPub evolves.

The Guardian’s Programmatic Play: Performance First, ‘Premium’ Second | AdExchanger Using MediaMath’s DSP, The Guardian will be gathering data about user behavior on the inventory of other sites. Most of this programmatic activity is through private marketplaces instead of on the open exchange.

72andSunny Is Adweek’s 2013 U.S. Agency of the Year | AdWeek Taking over the Smirnoff account, while working with Target, Samsung, ESPN, Google and Starbucks — 72andSunny wins Adweek’s biggest accolade.

David Simon: ‘There are now two Americas. My country is a horror show’ | The Guardian From a speech given in Australia, the creator of The Wire lays out a frank examination of how far our stratified economy has to go. Laying blame at the metric of “capital is the metric, that profit is the metric by which we’re going to measure the health of our society is one of the fundamental mistakes of the last 30 years.”

Facebook, Google, Twitter, and more create the Reform Government Surveillance coalition | Venture Beat The big guys, Google, Microsoft, Facebook, Twitter, AOL, LinkedIn, and Yahoo, have created the Reform Government Surveillance coalition — aiming to change tactics in spying throughout the entire world. From the letter, “We urge the U.S. to take the lead and make reforms that ensure that government surveillance efforts are clearly restricted by law.”

Google Launches Google+ Social Ads on Other Sites | All Things D Google is running posts from Google+ on sites that use their ad network. Calling them “+Post” ads, they’re currently testing. The question posed, “Since the ads aren’t going to run on Google+, why go through the effort of making them seem like “real” Google+ posts?”

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Carry-on travel tips help everyone this holiday season. Learn more from Brett McKay from Art of Manliness shares his tips on MyLifeScoop.

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NSA uses Google cookies to pinpoint targets for hacking | Washington Post Internal presentation slides show the NSA is “secretly piggybacking” on cookies and location data that allow advertisers to track consumers.

Study: Retailers Struggle With Data ‘Readiness’ | AdExchanger “Eighty-three percent of retailers profiled in EKN Research’s “Big Data in Retail” study said they are either “at par” or “lagging behind” similar vertical competitors in their strategic use of analytics.” Sixty-eight percent of retailers said “data organization” as their biggest challenge.

The Future of Advertising Hinges on Understanding Identity | AdWeek We need better systems to understand privacy and identity by service and object. “The way we measure identity now severely lacks in accuracy and robustness. The future of identity lies in digitizing the physical world, and the context in which we collect data about identity needs to become transparent.”

2014 Forecasts: Global Ad Dollars Surge, Driven By Mobile, Social | AdExchanger More money will be allocated to mobile and social buys and programmatic growth. Thanks to more specific metrics, CPMs will likely rise nearly 5% by 2017.

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Shape a surfboard, take off for Mexico. FM site, The Inertia, made a video for Subaru that gets us in the mood for a coastal adventure.

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Rocket Fuel CEO: ‘Nerds Are In Charge’ Of Brand Media Teams | AdExchanger In an interview with Rocketfuel CFO Peter Bardwick and CEO George John, AdExchanger talks about their growth and plans for video.

Native Ads Are Coming to Internet Comments | Digiday Disqus follows Outbrain and Taboola with a promoted-post ad product.

Hearst Pushes for Ban of ‘Most Dangerous’ Aereo | MediaPost Hearst is suing Aereo, like other TV broadcasters across the country, saying Hearst will suffer “irreparable harm” if Aereo is allowed to continue operating.

5 Things We Learned About Ad Tech in 2013 | Digiday Ad tech taught Digiday that ads won’t save online publishing, Wall Street doesn’t get it, it has a significant fraud problem, mobile-centric ad businesses are hard, and ad tech can generate big margins. Hmmm.

Twitter MoPub Opens Up Native Advertising | WSJ Twitter’s MoPub – a Twitter-owned mobile-advertising exchange — released a product to allow the mobile-app publishers on its exchange to use native advertising.