This week in last week’s best links: Programmatic gains traction, the ad ecosystem grows, Gracenote’s new tech, Facebook’s data offerings strengthen, Twitter continues tv tie-ins, the NYTimes describes Twitter, Wearable technology’s options are limitless, looking past the Oreo tweet, Discovery + ThingLink = more images, warnings for native from a news vet and a call for transparency.
Adapt or Die: Holdout Publishers Embrace Programmatic | Digiday Despite publishers’s hesitancy to enter the programmatic world, all signs point to this form of media as being the road to success. USA Today, AOL, ESPN, New York Times, Hulu and more are now entering the programmatic ad world to stay afloat in the market.
The New Digital Ad Ecosystem | AdExchanger A new dynamic is emerging in the buying and selling of media between publisher and advertiser due to the rise of programmatic direct. Automated buying is especially blurring lines between ad networks, demand-side, data management platforms and other “aggregators”.
How Gracenote is taking control of your TV | Techradar Gracenote is developing new technologies for interactive television with program guides and personalized ads with the new “On Now” interface on LG TVs. Gracenote plans to integrate audio fingerprinting into its technology to enable its ability to customize and build a profile of a household’s interests and television behavior.
Facebook Woos TV Networks With Data | Wall Street Journal Facebook is offering its data to the top TV networks, Fox, NBC, CBS & ABC in an effort to stand out from its competitors like Twitter. Data will highlight popularity and interaction surrounding the network and its TV shows. Facebook is believed to have a “real-world” representation of viewer demographics compared to competitors.
The Limits of Twitter’s TV Pitch | Digiday As Twitter takes its next leap to working with TV networks, its perceived limitation surrounding its narrow reach into the mainstream demographic is causing hesitation. A small percentage of actual TV viewers post to Twitter to share their thoughts on a particular show. The questions as to how Twitter will create engagement and not just impressions remains as well.
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The complete history of Twitter as told through tortured descriptions of it in the New York Times | Quartz A humorous collection of the best attempts at describing Twitter from the New York Times.
Where is wearable tech headed? | GigaOm Wearable technology has come a long way from the calculator watch. Using Bluetooth, Wi-Fi and other networking, the possibilities are near endless.
Oreo Envy: The Real-Time Marketing Myth | Digiday Chasing the elusive “Oreo tweet” can be a losing proposition for brands. The better strategy is slow and low, with deep connections on all platforms through content. Says Scott Monty, Ford’s global head of social media, “Spontaneous wit takes practice; it doesn’t take planning.”
Discovery Taps ThingLink to Bring More Interactivity to Its Websites | AdWeek Discovery and ThingLink have partnered up for a more immersive image-based content.
‘Wall Street Journal’ editor Gerard Baker decries native advertising as a ‘Faustian pact’ | Capital New York Along with Andrew Sullivan, Wall Street Journal editor Gerard Baker worries about the future of advertising content on news sites. He cautions using care — “The availability has never been greater,” but “there’s a danger for business journalism in particular,” says Baker.
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It’s Time For Ad Tech To Get A Fair Packaging And Labeling Act | AdExchanger Taking a tip from labeling laws passed in the fifties, Adrian Thompset, VP of Biz Dev from DataXu suggests more transparency into the supply side of ad exchanges.