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AdWeek madness has ensued so I’ve had to put some extra elbow grease to sort through the noise.
Before we go too far, this week we announced Nudge 3.0, the next wave of our platform with predictive intelligence of content performance & audience interaction, more here and here.
Notable Stories this Week
- The Financial Times discovers up to $1.3m/month in fraudulent inventory being sold on ‘exchanges you would know’. There was even video inventory and FT doesn’t sell video ads! This is a big story.
- Digital publishers are using traditional demographics less and less in native advertising, with a focus on interests and context.
- Can tech startups do journalism? A good read.
- Brands are finding live video as a great complement to branded content. I think live series make sense here, as the challenge with live is always getting scale on tap.
- AdYouLike and TheTradeDesk announce native video integration.
- Nativo opens up programmatic (or Nativo Premium) via BidSwitch & Rubicon Project pipes enabling buying through DBM.
- Twitter doubles their character limit to 280 characters.
Deals/M&A
- Playbuzz raises $35m to grow its content creation platform. Great work!
- ShutterStock launches their on demand branded content product.
Campaign of the Week
- Reinventing the jet engine with United Technologies and The Guardian. Showing how their new engine design reduces airport ground noise 75%. Strong, simple gets the word across and part of an ongoing series. A recommended approach to maximize value from a partnership.
Smartest commentary
- “Content is the hook but distribution delivers the look” -Edwin Wong, BuzzFeed. Tweet from @SteveRubel.
- “Why would you want to produce great content as a brand and not want to put your name to it?” –Christie Dennehy-Neil, IAB UK
That’s it, have a great weekend.
Ta,
Ben
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