AdWeek madness has ensued so I’ve had to put some extra elbow grease to sort through the noise.
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.
- 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.
- “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.