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Yahoo Aims to More Deftly Blend Ads With Content

Yahoo Aims to More Deftly Blend Ads With Content | Marketing Communications | Scoop.it
Yahoo is starting to push into two of the hottest areas of Internet advertising: stream ads and so-called native ads.
Chris Perkowski's insight:

Marissa Mayer, the chief executive of Yahoo.  Her goal is to start making the ads on Yahoo compelling and integrated with the news and information people seek on her company’s websites and mobile applications. She also hopes to develop new search tools and ads geared to mobile users. Yahoo’s rivals are particularly strong on mobile devices, where Yahoo earns virtually no revenue despite the fact that about half its users access its services that way. Ms. Mayer, who said the digital food and tech magazines had already attracted more than 10 million unique visitors since their introduction in early January, plans to extend the approach to other Yahoo topic channels like news, finance, sports, travel and style. I think creating new revenue streams from scratch is difficult for any company, although Facebook, which turned itself into a mobile advertising juggernaut in little more than a year, proved it can be done.

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Pandora thinks it knows if you are a Republican

Pandora thinks it knows if you are a Republican | Marketing Communications | Scoop.it
Next time you tune in to a Bob Marley music channel on Pandora Media, the Internet radio service will use that information to build a profile of voters likely to lean toward Democrats, opening a new front for political advertisers.
Chris Perkowski's insight:

Pandora's effort to pinpoint voter preferences highlights how digital media companies are finding new ways to tap information that users share freely to target advertising. These go beyond the traditional tracking of web browsing habits. Pandora, locked in a battle for advertising revenue with Internet radio services such as Spotify, sees political advertising as a way to boost revenue. Pandora's inferences start with a user's ZIP Code, supplied at registration. Pandora then reviews election results for that county. Pandora has allowed political advertisers to target users based on their ZIP Code since 2011. Now, it is adding information about users' musical tastes and other attributes in the hope of creating a more valuable profile.

I think this is a smart way to gather, analyse, and sell information. This does not violate the users privacy because they provide Pandora with their zip code. 

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Advertising on Social Media Bumps Up Against Free Speech

Advertising on Social Media Bumps Up Against Free Speech | Marketing Communications | Scoop.it
Social media sites are trying to determine what sort of control they have over user-generated content, particularly when it affects advertising.
Chris Perkowski's insight:

Facebook has been having trouble monitoring what ads are placed and which pages. After failing to get the social network to remove pages glorifying violence against women, feminist activists waged a digital media campaign that highlighted marketers whose ads were found alongside those pages. Nissan and several smaller advertisers temporarily removed their ads from the site. As public pressure mounted, Facebook acknowledged that its systems to identify and remove such content had not worked effectively and promised to improve those processes. The company began removing the pages in question. 

I think Facebook should be more careful on which ads are being displayed on certain pages. They should create and algorithm similar to their Edge Rank for news feeds. They focused mainly on selling ad space rather than monitoring what the ads were.  

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