Business Insider Twitter Just Made Mobile Ad Targeting More Granular Business Insider It's important to remember that now 75% of people access Twitter from a mobile device.
Michael Weathers's insight:
Additional targeting capabilities are moving in the right direction. WiFi or not, device, and operating system will allow for delivering when people are outside the home possibly closer to a purchase decision point.
Google today announced a partnership with Facebook based on the way both companies generate the larger majority of their respective revenue: ads. Google will participate in FBX, Facebook’s real-time bidding exchange, in order to help its own marketing clients.
Google wouldn’t give a specific timeframe for when the partnership will start to bear fruit. The company did say, however, that its clients will be able to buy inventory on FBX via DoubleClick Bid Manager “in a few months.”
Facebook Exchange, which launched in June 2012, lets advertisers bid on ads that visitors are targeted with after visiting third-party websites by using cookie tracking. These visitors are then shown ads related to their web browsing when they return to Facebook.
DoubleClick Bid Manager, meanwhile, originates from Invite Media, a display advertising and exchange bidding company that was acquired by DoubleClick in June 2010. Google bought DoubleClick in March 2008.
As marketers move from dipping their toes in mobile to making it a more prominent part of the marketing mix, a new Jack in the Box campaign provides valuable insight into how to take the location-based ad to the next level.
Michael Weathers's insight:
JXB's adding the ability to interact with the mobile ad without going to another app save a step but unclear if ad is more effective because of it.
Inclusion of photos of people you know in ads or recommendations most likely more easily grab your attention. Not everyone in my network have the same influence on me in my purchase decisions. To be most effective the social network providers would need to more accurately understand my purchase influential network.
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