Academy Award-winning actor Kevin Spacey made headlines when he agreed to star in the Netflix original series House of Cards—and then made even more headlines when the critically acclaimed show began winning Emmys and Golden Globes.
Okay, Google, watch out. I was underwhelmed by Facebook’s last big advertising announcement – the Facebook Audience Network for mobile app promotion. But last week’s Atlas re-launch during Advertising Week is a different story. While Facebook is exaggerating the necessity of an ad server that doesn’t rely on cookies, it is very much on-trend with digital marketing buzzwords like programmatic buying and cross-platform targeting. Google’s DoubleClick empire is officially under siege from a well-armed horde.
Google and Facebook are Numbers One and Two in the $140 billion digital ad market, though Google has three times Facebook’s market share. Facebook has been rapidly closing the gap in the $30 billion mobile segment. Each makes most of its money selling its own inventory, but Google has a big business in ad networks and exchanges for placing ads on other publishers’ sites. Facebook has still only dipped its toe into ad networks, and its exchange is mis-named – FBX connects Facebook inventory with ad networks via demand-side buying platforms (DSPs), but it isn’t a “network of networks.” Facebook is lining up agencies and data partners to make this work outside its own walled garden.
Ah, but Atlas is a legit ad server, and Facebook is aggressively promoting its ability to help advertisers target audiences as they move across content and apps with multiple devices. Facebook is playing its identity management card against cookies. Google’s targeting is primarily based on cookies, which don’t work on mobile phones and get confused across users, desktops, and devices. Of course, Google has its own log-in authentication services, but Google+ ain’t cutting it, even with Gmail help.
Social Media, Second Screen Biggest Live TV Production Challenge #LiveTV Broadcasting & Cable The biggest challenge in the live TV production environment is the sheer amount of content producers must create and send out quickly, according to a...
Kevin Spacey gets it. Here’s his entire keynote speech from earlier this month at the Content Marketing World conference, where he explains to executives the “three pillars” of content: audience, conflict, and authenticity.
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