| | Media Buyer & Planner Today | | | | | | | | | #1 Assembly Offers Clients Transparency | | The media buying agency, part of holding company MDC Partners, is teaming up with ad tech consultancy AdFin to make it easier for its digital ad buying clients to see how much their ad inventory actually costs and verify that the agency didn't markup pricing to make extra profit, The Wall Street Journal reports. The action comes in the wake of the 2016 Association of National Advertisers' report that detailed instances where agencies were not being totally transparent with their clients and were charging hidden fees or collecting cash rebates from media outlets and not sharing them with the clients. Assembly wants to dispel those thoughts about its agency. "Clients are lacking trust in their agencies," says Assembly CEO Martin Cass. "I don't want them to not trust me." | | WHY THIS MATTERS: Assembly is putting its money behind its transparency claims. It is paying somewhere in the low six figures for AdFin's Ad:Box, which collects and stores data that's logged during each digital media transaction and prepares the data so it is consistent and ready to analyze. AdFin's data comes from the demand-side platforms, which is traditionally not made available to advertisers. And that data will be shared with Assembly clients. Let's see if other media agencies follow suit. | | A Take: WSJ | | | | #2 TAG Tells Publishers to Adopt Ads.Txt | | The ad industry unit aimed at eliminating ad fraud on the web, the Trustworthy Accountability Group, is now requiring digital publishers to implement its ads.txt initiative. Ads.txt was created to help eliminate domain spoofing which occurs when advertisers on sites are fooled into buying phony inventory. According to MediaPost, publishers will have until July 1 to adopt the tool. Those who do receive a "certified against fraud" seal. As of this week, 95,255 sites have implemented ads.txt, according to Pixalate. The Interactive Advertising Bureau places the number at more than 100,000 domain sites. In September, Google announced that it will not do business with any publishers who don't adopt the ads.txt initiative. | | WHY THIS MATTERS: With publishers and marketers losing some $6 billion a year to ad fraud, and that amount climbing every day, the industry has to take as much action as possible to combat it. Those sites who not implement ads.txt will eventually lose TAG certification and that could severely impact the number of marketers who run ads on those sites. | | Two Takes: MediaPost | Ad Age | | | | #3 News Feed Changes Could Imperil Facebook Watch | | The algorithm changes to the Facebook news feed which will remove most media content in favor of posts by users, is expected to decrease the amount of Facebook Watch programming that appears in the news feed. According to a Digiday report, right now the vast majority of Watch viewing happens inside the news feed. That's because when users follow a particular Watch show, new episodes are then seeded inside the news feed like content from any other Facebook page that a user might follow. Says one publisher, "No one's going to the Watch tab. If our videos are not going to show up in the news feed, how are we going to get people to go over to Watch?" Facebook has been trying to implement tools designed to get users to access Watch through Watch rather than through their news feeds. But is hasn't been that effective. | | WHY THIS MATTERS: Right now Facebook is paying creators to produce shows for Watch so there is at least some less concern on their part about the lack of advertising possibilities and a potential shortage of viewers. But if Watch in the long term is expected to be successful, Facebook will have to find a way to drive its users to access it. And to also allow Watch creators to sell their own advertising in their shows, which they aren't allowed to do now. | | A Take: Digiday | |
| | |
| | 22 | | Percentage of U.S. smartphone app users who say they would stop using an app if they receive between two and five push notifications over a week-long period, according to a poll by Qaultrics on behalf of Localytics. And nearly one-third of those polled say they would halt and app's usage if they received between six and 10 notifications over a week. So app developers are clearing treading a fine line of taking advantage of the ability to cut through the noise to communicate directly to consumers, but not at the level that it becomes annoying. | – Reported by eMarketer
| |
| | | |
| | Fox Rides Hot '9-1-1' to Win | by Michael Malone
Fox won a close ratings race Wednesday, as a potent 9-1-1 led the network to a leading 1.4 in viewers 18-49, according to Nielsen's overnights, and a 5 share. That topped the 1.3/5 that ABC and NBC put up.
On Fox, The X-Files grew 10% to 1.1 and cop/fire drama 9-1-1 climbed 20% to 1.8. Fox recently renewed 9-1-1 for a second season.
On ABC, The Goldbergs went up 13% to 1.7 and Speechless increased 18% to 1.3. Modern Family grew 13% to 1.8 and American Housewife ticked up 8% to 1.3, before Match Game closed out prime at a flat 0.8.
NBC had The Blacklist at 1.1, then Law & Order: SVU at 1.4 and Chicago P.D. at 1.4. All three shows were up a tenth of a point.
CBS did a 1.2/4, with The Amazing Race up 7% to 1.5, SEAL Team up 22% to 1.1 and Criminal Minds at a flat 1.0.
The CW rated a 0.4/1, with Riverdale at 0.5 and Dynasty at 0.2, same as their last new airings last month. Both Univision and Telemundo did a 0.5. | |
| | | |
| • LYNN BARRIE has joined Freeform as senior VP of original programming and development. She was previously VP of comedy development at ABC. Prior to that she was senior VP, current programming at ABC.
• Screenvision Media's first annual Hegarty ACE (Advertising in Cinema Excellence) Awards has announced its panel of judges. The winner will be announced at the 2018 Cannes Lions Festival and receive $1 million in media consideration in Screenvision's Front+Center cinema program. JOHN HEGARTY, creative chair in residence at Screenvision and Bartle Bogle Hegarty co-founder, will head the panel. Other judges will include COLLEEN DeCOUREY, chief operating officer at Wieden+Kennedy; CORINNA FALUSI, CCO at Mother; DAVID DROGA, creative chairman and founder of Droga5; DAVID LUBARS, BBDO chairman and CCO; and SCOTT DONATON, chief content officer at Digitas.
| |
| | | |
| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
Learn More
20th Annual Multichannel News Wonder Women Luncheon
March 22, 2018 | New York, NY
Learn More
Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
Learn More
Multicultural Television Summit
April 3, 2018 | New York, NY
Learn More
Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
Learn More
Digital Media Tech Leadership Summit
June 4-6, 2018 | Tampa, FL
Learn More
The Programmatic Summit
June 7, 2018 | New York, NY
Learn More
| | more events » | |
| | | | |
