By Keith Trivitt | Director, Marketing and Communications
One week after its acquisition of Adquant’s social advertising agency (formerly known as Adotomi), Matomy Media Group‘s new director of social advertising, David Serfaty, wrote an opinion piece for AdExchanger in which he refutes the contention made in a recent Forrester Research report that “Facebook is failing marketers” by shifting from engagement and affinity ads to performance-based advertising solutions.
Here is an excerpt of Serfaty’s perspective. You can read the full article at AdExchanger: (more…)
By Peter Klein | SVP, Media Services
Editor’s note: The following post was originally published in AdExchanger.
It’s easy to take a prominent stance against proposed “Do Not Track” legislation. Like many online marketers I don’t yearn for regulation of the industry, believing it will stunt growth and hamper innovation. However, I also believe that anti-tracking legislation will not destroy online advertising.
Despite continuing pressure by public advocacy groups and members of Congress I don’t expect the United States to adopt anti-tracking legislation or regulations for several years — if ever.
The history of success of competition and regulations against certain forms of marketing and communications is mixed. The U.S. Postal Service has been around for almost 240 years and yet it is adapting (albeit slowly) to Web-based competition. And best of luck to those who try to “unsubscribe” from receiving targeted catalogs and direct mail, despite Federal unsubscribe regulations.
The passage of regulation meant to curb online behavioral marketing will require market adjustments. We’re already seeing that on a small scale after Microsoftintroduced default DNT settings in the newest version of its Internet Explorer browser. Despite claims by some that anti-tracking legislation will mean the end of online advertising I wouldn’t start shuttering ad agency doors just yet.
After the dust around this debate settles, I predict government regulators will come to several sensible conclusions: (more…)
By Ed Kats | President
Editor’s note: The following is an excerpt of an op-ed that was originally published at AdExchanger.com.
Some marketers love to bash Facebook ads. We saw it in the immediate aftermath of General Motors pulling its $10 million cache of ad buys just days before Facebook’s IPO. We continue to see it as the company’s stock price stumbles.
The truth is, Facebook is finally developing new, exciting ways to deliver real value to online advertisers. It’s time for marketers to recognize that value and get serious about Facebook ads.
In recent weeks, the company has announced a number of prominent changes to its ad platform, including a real-time bidding exchange, mobile-only ads, and a rumored ”want” button that would “only work with content identified as relating to a purchasable product.”
Facebook also has increased its outreach to the advertising industry. Through various public and private campaigns, it is working to educate marketers about its multitude of ad options and addressing their concerns about the need for more precise data and analytics. At the Cannes Lions festival last month, Carolyn Everson, Facebook’s vice president of global marketing solutions, made the rounds touting the social network’s various ad options.
The key to the success of all of Facebook’s new ad options is segmentation. Segmentation gives marketers the ability to analyze and make real-time media buying decisions based on data available through Facebook’s interface. For agencies, segmentation marks another opportunity to optimize, target deeper and increase conversion rates. The segmentation and retargeting opportunities now exist that will enable Facebook ads to be profitable for brands.
Read the full post at AdExchanger.com.