THE DIRT ON GE0-BASED TARGETING: First up this morning is a very detailed summary on the state of geo-based digital ad targeting. This article is sort of a grind, but worthwhile to get through. It outlines the vast spider web of third party ad tech/mar tech companies who are accessing consumers’ lat/long data after they naively press that “agree to opt in” button when installing a new app. It’s fair to say consumers have no idea how many companies are getting their hands on this data. Therefore it’s reasonable to assume we could get to the point of an opt out revolt once consumers realize they’re getting digitally groped by strangers. It also underscores the importance of giving consumers something valuable in return for opting in. Pandora has solved this by giving listeners real time updates on ticket availability for bands they prefer via Ticketfly, but very few other publishers can actually complete their end of the opt in deal. Get ready for more updates as this geo-marketing frontier heats up. http://adage.com/article/digital/mobile-location-trouble-opting/306121/
IT’S A STREAMING WORLD AND WE’RE JUST LIVING IN IT: Over the past few months we’ve covered the US Record Label’s return to profitability due to the surge in streaming royalties. Now a research firm called Strategy Analytics takes the growth one step further by forecasting streaming’s impact on global label royalties out to 2022. The prediction is pretty shocking – ad supported royalties growing by 2.5x to $1.9B and paid subscription royalties growing by 3.5x to $9.5B. While the methodology used to come up with these numbers isn’t totally clear, stats like smartphone proliferation and streaming service distribution in 2nd and 3rd world countries were factored in. Even if these numbers are close to accurate, it’s safe to say we’ll be living in music streaming world within the next five years. http://rainnews.com/streaming-pegged-to-dominate-global-mobile-music-market-by-2022/
A DATA MARRIAGE: And finally, yesterday news broke about Salesforce’s acquisition of Krux. This is a pretty smart move for SF who needed a DMP like Krux to self-monetize the data it already possessed in its Salesforce Marketing Cloud (SMC). In fact, up to now SF has been selling its data to DMPs like Oracle and Adobe. Now they’ll be able to leverage the power of that data within their own ecosystem. As you probably know, Krux has a data partnership with Pandora. I wouldn’t expect this M&A to change anything about that arrangement. But we may see enhanced offerings from Krux once the SMC data is incorporated. http://adexchanger.com/data-exchanges/salesforce-buy-krux-closing-ad-tech-gap-rival-marketing-clouds/?mkt_tok=eyJpIjoiTm1ZM016Z3lZakptWkRVdyIsInQiOiJpdm03cmFmemVBZUVlXC9zaUxvSGFLRHNXOWJKWFB4S3pNYTlaOFJZSjNGeVdkV1RGRnd6YjVqVk9JcHB6SjNWaU4xU0IxcE8yWE1GazdnUGRwZFwvZFRWRjMxb0tyVitDck5paFZITXM3c2EwPSJ9
Have a great Tuesday guy!