FACEBOOK’S GETTING IT’S TRANSPARENCY ON: Facebook’s self-measurement woes have been well documented while they were taken to the woodshed by clients and the buying community during Q4. It looks like FB has taken that lesson to heart and moved aggressively to correct their mistakes. As noted in the following Tech Crunch article, FB announced that it’s now integrated in Nielsen’s Digital Ad Ratings platform for measurement, and ComScore for viewability verification. This is exactly the kind of third party measurement and verification which has been missing from FB’s “walled garden” approach up to now, so it’s a 180 degree pivot. It’s also worth noting another new feature – FB’s Marketing Mix Modeling (MMM) portal which will allow clients to aggregate FB’s audience data and directly compare it to competing Digital, TV, and Print outlets. Feels like FB is doubling down on transparency in order to make amends for past transgressions. (link)
SOUNDEXCHANGE’S SURPLUS: Yesterday SoundExchange announced their total 2016 royalty payouts to artists and labels at $884M, which is +15% over 2015’s payout. This is the distribution of money taken in from Pandora and any other streamers who use the US’s compulsory royalty system set in place by the CRB. While 15% YoY growth is impressive, the more interesting stat is in the second paragraph of the attached RAIN article. The number of total payees (people or entities receiving money from SoundExchange) grew by 36% in 2016 to 33,159. This means more artists than ever are jumping in to the streaming royalties pool, as it becomes the most lucrative way to monetize music content . . . even over music downloads, concert ticket sales, etc.. Heady times for SoundExchange and the streaming industry to be sure! (link)
PINTREST SAYS “ME TOO” TO SEARCH RETARGETTING: Last week Google made headlines by allowing marketers to retarget on YouTube using individuals’ search queries from Google Search. Well if imitation is the best form of flattery than Google must be on to something, because Pintrest just announced a copycat move. Beginning immediately Pintrest will start offering retargeting based on searches within its platform. The notable difference between this offering and Google’s is that Pintrest’s is all within one site, and not cross-platform. This could be helpful for Pintrest since they won’t lose scale due to users needing to search on one site, and then consume content on another, in order to create retargetable inventory. I’m guessing you’ll see this trend continue from any publisher who has any sort of search functionality on their site. (link)
Have a great Wednesday guys!
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