Morning Update: should all ads view for 10sec; Facebook Video clocks up $6b ad sales; Tumblr to cut bloggers in on profits

mobile phoneCampaign Live: Should ten-second viewability for ads become new standard?

Ask most digital marketers about their biggest worry and viewability – or the lack thereof – will be near the top of the list.

A Metrics study last week showed a big drop in online ad viewability in the UK, with a surge in automated and programmatic ad-buying cited as the cause. There are other issues such as online fraud, ad-blocking and clutter to contend with.

Facebook like hand front of company signAd Age: Facebook Rides Video to More Than $6 Billion in Ad Sales

In what could be the understatement of the summer, Facebook CEO Mark Zuckerberg kicked off a statement of the company’s earnings on Wednesday by saying, “Our community and our business had another good quarter.”

The social network had its best quarter ever, in fact, with $6.2 billion in ad revenue, an increase of 63% from the quarter a year earlier and an accelerated rate of growth.

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Ad Week: Tumblr Is Debuting Ads That Will Pay Its Bloggers a Cut of the Sales

Tumblr has had advertising for some time, including its Gemini native ads, sponsored posts and videos, but it’s failed to grow sales as quickly as parent company Yahoo has wanted. Well, today, against the backdrop of Verizon purchasing Yahoo, it is announcing paid promotions where its millions upon millions of bloggers get a cut.

The ads will start appearing Thursday across its network of blogs, giving brands the potential reach of its 550 million monthly users. Tumblr bloggers have to opt out of the program if they wish not to participate. The company didn’t offer specifics on the revenue split between itself and its users.

Ad Age: Safety Advocates Call on FTC to Investigate Mercedes Ad

Consumer and auto safety advocates have called on the Federal Trade Commission to investigate Mercedes-Benz over a TV commercial for the 2017 E-class, saying the ad could mislead consumers by overstating the capability of automated driving systems available on the sedan.

The E-class offers an optional driver-assist feature that Mercedes calls “Drive Pilot,” which includes advanced adaptive cruise control and automated steering that allows the sedan to follow traffic and keep its lane at speeds of up to 130 mph.


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