Twitter has introduced a new lower standard for the viewability of digital ads on its platform following requests from advertisers. The move comes despite widespread industry calls for 100% viewability and raises questions over it is really as effective as some marketers think.
Twitter will be charging for ads that are less than 100% in-view. It is keeping its 100% viewability metric, but in addition adding an option that allows brands to buy advertising based on the MRC standard.
Campaign Live: Amazon explores ads with personalised video spots
Amazon is looking to boost its role as an advertising platform after announcing experiments with personalised video ads.
The retail giant is conducting “small scale” tests of the unit, according to the BBC, using browsing data to show video ads of products a shopper might be interested in at that moment.
Press Gazette: End of an era as Sunday Post set to move last newspaper journalists from Fleet Street
Press Gazette understands the last newspaper journalists based on Fleet Street are set to move out next month.
Scotland’s DC Thomson is the last newspaper publisher to retain on office on the famous London street, which was once home to most of the UK’s national newspaper titles.
Campaign Live: Facebook raids agencies again to hire Dare’s Thomas
Facebook has hired Dare chief executive Leigh Thomas as EMEA director of global client partnerships, in its latest assault on agencies’ senior ranks.
At Facebook, Thomas will be tasked with leading an EMEA team to enable clients and their agencies to engage effectively with the platform. She will report to Will Platt-Higgins, vice-president of global client partnerships.
Mumbrella Asia: Grey acquires China social agency Easycom
Ad agency Grey has bolstered the social marketing capabilities of its Greater China offering with the acquisition of Easycom Group.
Grey has bought a majority stake in the six year-old Shanghai-based agency, whose clients include L’Oréal, LVMH, Philips, Diageo, Boehringer-Ingelheim, Kiehl’s, Coty and China Merchants Bank.
Sky Sports News fell for a spoof graphic of made-up facts they found on Twitter about Lincoln Red Imps, the Gibraltarian side who beat Celtic in the Champions League qualifying round yesterday.