Street Fight Daily: Facebook May Have Knowingly Inflated Video Metrics, Programmatic Prices Rise

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TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA

Facebook May Have Knowingly Inflated Its Video Metrics for Over a Year (Verge)
Facebook knew about inaccuracies in the video viewership metrics that it provided to advertisers and brands for more than a year, according to documents filed as part of a potential class action lawsuit on Tuesday.

No Wallet, No Problem. Yombu Scans Your Fingerprint for Payments, Loyalty Rewards (Street Fight)
Credit cards made it possible to leave cash behind. Then, digital wallets like ApplePay let you leave home without your wallet. Now, Washington, D.C., startup Yombu is making it possible to pay and get access to membership rewards with just your fingerprint.

First-Price Auctions Are Driving Up Ad Prices (eMarketer)
Automated ad auctions used to predominantly operate on a second-price basis, which is where the second-highest bid determines the amount of money the auction winner will pay. But many vendors have shifted toward using first-price auctions, which is where the highest bid determines what the winner will pay.

Local News Gets New Resource Center With Special Focus on Social Media (Street Fight)
A Local News Resource Center to give publishers direct expertise on the “challenges and opportunities” of social media and other issues that confront the embattled industry has been set up at the Local Media Association.

P&G Wants Retailers’ Customer Data to Personalize Programmatic Ads (Digiday)
In exchange for loyalty-card data, for example, P&G will optimize ad campaigns to customers who are likely to buy from specific supermarkets, supposedly increasing the retailer’s likelihood of making a sale.

YouTube Now Counts Engagement for Youtube for Action Ads at 10 Seconds (Marketing Land)
YouTube announced it is changing the attribution criteria for TrueView for action video ads. TrueView for action ads are designed for performance advertisers and feature call-to-action banners at the base of the video ads.

Forrester Forecasts $151B in Online Holiday Spending (MediaPost)
Forrester estimates U.S. online holiday sales will reach $151 billion in 2018—up 14% compared with 2017—which also suggests an increase in the amount marketers will spend on search ads across Google and Bing, as well as advertising on retail sites, to reach consumers as they search and compare gifts.

Martin Sorrell Bets Amazon Will Reach $100 Billion in Ad Spend (AdExchanger)
“Amazon is the third biggest platform already,” Sorrell said. “The people are really good. If you talk to Google and Facebook, they will acknowledge that. Apple and Microsoft will acknowledge that too.”