A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
When It Comes to Mobile Programmatic, Buyers Are Behind (AdExchanger)
Mobile programmatic is poised to dominate digital display ad spend this year, but there are still a heck of a lot of kinks to work out. The No. 1 headache for publishers: buyers that try to apply desktop tactics and standards to mobile and then wonder why it’s not working out.
B2B Marketers Turn to Shorter Videos Across Many Channels to Engage Millennial Buyers (Street Fight)
Video marketing platform Vidyard analyzed more than 250,000 videos published by business-to-business marketing teams and found that smaller businesses are publishing just as much video content as larger firms, while the average length of videos is getting shorter.
A Year After Amazon Devoured Whole Foods, Rivals Pursue Countermoves (WSJ)
Amazon’s year-old acquisition of Whole Foods is prompting the food industry to retool how it sells fresh food to consumers. The e-commerce giant agreed to buy Whole Foods Market Inc. last June for roughly $13.5 billion and closed the deal in August.
Street Culture: Pointy’s Collaborative Culture Grows Without Written Values (Street Fight)
In one year, digital search company Pointy has grown from 13 to about 30 employees, moved into a new office, and seen significant growth in its product, which allows retailers to publishes their inventories online, attracting potential customers nearby. What hasn’t changed much is the company’s culture, says co-founder Mark Cummins.
How Pinterest Is Wooing Ad Buyers With a Consumer Insights Message (Digiday)
Pinterest announced it’s making its Audience Insights Tool available to everyone later this month. The tool, previously in beta, will be available in Pinterest’s Ads Manager and can help strategists and buyers see what’s happening on Pinterest without having to make a phone call.
How Publishers Can Move Completely to Server-Side Bidding (eMarketer)
Purch is one publisher that is aching to give header bidding a makeover. When digital ad buying first became automated, publishers primarily used a tactic called waterfalling that passed bids sequentially from one exchange to the next.
Facebook’s Latest Privacy Blunder, Affecting 14 Million, Explained (Recode)
Facebook’s year of privacy blunders got worse on Thursday when it was announced that as many as 14 million Facebook users, who thought they were posting items they only wanted their friends or smaller groups to see, may have unknowingly posted that content publicly.
Report: Publishers Should Focus on ‘Transformists,’ Not Millenials (MediaPost)
Both publishers and marketers are chasing after millennial attention, but Jennifer Tonti, director of research at Insider Inc., said competing for this demographic isn’t effective: The real audience segment they should set their sights on are called ‘Transformists.’