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News Corner March 1, 2017

1 Mar, 2017 By: Doug McPherson

Tech company TVSquared raises $6.5 million. Calum Smeaton, TVSquared’s CEO and founder, says, “Global TV advertising is continuing to grow at an astounding rate because TV is the most effective marketing channel. With 87 percent of viewers watching with second-screen devices nearby, TV is now even more powerful as a primary driver of digital activity. This funding will help us continue to provide advertisers with the technology they need to optimize TV for the greatest response.”

SintecMedia, a software provider to TV media brands, teams with PremiumMedia360 to deliver real time, actionable data from TV networks to ad agencies – standardized to work directly with agencies’ ad management software.

Highmark Inc., the fourth largest Blue Cross Blue Shield-affiliated health insurance provider in the U.S., launches a new advertising campaign called ”Ask The Doctor,” via Partners + Napier, that includes TV spots, digital banner and mobile ads, and direct mail.

Ad tech firm BrightLine teams with Nielsen Marketing Cloud to potentially “let advertisers tap into Nielsen’s 60,000 different audience segments, which can be used for ad targeting purposes on connected TVs, as well as other devices,” according to a Wall Street Journal report. The goal: help make TV ads shown on over-the-top streaming apps on devices like Apple TV or Roku more interactive and more targeted.

U.S. broadband carriers with fewer than 250,000 customers no longer have to disclose their practices on data caps, traffic management, promotional rates, and surcharges. The new GOP-dominated Federal Communications Commission (FCC) voted 2-1 to grant a five-year exemption to so-called “small” broadband providers from a net neutrality rule requiring transparency. The FCC first passed disclosure rules – also known as “transparency” rules – in 2010, when the agency enacted an earlier version of net neutrality regulations.

Media measurement company comScore launches new mobile video metrics for YouTube and its partner channels in response to the growth of YouTube on mobile, says comScore – mobile now accounts for 70 percent of its total viewing. “The ability to better measure YouTube mobile video consumption through comScore services is a big step forward for cross-platform video measurement,” says Dan Hess, executive vice president of products at comScore.

In 2021, Snap Inc. will soak up ad revenues in the neighborhood of $2 billion to $3.4 billion, according to a fresh forecast from Pivotal Research. That wide range is largely due to Snap’s immaturity, according to Pivotal analyst Brian Wieser. “The relative novelty of Snap’s platform and the fact that Snap’s current sales leadership has not yet been in place for even a year means we have little history against which to base our expectations,” Wieser writes in a new report.

DNAinfo, the neighborhood news source, launches Neighborhood Factor™, a strategic marketing resource that builds deeper connections through neighborhoods. This breakthrough offering helps brands, businesses, and agencies establish the neighborhood-level credibility that builds preference, drives behavior, and amplifies marketing efforts.

Clutch announces the top companies in social media marketing nationwide. They are: Friendemic, Project Bionic, Jones Social & PR, Viral in Nature, LYFE Marketing, Blue Bear Creative, Social Vantage, Bad Rhino Inc, SociallyIn, Single Grain, Appency, and Speakeasy.

3Cinteractive Corp. (3C), a mobile marketing services provider, participates in the Early Access Program from Google for RCS business messaging that lets businesses send more useful, detailed, and actionable messages through features such as rich cards, suggested actions and replies, and enhanced analytics.

AOL and mobile data exchange adsquare partner to bring adsquare’s global data from 360 million mobile consumers to the ONE by AOL cross-screen programmatic platform, aiming to improve its targeting in 12 markets. AOL will use adsquare’s combination of anonymized data sources from retail purchases, location, mobile advertising IDs, mobile and online usage, and first-party data to offer mobile audience mapping for publishers.

Big players in tech including Apple, Google, IBM, and others issued statements supporting the transgender community after President Donald Trump revoked protections for transgender students in public schools that gave them the ability to use the bathroom that corresponded with their gender identity. Apple’s statement reads: “Apple believes everyone deserves a chance to thrive in an environment free from stigma and discrimination. We support efforts toward greater acceptance, not less, and we strongly believe that transgender students should be treated as equals. We disagree with any effort to limit or rescind their rights and protections.”

About the Author: Doug McPherson

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