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Response This Week April 2, 2015

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2 Apr, 2015



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Net Neutrality Litigation Now Official: Two Actions Filed  
WASHINGTON – The litigation gates over net neutrality are now open. An industry trade group and a small Internet provider have filed separate actions challenging the new rules that the Federal Communications Commission (FCC) passed in February.
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Use of Smartphones to Enhance Shopping up 41 Points in One Year 
NEW YORK – Mobile is the fastest growing method of shopping globally, with most (67 percent) consumers now using smartphones to enhance their shopping experience, says a new study from Redshift Research. Last year, only 26 percent did smartphone shopping.
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ESPN To Launch DMP so Brands Can Target Audiences, Not Ratings 
PHOENIX – ESPN becomes the first major TV network to offer a proprietary data management platform (DMP) that will let advertisers and agencies plan and buy programming to target audiences instead of on traditional sample-based TV ratings.
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FTC Creates New Office to Examine 'Internet of Things,' Other Tech 
WASHINGTON – The Federal Trade Commission (FTC) is creating a new division to delve into "privacy, data security, connected cars, smart homes, algorithmic transparency, emerging payment methods, big data, and the Internet of Things," says chief technologist Ashkan Soltani.
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Microsoft, Apple, Others Attack Patriot Act  
WASHINGTON – Google, Microsoft, Apple and several other major tech companies have written to the Obama Administration, urging it to decisively end the National Security Agency's (NSA) bulk collection of metadata, which expires June 1 as part of Section 215 of the Patriot Act.
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NEW a2b 468 9-24-14

a2b Fulfillment, a third-party logistics provider with a specialty in order fulfillment, customer care and value-added services, is a solution provider sponsor at the Seventh Annual Georgia Logistics Summit this week in Atlanta.

Global ad spend is projected to grow 4.4 percent this year to reach $544 billion, according to ZenithOptimedia’s Advertising Expenditure Forecasts. That’s a slight reduction from the shop’s initial forecast in December ,when it projected a 4.9-percent gain. The agency also reduces its forecast for 2016 (by 0.3 percentage points) due to ongoing turmoil in Eastern Europe and China’s economic slowdown.

Search retargeting company Magnetic receives a patent for its search retargeting technology. The patent covers Magnetic’s programmatic technology for retargeting based on keywords, enabling advertisers to reach audiences with digital display advertising based on search intent.

The Federal Communications Commission and the U.S. Department of Justice will continue reviewing Comcast’s proposed merger with Time Warner until at least the middle of this year, ArsTechnica reports. State officials in California recently delayed a vote on the $45 billion deal until May 7, while the New York Public Service Commission won’t rule until April 20 at the earliest.

The White House brings in tech veteran Jason Goldman to serve as its first-ever chief digital officer. Reporting directly to chief of staff Denis McDonough, Goldman will oversee digital outreach by heading up an “amped-up” Office of Digital Strategy, Politico reports.

Vessel, Jason Kilar’s much-hyped over-the-top subscription VOD service, debuts. The company hopes to challenge YouTube’s business model, which it believes makes it extremely challenging, if not impossible, for most content creators to make any money. Vessel is hoping that millions of users will agree to pay $2.99 a month to access an exclusive 72-hour window allowing them to see new videos before those very same videos become available for free elsewhere.

Facebook unveils big plans for Messenger and is turning the service into a platform for developers to directly distribute their apps to Messenger’s roughly 600 million users. “By opening up Messenger as a platform, we’re going to help people express themselves in new ways,” Facebook CEO Mark Zuckerberg says.

Following Facebook’s lead, Twitter is testing auto-play video ads among consumers with iPhones and other iOS-supported devices. For the time being, select Twitter users will see complete videos play in a loop, while others can expect to receive a looped six-second teaser. Videos will be muted until users choose to tap on them.

Mediaocean is the latest ad firm to attempt to bring television into the real-time, cross-screen advertising mix. The large ad management software provider announces partnerships with and The partnerships will give Mediaocean clients access to real-time TV data and “social TV” campaign management software.

Sinclair Broadcast Group, one of the largest U.S. TV station groups, starts a new digital division – Sinclair Digital Ventures. The unit will invest in emerging digital technologies and digital content companies, focusing on companies with products or services that support and expand Sinclair’s digital capabilities and non-linear platform.

Neustar announces it has partnered with Nielsen to integrate Nielsen’s Digital Ad Ratings data – formerly known as Online Campaign Ratings – into its marketing platform. Neustar has also integrated Nielsen viewability data into its platform. The integration beefs up Neustar’s pool of audience data, which it claims will allow marketers to more accurately reach their intended targets.

Advertisers and agencies say they plan to boost the percentage of their digital media buys managed programmatically by 21 percent this year, but media suppliers said they only expected to boost their programmatic sales by 4 percent, says a new survey by ad industry researcher Perceptions Group.



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Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Digital Marketing Specialist - Ohio University College of Business
Location: Athens, Ohio
Posted: 3/31/15

Position: Customer Experience Specialist - Bayer
Location: Whippany, N.J.
Posted: 3/28/15

Position: Account Coordinator - M2 Marketing & Management Services
Location: Santa Ana, Calif.
Posted: 3/23/15

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