What was the buzz around the office last week? Snapchat's new ad buying platform, how age could have an effect on measurement, and a major change coming from the CPG world.
Looks like SnapChat is making moves to monetize their platform. Joining the ranks of Facebook, Snapchat recently launched a self-service ad buying platform for brands. Entitled Snapchat Ad Manager, this product will allow brands to target their demographic through buying “camera ready” ads in a variety of formats. Along with it’s “goal-based bidding” for installs and Engagement Audience initiatives MediaPost details how Snapchat continues to maintain its position as one of the top 10 apps.
A recent survey by Turn revealed that the age of agency execs could determine the ad tech metrics that are deemed valuable. The survey revealed that a majority of execs under 30 think that video is an ineffective campaign metric and that ad fraud is not a big deal. For this demographic transparency seems to be their top concern followed by inventory quality. The Drum breaks down more of the survey as well how agencies and brands are currently prioritizing video.
3. P&G shakes up their programmatic landscape
Proctor and Gamble have shaken up their programmatic business by switching ad tech partners. After a long-time relationship with AudienceScience, the CPG company is now looking to partner with tech providers. The Trade Desk and Neustar will soon power P&Gs programmatic trading platform, HawkEye. According to AdAgethese changes will not affect P&G’s agency relationships and potentially save P&G $1 billion.