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A round-up of essential programmatic and ad tech stories
The digital ecosystem
TubeMogul’s Clear Skies Initiative outs three new botnets
Video DSP TubeMogul says it has identified three major sources of fake video views affecting major advertisers such as Nissan and Samsung. Through a dedicated anti-fraud arm it’s calling the Clear Skies Initiative, TubeMogul says that at maximum capacity, the Blog Bot, Annex Bot and 411 Bot could generate 80 million fake views a day. (Read more @ Adweek.)
In an unusual move, TubeMogul publicly posted all of the domains it knows to have been affected by the botnets. Many companies engaged in fraud detection, especially DSPs, are reluctant to share blacklists, since fraud detection takes heavy investment, and sharing the results with competitors can be seen as forfeiting a competitive advantage. On the other hand, without transparency across competitors in the industry, its unlikely large fraud operations like botnets can be stopped.
Amazon video viewership outpaces Apple, Hulu
Data from video delivery platform Qwilt shows that Amazon‘s Prime Instant Video now accounts for 3% of online video traffic by bandwidth, up from just 0.6% a year ago. Although it’s been ahead of Apple for several months and just recently stepped over Hulu, Amazon has a lot of growth left to do to to catch up to leaders Google and Netflix (57.5% and 16.9% share of bandwidth, respectively). (Read more @ Ad Age.)
Hot off the shelf
Twitter and Facebook gear up for the Visual Web
Facebook's new right rail ad placement
Twitter‘s brand pages just got a lot more Facebook-like, with big cover photos up top to promote products and content. (Check out some new designs here at @ Marketing.)
Facebook followed the visual makeover trend by announcing an update to its poor-performing right-rail ads. The new ads will be image-centric and double the size of current ones. (Read more @ Ad Age.) It’s also changing its newsfeed algorithms, to discourage posts that beg for likes or link to sites that don’t match the post’s description. (Read more @ Adweek.)
Comcast streamlines broadcast campaigns with new global delivery platform
Global media company Comcast is partnering with digital media solutions provider Adstream to integrate its all-in-one platform for delivering video assets to broadcast and cable networks, MVDs, radio broadcasters and web publishers. Comcast promises the new platform will take much of the inefficiency and lead time out of executing campaigns across its global network. (Read more @ ClickZ.)
Data, targeting, insight
Brightroll offers third-party viewability measurement from Moat
In the wake of its recently-released study highlighting the disparity in viewability measurement providers, video DSP Brightroll has tapped data and analytics provider Moat to provide viewability measurement for users of the Brightroll console. In a recent interview with Marketing, Brightroll senior vice-president, marketing operations, Tim Avila emphasized that in order to have any significance to buyers, viewability needs to be assessed by independent providers, rather than DSPs and other buy-side players who benefit from higher viewability scores. (Read More @ MediaPost.)
