Jan 26, 20165 min read

Marketing Day: Twitter Names CMO, Amazon Prime Reports & More Super Bowl 50 Ads

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Facebook Audience Network Opens Up To Mobile Web Jan 26, 2016 by Ginny Marvin In a head-on challenge to Google, Facebook advertisers can now access native ad inventory across mobile apps and websites.
Butterfinger Goes #BolderThanBold With Billy Eichner In New Super Bowl 50 Teaser Ad Jan 26, 2016 by Amy Gesenhues The 30-second spot is Butterfinger’s second teaser ad since announcing it would be a Super Bowl advertiser more than a month ago.
Cross-Channel Audience Management Is Top Focus For IAB Members In 2016 [Study] Jan 26, 2016 by Ginny Marvin New benchmark survey shows executives plan to place greater emphasis on solving cross-channel measurement challenges this year.
AOL Launches Publisher Side Of ONE Platform Jan 26, 2016 by Barry Levine For now, simplification means only one account rep and agreement instead of as many as six. Eventually: a single sign-on and integrated dashboard/product line.
Twitter Names Leslie Berland CMO Jan 26, 2016 by Tamar Weinberg Former executive Leslie Berland of American Express joins Twitter as its Chief Marketing Officer.
2 New Reasons That Email Attribution Is Not A Straight Line Jan 26, 2016 by Chad White Email marketing is an increasingly difficult channel to track, explains columnist Chad White, which is why marketers need to rethink their approach and look toward new metrics.
The War On Bots: No Time For Doom & Gloom Jan 26, 2016 by Melody Gambino On the heels of a bot fraud study from White Opps and the ANA, columnist Melody Gambino takes a look at how to fight back and reduce the impact of fraudsters.
Is Affiliate Marketing A Viable Business Model In 2016? Jan 26, 2016 by Rae Hoffman With large publishers like Gawker Media latching onto affiliate marketing, columnist Rae Hoffman discusses what’s ahead for the industry this year and beyond.
Snickers “Happy Birthday” Super Bowl Teaser Ad Reimagines Marilyn Monroe’s Iconic Performance Jan 26, 2016 by Amy Gesenhues The new addition to the brand’s “You’re not you when you’re hungry” campaign plays on Monroe’s famous rendition of the “Happy Birthday” song.
Video Ad Platform Videology Adds Ability To Buy Viewable Impressions Verified By Third-Party Vendors Jan 26, 2016 by Ginny Marvin Advertisers will be able to forecast and buy a guaranteed number of viewable impressions as measured by third-party vendors at a guaranteed price.
OpenX Aims To Make Guaranteed Buys Truly Programmatic With RTG Jan 26, 2016 by Ginny Marvin A new Real-Time Guaranteed marketplace promises to give publishers guaranteed revenue while delivering buyers access to audience targets on premium inventory.
Amazon Prime Membership Grew 35% In US Last Year [Report] Jan 26, 2016 by Matt McGee Research firm says there are 54 million Amazon Prime members in the US now. Other recent reports also support strong Prime growth in 2015.
Click-to-Call: 5 Surprising Insights About the Automotive Industry Jan 26, 2016 by Sponsored Content: Marchex The automotive industry is no stranger to click-to-call advertising, where there is an estimated $4 billion spend on Google call extensions.
Marketers Can’t Target Ads to Twitter VIPs Jan 26, 2016 by Tamar Weinberg Twitter VIPs receive an ad-free experience, making it impossible for marketers to target to them.
Google Offers More Details On Ads In AMP, Set To Launch In Search Next Month Jan 25, 2016 by Ginny Marvin With more than 20 ad tech vendors joining the initiative, publishers should be able to support most ad serving scenarios in fast-loading mobile pages at launch.
Super Bowl 50 Advertisers: These Brands Are Ready To Play The Commercial Game Jan 25, 2016 by Amy Gesenhues See which brands will be airing ads on the most-watched sports night of the year, along with their campaigns, teaser ads and more.
Merger of Qualia And BlueCava Brings Together Users’ Multiple Devices With What They Want To Buy Jan 25, 2016 by Barry Levine The new company says it offers a unique data stack of intent-to-purchase, device mapping, and attribution, along with an ad serving platform.