Morketing原创 未经允许 禁止转载

1、收购｜Glispa’s Stack Was Missing Programmatic, So It Snapped Up Mobile Native Ad Exchange Avocarrot

On Tuesday, the Berlin-based mobile ad platform Glispa plunked down an undisclosed sum to buy native mobile ad exchange Avocarrot, its third acquisition in less than two years.

Glispa bought MoneyTap, a Russian mobile mediation platform, in March, followed by the acquisition of Brazilian mobile performance agency Mobils a couple of months later. Its overall goal is to be a one-stop shop for app monetization, from user acquisition to engagement and retention.

2、融资｜Arbor Raises $6.5 Million To Help Pubs Capitalize On People-Based Data

The startup Arbor, which raised a $6.5 million round on Tuesday, bills itself as a marketplace for people-based data. Think of it as a supply-side platform mated with a co-op for deterministic data.

The technology underpinning Arbor is built off the concept of a device graph. Publishers put their first-party data in and Arbor makes connections through unique hashed identifiers, which it shares back with the supply source. The graph grows each time there’s a match. Advertisers can buy access to the data and publishers can combine multiple sources to increase their own scale. Arbor declined to name specific clients.

3、观点｜Marketers Need 'Identity Graphs,' but Are They as Accurate as Advertised?

Identity graphs are a necessary part of the cross-channel marketing future, but what about data quality? "Not enough focus is on if the data is correct,” OMD managing director Julie Fleischer told Ad Age’s George Slefo at AdExchanger’s Omni.Digital conference last week. “And if the data is wrong, which happens so often, then everything spins out of control." Cory Treffiletti, Oracle Data Cloud VP of marketing, echoed the comment: “Our industry is starting to talk about quality, but there is no definition for it.” 

4、融资｜Marketing analytics innovator Datorama raises a $32 million round led by Lightspeed Venture Partners

There's a growing need to unify marketing analytics across a range of vendors. Datorama, one of the companies working to fill that need, has raised a $32 million round. Datorama now has 160 employees across 14 offices worldwide, with customers including Foursquare, GoDaddy and L’Oréal. CEO Ran Sarig said in a press release, "We’re going to continue to push the boundaries of machine learning and how it’s applied in the marketing analytics capacity.”

5、eMarketer｜Marketers Turn to Algorithms to Improve Attribution

The growing field of marketing attribution is getting some much-needed help from the world of software. Algorithmic attribution, a more software-driven approach to marketing attribution, is leaving behind traditional “last-touch” and “first-touch” attribution models in favor of sophisticated computer-generated statistical models that help companies better optimize media spending and consumer targeting.

Based on the results of June 2016 research from Forrester Consulting and Visual IQ, marketers are using the attribution-informed insights from this algorithmic approach to develop more precise strategies for targeting and adjusting media spends. Three-quarters of US and UK marketing decision-makers in Forrester and Visual IQ’s study said they used attribution-informed insights to develop more precise reach strategies, while 71% used them to target more effectively. Another 67% said they used attribution-informed insights to better allocate

6、新常态？｜The New Normal In Agency-Client Relationships

First of all, despite all the hype, I think most clients still want their agencies to be their trusted partners and allies. Jeff Winsper recently delivered a fierce call to arms suggesting that agencies should put a stop to the bullying from loathsome clients who are disloyal, unfair and only out to get everything on the cheap.

But most marketers we work with are very cognizant of why they need an agency. They understand that they need certain service- and subject-matter experts, and they rely on their agencies to make magic happen.

7、媒体｜Facebook 和 Twitter加入反假新闻联盟

Facebook 和 Twitter 公司加入了一个由超过30家新闻和科技公司组成的联盟，意在打击假新闻和提高社交媒体上的信息质量。该组织最初由谷歌发起，说要建立一个自律行为准则、提高社交媒体用户的新闻素养，以及发布一个让用户验证可以新闻的平台。该联盟表示，该平台将在10月底前发布。

8、融资｜根据热点事件实时投放广告，TVTY 获 670万美元融资

近日， TVTY 宣布获得670万美元融资，Serena Capital 领投，之前的投资者 Partech International 和 360 Capital Partners 参投。公司将使用该笔资金来扩充其研发团队人员数量，加速公司发展。到目前为止，公司共筹集资金685万美元。

TVTY 成立于2009年，总部位于法国巴黎， 目标是进行实时营销，公司通过开发的平台将线上广告宣传和线下事件相结合，根据电视节目、广告、体育赛事和天气的变化，即时推出线上数字营销，网络营销更加及时、关联性更强。与其他平台相比， TVTY 的专有技术能监测并作出反应的事件比较多，天气、体育、金融、卫生等事件能成为发起广告宣传的“关键瞬间”，当消费者上网时，可能会收到相关广告的“狂轰滥炸”。

9、大公司｜网易拟通过拆分新闻业务筹资3亿元

据彭博社9月13日消息，网易想要通过拆分新闻业务筹资3亿美元，以更好的专注于其核心网络游戏业务。据知情人士透露，公司可能通过将新闻业务分拆在美上市筹资，不过也可能考虑出售该业务。目前，公司已经在计划将该业务分拆，同时正在寻求潜在买家。网易新闻发言人表示不予置评。

10、新盈利？｜苹果iMessage商店为开发者分成

App Store和iMessage里面的应用都将为开发者和苹果提供相同的分成比例（70/30）。iMessage平台的推出将造就一批新的亿万富豪。世界各地已经拥有10亿部活跃iOS设备，而在App Store 2008年推出时，苹果当年卖出的iPhone手机仅为1000万部，所以如今的iMessage商店所背靠的分销渠道规模达到当初的100倍。

11、大公司｜Facebook Messenger追上Skype，视频通讯月用户超3亿

今年7月宣布Facebook Messenger月活跃用户超过10亿之后，今天该项目负责人大卫·马库斯（David Marcus）在旧金山召开的TechCrunch Disrupt大会再次披露更多细节，表明每个月有超过3亿人使用音频/视频通讯功能，规模几乎和所有Skype注册用户相当。Facebook 于2013年开始对VoIP音频通话进行测试，于2015年年中的时候正式上线视频通话功能。在2016年4月启动了群聊音频功能，而未来还将会引入群视频功能。