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New York’s video ad tech startup Tremor Video introduces cross screen optimization

Video ad tech­nol­o­gy start­up Tremor Video has just announced a new prod­uct that should push the pulse rates of prod­uct man­agers inter­est­ed in ad tech up a few beats: auto­mat­ed cross-screen opti­miza­tion. OK, that phrase prob­a­bly pushed the aver­age prod­uct manager’s puz­zle­ment lev­el up a few notch­es. But its short­hand for some­thing that will cure a lot of headaches for any­one who’s run­ning cam­paigns across mul­ti­ple devices, from inter­net-enabled TVs to tablets and smart­phones to desk­tops. Divvy­ing up how much mon­ey to spend on each plat­form is a noto­ri­ous­ly uncer­tain busi­ness. But Tremor has a solu­tion. Auto­mat­ed cross-screen opti­miza­tion explained  Inge­nious­ly, agen­cies and brands can sim­ply tell Tremor’s sys­tem what their wished-for out­come is and how much mon­ey they want to spend. Tremor’s tech­nol­o­gy does the rest, auto­mat­i­cal­ly adjust­ing the ad-buy­ing options to yield the opti­mal results. Our hith­er­to baf­fled prod­uct man­ag­er may now con­cede that the phrase “cross-screen opti­miza­tion” sud­den­ly starts to make a lot of sense. Tremor’s chief tech­nol­o­gy offi­cer, Steven Lee, explains that the new ser­vice builds on the exist­ing plat­form: “First you need a real­ly strong opti­miza­tion engine — the abil­i­ty to take all of the sig­nals asso­ci­at­ed with the ad request and fig­ure out what’s…

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New York startup Convies enters the social space with its private video messaging app

Social media man­agers with their anten­nae tuned to the social grapevine will be aware that Vine has just expand­ed into pri­vate video mes­sag­ing; but it’s got a new and poten­tial­ly bet­ter com­peti­tor in the form of New York-based “Con­vies”, a video chat app which lets users share short video mes­sages pri­vate­ly with a few friends or on broad­er net­works like Twit­ter and Face­book. A tai­lor-made app The more skep­ti­cal social media manger may well be think­ing that, by launch­ing first, Vine’s new offer­ing has gained an advan­tage. But Con­vies founder Michael Loen­ngren seems unper­turbed: he makes the can­ny obser­va­tion that when estab­lished apps known for a par­tic­u­lar kind of expe­ri­ence (like Insta­gram for video and pho­tos and Vine for pub­lic videos) try to extend into new areas, they can fall flat. As he puts it: “Vine is a social appli­ca­tion that also intro­duced send­ing direct mes­sages,” he explains. “Con­vies is more of a chat appli­ca­tion – like a What­sApp or Line-like appli­ca­tion – that’s com­plete­ly tai­lored for the native video expe­ri­ence.” Loen­ngren was approached by Lerer Ven­tures dur­ing his role at an invest­ment bank in Japan. They’d caught wind of a side project he was devel­op­ing – a mobile video…

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New York-based veteran of advertising, R/GA’s Bob Greenberg, on what lies ahead in business and advertising

Busi­ness devel­op­ment man­agers who vis­it these pages will be aware that we often like to focus on up-and-com­ing com­pa­nies here; but every now and then, a dis­tin­guished vet­er­an of Adland offers some insights that are too impor­tant to ignore. Bob Green­berg, co-founder, CEO and Chair­man of adver­tis­ing agency R/GA has been doing a lit­tle ‘wis­dom dis­pens­ing’ as he pre­pares to be induct­ed into AdAge’s Adver­tis­ing Hall of Fame. If you’re a busi­ness devel­op­ment man­ag­er who likes cre­ativ­i­ty heav­i­ly laced with wis­dom, Green­berg is too good to be missed. Func­tion­al Inte­gra­tion He told AdAge that adver­tis­ing agen­cies face excit­ing but dis­ori­en­tat­ing dis­rup­tions, per­haps the most piv­otal of which will be the sys­tem­at­ic inter­sec­tion of tech­nol­o­gy (includ­ing infor­ma­tion and the inter­ac­tive aspects of the inter­net like mobile and social) with phys­i­cal space, most espe­cial­ly retail. He calls this “func­tion­al inte­gra­tion”, a devel­op­ment which places the con­sumer at the cen­ter sur­round­ed by ser­vices and prod­ucts. This was essen­tial­ly what Apple and Google real­ized. Green­berg explained: “What [Steve] Jobs was able to do was to cre­ate prod­ucts and ser­vices that were inte­grat­ed so the con­sumer would buy many of them rather than just one. So the new mod­els are what we call func­tion­al­ly inte­grat­ed…

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Revealed: Upworthy’s new revenue model

There can’t be many social media man­agers who haven’t heard of New York’s mete­or­i­cal­ly suc­cess­ful viral aggre­ga­tion and con­tent shar­ing start-up Upwor­thy; and with its recent­ly announced mon­e­ti­za­tion plan, there’ll be few­er still. Col­lab­o­rat­ing on native adver­tis­ing Last Octo­ber, short­ly after it raised $8 mil­lion in Series A, its exec­u­tives were already talk­ing about mak­ing mon­ey through spon­sored adver­tis­ing. Now they’ve lift­ed the veil on those plans: it’s going to bring in spon­sored con­tent through its new “Upwor­thy Col­lab­o­ra­tions” pro­gram. That might leave social media man­agers feel­ing puz­zled. Can native adver­tis­ing real­ly fit with a com­pa­ny ethos that’s osten­si­bly com­mit­ted to social issues? Here’s a state­ment from the recent com­pa­ny blog unveil­ing the ini­tia­tive: they’ve clear­ly antic­i­pat­ed that ques­tion: “We know there are seri­ous con­cerns any time a media com­pa­ny decides to work with adver­tis­ers. The most impor­tant thing for us is to find a way to grow with integri­ty while retain­ing your trust. That’s why it’s so impor­tant to us to be straight up with you — our com­mu­ni­ty — and let you know what we’re doing and why we’re doing it. We’ll keep tweak­ing this mod­el as we learn and get feed­back from you, but we both believe…

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