There’s no letting up in the battle to become number one in the rapidly growing digital advertising market. Facebook (FB) and Google (GOOG), who between them gobbled up an impressive 77 percent of gross industry spending last year, both plan to launch new automated tools designed to make life even easier for their increasingly important advertising customers. (See also: Facebook, Google Dominate as Mobile Ad Spending Hits Record High.)
Facebook’s Audience Direct
Facebook’s new ad offering, Audience Direct, has been billed as an innovative way to help businesses sell video advertising more effectively to marketers, many of which still rely on telephones and email to negotiate deals. Audience Direct enables media companies to list video ads for sale across their own websites, apps and other digital properties, together with pricing details. This list will be accessible to marketing firms, who can purchase ad space as they please and, thanks to Facebook’s huge store of user data, even specify the type of consumers they wish to target.
The Wall Street Journal reports that video publishers Hearst, A+E Networks and Scripps Networks Interactive (SNI) are currently trialing Audience Direct and that Facebook is likely to take a cut from any deal that is brokered on its new system. (See also: Facebook Refunding Advertisers After Yet Another Data Error.)
Elsewhere, Google, which is expected to account for 40.7 percent of U.S. digital ad revenues in 2017 — more than twice Facebook’s share — has come out with its own rival offering. Google Attribution, the company’s new free marketing tool, will similarly seek to assist companies better target specific demographics.
Marketers using Google Attribution can track shoppers as they move between various devices and Google properties, such as search, websites and video. With this automated data at their disposal, users will be able to analyze the effectiveness of their ads and assess how to better target consumers in the future.
The tool was debuted at the annual Google Marketing Next conference this week in San Francisco. (See also: Google May Add an Ad-Blocking Feature to Chrome.)
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