This Week’s Biggest Moves in Digital Marketing News, Right Up to the Minute

June 16th, 2015

Pandora is Auctioning Off In-App Banner Ads

Pandora has built a private ad exchange to bid on display ads live

• The bidding is based on how much advertisers would be willing to pay for their display ad to run “right now”  in the mobile Pandora app
• A similar system was previously available for banner ads on Pandora.com, but based mainly on retargeting
• This new ad exchange will include mobile, and the ability to bid based on age, gender, and zip code
• The new system is officially rolling out now, and will be debriefed to advertisers during the Canned Lions festival next week

Google Micro-Moments

Google presented a webinar introducing micro-moments “the new battleground for brands” last Thursday June 11^th

• What is a micro-moment? A mobile device moment that delivers quick information and takes only a moment to identify
• This matters for Google AdWords marketing. Marketers needs to be taking advantage of “click to call” ads to make impulse shopping easier
• Taking advantage of these micro-moments is important because over a year’s time, there has been a 29% increase in mobile conversions, accompanied by an 18% decrease in session time

Dun & Bradstreet Commercial Data Now Available in Adobe Marketing Cloud

Dun & Bradstreet provides commercial data to businesses on credit history, B2B sales, supply chain management, and social matching

• the database contains background and contact information on more than 235 million companies
• The partnership will enable advertisers to buy and sell anonymous third-party data
• Available immediately, data from over 30,000 global sources will culminate in more than 260 B2B audience segments
• The announcement closely follows Dun & Bradstreet’s official entrance into digital marketing