Each day we provide a roundup of five stories from around the Web that our editors read and found noteworthy. Follow us on Twitter for updates throughout the day @digiday.
What Long Tail?: Here’s some slightly depressing news if you’re a Web video ad network or an original video producer: 70 percent of Web video ad dollars in 2011 will go to broadcast and cable networks’ Web ventures, according to media analyst Jack Myers. Things will get more evenly distributed by 2015, when only half of the online video ad budget will flow to TV companies. But for all of the promise that original Web video series hold and for the massive reach that ad networks can offer, advertisers are mostly just looking for TV shows on a different platform, which is exactly why YouTube is trying to get in bed with big-name, brand-friendly talent. And that’s exactly why YouTube might have a tough time. Jack Myers — Mike Shields @digitalshields
The Shopping Spree Continues: Yahoo’s purchase of Interclick for $270 million isn’t just one more expensive bauble that the company wanted to add to its shelves for vanity purposes.Yahoo knows that the efficacy of its ad-targeting tech will determine whether its content-rich homepage asset becomes another valuable item that has yet to reach its potential or the lynchpin of a corporate turnaround. That said, Yahoo’s efforts to shake its negative press can only succeed when the company itself manages to make cash and not just data-smart content. WSJ –Carla Rover @carlarover
Groupon’s Life Story: Piling on Groupon has become something of a blood sport. But this interesting profile of the company’s birth and growth sheds light on some lesser-known details of the behemoth’s development as well as how it arrived at its current, slightly disheveled state. For instance, when the company turned down Google’s $5.75 billion offer last December, the move was widely attributed to CEO Andrew Mason’s hubris. But, according to this piece, the reality was that Mason as well as chairman Eric Lefkovsky were afraid that the sale would not have passed the 12-to-18-month-long anti-trust smell test that the FTC certainly would have administered. Business Insider— Anne Sherber
Facebook’s Redesign Drives Increased App Use: It’s no secret that Facebook’s platform enables developers to build robust audiences on top of it, but recent tweaks to the social network’s design – most notably the introduction of the “ticker – appear to be driving increased user engagement with third-party apps. Take, for example, music-streaming service MOG. Since the introduction of the redesigned site, MOG’s traffic via the site has grown 400%, leading the firm’s CEO to crown it “the best distribution platform” it’s ever had. AllThingsD — Jack Marshall @JackMarshall
‘Halloween is when Christmas ends’: A look at publishers’ pre-Black Friday commerce content playbooks
Publishers' Black Friday coverage plans are starting earlier and earlier but commerce teams are evolving to meet the demand.
How social media managers are coping with the Twitter debacle
Twitter – once a stable and trusty workhorse for social media strategists – now resembles the most wildly unpredictable social platform in the marketing arsenal.
‘A big reset in 2023’: After Big Tech’s mass layoffs, job candidates face intense competition
Recruiters report that 'we've never seen a market quite like this' as tens of thousands of employees flood the market.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Martin Sorrell-backed S4S Ventures, Bertelsmann invest $10M in data asset management outfit as it blends new content, analytics-based marketing for clients
The recent explosion in content has created the need not only for more sophisticated tools to manage it, but better ways to attach data and analytics to the content in order to better optimize it at the right time for the right opportunity.
Member ExclusiveMedia Buying Briefing: Which media will buyers turn to in a soft local market in 2023?
Traditional media including broadcast and print are expected to be hit hard by revenue losses. What will save local from a deeper downward trend next year will be local ad spending on digital, digital out-of-home (OOH) media and connected TV.