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"Like seemingly every startup currently exploring an ad-supported business model, Waze has gone native for its ad platform. Typically startups wade into advertising by working directly with brands then erecting a self-serve platform down the road. Waze sped things up. The company began testing ads in its U.S. app over the summer, working directly with Zipcar, Best Buy and a number of fuel brands and convenience store chains; at launch it has added Procter & Gamble, Dunkin' Donuts, Wyndham Hotels, Whole Foods, Jamba Juice, CircleK and Kum & Go to its advertiser roster. The direct sales channel continues, but Waze has also set up a self-serve platform for its most basic ad units. The self-serve platform operates on an auction model with floor prices set at $1 per thousand impressions. In addition to a branded search result, marketers can pay to plot branded pins at their locations on the Waze map. When users click on these branded pins, they can click a link to the company's website, a number to call the location or-borrowing the idea of drive-to advertising popularized by driving navigation company Telenav-a button that would navigate them to the location."

The social media marketing vendor tracked campaigns for 276 clients in the last quarter and reported Facebook's new mobile ads are already outperforming desktop ads in click-through rates and CPMs by 14 times. Mobile newsfeed ads garnered a 1.14 percent CTR on average. Facebook is banking on the success of mobile ads as well, earning $9.86 for every thousand mobile ads served. That's 13 times more than it receives for desktop ads.

The primary goal: begin to phase out reliance on the ad impressions-served metric and replace it with the viewable impressions metric. Also by that time the Interactive Advertising Bureau and its partners in the initiative expect advertisers and publishers will be using the eGRP metric, which industry players hope will complement the viewable impression metric with a more audience-focused gauge that speaks to brand advertisers. It was over a year ago that the IAB came together with The Association of National Advertisers and American Association of Advertising Agencies to introduce its sweeping project, overseen by the Media Ratings Council, a respected third party with a long history accrediting advertising and media firms. Pilot testing for the viewable impression is near completion, said the organizations during a webinar held this afternoon. The groups also said the creation of a viewable-based eGRP is underway, in addition to the development of a new taxonomy to classify digital ads as they move into this next evolutionary stage. The viewable impression metric would measure only ads that are actually seen by a user, rather than measuring all impressions served even when users don't bother to scroll down to see them. The idea is to count only real exposures of ads online. "The notion of viewable impressions is accepted by buyers and sellers alike," said Sherrill Mane, SVP, industry services for the IAB, during today's webinar.

Eighty-six percent of Americans surveyed said they don't want political campaigns to customize messages based on their interests. Again, this has become a de facto approach to the way political advertisers use online advertising, particularly on Facebook. If a Facebook user, for example, shows an interest in gay rights issues by liking related organizations, chances are he might have been served an Obama for America Facebook ad in 2011 with a message focused on marriage equality: "President Obama supports repealing the Defense of Marriage Act. Add your support now!" stated a Facebook ad from the President's reelection campaign that appeared to be targeted to people who liked left-leaning groups on Facebook, including gay rights-related groups.

The data, compiled in the month of May, charts ad impressions on the InMobi ad network, which says that it serves 35.7 billion monthly mobile advertising impressions worldwide, with 3.8 billion of those in Europe.

in 2011, 6.3% of all local online advertising was served up on a mobile device. Borrell Associates forecasts by 2016, 88% of all local online advertising will be served up on a mobile device.

""If you think about the unique identifier - the cookie - it's just a way to identify a browser and then have the smarts behind it to serve a particular ad. If you have Open Graph data from Facebook, you would have to work through issues with personally identifying information, but you are essentially adding some behavioral data, which is what they are doing on their own site now. I don't know how far they could extend that, but there is a big push in the industry to start to utilize more sources of data for more specific targeting.""

pair wearable tech to your mobile device so it can serve up ads based on your mood/emotional state

Related to what we were discussing for L'Oreal, Google wants to take the learnings from within Gmail's ad targeting and apply it to all of the ads they serve you.

Self-serve platform putting video ads into captchas.

"If she has a criticism of Facebook Exchange, it would be the restrictions on serving dynamic creative. "For eBay dynamic creative is the real win. We have dynamic inventory and millions of [products] across categories." Because of Facebook's restrictive creative upload requirements, that level of creative automation is simply not possible. Asked for a piece of advice for marketers dabbling in FBX, Wehrmaker said, "You have to be thoughtful about measurement and creative, but it's not a big stretch from what we've already been doing in the ad exchange space."

And the talk is more than just about launching a Web show. Rather, Twitter is said to be aiming towards changing the way people consume and discover media. "We're talking about building content on top of Twitter," said another industry insider. "That's a big deal." Twitter wouldn't be developing the content, but would instead serve as a distribution vehicle and advertising middleman. Besides looking to shake up the media space, Twitter has a more obvious motivation for getting into the series game. It regularly sells out of inventory for its core ad units like Promoted Tweets. "Right now, they are leaving money on the table," said one source.

Is "forced" discovery a viable way for people to find video content they want to watch?

Daily 2.2

Apparently their TOS makes it seem like they may start serving ads.

MTV eat your heart out. ALSO, Hulu is still serving more ads than Vevo, so there seems to be a missed opportunity here (unless Vevo doesn't have enough opportunities to serve up ads, which makes sense).

Daily 2.16

Prime time in mobile is shaping up to look a lot like TV: Working stiffs turn to their phones after they've logged off their computers for the day and plopped down on the couch at home. Users surf the mobile web and apps on phones most during the early evening, between 7 p.m. and 9 p.m., and keep usage up through the night, according to a recent study from third-party ad server MediaMind. Looking at billions of mobile ad impressions across devices, carriers and operating systems, mobile ad click-through rates are also highest between 7 p.m. and midnight, with clicks reaching a peak at 8 p.m. MediaMind serves global campaigns for advertisers and agencies in all digital media, including mobile.