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Advertisers on Snapchat will now have access to goal-based bidding for app install ads, an industry term that means an advertiser can target Snapchat users who are likely to install its app. Snapchat is targeting its app install ads, which ask users to swipe up on full-screen video ads, using machine-learning technology it developed in-house.

Aside from app install ads, Snapchat is also beefing up its ad targeting. For the first time, advertisers can target Snapchat users who have previously interacted with other ads they've previously ran in the app.

if an advertiser buys one of Snapchat's more expensive selfie filters (which the company calls Lenses) for a national campaign, now the buyer can later target those same users again with one of Snapchat's full-screen video ads.

"Our study finds that the mere presence of social media icons on a Web page where we shop appears to cause us to feel as if our purchases are being watched by our social network, and we adjust our buying decisions accordingly," said Claudia Townsend, an assistant professor of marketing at the University of Miami School of Business Administration, in a statement. "Marketers should be aware that the placement of these symbols in their Web design strategy could have a major impact on buying behavior."

Facebook is reintroducing Atlas, the underused platform it bought from Microsoft last year.

it will allow them to buy ads on non-Facebook websites and apps, using Facebook targeting data

these ads aren’t “Facebook ads.” But it is also playing up the notion that the ads marketers buy via Atlas will be more effective than other big ad platforms, because they use Facebook’s data.

For Facebook, the new Premium Video Ads are an attempt to capture TV-size ad dollars with the lure of offering targeting capabilities — as well as reach — that television can’t match.

The video ads “autoplay” when a Facebook user scrolls through his or her newsfeed, but the sound is muted by default. As with any new form of advertising, the approach risks irritating users: NBC’s promos have already garnered a few negative comments (“Why can’t I get this crap off my timeline,” one commenter said) but generally reaction has been favorable.

Beatty said NBC will evaluate the effectiveness of the Facebook video ads in the short term on engagement and metrics like number of shares.

Your ad campaign: digital ad fraud artificially drives up your campaign's audiences by 5% to 50%.Your money: if you advertise on digital, your company and others are collectively expected to be cheated out of more than $6 billion this year in 2015.The sites you buy: fraud impacts a wide variety of areas on the internet, including major sites such as Google, Facebook, Amazon, and others.Your units: all types of advertising are affected, such as digital video and display.The way you buy: programmatic can be problematic, even when inventory is obtained from trusted sources. 

Nicheworks with more than 6,300 social media influencers ranging from comedic personalities to photographers to foodies to fashion bloggers. Among the more than 100 brands and agencies it has worked with are Hewlett-Packard Co., Coca-Cola Co. and the National Football League. Hewlett-Packard’s HP Home & Home Office Store is No. 35 in the Internet Retailer Top 500 Guide while the National Football League is No. 151.

As a part of Twitter, Niche aims to build more tools, platforms and ways to help influencers link up with brands, write Niche co-founders Rob Fishman and Darren Lachtman in a blog post.

By acquiring Niche, Twitter will be the rare social network that stands to directly profit when an influencer works with a brand. But it won’t be alone. Tumblr last month launched Creatrs Network,

But then there’s the whole obsession now with tying content to revenues—in other words, tracking whether people who are consuming your content will eventually buy something from you, and putting a hard number on each piece of content you create. Do you think that’s misguided? Oh, I think there’s no question it’s misguided. It’s been shown over and over again to be misguided—that in a world of zero marginal cost, being trusted is the single most urgent way to build a business. You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.

I don’t have any problem with measurements, per se; I’m just saying that most of the time when organizations start to measure stuff, they then seek to industrialize it, to poke it into a piece of software, to hire ever cheaper people to do it.

There are constantly trends and fads on the Internet, and people make a good living amplifying them. But I think that industrialized content marketing is one of those fads, and it will end up where they all do: petered out because human beings are too smart to fall for its appeal.

"The thing I've tried to do with any client opening up its customer service channels -- you have to have a crisis communications plan mixed with a customer service plan," he said.  "You have to anticipate what will happen. ... Companies that dive in without a plan of attack for those situations are finding it difficult."

"You have to have a lawyer on staff who can be on call and help your social media team craft communications in crisis situations," he said. "When you have a big publicity problem, you have your legal team working hand-in-hand with PR. Why wouldn't you do the same thing in the social media world?"

"Any industry that's heavily regulated will always have a layer of legal and compliance teams that have to be trained, and have to buy in," he said. "It can be done with the right legal team. But if you have a team that constantly says ‘no,’ it'll never work."

it is no longer relying solely on what Facebook users reveal about themselves. Instead, it is tapping into outside sources of data to learn even more about them — and to sell ads that are more finely targeted to them.

The push to refine targeted advertising reflects the company’s need to increase its revenue. Its shares are worth far less than its ambitious initial public offering price of $38 a share last May, and Wall Street wants to see it take concrete steps to prove to advertisers that it can show the right promotions to the right users and turn them into customers.

Last fall, it invited potential advertisers to provide the e-mail addresses of their customers; Facebook then found those customers among its users and showed them ads on behalf of the brands.