Lara O’Reilly says, “Yahoo’s digital advertising recovery is definitely happening. But it’s not happening fast enough. The latest forecast from research group eMarketer predicts that Twitter will overtake Yahoo in terms of total digital display ad revenue (which includes ads that appear on desktop and laptop computers plus mobile phones and tablets) in the US for the first time in 2015. And that’s despite eMarketer forecasting that Yahoo will report a lift in US display ad growth this year for the first time since it started tracking the company’s ad revenues... [...]

Lara O’Reilly says, “Facebook is set to announce an important new measurement tool for advertisers that could help it take on Google and propel its position even further up the mobile advertising market. The social network is set to announce, at its annual F8 developers conference that kicks off on March 25, a service that will enable brands to determine whether an ad actually caused a person to download an app,according to a report from The Information. The tool won’t just be able to determine how ads bought via Facebook performed, but ads served on other apps too. Business... [...]

Alyson Shontell says, “In January Snapchat launched a news curation tool, Discover, with big-name partners like CNN, ESPN, and Vice. And apparently, the publishers and their ad partners are loving Snapchat. Discover allows publishers to curate five of the day’s most popular stories in a mobile-friendly format and sell accompanying video ads. If a publisher sells a campaign, they get to keep 70% of the revenue. If Snapchat sells the campaign, revenue is split 50/50. Recode’s Kurt Wagner dug up a little dirt on Snapchat’s rate card. His industry sources say advertisers are... [...]

Lara O’Reilly says, “An often-overlooked, but critical and growing part of Twitter’s business is its huge repository of historical and real-time data. You might not think that celebrity tweets and people moaning that their flights are delayed could serve any revenue-generating purpose. But, using Twitter’s data, a local burger joint can find out that it desperately needs to change its fries recipe, big brands like Dove can create and operate far-reaching social media marketing campaigns like #SpeakBeautiful that aimed to crush negative tweets about people’s body image... [...]

Lara O’Reilly says, “Facebook’s VP of product Chris Cox has admitted its proposed revenue share deal with publishers, where it is encouraging them to upload articles to its mobile apps direct, has been met with some challenges. Speaking at Re/code’s Code/Media conference in California on Tuesday, Cox said Facebook was “early in conversations” with publishers over the initiative. When asked by Re/code’s Peter Kafka what publishers’ main concerns were during these discussions, he said a “lack of control.” Facebook first embarked in its... [...]

Lara O’Reilly says, “LinkedIn announced Thursday its first major leap into ad tech, with the launch of a global display advertising network. It’s the next stage of thestrategy it set out last year to build out a $1 billion business-to-business (b2b) marketing businesses. The professional social network has partnered with AppNexus to deliver ads based on LinkedIn data not only on LinkedIn’s site and apps, but a network of 2,500 of other business-focused websites. It follows LinkedIn’s $175 million acquisition of b2b marketing platform Bizo in August last year. LinkedIn... [...]

Lara O’Reilly says, “AOL’s stock is down 11% after the company’s senior management team gave its outlook for 2015 during its Q4 earnings call. In short, the company described 2015 as an “investment year” and said that there may be “disruption” in the first two quarters of the year as it recovers from a major restructure that has seen the company lay off scores of its ad sales staff as it refocuses the business around programmatic advertising and its most popular content brands, like the Huffington Post and TechCrunch. But the drop in AOL’s... [...]

Lara O’Reilly says, “Facebook is rapidly scaling Atlas – the ad network that puts it in direct competition with Google’s DoubleClick – by opening up the ad tech platform to more businesses, bringing the total number of partners officially now on board to five. Some sources say Atlas actually offers superior targeting and post-campaign measurement to Google, making Facebook’s internet ad platform a huge potential threat to the search giant. On Tuesday Atlas announced its latest round of partnerships: CRM (customer relationship management) agency Merkle and advertising... [...]

Thiago Guimaraes says, “The demographics of who’s on what social network are shifting – older social networks are reaching maturity, while newer social messaging apps are gaining younger users fast. In a report from BI Intelligence, we unpack data from over a dozen sources to understand how social media demographics are still shifting. Purchase the full report >> Here are a few of the key takeaways from the BI Intelligence report: Facebook still skews significantly female. Women in the U.S. are more likely to use Facebook than men by about 10 percentage points, according... [...]

Lara O’reilly says, “Google, Microsoft, Amazon, and Taboola are paying the owner of Adblock Plus of to unblock ads on their websites at a fee of “30% of the additional ad revenues” they would have made were ads unblocked, The Financial Times reports. Adblock Plus is the most popular advertising blocker browser extension and has been downloaded more than 300 million times. The free service claims on its website that it blocks “annoying” banners, pop-ups and video ads. Eyeo, the German company that owns Adblock Plus, says the add-on has more than 50 million monthly... [...]