Mike Shields

Heather Fletcher is senior content editor with Target Marketing.

Facebook is shuttering a product because there aren’t enough desktop-using visitors to justify its existence. Granted, social may be on the frontlines of marketing, but perhaps this is a bellwether for marketers who are concerned about mobile optimization.

Marketers will spend $7.9 billion on native ads this year and $21 billion on them by 2018, predicts BI Intelligence. But why pay writers? A startup is offering marketers the opportunity to take reviews from independent sources, such as CNET, and use that content in Facebook and mobile banner ads. The startup charges marketers for the curation.

Google is ramping up its assault on traditional television's advertising business. In a renewed effort to lure a bigger share of the advertising dollars that now flow to major TV networks, Google's YouTube is making a number of concessions long sought by marketers, ad executives say. Most prominently, in discussions ahead of this spring's TV ad-selling season, YouTube has told marketers it will offer audience guarantees to advertisers who make advance commitments, according to people familiar with the matter. YouTube will guarantee to air ads across its channels until they reach a certain percentage of the target audience

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