Hasta La Creative!

Mobile ad startup Tapad announced on Thursday it closed a $6.5 million series B funding round led by venture capital fund Firsthand Technology. By analyzing hundreds of data points including device type, browser type and content source, Tapad says that it can target consumers across devices with 70% to 75% accuracy. In turn, the company has attracted high-profile investors and 75 customers in Fortune 500.

But Tapad is just one of numerous cross-device tracking companies to capture the attention of Madison Avenue and Silicon Alley with such claims. While mobile device adoption has been a boon to Apple and Samsung, it has threatened to make cookies–the lifeblood of digital advertising–less relevant. As the cookie slowly crumbles, advertisers have heralded new technologies that will one day replace them.

“I don’t think cookies on the desktop are going away.” Nihal Mehta, CEO and co-founder of social intent targeting startup LocalResponse, said. “They’re always going to exist.” That said, his company is among an emerging group focused on how to track people’s media behavior across devices that goes beyond basic cookie tracking.

Continue reading at AdAge.com

In the not-too-distant future, marketers finally will be able to target nearly anyone they want, any time they want, anywhere they want. Though the last 20 years held out the promise of doing this, with joined cookies, e-mail addresses and optimized banner copy, the technology fell short. Today, with social platforms like Facebook, Twitter and LinkedIn, millions of people are voluntarily (and happily) giving up millions of pieces of personal data in the form of content they create. Each post, tweet, like and pin tells the platform exactly what a consumer is thinking and what content engages him or her.

As the targeting capability improves, the question for brands will change from “How many fans or followers do you have?” to “Whom do you want to reach?” And this leads to two strategic questions: What do you want to say? And how do you sustain your messages to different segments across platforms and around the world?

If this sounds like a daunting task, it should. This kind of reach and data have never been available before. While TV has been the best option, it’s always been limited by geography and language. Social platforms are the first manifestations of true global reach — and they’re only getting bigger as new members join with mobile devices.

Continue reading at AdAge.com

(TrendHunter.com) Basic mini cakes can very easily become adorably recognizable frosted masterpieces when they are detailed and decorated as cute cupcake characters.

Maybe it’s their size, maybe it’s…

Details are scant at this point, but we’ve been told by sources familiar with that Havas Worldwide, which has just appointed Propane alum Laura Maness as its U.S. chief growth officer and reported revenue growth, has cut approximately two percent of its staff across departments in its New York office. The “realignment” phrase comes into play and we’re getting approximate numbers ranging from 10-15. Our sources say that there are approximately 500 staffers in the NY office, which works with clients including GSK, Merck and IBM.

On another note, we’ve been told that New York-based Rob Pihl, ACD/copywriter at Havas, has left and started his own Basquiat-inspired brewery. Check out the contents here.

New Career Opportunities Daily: The best jobs in media.

NBC is planning for Jimmy Fallon to take over the “Tonight” show from Jay Leno, a new campaign seeks to diminish the digital divide in the United States, and the new Big East conference kicked off at News Corporation’s headquarters.

Well, ad guys and gals, after seven long years we finally have a new album from the 21st century equivalent of late ’90s-era Justin Timberlake, Justin Timberlake.

On Tuesday, JT dropped his third full-length solo album, The 20/20 Experience. While it won’t live up the expectations of those who wanted another FutureSex/LoveSounds, 20/20 is still a very enjoyable listen front to back. For those of you who just want to put on some entertaining jams to dance around to with your friends and/or significant other(s), 20/20 will not fail you. You will smile, you will have fun, and if you’re lucky, you might even feel alive again.

To celebrate the triumphant return of His Timberlake-ness, creative team Amy Matheu and Nick Larson of CP+B Miami have created JT All Night Long, a first-of-its-kind digital experience that allows you to listen to JT’s voice on loop while staring into his soulful eyes via a compilation of music video clips. Do you like your JT vindictive and in the midst of revenge sex? Then watching him record himself while getting his lip bit off from the “Cry Me a River” video may be your thing. What about swaggy zoot suit JT? Well, look no further than his buttoned-up self in “Suit and Tie.” Are you kind of a creep who’s into teenagers? Well then, enjoy some clips from old ‘N Sync videos and stay away from me, you fucking weirdo.

In any case, if you want Justin Timberlake all night long, this is the closest you’ll probably come barring an incredibly elaborate and well-planned kidnapping. For your own sake, I’d suggest this.

New Career Opportunities Daily: The best jobs in media.