The Guardian starts selling time-based ad campaigns: The Guardian is running its first digital ad campaign based on the amount of time people see the ads. Advertisers can now buy ads across the Guardian’s properties in guaranteed time slots of 10-, 15-, 20- or 30-second fragments, 100 percent in view. The Economist is the first client to buy the Guardian’s ads in this way and will be running a campaign until September.
Nosulus Rift VR Smells at South Park: Ubisoft has worked with Buzzman and Productman to launch Nosulus Rift, a smell-based virtual reality mask designed to promote South Park: The Fractured But Whole game. The game’s hero has a very particular and smelly superpower, his fart smell, that allows him to travel in time and fight his enemies. The player uses the mask to experience subtle smells allowing him or her then to truly incarnate the hero and live an original experience. The Nosulus Rift campaign, online at nosulusrift.com, includes a web movie and set of 3 interviews with the producer of the game, the nose and the designer.
Gawker.com to Shut Down After Univision Deal: Gawker.com is shutting down, marking the final chapter for a pioneer in online media and one of the most controversial publishers on the web.
Twitter fights abuse by making it easier to hide abuse: Twitter is tackling its harassment concerns by making changes to the user experience. Today, the company announced ways users can enjoy Twitter without the abuse. Changes include being able to limit notifications only to people you follow on Twitter (if opted in; otherwise, the experience remains unchanged) and a quality filter, now open to all users. This option can also be turned on to improve the quality of tweets, focusing on account age and user behavior.
Parse.ly now provides site and app publishers with full raw data: Parsely is the leaf garnish that fans say offers so much more than you think. And today its namesake company, Parse.ly, is offering a Data Pipeline that provides publishers with so much more data about their website or app than they thought was there. (Kinda works, right?) The New York City-based company provides publisher-oriented data through a dashboard for marketers and an API with summary data.
Instagram draws inspiration from Snapchat’s Live Stories feature as it launches Event Channels: Image-sharing platform Instagram has taken inspiration from Snapchat’s Live Stories feature to introduce its own Event Channels functionality which bears more than a passing resemblance to its Snapchat equivalent.
How The Sun’s fantasy football site plans to make money on platforms: The Sun’s fantasy football site, Dream Team, is aware that the route to monetizing social video is rocky.
YouTube’s new London studio is its latest weapon in an intensifying war for talent: Yesterday saw the grand re-opening of YouTube Space London, the video platform’s newest state-of-the-art production studio. Here, creators with more than 10,000 subscribers can film videos in VR and 360-degrees in soundproofed rooms and chop them up in dedicated editing suites free of charge. It’s one of nine such spaces around the world, and YouTube’s biggest in Europe. It’s also the platform’s newest weapon in the online talent war.
World’s Biggest Asshole for Donate Life: Donate Life America, an organ donation advocacy charity in the USA, is encouraging millennial men to become organ donors through “The World’s Biggest Asshole”, a humorous commercial starring obnoxious character Coleman F Sweeney. This low-life guy makes a point of looking out for himself and abusing others, acting in ways that ruin the lives around him. He gives small kids cigarettes, steals laundry and is mean to animals, children and people with disabilities.
Oracle launches ‘largest B2B audience data marketplace’: Oracle has beefed up its data chops with the launch of what it describes as the largest B2B audience data marketplace.
Pinterest gets serious about video as it unveils new ad format with General Mills, bareMinerals and Kate Spade as launch partners: In its ongoing quest to woo advertisers, Pinterest has revealed a ‘Promoted Video’ product for brands. The new ads will let companies share video content with the platform’s 100 million users.