In new ad, ‘Game of Thrones’ White Walkers aim to enslave mankind with Google Chromebook


The latest ad campaign from Google Chromebook is as cold as ice. The company is tying HBO's popular "Game of Thrones" series with its Pixel Chromebook, a hybrid laptop squarely positioned to compete with similar products such as Microsoft Surface. A new ad plays to the tune of Foreigner's "Cold as Ice," and features one frozen Night King who uses Google Slides software similar to Powerpoint to coordinate an attack with his undead army against the fictional world better known as "The Realm." As it turns out, enslaving mankind requires "onboarding new recruits because in Game of Thrones, they are constantly having to build new things," Aude Gandon, global brand director for Chromebooks at Google, says. "The Chromebook shows amazing tools of collaboration with Slides, from writing them together and leaving comments which was key for us." Continue reading at AdAge.com

Six leading exchanges sign transparency pact, but fraud concerns remain


Six leading exchanges that provide digital-ad selling software to publishers signed a pact Tuesday that promises to make the programmatic buying experience more transparent and less fraudulent for marketers. Exchange platforms Rubicon Project, OpenX, PubMatic, Sovrn, SpotX and Telaria all signed the letter, which outlines how the programmatic marketplace can improve transparency and auction dynamics through three guiding principles. The Trustworthy Accountability Group (TAG), an industry trade body focused on eliminating ad fraud and malware, will act as the neutral party in enforcing these guidelines. The letter is significant, as marketers such as Procter & Gamble, the second largest ad spender in the U.S. according to Ad Age Datacenter, has said it will only buy ads through TAG-certified partners. Continue reading at AdAge.com

Toyota says it gets a boost when applying blockchain to digital ad buys


Toyota is accelerating its plans to use blockchain technology to root out fraud when buying digital ads. The automaker recently piloted a campaign after inking a deal with blockchain analytics outfit Lucidity, with hopes of making sure its ad dollars weren't going to waste. The end result was a 21 percent uptick in visits to Toyota's website when compared to similar ad buys it made without Lucidity tech, says Nancy Inouye, media director at Toyota Motor North America. Now the company plans to extend its deal with Lucidity beyond the originally planned three-week test. "We are in discussions to take it to the next step and [test] further with additional campaigns for a longer period of time," Inouye says. "We feel that if we go longer we would see stronger results." Continue reading at AdAge.com

Inside Coalchella, the Minecraft music festival that had brands everywhere (sort of)


Think of it as all the fun of an outdoor music festival without the crowdsor the outdoors. In late September, nearly 3,000 people logged on to their Minecraft accounts and got ready to party. The world-building video game has been often used to create larger than life sculptures, buildings, and artworks, but internet-collective Thwip Gang had bigger ideas. After hosting a Minecraft-based "Birthday Party" for one of their members back in May, the Thwip Gang got to work organizing a full-scale concert completely within the gaming platform. With no more promotion than a few tweets on the organizers' personal Twitter pages, Coalchella drew in 27,000 listeners over its 8 hours across various streaming platforms. ("Coalchella" because in Minecraft one mines coal, among other minerals. Just go with it.) Continue reading at AdAge.com

Google slated to answer questions live during MLB playoffs


Google is taking a swing at rival Amazon with a new campaign with Major League Baseball that will prominently feature its virtual assistant. The deal, announced this week, makes the search giant the "presenting sponsor" for the 2018 American and National League Championships, which begin Friday when the Dodgers face the Brewers on FS1. In terms of coverage, Google seems to have all its bases covered. Announcers will ask the search giant questions during live game play, some of which will include, "Hey Google, when is the next game?" On social media, the league will create Instagram Stories which are videos that delete after 24 hoursto its 4.6 million followers. Continue reading at AdAge.com

Google Assistant slated to answer questions live during MLB playoffs


Google is taking a swing at rival Amazon with a new campaign with Major League Baseball that will prominently feature its virtual assistant. The deal, announced this week, makes the search giant the "presenting sponsor" for the 2018 American and National League Championships, which begin Friday when the Dodgers face the Brewers on FS1. In terms of coverage, Google seems to have all its bases covered. Announcers will ask the search giant questions during live game play, some of which will include, "Hey Google, when is the next game?" On social media, the league will create Instagram Stories which are videos that delete after 24 hoursto its 4.6 million followers. Continue reading at AdAge.com