IPG Mediabrands has rebranded its social media arm Rally Worldwide, to Society, in Malaysia. The rebrand sees the evolving shift of social community management services towards a more holistic, data-driven content marketing approach on digital. It also looks to embed real-time targeted content which drives commerce and builds brand affinity. Society Malaysia will look to

“The long tail is indeed very long, and there are still a ton of smaller growth pools that are likely not seen or tracked in context,” said James Douglas, executive director of social media at Mediabrands Society. A researcher added, “It’s easy to capture Facebook and Google; they report their revenue, so they can’t miss those. But the market is probably bigger than IAB reports, which may mitigate the results.”

Although APIs are a critical part of scaling digital advertising, the way they work across platforms can be confusing.

Some APIs are easy for marketers to navigate and require no assistance. Others are unwieldy and mandate third-party partners. Digiday talked to agencies to get their take on various platforms’ ads APIs. Agencies reported that Facebook, Instagram and Twitter’s APIs are easy to work with, while Pinterest’s and Snapchat’s are pretty limiting.

Digiday also asked agencies to rate each API on a scale of one to 10. But take the ratings with a grain of salt since APIs evolve and the older players have a huge advantage.

IPG Mediabrands’ socially-led marketing agency Society is continuing to expand its management team with the appointment of Johan Micheelsen as head of planning across the Sydney, Brisbane and Perth agencies. His appointment follows the arrival of Alex Erasmus as general manager of Society Sydney in August.

Micheelsen will be based in Sydney and will lead Society’s paid media planning across three offices. He has extensive digital media experience, starting in e-commerce 10 years ago. He developed his career as a search planner, becoming head of search for Mindshare in Denmark and then progressing through Group M to become head of the agency’s programmatic trading desk. He then moved to Australia and has most recently been a digital account director with OMD.

Social marketing agency Society has appointed Alex Erasmus, previously from Bauer Media, as general manager of the Sydney office, reporting to national managing director Simone Blakers.

Erasmus joins the Sydney-based agency from Bauer Media where for the past year-and-a-half he was employed as a content strategist.