Google To Reveal Display Future; eXelate Hits Mainstream Media; Former Accipiter Execs Start aiMatch

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Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Google Display FutureGoogle To Reveal Its Display Future

From the center stage of the official Google blog, Susan Wojcicki, VP of Product Management, reviews recent developments in Google and DoubleClick ad technologies over the past two years. More importantly, Wojcicki writes, "This is the first in a series of posts over the next few weeks about our vision for online display advertising in the years ahead." Read more.

eXelate Hits Mainstream

Another day, another mainstream media article about the data-driven advertising world. Emily Steele writes in The Wall Street Journal about eXelate's new partnership with Nielsen as offline data is transferred online for ad targeting. As you might expect in the WSJ given today's call for regulation in behavioral advertising, half of the article revolves around consumer privacy. Read more. (No subscription? Try Google News.)

Buying Audience On The NY Times

Let's say you wanted to buy audience directly from The New York Times. And, let's say you wanted to compare it to The Wall Street Journal's audience. How would you do that? Well, the NY Times has conveniently created its audience pitch with nytaudience.com. See it.

Former Accipiter Execs Intro Next Trick

TechCrunch's Robin Wauters looks at new ad serving company, aiMatch, which is run by former aQuantive/Accipiter executives Jeff Wood, Guy Taylor and Ryan Treichler. Looks like aiMatch wants to get into optimizing "direct sold" similar to companies such as Yieldex. Wood says in the release, "While so many solution providers have been focused on helping publishers monetize remnant inventory, we recognized that publishers invest heavily in their content and need new tools to increase the value of their direct sold products." Read more on TechCrunch. And, read the release.

Joanne Bradford Exits/Enters

Joanne Bradford has left the Yahoo! building in favor of content machine, Demand Media. ClickZ's Zach Rodgers notes that "It's the third job in less than two years for Bradford, who left a long-term gig as chief of MSN's media sales operation in March 2008 to join SpotRunner." Faster Pussycat! Kill! Kill!

Covering The Ad Network Shift

Lotame's Dan Reich has written a piece about "Why Ad Networks Are No Longer Ad Networks" on iMedia Connection. Reich spills the beans on the evolution of ad networks today and concludes, "Marketers need to throw away their buckets and classifications of solution providers... Instead of asking, 'What DSP should we work with?' marketers should ask, 'What are my goals and objectives, and which partners can help me best achieve those goals?'" Read more.

More Direct Buying

ClickZ's Jack Marshall looks at the use of data and behavioral targeting in Europe and also catches up with VivaKi Nerve Center's Kurt Unkel who says that in the U.S. direct media buys make up 90% of media buys with the rest coming through exchanges, aggregators and ad networks which may use behavioral data. Read more.

More Twitter Ad News -Or Not

All Things D's Peter Kafka predicts that Twitter's new ad platform may be unveiled at the upcoming Twitter developer conference - Chirp - in San Francisco on April 14 and 15. Read more. It was thought that Twitter CEO Evan Williams might say more about Twitter ads during his "SXSW keynote interview." Instead, according to CNET, "He announced the "@Anywhere" platform, a way to pull Twitter links and data onto partner sites and media outlets." Read it.

Buying Airport Audience

Janet Stilson of Ad Week says that digital-out-of-home is taking off as Monster Media recently installed "four giant interactive displays at Los Angeles International Airport on behalf of JCDecaux North America." AdExchanger.com has seen these babies first hand - and you can get a tan from them if you stand close enough. Read more about DOOH and airport audience.

Search Still Moving To Display

The Australian reports that search agency Downstream is launching " a performance display advertising division aimed at driving down the cost of performance advertising." Downstream COO Justin Hind says that his company is echoing moves made by SEM company, Efficient Frontier. Read more.

Dapper Event Adds Marketer

Dapper has added another panelist for its March 24 event in San Francisco as marketer Greg Taylor of Expedia will join 5 other panelists and moderator Ashu Garg of Foundation Capital to reprise Dapper's February NYC "Fixing Advertising" event. Read more and sign up.

News From The Pew

The Pew Research Center offers the online media nuggets from Pew's “State of the News Media 2010” report and notes ViewPass as a publisher advertising solution. Launched last year, "rather than have users pay directly for content (subscriptions, micropayments, etc.), they would submit various demographic data to the system before viewing the content. The expectation then is that ads can be sold at a much higher rate because they can be targeted to users more specifically." Read more about the "Online economics and consumer attitudes" of the news media.

Gubbermint On Data

Berin Szoka on the Tech Liberation Front blog says that its a busy week for tech policy in Washington D.C. This includes the FTC's third and final Exploring Privacy Roundtable. Also according to Szoka, on Wednesday, a Senate hearing will look at legislation which "could be the vehicle by which FTC Chairman Jon Liebowitz gets the authority he craves to implement sweeping, aggressive regulation of online activity in the name of protecting 'privacy.'" Read more. (source: @JulesPolonetsky)

Mobile Dev

On the company blog, Flurry's Peter Farago writes about the latest smartphone trends in the the Flurry Smartphone Industry Pulse. Farago writes, "native iPhone application developers are still relevant, representing 20% of the heritage pie... This means that the barrier to entry is still low enough for start-ups to enter and innovation to flourish." Read the mobile deets.


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