Aol-Microsoft-Yahoo! Display Deal Goes 'Live'; Marketers Adding Verification

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

AMY Update

On The Microsoft Advertising blog, Senior Director, Display Marketplaces Daniel Sheinberg says the Aol-Microsoft-Yahoo! (AMY, YAM, MYA - you decide) agreement to sell each other's non-guaranteed display inventory is now "live." Sheinberg writes, "Starting this week, the Microsoft Media Network, AOL’s Advertising.com and Yahoo! Network Plus are leveraging real-time bidding (RTB) to offer advertising opportunities across all three networks’ premium, non-reserved, owned and operated display inventory." Read the blog post. Will marketer demand for scalable, "premium" sources of non-guaranteed inventory get AMY rolling? Or can the marketer find it elsewhere, for cheaper? Or could AMY turn on itself in a state of data-driven "Hunger Games" as each of the three ad networks battle among themselves for an edge? Tune in a year from now! Read a bit more on Yahoo!'s ad blog.

Enhancing Audience

Experian Hitwise, which provides online measurement, is moving more into the audience buying game with its AudienceView product which leverages Hitwise panel data and that of other Experian data products (like Nielsen-owned PRIZM Experian-owned Mosaic). According to the release, an example of the buy-side use case: "AudienceView can help deliver insight on online behaviors of a retailer's customers by matching them to the Hitwise online consumer data sample. This helps retailers get a complete picture of their current customers and find more of them online." Read more

Semantics And Ads

The Wall Street Journal's Amir Efrati looks at what he says are changes coming to Google Search in the next few months. He says it's all about understanding semantics and quotes, Google's Amit Singhal who "said in a recent interview that the search engine will better match search queries with a database containing hundreds of millions of 'entities'-people, places and things-which the company has quietly amassed in the past two years." Over time, prediction of these "people, places and things" has turned into certainty. For ads, the same holds could hold true across Google's network of ad products. Read more.

Independent Checks

Stephan Loerke of marketer trade org World Federation of Advertisers says just what verification companies want to hear in a new Financial Times article: "Advertisers have real concerns about transparency in this area and many now feel they have to invest heavily in independent checks that ensure that the advertising they are paying for is actually appearing." DoubleVerify, Adsafe, Telemetry, and comScore's Adxpose are singled out as coming to the rescue. Read it (subscription).

Real-Time Facebook

On Ad Age, Matthew Creamer goes through the fine points of Facebook's upcoming release of real-time insights with Facebook product manager David Baser who crawls out of Facebook's pre-IPO caverns just long enough to say, "Changes in data can drive immediate action.  For example, you might want to change a post that's getting a lot of distribution but not engagement. A post with a lot of engagement is maybe one to pin to top of the page. With real-time, the underlying meaning of metrics are changed. You see what happens and then you take actions. The data itself becomes a form of analysis." Get more FB real-time.

Pvt. Exchange

On AdMonsters, Gavin Dunaway explores private marketplaces with Andrew Casale of Casale Media. Casale discusses the keys to success for publishers, "Private exchange success hinges on making the publisher's brand known to all of the key agency trading desks, independent trading desks and demand side platforms that buy on behalf of their own managed buying services." Read more.

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