Ad Exchanges In The Far East; Facebook's Database Of Intentions; Google Is Certifying In New Ways For Dispay, Other Tactics

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

Asia And Platform Buying

David Tiltman of Media.Asia looks at ad exchanges and platform-based buying of digital media in Asia and its growing momentum, or lack there of. Adam Hemming, GM at Zed Digital, tells Media.Asia, "I think the next six months will see a lot of media agencies in this region investing a lot of time in understanding how these platforms work." Read more about the potential.

Barter Media Trend

Last week, WPP Group announced GroupM's barter-focused, The Midas Exchange and this week, Havas Media announced its new barter-focused-unit-to-be-named-later as agency clients look to offload product rather than paying actual dollars for agency services. For example, a Mattel ad campaign using a barter system may cost Mattel an eCPMB number, a.k.a. an effective cost per thousand Barbies. Read more.

Facebook Intentions

AdWeek's Brian Morrissey looks at Facebook's diabolical plans to compete with Google and grow a "database of intentions" with millions of innocent "like" buttons sucking down critical intention and preference data. In discussing Facebook, Morrissey writes, "Many anticipate it will become an ad network, offering an array of targeting options for advertisers based on what a user and his friends like." Read more.

Four On The Board

Demand-side platform, DataXu, announced that it had assembled four industry rainmakers for its advisory board. The group includes Bernhard Glock, former global head of media for Procter & Gamble, Jon Bond who co-founded agency Kirshenbaum Bond Senecal & Partners, Greg Stuart - a digital media entrepreneur, former IAB President & CEO, and Michael Darviche – Chief Marketing Officer at Acxiom. Read more.

Google Certifies

Penry Price, VP of Global Agency Development at Google, announces on the official Google blog, the reconfiguration of the AdWords Certification Program as well as terms for preferred pricing of the AdWords API. It's interesting note that the new certification program requires proficiencies across 4 disciplines including display. Google appears to be pushing its display agenda by wrapping it into required education. Read more on the Google blog. And, read a summary on ClickZ.

Dachis Returns

VentureBeat's Owen Thomas say that former Razorfish honcho, Jeff Dachis, is ready to go full bore into social media: "Dachis’s thesis: Business is increasingly done on the Web. The Web is becoming more social. Therefore: “All businesses are going to be social businesses.” And he has $50 million from Austin Ventures to help him prove it - in fact, he's already made an acquisition. Read about it.

The Online Shopping Audience Visualization

Ecommerce targeter and retargeter, Permuto, has come up with a nice piece of useful, marketing material as it has created a detailed diagram of who's shopping online these days "based on such factors as, age, race and gender (among others)." See the graphic.

The Discreet Audience Effect

On the Universal McCann blog, David Cohen sees the sad state of the digital syndication world today and examines how this has come to pass. He concludes by identifying a central issue, "The world is moving rapidly towards buying audiences so custom and discrete that they will make syndicated research companies like Comscore and Nielsen Netratings nearly obsolete."Read more.

The DSP Degree

Michael Learmonth provides the ABC's of DSPs for the agency crowd on Ad Age. He recalls a discussion at the recent 4As conference where a panel discussion turned toward DSPs and the moderator remarked that the audience was likely lost. Today, agency relations managers at all the big tech media companies - Google, Microsoft, Yahoo! and others - are making an effort to bridge the education gap for agencies. Read more.

Algos Are For Sissies

From his CrossTargeting blog, Crosspixel Media's Alan Pearlstein says that "most alogorithms are bullsh*t" and states, "In my opinion, there is too much focus on infrastructure and not enough on service. If the whole data-driven display market turns into a $3 billion category, how much money can be made from infrastructure? 20% of the total market? The money will be in the managed services and fancy algorithms will only go so far." Read more.

Malvertising Is Big Business

Byron Acohido of USA Today looks at malvertising and the fact that "17% to 29% of clicks to online ads were fraudulent, according to separate estimates by Click Forensics and Anchor Intelligence." Acohido adds a data nugget on scale: "Advertisers in 2009 paid a record $14.2 billion for clicks to online ads, research firm IDC says. Google took in 55% of that ad revenue, Yahoo, 9% and Microsoft, 6%." Read about it.

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