Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Facebook Addressing Controls, Privacy
CEO Mark Zuckerberg announced on the Facebook blog yesterday that users would have new controls at their disposal. He writes on the Facebook blog, “We’ve long heard that people would find Facebook more useful if it were easier to connect with smaller groups of their friends instead of always sharing with everyone they know.” And, that’s not all as new privacy settings are part of the plan. Zuckerberg tells consumers about a new dashboard, “you will have a single view of all the applications you’ve authorized and what data they use.” CNET’s Caroline breaks down the announcement.
Krux Digital Gets MSNBC
Krux Digital (AdExchanger.com Q&A) announced that it has signed MSNBC.com as new “beta” partner for its Data Sentry product which Krux says helps a publisher manage its site visitors’ online behavioral data while offering the publisher insights. MSNBC.com president Charlie Tillinghast said in the press release, “We believe that a healthy, vibrant digital media industry depends on intelligent, responsible data flow.Read more.
Dapper Price = $55 Million
ClickZ and Israeli publication Globes claim that sources have confirmed the price tag for Dapper’s acquisition by Yahoo was a cool $55 million. Read ClickZ and Globes. Put another way – that’s 5.5 billion U.S. pennies. Think about it.
National Public Radio reviews both sides of the story in regards to the online ad targeting business and what it identifies as “smart cookies.” Forrester Research analyst Joanna O’Connell explains to NPR’s consumer audience, “There are sort of a host of other kinds of data points that are available for targeting. Your gender, your age, your income, whether you have children. Psychographic information like whether or not you consider yourself to be an introvert or an extrovert or liberal or conservative.”Read more.
The Crowdsortium
Trada’s Niel Robertson (AdExchanger.com Q&A) is leading efforts to bring companies together than are using crowdsourcing as a key lever in their products and services. According to The Next Web, the goal of the new group called “The Crowdsortium” is “to provide not so much a governing body for crowdsourcing, but rather to simply figure out what has worked and what hasn’t.” Read more.
TRAFFIQ Adds Demand Partner
TRAFFIQ announced a partnership with “Advertising and Marketing International Network (AMIN), that will position TRAFFIQ as the recommended digital media platform for AMIN member agencies,” according to a press release. This latest deals adds to its Havas Digital, Worldwide Partners, TAAN and MAGNET Global partnerships as it looks to aggregate demand for its buying platform solutions. Read the release.
MediaMath Charging AMEX
At MediaPost’s Digital Transformation Summit in Boston on Tuesday, MediaMath VP Jenna Griffith and Mark Neirick, who is vp/gm of Pre-paid Interactive, American Express (gift cards, Travelers checks), convened for a panel on a recent AMEX pre-paid card campaign called PASS. According to the MediaPost Raw blog, shared findings included, “Dog lovers convert at high index for Amex products,” and Amex’s Neirick added that “after five months the brand awareness of PASS is up 96%, sales exceed forecast by 10%, and found that the key to the strategy is the cross-funnel, those that were exposed to both responded more highly than those exposed only to one funnel.” Read post 1, post 2 and post 3.
Online Video Ad Effectiveness
The IAB in the UK and Sky released a new study culled from almost 6,000 respondents and call it “the most in-depth ‘live’ study dedicated to online video advertising effectiveness to date.” Holy $&#@!!! Plenty of fun stats in here for those pitching the almighty brand dollar -or trying to justify online ad spend with higher-ups in a marketing borg- including: “The top performing format was pre-roll video with a companion banner, which delivered the highest brand recall at 47% – the qualitative stage of the research indicated that this higher performance was linked to user anticipation, and therefore increased attention levels of the audience.” Read more. (source: @GoogleDisplay)
More Dapper Acquisition (Tweet) Reaction
Ramsey McGrory (@NYCMcG on Twitter) who heads Right Media Exchange for Yahoo! tweeted yesterday, “Yahoo created ‘smart ads’ in ’06 working on data and infrastructure for years. Funny that people think the dapper acq is a reaction.” See the tweet. Also, Del Monte Foods’ Doug Chavez (@dougchavez) tweeted Tuesday, “Yahoo! acquires Dapper signs definitive agreement http://bit.ly/crmC1p who says display isn’t sexy.”
Always Be Closing
Think IBM isn’t getting into the ad targeting or media game? See the blurb from their press rep regarding the recent closing of their deal to acquire Unica… which will help IBM advance “its ability to help organizations analyze and predict customer preferences and develop highly targeted marketing campaigns.” Read the release.
Publishers Should Sell Data
In Ad Age, Lotame CMO and écrivain Eric Porres preaches to the media masses regarding the virtues of selling data. He doesn’t argue that publishers should (keep) open the floodgates. Instead, he suggests that pubs ask 5 questions of themselves before selling data beginning with “What are they going to do with my data, exactly?” Read the other four.
Spend Grows In DOOH-land
Mediaweek’s Katy Bachman covers new data from digital-out-of-home (DOOH) industry org “The Digital Place-based Advertising Association” which says that “digital place-based video networks grew 25 percent in the first half of 2009.” Where is place-based DOOH, you ask? It’s in a place like a cinema. Read more from Mediaweek. Imagine buying pc-based display saying “go to the theater” and then running an ad that says “we’re glad you made it” in the theater. IMAGINE IT as more conversation between marketers and consumers seep into media and its creative.
