MediaBank CEO Wise Challenges Madison Avenue; Twitter And Engagement Metrics; Efficient Frontier Is Now Search AND Display

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

Wise On Madison Avenue And Tech

In an opinion piece on AdWeek, MediaBank CEO Bill Wise warns Madison Avenue execs that they better find a solution to the increasingly automated nature of media - or else. He writes, "In an era when media buying revolves around analytics and technology, Cisco and Big Blue have huge advantages over Omnicom and WPP. Which is why Madison Avenue CEOs have real reason for concern." Read more about the discussion Madison Avenue isn't having, but should.

Twitter And The New Engagement Metric

Technology marketing entrepreneur and writer Alistair Croll says on O'Reilly Radar that Twitter's new URL shortener (t.co) will be a "game changer". Croll writes, "It's a massive power shift in the world of analytics because now Twitter can measure engagement wherever it happens, across any browser or app. And unlike other URL shorteners, Twitter can force everyone to use their service simply because they control the platform." Sounds familiar! Read more.

Cookie Types And Privacy

Rapleaf continues to pound the drum against the use of what it sees as certain types of invasive ad targeting technology or methods. From the company blog: "At Rapleaf, we choose not to use unique identifiers because we believe they can be personally identifiable and do not adequately safeguard anonymity online." There's a helpful discussion on the more granular aspects of users' cookies and their use case for ad networks. Read more.

Bringing Data To The Supply-Side

Metamarkets, which "enables price discovery to large-scale global media companies," announced a new partnership with data provider TARGUSinfo. From the press release, Paul McLenaghan, TARGUSinfo vp said, "Metamarkets’ integration of AdAdvisor will bring the supply-side and the demand-side of advertising closer together than ever before due to publishers’ enhanced ability to deliver the audiences most sought after by advertisers and agencies." Read more.

DSP + RTB = No Biggie

DSNR Media Group CTO Gilad Hellerman says on Adotas that the demand-side platform (DSP)/real-time bidding (RTB) combo is overblown. Hellerman writes, "DSP + RTB is far from being a game-changer in the online advertising industry. A DSP service can be achieved without having to use RTB, and RTB can be used by ad exchanges and networks with equal success for the right media." Read more.

Targeting Semantically

OpenAmplify released announced a new update to its semantic platform with a feature called Co-Reference. The company says the feature provides the ability to understand sentiment and intent data more accurately. CIO Mike Petit says in the press release that Co-Reference is for "advertisers that need to understand content rapidly and at scale and for the publishers that want to better monetize their Web sites." Read the release. View the video demo.

Asian Ad Dominance

Bloomberg reports that according to a new joint report from Startcom MediaVest and eMarketer, the Asia-Pacific region will be responsible for more ad spend than North America. Bloomberg provides more excerpts: "The report predicts Asia-Pacific ad spending will reach $173.2 billion in 2014. Total global online ad spending will rise 12 percent to $62 billion this year. (...) By 2014, online will account for 17 percent of total media spending. (...) Online spending in Asia-Pacific in 2014 will account for $22.2 billion, or 22.9 percent of the worldwide total." Read more. Are you ready for Asia?

All In On Search And Display

Efficient Frontier's website is sporting a new logo and branding on its website. The company appears to be "all in" on growing its business through the intersection of search and display as the home page reads, "Bringing Together the Power of Search and Display." See the site and get the product tour.

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