OPA Challenged To Study-off; Comscore Releases July Rankings; Millard Can't Relax On Vacation

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

Ad Wars!Jarvis Coffin Coming Soon To The OPA

Burst Media CEO, Jarvis Coffin (AdExchanger.com Q&A), is ready to prove wrong the recent, link-baiting-extraordinaire study funded by the Online Publishers Association (OPA). Coffin says he may begin calling on his fellow OPA "dues-payers" such as 24/7 Real Media, Collective Media, Tremor Media, Ad Meld, PubMatic and Rubicon Project to join a study that shows how ad networks help, not hurt, publishers. More on the Burst Media blog.

New Rankings from Comscore

Comscore released its ad network rankings for July and Advertising.com was once again on top. It should be noted that an ad network or exchange needs to subscribe (pay for) Comscore's services to be included in the rankings.

Compared to March rankings, a few movers and shakers include Audience Science which improved its reach by 16 million U.S. uniques and Specific Media which is up 20 million uniques. And, Comscore says that the U.S. Internet population remained steady with 192 million uniques between July and April.

Publishers Need DR

Ramp Digital's Jonathan Mendez reaches out to publishers in his blog post on performance-based advertising and how it can help publishers with their future monetization efforts. Mendez writes, "DR needs to be embraced, it needs to be “legitimized” and the revenue captured with the publisher’s audience, content and data needs to be distributed in a more equitable manner." Read more.

Yahoo! To Explode - A Good Thing

RBC analyst Ross Sandler has told Silicon Alley Insider's Henry Blodget that things are looking up and that includes Yahoo!'s margins. Blodget offer his own take saying that a rebound in the display advertising market will help Yahoo! and he believes Yahoo! is undervalued currently. Read more.

Video Ads In Your Magazine

Media Kitchen's Barry Lowenthal (AdExchanger.com Q&A) tells Bloomberg that a new $2 million ad campaign from CBS and Pepsi will feature video ads in the September Issue of Entertainment Weekly magazine. Yes, video in a magazine. Click here to listen to the Bloomberg report on YouTube.

New Hire, More Growth At Catalyst:SF

"Marketing Capital" firm, Catalyst:SF, announced that it has hired Christian Arens as a partner. He comes from draft FCB and Freestyle Interactive. Catalyst:SF also announced its moving offices in SF as it experiences positive growth which may be related to their Catalyst Xchange Media Buying Services, an ad exchange buying service.

Millard Fights Rumors On Vacation

From the shores of the Adriatic Sea, according to Kara Swisher of All Things D, Wenda Millard fought rumors that she - alone - was taking over advertising sales at MySpace. Millard tells Swisher that she's working for MySpace on a consulting basis through MediaLink and plans on continuing to serve MediaLink's many other client companies. It didn't help that MySpace CEO Owen Van Natta helped confuse things by saying Millard was in charge of sales here.

UK Digital TV Revs

Screen Digest is forecasting that UK TV companies, ITV and Channel 4, will make £75m (~$124 million) by 2013 from online TV revenues. Read more from New Media Age.

WPP Launches DOOH Agency

WPP Group said in a release that it has created Schematic Touch, "a new interactive out-of-home (IOH) division created to help brands and venues connect with consumers through interactive experiences in public spaces." As the out-of-home ad market becomes increasing digital/addressable, expect to see more agencies wrap in these services as their clients hunt for audience wherever and whenever. Visit the Schematic blog here and learn about some wild, holography stuff.

Zedo Serving Ads For Aussies

Ad serving company, Zedo, announced a new deal with Post Click, an Australian advertising network. This follows another Zedo deal at the end of July with Friendster to power the ad serving in their do-it-yourself ad network.

Adconion's Good Practices

As the heat increases both in the UK and the US over user privacy concerns and behavioral targeting, more online advertising companies are aligning themselves with industry organizations looking to clear up common misconceptions as well as define rules and regs for the space. Yesterday, Adconion signed on for the UK's Internet Advertising Bureau (IAB) Good Practice Principles to support their self-regulatory initiatives. Read the release.

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