All Aboard! Real-Time Bidding Goes Mainstream: In The New York Times, Wall Street Journal; And, Eyeblaster Files For IPO

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

NYT and WSJRTB, AppNexus, Ebay In NY Times

It's official. Real-time bidding is here as the digital media buying phenomenon is featured in an article by reporter Stephanie Clifford of The New York Times who says, "In the real-time process, billboard space would be auctioned off second by second, and tailored to each viewer." AppNexus CEO Brian O'Kelley and one of AppNexus' clients, Ebay are front-and-center as players in the new RTB world. Read it.

More Display, More RTB

Not to be outdone, The Wall Street Journal's Jessica Vascellaro and Emily Steel look at display's resurgence, Google's potential dominance and, of course, RTB in yet another mainstream media, feature article. OMG Digital CEO Matt Spiegel tells the WSJ, "Google has more firepower right now. I'm convinced that the other key players in the space recognize the risk." RocketFuel's Richard Frankel adds, "Google's real-time bidding is a significant advantage over Yahoo's system." Read more. (No subscription? Try here.)

Times On Murdoch Threats

New York Times publisher Arthur Sulzberger said at the Bloomberg BusinessWeek Media Summit that he would see Rupert Murdoch's potential decision to remove The Wall Street Journal and The New York Post, among other News Corp sites, from Google's index as The NY Times' gain. MediaPost quotes Sulzberger regarding Google: "I think it's important to understand what they do, and work with them." Read more.

Eyeblaster Tries For IPO

Rich media delivery and advertising technology company, Eyeblaster, has rekindled its IPO aspirations from 2008 and has filed for a $115 million IPO. The company reports that its revenues topped $65 million in 2009 - relatively flat compared to 2008's $63 million. But, given the economic trauma of last year, that doesn't seem bad from here. Read more on PE Hub. See the release on Eyeblaster's site. And, read the SEC filing.

It's Earn Out, Not Burn Out

Inc. Magazine offers a how-to on creating a successful earn-out package for both parties when the seller and the buyer of a business don't quite see the same value. From the article, "owners of private companies regularly have been taking between 40 and 45 percent of the total pay-out through an earn-out agreement, according to surveys."Read more.

Mobile Success

A mobile ad case study from Razorfish is featured on the Inside AdWords blog. The results are impressive - hey, that's why it's a case study! Nevertheless, mobile proves to have better success than a PC brower campaign as the mobile campaign outshines by 9.3%. Read more.

FTC Wants More Info

Google's AdMob acquisition isn't in the bag yet as the FTC is seeking more input from the competitive set. Does anyone really think this deal is going to be stopped? It's hard to prove a monopoly in a business with such a tiny piece of the overall ad pie - we're talking about mobile, of course. Read more from eWeek.

Digital Dimes

PaidContent's David Kaplan brings more news from the BusinessWeek Media Summit and quotes Liberty Carras, SVP of sales at CNNMoney.com, "In making the match between digital dimes and traditional media’s dollars, we’re in the process of a learning curve. There’s no easy way to do this. We’re making tough choices.” Read the summit summary.

You're Hired

Tremor Media announced that it was shifting roles for CFO Pinney to Chief Operating Officer. Read about it. Aggregate Knowledge announced that it has hired another former executive of Specific Media as Perry Nusbaum will be the SVP of Sales under former Specific Media exec, David Jakubowski, who is the company's Chief Revenue Officer and General Manager. Read it. AdSafe Media said that it has added Time Inc's Vivek Shah to its advisory board as the verification arms race continues to percolate on all levels. See the release.

Segmentation Matters In DTV World

Former Tacoda CEO and current Simulmedia CEO Dave Morgan discusses "minimum motivational frequency," which is to say, how often does one need to show a promotion (for a TV show in this case as he uses Simulmedia findings for the piece) for particular segments of audience. Frequency can vary widely according to Morgan. Read about it.


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One Response to “All Aboard! Real-Time Bidding Goes Mainstream: In The New York Times, Wall Street Journal; And, Eyeblaster Files For IPO”


  1. Rob Leathern says:

    I'm surprised that eBay is talking publicly about selling their user data. It's been a very open secret in the online ad industry for a while now, but curious what they get out of showing it to the mainstream press. Great press for the AppNexus team (congrats guys), though.

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