Specific Media Buys Video Ad Network BBE; Like-ing Display; WSJ's What They Know Looks At Facebook User ID Targeting

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

Specific Media Buys BBE

Late Sunday, The Wall Street Journal confirmed that ad network Specific Media had bought video ad network BBE for "about $55 million (...) The deal was mostly paid for with cash but also included some stock in Specific Media. The stock portion of the transaction valued Specific Media at just north of $1 billion." Read more. Previously, on Friday, All Things D had reported that the acquisition of BBE was imminent -see the AdExchanger.com Q&A with BBE CEO Matt Wasserlauf in July here. All Things D's Peter Kafka, who first broke the news, says, "We’ll see more of this over time, as the overstuffed ad network industry consolidates, and this one makes some sense on paper: BBE, formerly known as Broadband Enterprises, specializes in video ads, and Specific doesn’t have any video business at all." Read more.

Adding "Like" To Display

Mediaweek's Mike Shields reports that a new Mountain Dew display ad campaign that will run across multiple publisher (it's not clear if its exchange/aggregator buying) and include - for the first time ever - an embedded Facebook "Like" button. Sacre Christo! Mediaweek says that the Facebook "data generated from this effort will be available to Facebook alone, and not Mountain Dew, its agencies or the participating publishers." Read more. Huh? It would seem Facebook informing the advertiser about "Like" data is important to understanding ROI. MediaMind could also be able to record the click or hover, too. Thinking about the use case here, the user clicks the "like" button, and one would presume that in addition to a news feed notification that the ad has been "liked," the notification would be linked to something.. such as an advertiser landing page where click-throughs could be tracked.

What They Know About Facebook IDs

The Wall Street Journal's series looking at consumer privacy online continues as Facebook, Zynga and Rapleaf among others are the subject of the latest What They Know entry. The WSJ writes about the use of Facebook user IDs, "The problem has ties to the growing field of companies that build detailed databases on people in order to track them online (...) On Sunday, a Facebook spokesman said it is taking steps to "dramatically limit" the exposure of users' personal information." Read more.

First Round Capital Adds Its Own Round

First Round Capital is taking its successful venture capital model to a second fund as Connie Loizos says on PE Hub notes that FRC has raised $126.4 million according to an SEC filing. Loizos says, "The new fund is just $1.4 million larger than the first institutional fund raised by the early stage firm." Read more. Fellow early-stage vc firm Foundry Group (more) re-loaded lately, too. Venture capitalists are ready to roll the dice as tech innovation evolves.

Opt-ing Out In Australia

The Sydney Morning Herald (SMH) says that online advertising advocates in Australia are looking to "disarm" their previous position on consumer opt-out capabilities. The SMH says, "Acting on a request by a coalition of ad sales houses to 'clarify his position', Paul Fisher, the chief executive of the Interactive Advertising Bureau, said websites should merely make information about tracking - and how to opt out - 'available'." Read more.

Women In Tech

Susan Coelius-Keplinger, co-founder of demand-side platform Triggit, is profiled in a video interview on
EZebis. In discussing the challenges of being a woman in the male-dominated world of tech, "when I’m at networking events & I meet a venture capitalist often times women are not necessarily seen as founders or co-founders of companies. So when I say, 'Yeah I’m co-founder of Triggit,' especially when they already know of Triggit, sometimes they will say, '...You’re not just a girlfriend or a wife or here for the ride?'" See it.

Aussie Incubator

On his personal blog, Niki Scevak announced his involvement in what he says will be the Australian equivalent of Y-Combinator and TechStars with its first event in April of 2011.  Scevak sees opportunity down under as VC have stepped away: "The funding environment in Australia is poor, with the past decade seeing nearly every venture capital fund either failing or reinventing themselves as a private equity firm. The ones that have succeeded have done so in areas largely away from the web and mobile (medical, biotech, semi-conductor etc.)."  Read more.

Lamenting The Dapper Acquisition

On ReadWriteWeb, Marshall Kirkpatrick says that the Dapper acqusition "broke my heart." Lamenting the loss of the promise of exciting content management features for the publisher from the company's early days, Kirkpatrick identifies what he thinks happened: "If there's an unclear step between a technology of empowerment and profit, a step that requires creativity and hard work, then the market at large throws a fit and demands that profit be instead put directly into its spoiled-child's hand. 'I want an ad network!' people say, effectively, 'Give me the money directly!'" Read more.

Over Targeting Is Possible

In the most recent edition of DataXu's MarketPulse, DataXu VP Sandro Cantanzaro presents new company data which he says shows "'over targeting' can prevent the advertising message from reaching a significant portion of the advertiser's potential audience." Read more. And, see the bubbly new DataXu website.

Reviewing Expandable

ClickZ's Tessa Wegert reviews the innovation occuring with expandable advertising as rich(er) media is increasingly sought after by advertisers looking to enhance generic IAB placements on today's websites -while publishers balance between higherCPMs and more intrusive, less user-friendly advertisements. Wegert notes a Harris Interactive study (PDF) which says, "80 percent of consumers interpret banners that 'cover the content you are trying to read' as being "very frustrating.'"  Read her article.

Two-Sided Markets

In what angel investor Chris Dixon calls "The 'ladies’ night' strategy," Dixon writes about the difficulty of creating a business with a two-sided market such as Google's with advertisers and publishers. He concludes, "If you are starting a company that targets a two-sided market you need to figure out which side is the hard side and then focus your efforts on marketing to that side. Generally, the more asymmetric your market the better..." Read more.

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