Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Cox Chooses Collective
As Cox Digital Solutions prepares to shut down its in-house ad serving system, which evolved from its $300 million acquisition of white label ad network Adify four years ago, what’s it planning to replace it with? The answer is Collective, which is being brought in to help target consumers as part of a wider re-org of CDS. The new program will be run by CoxReps, which also manages the Atlanta-based media company’s TV ad sales network. “"Over the past several years, we've had big wins on both the broadcast and the digital side of the house," said CoxReps President Jim Monahan. "Independently, each is highly effective. But we've seen an industry shift toward converged solutions - coordinated advertising that reaches consumers anywhere they are, regardless of the medium. We plan to be one step ahead of that trend." Read the release.
Facebook Data Risk
As Facebook re-architects Atlas, will advertisers balk at the prospect of sharing campaign data with a media seller? Pivotal Research analyst Brian Wieser thinks so. "How will agencies and advertisers who presently work with Atlas feel about a media owner controlling their ad serving and campaign management toolsuite, and using their information to sell other services back to them?" he writes in a research note covered by MediaPost. Read it.
If “programmatic premium” brings on cognitive dissonance, how about “systematic reserved,” “guaranteed RTB” -- or just “process reform?” What to call this emerging category of exchange buying was on many lips at the IAB Annual Leadership Meeting, Chris O’Hara writes in a ClickZ column. “Maybe the term should be ‘systematic reserved’ for deals that happen when guaranteed buying platforms (like NextMark, Centro, and Mediaocean) plug into sell-side systems (like isocket, Adslot, and Shiny Ads) to enable a frictionless, tagless, IO-less buy.” More.
Taming App Ads
In-app advertising is still the Wild West, but the IAB, MMA, and MRC are taking a shot at taming it with a new proposed set of “Mobile Application Advertising Measurement Guidelines.” The document offers guidelines on in-app advertising, analytics, and more. A public comment period will last until April 6. Press release.
Nine of 10 advertisers on the xAd mobile ad network are setting up geofences around competitor locations, Greg Sterling writes in the Screenwerk blog. An xAd exec tells Greg Sterling that national campaigns “often feature one type of ad creative to reach people around the companies’ locations and a different approach and ad creative targeting consumers around competitors’ locations.” More. A potential downside of the geofence siege: French taunting.
Mobile ad startup Adcade is betting on a suite of rich media ad puzzles and games to keep users on brands’ sites. "It's painfully clear that desktop ads don't translate well to mobile devices and, as mobile continues to grow, publishers need new solutions to monetize,” The company just raised $1.5 million in seed funding. Press release.
Following yesterday’s tie-up between online radio operator Pandora and Mediaocean, now Triton Digital, the digital services provider to traditional and online radio, has signed up CBS Radio to its a2x exchange programmatic system. “Joining Triton’s a2x exchange will create additional demand for our inventory, providing a great compliment to our strong traditional sales channels,” said Ezra Kucharz, President of CBS Local Digital Media. “Being able to offer agency trading desk access to our inventory in this manner allows us to participate in a new revenue stream targeting mobile and digital budgets.” Read the release.
In spite of European Commission requirements, Microsoft has not provided for consumer choice when it comes to browser selection according a release yesterday by the Commission which provides oversight on anti-trust regulation. The EC said Microsoft would be fined €561 million fine and added: “This is the first time that the Commission has had to fine a company for non-compliance with a commitments decision.” Read what that means.
- Specific Media Appoints Larry Madden as Chief Financial Officer - press release
But Wait. There’s More!
- Nielsen Starts Measuring Effectiveness of Mobile Ads - AdAge
- The Facebook Exchange Handbook by Chango (pay with some PII) - Chango
- Native + Data = Scale - BlueKai Blog
- TagMan Launches Marketing Data Platform - TagMan
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