Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Retargeting Reach
Undertone Networks announced yesterday “U360 AudiencePlus™.” In an example from Undertone publishing partner A&E, the new offering is positioned as an audience retargeting solution which will retarget A&E visitors (cookied by Undertone), for example, when they visit other sites within the Undertone network. Reach extension appears to be a feature as well. Read the release.
Bloomberg Terminal DOOH Play
Digital out-of-home (DOOH) display maker, STRATACACHE, and their subsidiary, STRATAMedia, have announced a partnership with Bloomberg according to Andrew Neale of DailyDOOH. The “exclusive Bloomberg On Display™ live and on-demand content” offering “aims to provide a turnkey solution for digital out-of-home networks within the financial industry segment; comprising visual content, digital signage software and technology, transport services, and support.” Read more.
Sourcing Scarcity
“Direct” kingpin Best Buy, AdMeld, new start-up 5:1, and several others gathered for a panel at TechCrunch50 yesterday to discuss display advertising among other topics. Scarcity is one tactic that rarely gets discussed on the publisher side but Levinsohn from 5:1 grabbed the torch and said that publishers need to be smarter about placing ads -even on their home page. He said, ““In many ways I think the Internet has killed itself to a degree because there was a notion that I will just add another page without maximizing the premium spots.” Audience-based buying will assist with oversupply, but too much ad clutter on a page is always going to affect performance. Read a transcript of the panel.
More On NYT Malware
A bit more light was shed on this past weekend’s malware attack on The New York Times website. When last we left the NYT, malware had infected many readers with alert boxes and pop-up windows before the Times noticed and removed the ad. A security professionals magazine, SC Magazine, suggests that an ad network is to blame, but no names are named. Read it. Finally, today, Ashlee Vance of The NY Times reveals that ad networks were not to blame – a fake “Vonage” ad had been approved by internal ad operations team. Read the article.
LBS-ing Audience
Abbey Klaassen of Ad Age looks at how brands are using location-based services (LBS) of mobile to target audience. Kenneth Parks, SVP at Digitas, tells Klaassen, “Mobile marketing will move beyond promotions and advertising. It’ll be about mobile services that might be marketing but they’ll feel like services.” Read the article – LBS opportunities will be target-able by buying platforms sooner rather than later.
Yahoo! Stock
Sanford Bernstein analyst Jeffrey Lindsay raised his rating from market perform to outperform for Yahoo! yesterday saying that “display advertising is showing signs of coming back” and he believes that Yahoo! shares are currently undervalued. Read more.
Rubicon In Europe
According to MediaWeek UK, The Rubicon Project continues to drive forward its european expansion strategy as former Platform-A UK Director of Publisher Services, Oli Whitten, will “oversee relationships with online ad networks in Europe” for The Rubicon Project, and report to newly-hired Rubicon-er and VP of International, Jay Stevens. Read the article. A Q&A with Stevens and eConsultancy’s Jake Hird is here.
Clicks Matter
David King, CEO of database marketing agency, Fulcrum, takes a refreshing, old-school approach on Imedia Connection by saying that “clicks matter” in an ad campaign. We talk a lot about attibution and view-throughs here – but yes, you gotta click to buy it! (-or influence the buying of it.) King suggests that counting clicks and its usefulness as a metric can be revealed with time-series analysis. Read more.
Tumri Relocates
Business is so strong that Tumri has relocated to new offices according to a company press release. The company has moved headquarters from Mountain View to San Mateo, California. Tumri says that it hopes the new location will improve recruiting efforts as it cozies up to the San Francisco metropolitan area. Read the release.
BREAKING: Porn Popular On Web
The adult ad business which has been traditionally been a leader in the area of website monetization technology is apparently offering opportunity to budding ad network entrepreneurs. Adult ad net, Media Jerky, said in a release that after opening for business in June of 2009, impressions are now up over 4 billion in August. Read the release and find out that I did not make up the name of the ad network.
On the Lightspeed Venture blog, Jeremy Liew notes though that porn is actually suffering according to The Economist due to factors such as Internet piracy and the “free” model. Read it.
