BrightRoll Hires Bruce Falck As COO; MapR Raises $110M

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Googling Video

Video ad platform BrightRoll announced the hire of Bruce Falck as chief operating officer. Falck previously ran Google’s demand-side platform business, a.k.a. DoubleClick Bid Manager (née Invite Media), among other duties. According to the release, Falck will “oversee day-to-day operations at BrightRoll and is responsible for leading sales, marketing and business development…” Read more. CEO Tod Sacerdoti, who founded BrightRoll in 2006, is likely building out the exec team in preparation for an IPO –unless BrightRoll gets gobbled up beforehand. More in the WSJ (subscription).

Analyzing Big Marketing

Big-data tech company MapR, used by Rubicon Project, comScore and others, has raised $110 million in financing, says TechCrunch. MapR VP of Product Tomer Shiran explained one use case to AdExchanger: “Cisco, for example, developed a 360-degree customer application that’s collecting all the information that it knows about its customers, from the billing system, support system, social media and every interaction point it has with its customers. And it uses that for lead generation.” Enterprise, “big data” inputs for the omnichannel marketer. There are more use cases.

Fraud Everywhere

When the MRC advisory to avoid buying video impressions lifted on Monday, it appeared to set off a burglar alarm among vendors, who began hollering about video ad impression thievery. DoubleVerify, for instance, announced it had uncovered a massive video ad fraud scheme “involving over 500 sites and impacting over 1% of all video ad impressions across the Internet.” Telemetry (one of the three vendors accredited by the MRC) describeda months-long ad fraud operation that hit 75 advertisers, in which fraudsters tampered with products from Tremor, Adap.tv and Integral Ad Science, fooling the tools into believing video ads were viewed when in fact they weren’t.

Streaming Returns

As television streaming continues to gain ground, CBS says it’s poised to profit. “We actually make more money per viewer streaming than we do on television,” said CBS CRO and President David F. Poltrack. “If you stream our programming online, you’re seeing a full complement of advertising – you can’t bypass it.” In fact, CBS reports it actually earns 20% more in online ad revenue than per live viewer. Most TV viewing is still on television, but Nielsen data shows that the percentage is shrinking (89% of TV viewing was live in Q1 2011 compared to 80% in 2014). Read more at Variety.

Programmatic Analytics

Metamarkets has released a real-time analytics platform for programmatic advertising, partnering with exchanges like Chartboost, Flurry, Inneractive, Millennial Media, MobPro, MoPub, OpenX, Smaato and Vungle. As programmatic budgets expand, Metamarkets is banking that real-time analytics will become a must-have since it’ll enable advertisers to make better decisions much more quickly. Press release.

Patenting Voter Targeting

Audience Partners says it’s patented audience targeting of voters. A new release announces approval of a US patent and explains, “The patented technology provides the ability to use publicly available voter registration records and political demographic data such as party affiliation, voting history and political geography to target and place advertising and messaging across millions of websites.” Read more.

Privacy Attribution

Tuesday marked the one-year anniversary of Children's Online Privacy Protection Act (COPPA) 2.0, also known as the FTC's update to the COPPA. Yesterday, mobile attribution and analytics company Kochava announced plans to roll COPPA compliance tools into its platform. Kochava is integrating an age-gating mechanism called AgeCheq, which it will extend to mobile apps and games at no charge to its clients. Read the release.

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