2011 Advertising Economy Wildcard; Twitter Adds Paid Promotion Model; On Rubicon Project-Fan Deal

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2011 Wild Card

Reuters looks at the growing momentum in the media sector, but says, overall, their remains cautious optimism, at best. Reuters Paul Thomasch writes, “The wild card is 2011. If the job market improves and housing shows signs of life, consumer sentiment would likely perk up, providing a healthy measure of confidence to companies thinking of new campaigns to market sneakers, peanut butter or laptops. But that’s a long shot, according to most media analysts and advertising experts. Instead they see an ad market that is healing slowly. ” Party poopers. Read more.

Sharing Is Power

MediaKitchen’s Barry Lowenthal offers a recent story about an experience he had at a gathering of his agency peers in a think piece on AdWeek. Lowenthal writes, “My cohorts proclaimed that intellectual capital was a core differentiator, and I agree completely. But that’s where our perspectives diverge. I believe that the more widely shared the information, the more powerful it becomes — and the more important the sharer becomes.” Read more.

The Display Temperature

Dan Reich takes the temperature of the display advertising business on his personal blog and sees two reasons for the accelerating DMP (data management platform) trend: “Buyers are hedging their bets with DSPs, but lack a centralized data warehouse,” and “Publishers are realizing the need to better segment and monetize their first party data.” Read more.

Social Story

SVnetwork (AdExchanger.com Q&A) has released a new white paper about “How Performance Brand Advertising Engages a Mass Audience in Digital Media.” From the press release, the company says that, unsurprisingly, social media offers a great new opportunity for marketers while “Alternative advertising methods in digital media such as display advertising cannot deliver the personalization or level of engagement that performance brand advertising delivers.” See the release. And, get the white paper (PDF).

Promoted Tweets!

Twitter lovers there are promoted tweets coming to your timeline! You didn’t think the ad free Twitter-verse would last forever, did you? Twitter says from its blog, “When we launched Promoted Tweets in April, we outlined our plan for gradually rolling them out in all of the places people experience Twitter: first in search on Twitter.com, later in search through our partners, and eventually in the user timeline. We’ve accomplished the first two steps and, starting today, we are beginning to test syndication of Promoted Tweets in user timelines. Initially, we are testing these with our partner, HootSuite.” Read more.

On Rubicon Project/FAN

ClickZ’s Susan Kuchinskas covers the acquisition of Fox Audience Network assets by The Rubicon Project. PubMatic CEO Rajeev Goel tells ClickZ “it will take nine to 12 months for Rubicon to integrate the FAN technology. ‘Innovation happens at a rapid rate and in a quick cycle. If you spend 12 months integrating rather than building new feature features sets, publishers will bear the brunt.'” CEO Frank Addante disagrees saying, “He’s confident that the complete platform, integrating FAN’s technology, will become available to publishers in April 2011, thanks in part to the engineering staff that’s coming along with the acquisition.” Read more.

Search And Display

Magnetic CEO Josh Shatkin-Margolis appeared in a Q&A on DigidayDaily yesterday and notes the convergence between search and display, “There’s no question that display ads are best for wide-scale branding on the Internet. Furthermore, advertisers can’t risk running a completely search-based campaign – branding is still important. But what has happened is that display advertisers and search marketers are getting smarter about the ways they can optimize display.” Read more.

DSPs Are Redunkulous

MediaPost’s Joe Mandese gives a high-level overview of a new $495 report out by the Center of Media Research called, “Ad Networks: Pros & Cons Of Each Platform.” Mandese pulls out quotes and facts in the report including this one: “‘DSPs are ridiculous,’ said one anonymous respondent. ‘They want to replace media agencies by buying remnant inventory. Uh… not good. We’re not a fan here.'” The nerve! Read more.

New Website

Online advertising network Undertone has unveiled a new website and branding featuring a selection of smiling Undertone employees. See it.

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