Ad Exchange News Links for Friday, February 6

Advertising Exchanges Links Here’s a recap of recent ad exchange-related news:

Mediaweek’s Mike Shields finds evidence that ad networks and exchanges are doing better than expected in Q1 2009. Traffiq ad exchange CEO Mark Kahn adds that ad agencies appear to be planning a month ahead of time as opposed to a year ahead of time.

In a press release, Traffiq announced that its “premium display advertising inventory averaged at $4.53 CPM – more than 17 times higher than the CPMs secured through many 3rd party resellers.”

Lynda Clarizio was canned at Platform-A (owners of ad exchange, BidPlace) in favor of former Yahoo! display ad executive, Greg Coleman according to AOL CEO Randy Falco. SAI covers AOL’s Q4 results which showed strength in premium inventory and weakness in remnant.

Former Vice President, Publisher Development at TACODA (now owned by AOL), Scott Portugal, has taken over at Traffiq to lead “the sales, marketing and business development practices at TRAFFIQ” according to Adotas.

In spite of the recent negative news regarding display ad CPMs, TechCrunch sees good news for display in recent quarterly reports by Yahoo!, AOL, Google and Microsoft.

Burst Media, a network or vertical ad network depending on who you ask, covers the WSJ article on improved targeting in web advertising. Burst seems to be wary of behavioral targeting which is understandable in that they are selling a contextual, vertical industry, targeting solution.

WPP invests in Omniture and makes its play in the analytics game.

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Why Media Mergers And Spin-Offs Don’t Always Keep Their Promises

With media megamergers, acquisitions and spin-offs left and right, the media landscape is changing at a pace that is difficult to keep up with.

TransUnion is partnering with Blockgraph so that advertisers can use its identity data to target, reach and measure TV households across channels.

Marketers

How This Disaster Relief Nonprofit Tapped First-Party Data To Reach Donors Year-Round

Staying top of mind for potential donors is an ongoing challenge for Direct Relief. Nexxen’s audience curation helped it spread and sustain awareness.

Publishers

Why Major UK Publishers Are Finally Joining Forces To Curate Ad Inventory

Atria’s collective approach is a response to growing monetization challenges and the need to protect the value of human journalism in the AI era.

Toronto Canada pride parade includes a crowd waving pride flags

Marketers

Ad Performance And Politics Steered Brand Dollars Away From LGBTQ+ Communities – But The Pendulum Will Swing Back

The current administration has discouraged many marketers and organizations from showing support for the LGBTQ+ community, including during Pride month.

CTV roundup

How AI Can Enhance Content Without Generating It

As much as consumers complain about AI-generated content, advertising experts say AI still has an important place in video creation and production, including for ads. But using AI in content without turning off consumers is a tricky dance.

Marketers

How Tovala Banks On Subscriptions And Incrementality – But Not Ads – To Profit From Its Oven

Smart TVs, refrigerators and other home appliances may pester you with marketing, but at least the hardware is cheap. Another startup taking a different approach to the same theory is Tovala, which was founded in 2015 and combines a standalone countertop oven with a weekly meal kit subscription.

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