Home Ad Exchange News Ad Exchange Links for Friday, May 29

Ad Exchange Links for Friday, May 29


Ad Exchange NewsYes, it’s that time again. More ad exchange-related news!

Kevin Lee sings the praises of search retargeting on ClickZ and encourages everyone to take advantage of Yahoo!’s offering. We could not agree more that this type of retargeting hold great promise as a killer behavioral targeting solution – especially if Google can unleash its enormous treasure chest of search data after overcoming privacy concerns as we’ve discussed prior.

From Wendy Davis of MediaPost comes word of a lawsuit about a law firm (but of course!) suing Google for ads that appear from a rival law firm in search engine result pages (SERPs) presumably when the suing firm’s name is input into the search engine. Think this sort of competitive opportunity is in play with search retargeting? Big time.

Former Platform-A executive Lynda Clarizio checks in to echo concerns about declining CPMs and publisher revenues. Clarizio tells Kenneth Corbin of InternetNews.com that publishers need to “be really smart about where you choose to place ad units on your site — almost to limit the number of ad units,” she said. “You’re trying to some extent to create scarcity.”

Good news for Yahoo! as Joe Mandese of MediaPost discusses recent wins including a new report from JP Morgan which suggests that Yahoo! is in the “lead” in display and apparently extending it. According to Mandese, the report says, “Yahoo has taken advantage of the opportunity to grow its market share as advertisers consolidate spend and shift toward online opportunities.” Apparently the June issue of OMMA concurs as it anoints Yahoo! as number one in display in its upcoming June issue. -FYI, the OMMA publish event is June 17 in New York City.

Who says the venture market has dried up?

Semantic ad technology company, Peer 39, has raised another $10.5 million to bring its grand total to $22 million since inception. According to PaidContent, “the company plans to use the proceeds to support business development and sales activities.”

OpenX, the popular open source ad server now entering the exchange space with OpenX Market, also announced that it raised $10 million. (Are some VC only allocating in $10 million bundles?) Total raise for OpenX is now $20.5 million in two rounds of funding according to TimesOnline.

AOL is being spun off from Time Warner after getting board approval. VivaKi Nerve Center’s Curt Hecht tells the Shira Ovide and Emily Steel of the WSJ, “I don’t think the AOL brand is dead. They have maintained a large audience. Now all they need to do is execute on their strategy.” Get all the “inside” details on the spin-off from Kara Swisher at All Things D who notes that a wholesale management restructuring will occur. Next stop after spinning off? How about merging with the NY Times and let Tim Armstrong run sales at the merged company? You heard it here first.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

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Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.