Home Ad Exchange News Mary Meeker Delivers Ad Boom Prez; AdBrite Announces Audience Data Product; Addressable TV For All In 5 to 8 Years

Mary Meeker Delivers Ad Boom Prez; AdBrite Announces Audience Data Product; Addressable TV For All In 5 to 8 Years


Morgan StanleyHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Meeker Checks In With A Boom

Morgan Stanley’s Mary Meeker has released her latest predictions to the digital world at the Web 2.0 conference and her “Magic 8” ball says that “Internet advertising will reach $50 billion and mobile commerce will outpace traditional e-commerce,” according to a Blooomberg BusinessWeek feature on the i-bank analyst. Like last year, mobile is the theme of her deck and includes 10 questions for internet execs. Download it here courtesy of All Things D’s Kara Swisher.

Audience Data For Sale

AdBrite is giving it away! Well, not quite, but their new AdBrite Audience product allows buyers to understand which “data is driving the best performance and ROI for their campaigns,” according to the release. Presumably the buyer can glean a few insights and then buy whatever data is performing adequately. A company spokesperson adds, “adBrite has taken a very transparent approach as a no cost broker and enabling advertisers to buy the data on a CPM basis independent of the media cost.” Read more. The company adds that this new system is different than how networks buy data which is “generally by buying uniques/stamps, leveraging them across multiple campaigns and bundling the cost at their discretion.”

CTR Makes Comeback

eMarketer borrows from a new MediaMind study and produces an infographic showing the return of the click as MediaMind says its findings show a leveling for click-through rates in 2009 and 2010 after years of decline. See it now. MediaMind CEO Gal Trifon said in the release, “Although CTR is only a partial measure of online success, the leveling of CTR shows that online advertising has reached a level of maturity and that advertisers have become more sophisticated in luring users’ interest.” Read the release. And, download the “Standard Banners, Non-Standard Results” study from MediaMind (sign-up required).

Addressable TV Coming Soon Everywhere

Echoing Google VP Neal Mohan’s “7 Predictions of Display,” TechCrunch’s MG Siegler reports Google Global Sales Operations and Business Development, Nikesh Arora, said at the Web 2.0 Summit “that in 5 to 8 years everyone will have an IP television, like Google TV” -meaning: addressable TV is 5 to 8 Years away. Today’s display advertising is the first step. Read about it.

Search Getting Display

Performance marketing platform SearchIgnite announced in a press release that it has added new display advertising capabilities. SearchIgnite is part of Dentsu’s Innovation Interactive which also owns NetMining. In explaining the new enhancements to the platform, SearchIgnite’s Founder & President Roger Barnette explained the difference and interdependence between NetMining’s and SearchIgnite’s evolving platforms to AdExchanger.com: “[The two] are very complementary products. Netmining’s proprietary user buying propensity scoring is a key component of our new display offering. User centric media buying is core to SearchIgnite’s ability to deliver the right message, at the right time, to the right customer as they interact with multiple media types on the web.” Read more about SearchIgnites display ad platform enhancements.


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Study On Behavioral Ads

Online privacy solutions company TRUSTe announced the results of a 6-month study done in concert with Publishers Clearing House that showed “education, notice and choice are the best tools for building consumer trust with Online Behavioral Advertising (OBA). Further, the results indicate that consumers have a surprisingly high comfort level for OBA when they are well-informed about how it works, and that only a very miniscule number will choose to opt-out.” Read the release. Also, heck out the way TRUSTe handles consumer questions about ads on the PCHLotto.com website (click the “Ad Choices” icon).

Analyzing Your Customer

Product guy Keith Schacht provides a detailed plan for finding out about who your customers are and the way in which they use your product. He writes, “The key insight is this: the most important thing is how many unique customers you have, and by implication, knowing what caused any change in this number. And by customers I don’t mean visitors or pageviews, I mean the subset of those people that will be long-term repeat users.” This is a great post. Read more.

NY Times Merge Online And Print

From Yahoo! News “Cutline” blog, Joe Pompeo says that the NY Times has begun to re-org its staff such that web writers now report into the main news desks: “Web producers will now report directly to their respective desks, said a source. Meanwhile, digital news editor Jim Roberts has been named assistant managing editor for news, and Web newsroom editor Fiona Spruill has been named editor for emerging platforms.” Read more as journalism evolves in a digital/print world.

Trust And Safety And The Exchange

In the first of a three-part series on Right Media’s Trust & Safety Program, Right Media Exchange VP of Platform Policy Bennie Smith examines Buyer Protections & Controls such as SCOUR, “an automated detection program the regularly reviews Exchange traffic and searches for patterns that may alert us to behavior that in our opinion may be malicious traffic. If we detect that some or all impressions from a particular section of a site on the Right Media Exchange have been initiated by applications or behavior that are prohibited by our policies, they are automatically deactivated and made ineligible to receive further ads and generate revenue for the publisher.” Read it. Sell side protections will be the next post.

Silicon Valley IPO Fears

Increasingly pessimistic that your privately-held company will never go public? VC and Benchmark Capital’s Bill Gurley says from his personal blog that maybe you should pull your head out of your privately-held trash can. He writes about Silicon Valley: “Waves of pessimistic analysis can become self-reinforcing and began to influence rather than just inform. That appears to be the case with respect to local attitudes towards high-tech IPOs. Next time you hear someone talking about how broken the IPO market is, please let him or her know that despite what you read, many great companies are going public and are having remarkable success.” He then names the companies already public and I why a private Facebook isn’t a bad thing. Read about it.

How Much Is That “Liker” In The Window

Much has been made of the value of the Facebook “Fan” or “Liker”. That value may have increased with Facebook’s new Messsages platform which will include the ability for users to have a Facebook.com email address which will include a mailbox for mail from a user’s fan page(s). David Daniels of The Relevancy Group tells ClickZ, “On the Facebook pages, brands should have a link back to their e-mail preference centers,” he said. “It should now be a standard part of your brand page.” Read more.

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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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.