Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Adgregate Markets Selling Domain: adexchange.com
In an AdExchanger.com exclusive, Henry Wong, CEO of Adgregate Markets ( AdExchanger.com Q&A) said the Company is selling the domain “ adexchange.com“. Wong said, “Adgregate Markets is divesting non-core assets, which includes AdExchange.com, that are non-essential to its core ShopAds business.” For a company looking to make a splash in the world of ad exchanges, the domain could be the answer.
The domain is currently anonymously registered through GoDaddy with a creation date of “June 1, 2001.”
Wong adds, “We acquired the domain name as part of an acquisition that has yet to be publicly announced.”
Microsoft Sends Razorfish To Publicis For Ads To Be Named Later
As we reported along with every other media outlet yesterday, Microsoft has sold Razorfish to Maurice Levy and Publicis for $530 million in spite of Levy’s efforts to make us think he wasn’t interested. Microsoft gets the cash plus a bigger deal with Publicis for MSFT’s ad services. Read the full release – en Englais. Or, try it in French.
Secret Data Sauce
Steve Smith of OMMA conferences and
Media Industry Newsletter (MIN) fame interviews CEO Paul Martino ( AdExchanger.com Q&A) from Aggregate Knowledge (AK) about how AK brings value to customer data. Martino discusses a campaign for a Fortune 500 company targeting “executive decision-makers in U.S. companies with more than 500 employees.” Among 5 or 6 data parameters according to Martino, AK used IP targeting to determine if a user was member of the target audience and noted using the services of companies like “ Digital Element (IP and geotargeting) and LucidMedia (contextual ad targeting).” Martino tells Smith that the campaign “achieved a 44% better cost per click and saved the client 60 cents on the dollar” compared to previous efforts. Read more here.
[x+1] CEO Nardone on Remarketing, Search and Data Enhancement
The latest iMedia Connection
column from CEO John Nardone of [x+1] ( AdExchanger.com Q&A) notes the power of remarketing with search, but suggests that appropriate messaging through all levels of the purchase funnel is as important. The theme of data optimization continues, too, as Nardone says that [x+1] is seeing increased campaign engagement and conversion rates of anywhere from 30 to 125% based on manipulation of landing pages according to an audience profile. Read more.
AdMob Relents To IPhone Developers For Now
MediaPost’s Mark Walsh covers the recent flap among iPhone developers as mobile ad networks heavyweight, AdMob, has reversed its decision to pull out of apps that support meta ad networks which aggregate multiple ad networks. Walsh notes that AdMob’s withdrawal was potentially harmful to aggregator companies such as AdWhirl, in particular. News of the reversal came buried in a blog post from AdMob this past Wednesday from Ali Diab, AdMob’s VP of Product Management who said, “We have decided to temporarily delay the discontinuation of support for mediation layers until we can introduce a comprehensive plan that meets our publishers’ needs…”
This Week’s Show Business
Search Engine Strategies San Jose starts Monday and ends Friday as the venerable show covers the SEO/SEM space, wraps in social media marketing and, even, display advertising with Lookery’s Scott Rafer, Rapt’s Jonathan Mendez and Yahoo!s Josh Jacobs participating in a panel on how search and display can work together. Coincidentally, or not, today’s NY Times covers a new study from Engine Ready ( PDF) which says PPC has better ROI than SEO. That should cause of hours of debate at San Jose hotel bars.
Affiliate Summit East
began in New York City yesterday which includes sponsors such as AOL’s affiliate ad network, buy.at, and Epic’s affiliate kingpin, Azoogle. Agenda topics include “Advertising On Facebook,” “Seven Deadly Sins of Landing Page Optimization” and “Profitable Performance Marketing: More Money for You” which includes Datran Media as a panelist.
Business Insider’s Nick Carlson looks at the recent Digg ads voting system which Digg hopes will improve CPMs with advertisers whose ads resonate with Diggers. Digg CEO Jay Adelson told Business Insider in April that premium (or directly sold) inventory was commanding a $10 CPM. Below is an ad from Threadless as seen this past weekend:
SplashCast Goes Under
Portland, Oregon-based, SplashCast, has closed its doors (
but, the site remains) according to Tomio Geron of The WSJ’s Venture Capital Dispatch blog. Geron notes that venture funds have cooled on social media widget providers likely due to their inability to differentiate – especially in a challenging economic environment. Geron quotes SplashCast founder Mike Berkley as saying, “We demonstrated that premium content applications in Facebook and MySpace can be monetized effectively with high-end display advertising.”
Where’s P&G’s Interactive Ad Budget? Here’s some…
The Cincinnati Business Courier’s Lisa Biank Fasig covers Procter & Gamble’s interactive advertising efforts as the CPG monolith dives into the advances of technology to create an integrated, “augmented reality,” real-time ad campaign. After spending only an estimated $47 million on the internet from from its $4.8 billion U.S. advertising budget in 2008 (source: Advertising Age), Comscore’s Andrew Lipsman told Fasig that this is a move in the positive direction for P&G even if it’s hard to attribute direct sales and added, “To the extent that they can actually drive higher engagement with their brands, that presumably is going to generate higher brand loyalty.” Read more.
Real Estate Vertical Ad Network Re-Branded
a press release, Lender Processing Services, Inc., a services provider to the mortgage and real estate industries, announced that its Real Estate Group division is rebranding its vertical ad network to “Real Estate and Living Media Network” or acronym-ically speaking, The REALM network.
in this 2009 LPS media kit PDF which offers the following on the 800-website strong, REALM:
The Real Estate And Living Media Network (REALM) offers advertisers a vast, national reach, by weaving a comprehensive ad footprint across some of the nation’s most respected and recognized real estate agents, brokers, companies, and MLS’s listing/community websites …
In addition to standard display advertising, we can offer custom integrated/sponsorship advertising across the REALM Network
Because REALM is a MEDIA Network, we distribute not only advertising, but also highly-relevant content that enriches the consumer experience on our publishers’ websites
To Track The User or In Aggregate
Anil Batra posts on his blog regarding: “ Should web analytics tool track visitors as unique individuals or at the aggregate level?” Batra makes a case for both implementations and suggests that privacy implications are present no matter which strategy one chooses.