In News; AdMeld In VC Pockets; PubMatic Pushes RTB, Releases White Paper; Quantcast Converges

AdExchanger in Cynopsis DigitalThe world of media optimization and ad exchanges is taking off. Need proof? Even is getting in the news.

From Cynopsis Digital, an industry newsletter that informs readers about the latest and greatest in the digital media world, comes the following:

“Media buyers, planners and advertisers interested in the growing online ad exchange model should bookmark, a thorough news site/blog that delves into trends and happenings in the space.”

AdMeld announced another round of financing today. According to Tech Crunch, the NYC-based firm has raised another $8 million dollars in Series B financing bringing their grand total for investment to $15 million.

The new round is intended to fuel future growth including opening an outpost in the UK (Here is the release). With a client list that includes “over 65 premium publishers,” AdMeld has grown its client base substantially from the 50 clients that Ben Barokas, AdMeld’s CRO, identified in his Q&A in April.

PubMaticPubMatic said in a release that its new ad price prediction methodology is now “live.” RTB (real-time bidding) bids are now part of the optimization process for publishers according to the release, “Online publishers can now match the optimal ad network or exchange with every single ad impression in real-time with increased precision.” Pubmatic calls this “Real-time revenue optimization.” There’s also an informative, new PubMatic white paper called, “Predicting Ad Network Frequency Capping to Increase Publisher Revenue,” that discusses the predictive nature of PubMatic’s yield optimzation.

Microsoft’s Eric Picard writes in iMedia Connection about four “problems” with online advertising but emphatically states, “I honestly believe that if we (the folks driving this industry) make the right decisions, we will change the face of advertising and, through those changes, have a huge and significant impact on the economy.”

Quantcast is helping make convergence a reality as they announced a partnership today with Tivo that will allow cross channel tracking between online and TV. According to the Mediaweek article by Mike Shields, “Comprehensive, cross-platform measurement is still a ways away, given the limitations of TiVo’s install base and Quantcast’s current coverage. But to start, the companies said they have a sample of 35,000 households from which to draw data-leveraging TiVo’s Power Watch ratings service, which boasts of second-by-second program and commercial ratings, along with user data from the 10 million Web sites Quantcast claims to monitor.”

Finally, the drum beat of laws surrounding privacy is growing louder and’s Andy Greenberg outlines the latest moves in Washington as players on all sides of the debate consider user privacy versus the needs of the internet economy.

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