Home Ad Exchange News Adobe Buys Omniture; Rubicon Project Buys Audience Targeting; FetchBack Offering CPC Retargeting

Adobe Buys Omniture; Rubicon Project Buys Audience Targeting; FetchBack Offering CPC Retargeting


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Adobe Buys OmnitureAdobe Buys Omniture

Adobe is going data! With a focus on creative with their core product suite of Photoshop and Illustrator as well as the entire Macromedia line bought in 2005, Adobe signals a change in strategic direction.

According to The Wall Street Journal, Adobe said it will pay $21.50 a share in cash for Omniture (or $1.8 billion), a 24% premium to yesterday’s share price. The WSJ’s Don Clark and Suzanne Vranica write that the Company “plans to build code into its content-creation programs to help them exchange data with Omniture services, eliminating time-consuming programming by customers and helping more of them make money on their Web sites.” Read the Omniture press release.

Rubicon Project Buys BT Firm

Outsiders Online was acquired by Rubicon Project yesterday to boost audience targeting capabilities with Rubicon Project member publishers as the company moves toward an addressable media strategy for advertisers that can be accessed through ad networks. Rubicon Project CEO Frank Addante tells AdExchanger.com that in addition to 4 employees from Outsiders Online, the newly-acquired company will provide RP will data scoring capabilities on quality and relevance, privacy controls to improve consumer friendliness and affinity scoring to help determine the value of a piece of data and assess value in a particular point in time. This is the first acquisition for RP since its $13 million raise in April. Read the release.

FetchBack Offer CPC Retargeting

Fetchback is offering CPC (cost-per-click) retargeting “bidding system” as they target advertisers interested in finding users they already know via a cookie. With buh-zillions of impressions out there, a CPC model should make better sense to the advertiser who has been burning through CPM buys. Another side benefit is the awareness the campaign drives potentially for free with a CPC model – users see the ad, don’t click and the advertiser doesn’t pay. Read the release.

Microsoft Releases BT For Mobile

Jamie Wells announced Microsoft Advertising’s behavioral targting For mobile solution on the Microsoft ad blog today. Wells writes, “Over one hundred behavioral segments across popular advertiser categories such as Automotive, Financial Services, Health, Lifestyle, Life Stages, News and Entertainment, Retail, Technology and Travel are available for purchase.” Read more.

Making Creative DOOH


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Argo Digital Solutions Creative Director Chris von Seeger offers basic creative tips on effective digital out-of-home advertising including the time-tested KISS (keep it simple studio) and not relying on audio in that ambient noise may drown out any aural cue or message. Read more on the Argo blog.

OOH Down

Toni Fitzgerald of Media Life Magazine looks at tough times in the second quarter for out-of-home advertising which experience an 18 percent drop year-over-year. Read more.

Cromagnon Man Meets Display Advertising

On ClickZ, Brian Massey provides readers with an anthropological understanding of display advertising including evolutionary steps such as Ad Network Man, Behavioral Man and finally, the most evolved of all humanoids species, Optimization Man. Tumri, Teracent and Dapper help out by showing how data is being infused into display campaigns today. Read more.

VideoEgg Announces Portable Ads

You CAN take your ads with you. Yesterday, a new innovation from VideoEgg was announced which allows advertisers to take their VideoEgg rich media ads outside of the VideoEgg ad network. VideoEgg effectively broadens its product line and becomes a video ad server similar to the way DART and Atlas serve display ads. Read the release.

Attribution Beyond The Click

The Clickable blog takes a look at marketers needs for attribution of conversion beyond the click, a key element to justifying the cost of display advertising. Clickable’s Anna Agishtein reports less than half of marketers surveyed have an attribution model. Read more.

Building The Start-up

Andrew Chen has a great blog post on building the original, ground floor team for a start-up. Aiming at startups who’ve raised between $500,000 and $1 million, Chen suggests among other thing that company founders hire “doers” and see as many people as possible in the interview stage to improve the chances of finding a right fit. Some of these tips seem applicable whether you’re a startup or not. Read more.

Non-Answer Sites

LeadsCon chief and super seller, Jay Weintraub, looks at websites that seem like they are providing answers to your questions but, in fact, are there to take your money. Jay calls this Faked (Online Marketing) as opposed to the content of his previous article which was all about Flogs (Fake blogs). Read more.

Microsoft And Google Talk A/B

On his “Geeking with Greg” blog, Greg Linden points to a video on a recent, public debate between Google and Microsoft about A/B testing. Linden points out, “Oddly, it appears to be Microsoft, not Google, arguing for faster performance.” Read the post.

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.