Home Ad Exchange News Mischief With The Last Click; Asian Agencies Want North American Footprint; The RTB Bandwagon

Mischief With The Last Click; Asian Agencies Want North American Footprint; The RTB Bandwagon


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Revealing The Affiliate Biz

Convertro CEO Jeff Zwelling shares some of his company’s experience in measuring conversions and attribution for client publishers and says that affiliate marketing can be a minefield if some of his client’s experiences are taken into consideration. He offers, “One egregious example: Do you think Zappos.com would approve of an affiliate that is renting IPS 404 error pages such as Cox.com to redirect users who were clearly looking for Zappos.com but mistyped the URL or brand?.” Read more about last click mayhem.

Asian Agencies Crossing Pacific

The Wall Street Journal’s Suzanne Vranica looks at recent moves by ad holding companies in Korea (Cheil) and Japan (Dentsu) as they try to gain a foothold in North America. Vranica writes, “Bulking up in the U.S. is critical as both Cheil and Dentsu have faced slow ad growth in their home markets. Ad spending in Japan last year slipped 13% while Korea saw ad expenditures fall 11%, according to ZenithOptimedia, a media buying owned by Publicis Groupe SA.” Read more.

Display Vs. Search Vs. Overall

Get your favorite PowerPoint presentation ready. eMarketer has created some new graphs to help visualize online display and search advertising growth. Display outpaces search 14% to 9% when comparing year-over-year growth predictions in 2011. In general, “eMarketer projects online display spending will grow faster than overall online spending, while search spending will lag slightly behind.” See it.

Ashe Leaves CBS In Dust

All Things D’s Kara Swisher reports that Neil Ashe, president of CBS Interactive, is leaving the company which has already begun a search for his replacement. Swisher writes, “It is not clear where Ashe is headed, nor who his replacement will be. But an exec close to the situation said that Zander Lurie, who has worked closely with Ashe at CNET and CBS, will take on a bigger role.” Read more.

Ad Network Consolidation Analysis

Former Bear Stearns and current boutique investment bank Coady Diemar analyst, Chris Ensley, summarizes recent mergers and acquisitions in the traditional display ad network and video ad network spaces in a report. Ensley says M&A activity “took shape in two forms: (1) display ad networks acquiring video ad networks; or (2) two video ad networks merging. In the first instance the rationale is probably twofold: 1) to acquire technical capabilities necessary to compete in video, and 2) to acquire a foothold in the fastest growing category of online display: video. Read more (PDF).


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The RTB Bandwagon

CNBC Magazine gets on the RTB bandwagon and looks at its growth in display media while talking to active participants and analysts in the UK. ExchangeWire’s Ciaran O’Kane and Rubicon Project’s Jay Stevens offer their thoughts. Stevens tells CNBC in regards to RTB-enabled ad spend, “Trial campaigns of £30,000 to £50,000 are now becoming £200,000 to £250,000 per month for the larger clients.” Read more.

eBureau Customizing Audience With BlueKai

New audience definitions will be coming to eBureau’s audience targeting platform courtesy of BlueKai. According to a release, “eBureau’s Audience Targeting solution defines Custom Audiences for advertisers and enables them to buy media against these audiences across BlueKai’s channel partners.” Later in the release, eBureau states that BlueKai will be “its exclusive data platform for its Custom Audiences offering.” Read more.

Completing The Survey

Knowledge Networks interviews GM Tony Katsur of KN partner MediaMath. Katsur talks about how the challenges of brand awareness surveys among other things, “The challenge of surveys is being able to achieve a sufficient number of completed surveys to allow technology to start drawing inferences. You need high survey completion rates, or else you never achieve significant sample; if you don’t get to large enough samples, how do you optimize?” Read more.

AdMob Redux

Former members of AdMob have tapped the vc firm that funded AdMob (in part) during its growth phase, Accel Partners, and started a new company called MoPub. Accoring to FierceMobile, “MoPub touts an ad serving platform for mobile applications and websites, describing itself as ‘analogous to DoubleClick for publishers.’ The MoPub site–still in private beta–is a product of the AngelPad startup mentorship program; the ex-Googler incubator also participated in the funding round.” Read more.


The IAB’s video standards are not done proliferating as BrightRoll announced yesterday “that buyers using its BRX platform now benefit from support of the Interactive Advertising Bureau’s (IAB) Digital Video Ad Serving Template (VAST) and Digital Video Player-Ad Interface (VPAID) standards, which allow for third-party ad serving, on the BrightRoll Exchange (BRX).” Read more.

You’re Hired!

Demand-side platform Turn announced that it has hired Tim Mahlman, former vp of network sales at Yahoo!, as Chief Revenue Officer (CRO). Mahlman’s experience also includes 24/7, Blue Lithium and Winstar Interactive. According to the release, “Mahlman will lead Turn’s sales, business development and client services divisions globally.” Read more.

Aiming For Greatness

On Upstream Group’s Get The Drift blog, Doug Weaver chimes in on the recent Do-Not-Tell recommendation by the U.S Federal Trade Commission and the advertising industry’s reaction. He writes, “It’s time our industry drives forward a data and targeting compact with consumers that is based on a real value exchange. Let’s aim for something truly great, instead of just something good enough to keep the would-be regulators at bay. Let our ambition on this issue match our technical acumen.Read more.

In The Name Of Retargeting

Scott Gerber writes on Bloomberg BusinessWeek about eight ways you can improve your sales.. and coming in at #8 is retargeting. Gerber says, “Keep your brand in customers’ minds with ‘retargeting.’ Web sites such as AdRoll.com offer retargeting advertising services that use customized display ads to draw previous visitors (who didn’t convert into customers) back to your site.” Read more.

The DOOH, It Grow

Digital Signage Expo reports that the Digital-Out-Of-Home (DOOH) market is growing at a pace similar to display advertising if recent remarks by PQ Media CEO Patrick Quinn are to be believed. He told a conference in New York City that “[DOOH] grew 14.9 percent in the first half of 2010 and is on pace to grow 14.8 percent for the full year to $2.07 billion.” Read more about the networks and signage numbers for DOOH here.

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.