AOL’s Levick Says No To Exchanges, Forgets BidPlace?; The Battle For Madison Avenue; The Cautious Return Of The IPO

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AOL and the ExchangeAOL Talks Exchanges

David Kaplan of PaidContent cornered AOL’s Jeff Levick at the OMMA conference in New York City this week and asked whether or not AOL would be interested in its own exchange – especially in light of the recent hoopla around the DoubleClick Ad Exchange. Levick provides the big media publisher cliche and says he’s not interested in anything that drives down pricing. Given the swarm of data at AOL, there appears to be a way to drive value using the exchange model. Which reminds me… what’s going on with the AOL’s BidPlacethe exchange announced in 2008? The small business version, BidPlace SB, was profiled here in April. Read the article in PaidContent.

My Brand Is Bigger Than Your Brand

AOL and Yahoo! are duking it out according to an article by Emily Steel of The Wall Street Journal. In a battle for face time with the media titans who control ad spending. Quentin George, chief digital officer of Mediabrands and Cadreon fame notes, “It’s a fevered pitch,” as each brand looks to resurrect itself from a moribund recent history. Steel’s report reveals how the portal has fallen out of favor as audience buying has taken over. Read more.

TargetCast Gets Ripple

TargetCast, a digital-out-of-home (DOOH) services provider bought DOOH ad network RippleTV for an undisclosed sum yesterday as audience buying became a little bit more consolidated in the out-of-home space. Read more.

Ad Network Morphs?

Glam Media announced a new line of business yesterday with launch of “Tinker Apps Network to help real-time applications monetize their services and content.” The new social media apps network offers advertisers the opportunity to promote through a news widget that can be updated in real-time across Glam’s network of publishers. Read the release.

High Is The New Low

Erik Sherman makes the case on Bnet about declining CPMs and notes ad network involvement. Speaking to undifferentiated ad network inventory in the article, Sherman writes, “What if the competitor reaches the same audience as effectively as you? Economics suggests that prices will drop.” Read more.

When The IPO

On Ventureblog, David Hornik looks at the state of the initial public offering (IPO) and whether or not it’s wise for venture capital investors to try to cash out given the budding, yet fragile, nature of the economy. Read the post.

More Ad Networks Morph

Traffic Marketplace announced its new TMP Social platform which looks to “to assist application developers in generating revenue from their games and applications.” New services such as these would appear to be one of many appropriate plays as ad networks morph over the next 12-24 months. See the new site. Or, read the release.

Lead Gen For Ad Networks

BlueKai’s new certification program is proving to be lead gen for ad networks – and other demand-side platforms – it would appear. Tribal Fusion is the latest to “get certified” as BlueKai partners must agree to use all BlueKai data for campaigns that certified partners “win” through BlueKai’s RFP system. Read the release.

Key Word “Trademark”

Nick Clark reports in the UK’s Independent that Google’s trademark battles in Europe may be close to coming to an end as Google won a decision regarding whether it violated LVMH’s trademark by selling keywords associated with its brand to its competitors. Read more.

Dapper Ads

Dapper’s Paul Knegten has posted an example on his company’s blog of a standard IAB size, Dapper ad which allows updating by the advertiser on the fly. The scrolling ad shows new speakers for the upcoming Search Engine Strategies show in Chicago. See it here.

Yahoo! Platform Exec Speaks

Finally, from the Right Media blog, a video interview with Yahoo!’s SVP of Display Platforms, Bill Wise, who summarizes his panel at OMMA Global – part of Advertising Week in New York. It appears Wise tangled with some fellow panelists on the topic of ad networks, which he argues provide an important supply AND demand benefit. Wise also lets an F-bomb loose during the interview, but the Yahoo! censors get the best of him. See it now:

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1 Comment

  1. Well, technically, BidPlace and BidPlace SB aren’t exchanges. They are portals providing direct access to ad network inventory and AOL Media inventory.