Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Bizo Seeing B2B Momentum
Bizo released its own, private, ad tech company version of an earnings report with news that “In 2010, Bizo extended its leadership position by… Achieving 3.5X revenue growth YTD (YOY), and growing its revenue run-rate to just under $10 million.” There’s more. Read the release.
A Blog Empire
Ben McGrath writes in this week’s New Yorker about Nick Denton’s blog “empire” and describes a key performance indicator that literally hovers over the Gawker Media office: “Denton’s receptionist sits beneath a large digital screen known as the Big Board, which lists the ten best-performing posts across the company network; these are determined by the number of new readers—as opposed to returning obsessives—in the previous hour.” Interesting, but can you measure valuable audience for each post? Read more.
What They Scrape
A new article in the Wall Street Journal’s What They Know series highlights companies that scrape consumer content and then monetize it. The WSJ’s Julia Angwin notes how a medical information and community site, PatientsLikeMe.com, was used by Nielsen and labels it a “break in.” She explains, “Nielsen monitors online ‘buzz’ for clients, including major drug makers, which buy data gleaned from the Web to get insight from consumers about their products.” Read more.
The New York Times’ Tanzina Vega finds both enthusiasm and detractors for ever-popular HTML 5. Detractors cite potential privacy concerns as Vega quotes Pam Dixon of the World Privacy Forum in California, who said: “HTML 5 opens Pandora’s box of tracking in the Internet.”Read more.
Nightmares In Ad Operations
Derrick Hoang takes a look at “The top 3 ad trafficker’s dilemmas and how to survive them” on iMedia Connection. Hoang cites the issue of media clients wondering why their ads are not getting clicked.. and somehow it becomes an ad operations problem. Other than keeping a level head, Hoang believes “ultimately that these elements — such as creative size, messaging, offer and “intrusiveness” in relation to the visitor of your website — have a greater impact on an ad’s effectiveness beyond meeting impression goals.” Read more.
What Google Knows
Razorfish’s Joe Mele asks on his blog if Google really knows anything about display advertising. And what he means is, “Recently, an article in the NY Times talked about some things Google is thinking about and doing in display advertising that frankly surprised me because a) they didn’t feel like they were just more search solutions for non-search problems and b) they seemed to hit upon a few key factors that feel right.” Read more.
The Unbalanced Market
On the Efficient Frontier blog, Shay O’Reilly tells the tale of transition as Yahoo! search traffic is migrated to Bing and the market imbalance that is evolving: “We’ve seen traffic gradually increasing since Mid-July and for several weeks now Yahoo.com traffic has made up about 10% of total Bing traffic (see chart below). As that traffic increases dramatically through October, the nimble and alert search auction players will be able to find the right bid and possibly gain as competitors misallocate their budgets.” Read more.
RTB has a new friend. RTL. On the Hill-Holliday blog, DJ Capobianco describes how “real-time listening” can work for clients in social media using something he calls “discussion cycle monitoring” (DCM!). Capobianco says DCM “gives brands access to a level of actionable insights in the age of the ‘real time web’ that we’re all living in.” Read more.
In anticipation of Thursday’s Google earnings release, Citibank analyst Mark Mahaney echoed why he thinks the company’s stock is still a “buy”: “1) There is still significant secular growth ahead for ‘Net Advertising, given that only approximately 10% of global marketing dollars are currently online; 2) Search has been and remains the most dynamic/best growth segment of Internet Advertising, and Google is the clear market share leader/gainer in this segment; 3) Google’s option value in terms of other Internet Advertising segments – Mobile, Display, Video – is increasingly becoming material;& 4) Adjusted for cash, GOOG trades at close to a market multiple, an attractive valuation for a Secular Growth leader.”