Home Ad Exchange News BlueKai and eXelate In WSJ; BlueKai Releases Consumer Insights Report; InterCLICK Revenues Double in Q3; Netezza Helping AppNexus

BlueKai and eXelate In WSJ; BlueKai Releases Consumer Insights Report; InterCLICK Revenues Double in Q3; Netezza Helping AppNexus


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BlueKai and eXelate in WSJIntent Data Featured

The power of targeting data enabled by data exchanges such as BlueKai and eXelate are featured in a Wall Street Journal article by Emily Steel called, “Target-Marketing Becomes More Communal.” The article brings light to the unwashed masses on how intenders are targeted by advertisers using data provided by publishers through these new data exchanges. Read the article.

Data Exchange Data

The data exchange, BlueKai, announced that it will be releasing on a quarterly basis its “BlueKai Pulse” – beginning with its report on September 2009 – which will present readers with consumer insights from the 145 million uniques that company says it sees on e-commerce, online travel agency and auto comparison sites. For example, one insight from their current report includes the fact that “Las Vegas was the most popular destination for flight and hotel shoppers alike in September.” Download the September 2009 report (PDF).

AOL Sees 18% Decrease In Ad Revenue

According to Joe Solsman of The Wall Street Journal reports that AOL’s revenue in Q3 2009 declined due to an 18% decrease in advertising sales. On the decline, Time Warner CFO John Martin commented, “That compares to a 20% decline in the first quarter and a 21% decrease in the second quarter. Looking at the components, AOL Media, which includes both display and page search, remain soft. Display declined less than the overall category with domestic advertising showing a sequential improvement relative to the second quarter.” Read the transcript on Seeking Alpha. And, read the WSJ coverage here.

Retargeting Across Exchanges

AdRoll says its seeing great results with beta customers of its new self-service, retargeting tool for advertisers large and small. The company says that the effectiveness of the new product, RoundTrip, is made possible through its multiple exchange/supply source integrations. Read the release.

RocketFuel Automation

Everything is going automated! Rocket Fuel announced more “customer success” for its automated Audience Booster product which manages campaigns within its ad serving technology platform. Targeting parameters include a potpourri of behavioral or contextual targeting parameters are a part of the mix including demographic, lifestyle, purchase intent, and social data data points. Read the release.


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Impression Fraud Fighters

CEO Jamie Hill of AdMarketplace said that his company’s CPC ad business which makes its living by providing high-performing CPC ad placements is noticing an uptick trend in the world of impression fraud. With the company’s new ClickWatch technology, Hill adds that the company is able to root out fraudsters and their tech often within certain long tail publisher segments – such as blog farms. Read the release.

Self-Serve, Multi-Variate

Adventive continues to grow its rich media delivery platform that provides advertisers the ability to optimize display campaign creative. The company said that it will now offer a self-serve option for its multi-variate-enabled platform using “advanced templates” for the production of creative which allows clients to optimize ROI in real-time. Read the release. and agencies with the essentials to rapidly create Adventive rich media ads and real-time optimize their campaigns for maximum ROI.

interCLICK Reports Q3 Growth, NASD Listing

Starting today the company moves to the NASDAQ trading under the symbol, “ICLK”. This comes just after reporting substantial growth in their ad network business for their quarter of 2009. Revenue came in at $14.4 million – a 150% increase year-over-year and its predicting 2010 will include revenues of $80 million for the ad network and EBITDA of $8 million. Download the PDF.

Specific Media Leads Pack

A new survey of marketers who discuss their favorite ad networks in the United Kingdom reveals that Specific Media is favored most according to Jack Marshall of ClickZ. UK marketers rank Microsoft, AOL and Yahoo! roughly 20 percentage points behind Specific. Read more.

PubMatic Talks News

On CNN Fortune’s Brainstorm Tech blog, Rajeev Goel of PubMatic discusses his company’s technology and how it could fit into a brighter future for newspapers. Part of his pitch is not necessarily about optimizing standard IAB size units for publishers. Goel says, “What we advise publishers to do is to figure out ways to deliver differentiated ad products to your premium sponsors.” Read the article.

Netezza And AppNexus

Netezza, which seems well-positioned for the coming infrastructure requirements of real-time bidding, announced that NYC-based AppNexus – and currently one of the few players “live” and operating in the RTB space – “was able to get to market quickly with a 92 percent reduction in operating costs.” Read the release.

ad:tech NYC Busy-Ness

The show is definitely well-attended and speaks to the vibrant market in ad technology. And a key, success indicator has to be the badge pick-up line at ad:tech New York this year. In spite of its length, it moved surprisingly fast. See the video.

Must Read

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.

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.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

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.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.