Home Ad Exchange News Comscore On Social Display; Rubicon Project On CPMs In Q2; YieldBuild Adds More Text; Pricey Hulu CPMs

Comscore On Social Display; Rubicon Project On CPMs In Q2; YieldBuild Adds More Text; Pricey Hulu CPMs


Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

ComscoreDisplaying In Social Media

Peter Kafka of All Things D looks at display advertising CPMs in social media thanks to Comscore Media Metrix. Kafka notes that MySpace and Facebook “accounted for 17.4 percent of the display ads in the U.S” in July according to the Comscore report. Of course, that doesn’t mean they were making a ton of money as CPMs for social media are very low. Still, plenty of opportunity lies ahead and advances in technology (such as real-time bidding) will unlock social media’s incredible reach. Read the release from Comscore.

And, learn more on who’s advertising in social media:

Comscore on Social Media

The Good, The Bad, The Mixed

Eric Pfanner of The New York Times polls the media world on current sentiment around media spending momentum. For the most part, and no surprise, everyone is relatively subdued about prospects for this year, some see ad spending coming back next year, or even the year after. Publicis CEO Maurice Levy tells Pfanner, “No one can say today that all the lights are green and the recovery is already here.” Read the article.

Had NYC Lost Its Chops?

VC and entrepreneur Chris Dixon has called out New York City technologists as the blogosphere has lit up in the past two days with a battle over whether New York was a weak, second cousin to its West Coast competition when it came to incubating technology companies. Dixon, who is based in Brooklyn, NY, writes, “One thing that was puzzling about the ‘web 2.0 boom’ from 2003-2008 was how irrelevant the East Coast, and particular New York City, was compared to the first dot-com boom.” Union Square Ventures’ Fred Wilson rejects Dixon’s argument and notes a host of companies that carried the tech banner during that time span including “TACODA, Right Media, Gawker, Quigo, Delicious, Etsy, Meetup, Indeed, Tumblr, Return Path.”

Nothing like a good blog battle. One thing is certain: there is no shortage of tech companies in NYC today.

Rubicon Project On Q2

The Rubicon Project has released a new report looking at the second quarter of 2009 and trends in display advertising pricing. Things look good as the report says, “CPMs significantly increased across the industry with publishers in some verticals experiencing ad price increases of nearly 270%.” Not all was rosy, though, as Rubicon reports that the travel vertical saw a decrease of 36% year-over-year. Read the release.


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YieldBuild Adds More Text

Yield optimizer, YieldBuild, announced that its “Premium Text Ads” program is improving results for AdSense publishers “by simply adding an additional ad spot to their page, giving YieldBuild the opportunity to serve up an additional Premium Text Ad unit alongside AdSense.” Read more on the YieldBuild blog.

Pricey Hulu CPMs

Douglas MacMillan of Business Week profiles Hulu and its display advertising CPMs. MacMillan gets Philippe Sloan, of media agency, Targetcast tcm, to say that rate card for the video entertainment site includes $40 CPMs. MacMillan notes that Hulu’s strategic gambit of reducing the number of ads on the page has resulted in higher revenues for consecutive quarters this year. At times, what’s not clear in the article is whether MacMillan’s discussing display banner ads or in-stream ads such as a pre- or post-roll. Judge for yourself here.

Privacy Groups Rattle Sabers

Ryan Singel of Wired reports that privacy groups are turning up the heat with Congress and asking for opt-in controls for consumers in regards to cookie-based advertising. On Tuesday, the privacy groups appeared in front of the House Commerce Committee. Singel says that Rick Boucher (D-Va.) will likely present new legislation this fall in Congress. Read, “Privacy Groups Urge Curbs on Online Targeting.” John Letzing covers the story on The Wall Street Journal, too.

For The Love Of Display

Rocket Fuel CEO George John (AdExchanger Q&A) provides a perspective on the challenges that are presented to brand advertisers online and that there is a need need for a “brand impact metric” to help quantify the opportunity for marketers. Check out the article here.

Rich Media Review

Forrester’s Nate Elliott looks at a June report from Doubleclick on rich media (PDF) which is loaded with facts and figures. Quoting from the report, Elliott notes that rich media isn’t that rich these days: “55% of its 2008 impressions were ‘simple Flash’ ads. Just 6% of the impressions served in 2008 were rich enough to be labeled ‘rich media.'” Read about it.

HubSpot and MITX

HubSpot and MITX, a Boston-area professional organization, announced a marketing partnership which “features collaboration in webinars, events, blogs and research.” Read the release or visit the HubSpot blog.

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.

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