Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
ComScore released its top 50 ad networks and web properties by U.S. reach in September. 24/7 Real Media continues to climb the ad network charts with WPP Group’s demand at its back as over 150 million U.S. unique users visited the ad network in September. Among the video ad networks, Tremor Media remains in front with potential reach of over 167 million. Download the PDF.
Exchanges To Rock UK
From the IAB’s UK site, Cameron Hulett, SVP at Acceleration, says that exchanges – particularly DoubleClick Ad Exchange – are going to rock the advertising world and that agencies will have an important role to play saying exchanges “will enable them to target new market segments that, for reasons of efficiency, they simply couldn’t access previously.” Read more.
The Microsoft Critique
With the imminent release of Windows 7, the Microsoft executive team is in the news as they discuss the new OS’s benefits. Unfortunately, it would appear from the piece written by Ashlee Vance of The New York Times, the release gives critics – and there are a lot of them – a chance to review the Redmond giant’s strategy and whether it can keep up across a number of areas of innovation. Read the article.
Tameka Kee of PaidContent says that the company created by former Ad.com executive, Scott Ferber, TidalTV, has raised $8.9 million. TidalTV offers digital television advertising solutions similar to those of Visible World, Navic, etal. Recently, WPP Group announced it was adding TidalTV solutions to its toolkit. Read more from PaidContent.
Right Media Exchange’s Taylor Moves On
Yahoo! VP of Display Platforms and Right Media Exchanger, Antony Taylor, is moving on from his position at Yahoo!. No word yet on where he’s going, just that he’s gone. Given his key position within the Right Media Exchange, it will be important for Yahoo! to fill his role with someone equally capable and driven. Read Taylor’s AdExchanger.com Q&A from last month here. Read more about his departure on Business Insider.
Tim Hanlon To Leave VivaKi
VivaKi executive and one of its articulate spokespeople, Tim Hanlon, is leaving his position at VivaKi according to MediaPost’s Joe Mandese. Mandese says that all signs points to Hanlon following his entrepreneurial instincts. Read it here. Through his twitter account, Hanlon simply says, “Thanks for all the calls/emails!”
Newspaper Demise Analysis
Brent Halliburton on the Cogblog looks at the demise of newspapers from a revenue and traffic/circulation perspective and, as always, the future does not look good as the hockey stick points in the downward direction in many of Cogblog’s illustrative graphs. Halliburton wonders what will happen to investigative journalism if the newspaper model can’t survive. Read more.
Users Tipping Hands On Twitter
Online ad network Chitika has released more research and this time they cover the data-rich, real-time stream emanating from Twitter. According to Chitika’s findings, Twitterers want news as 28% of all Twitter traffic goes to news sites. Movie sites took second, followed tech, gadget and medical sites. Read the findings.
The Cookie Business
ClickZ’s Tessa Wegert (also of interactive media firm, Enlighten) discusses the cookie and whether users are getting a fair shake when it comes to informing them about the use of tracking in online advertising. She also notes how data is unlocking opportunity by enabling advertisers to buy cookies from companies like BlueKai or eXelate and then buying media from exchanges rather than more expensive direct purchases on publisher sites. Read more.
Privacy Debate Superhero
Steve Smith, editor at Media Industry Newsletter (MIN), dons his “Opt-Out Man” cape and looks at recent news and initiatives from advertisers and publishers grappling with the privacy debate swirl. Opt Out Man concludes his piece saying that publishers are way behind when it comes to informing their users. Read more.
AdWords Adds Rich Link
Expanding its “Ads by Google” initiative beyond standard text and display ads, Google AdWords team member Dan Friedman announced that Google will now offer a small “i” or “Ads by Google” in the corner of rich media display ads which leads to more information on Google and how it collects information. Read more.
Turn Turns On Blog
Turn has started a company blog and opens with CEO Bill Demas answers to the following questions: “What is Turn?”, “Who is Turn?”, and “Why are we different?” Read the post.
Search Retargeting Flavors
DidIt’s globetrotting marketer Kevin Lee looks at search retargeting and the various “flavors” offered to marketers. Among them, Yahoo!’s search retargeting which allows marketers with significant display budgets to retarget a custom list of keyword phrases prepared by Yahoo!’s media team. Also, there’s search retargeting which you can do by targeting users who access a landing page through a paid search campaign or organic search traffic – then you retarget their cookie through a DSP (demand-side buying platform) and buy across multiple supply sources. Read Lee’s story.
OpenX On Openness
No surprise – OpenX CEO Tim Cadogan (AdExchanger.com Q&A here) advocates openness in his opinion piece regarding the importance of interoperability on Ad Age. Cadogan comes from Yahoo! which also previously advocated the same type of buy- and sell-side openness here on AdExchanger.com. To be clear, I’m not saying Cadogan is trying to be like Yahoo! – OpenX, after all, was founded on the “open” principle. Read his piece. BBC Worldwide’s Gene Di Libero reacts to the post on his personal blog here.
DOOH Reaches 2/3 Of Americans
MarketingVox covers the release of a white paper by digital-out-of-home (DOOH) agency, ADCENTRICITY, that looks at 2010 trends as well as what it sees as a near-doubling of DOOH spend by 2013 to $4.53 billion from today’s $2.6 billion in 2009. Another bullet: “wo-thirds (67%) of US residents ages 18+ each month.” It’s important to note that this isn’t just U.S. Internet users – this is based on the entire U.S. population in that DOOH reaches consumers out-of-home, after all. Read more.
The 3 Steps Of Attribution
Forrester analyst Shar Van Boskirk announces that fellow analyst Emily Riley will soon be releasing a study regarding attribution modeling. Van Boskirk goes on to identify players in the space such as Bluestreak and ClearSaleing which are making strides in creating effective attribution models. Bluestreak’s Madan Bharadwaj offers Bluestreak’s opinion on the three steps of attribution: organizing user path data; contribution modeling; and cross-channel optimization. Read more.