Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Display Ad Heat
ClickZ’s Zach Rodgers discusses “the heat” around display these days as he chronicles a round of last week’s festivities at Connected Marketing Week in San Francisco. Rodgers identifies what he calls the “800lb gorilla” in the space and writes, “Google (…) is blurring categories and definitions like no one else. Google is simultaneously attempting to fill the role of ad exchange, ad network, DSP (through its Invite Media acquisition), and media agency.” Read more.
Wall Street Attends SES, Sees DSPs
Citibank analyst Mark Mahaney attended last week’s Search Engine Strategies and offered observations to investors: “Display Marketing Continues To Garner Interest — DSPs (Demand Side Platforms) are emerging and helping advertisers optimize on specific content and users (we note that Google recently acquired DSP provider Invite Media). Yahoo! is gaining good traction with certain ad formats as well, such as its Login-Page ad, which now reaches 10% of all ‘Net users. Advertisers like Hyundai have found nearly 230% increase in overall conversion from Rich Videos Ads in Yahoo! Search vs. traditional Search campaigns. Finally, there is strong interest in Display Exchanges, but people we spoke with stated that Right Media Exchange has some serious misgivings, like no Real Time Bidding, lack of quality media, and limited transparency. The Google DoubleClick Ad Exchange, on the other hand, has full transparency, Real-time bidding, audited inventory, and impressive targeting.”
Ad Network Invective
Media consultant Ari Rosenberg takes the PublisherInsider microphone on MediaPost and delivers that David Koretz would be proud of. Rosenberg writes, “(…) online publishers must end all their relationships with ad networks. These third-party companies that habitually lie to publishers and advertisers are the dominant reason why users are being tracked to death.” Site rep firms unite here.
Bizo announced that is expanding into the UK with its B2B datasets. From the press release: “(…) Bizo now anonymously tracks more than 8 million unique users in the UK (… which) include small business professionals, who make up more than 80% of its UK business audience, and decision-makers who make up more than 90%.” The Digital Partnership, Tribal Fusion, BlueKai, Invite Media, AppNexus, and Vivaki will all help resell Bizo data according to the release. Read more.
China Selects Ad Selector
Tudou, a video website targeting the Chinese market, announced that it will be implementing Pubicis’ Ad Selector format, which had been recently developed by the ad holding company to improve the online video ad experience. According to results published in the release, “The AdSelector format delivered click-through rates that were 106 percent higher than pre-roll ads. The online ad-recall scores were 290 percent higher than pre-rolls.” Read more.
Save Newspapers, Change Copyright Law
Eric Clemons and Nehal Madhani of the Wharton School say that copyright laws are going to need to be changed if society wants to save newspapers as they write in an opinion piece on The Business Insider, “Fair use doctrine was never intended to protect nearly instantaneous re-posting or re-broadcast.” Read more.
Nexage Aiming At Publisher Mobile Yield
Last week, mobile publisher ad platform provider Nexage “has been selected as the mobile ad mediation provider for Score Media Inc.” Also according to the release, mediation is identified as a white-label yield management system. “Nexage Mediation – a full-scale mediation and optimization engine that gives publishers and developers access to 50+ ad sources, an SDK Suite, Ad-Screening for Publishers, access to rich media…” Read more.
Reasons Your Plane May Be Delayed
On Thursday, after his appearance at Connected Marketing Week in SF, ContextWeb’s Jay Sears was aboard a plane which had received an anonymous hijacking threat. That didn’t stop Sears from tweeting all the details. Read more on ClickZ.
Ad Exchange Enhancements
In case you missed it, Google’s Scott Spencer announced three new enhancements to the Google DoubleClick Ad Exchange including Site Packs, Real-time bidder updates, and something called “Data Transfer.” Read about it.
Quattro Wireless No More
Mass High Tech reports that Quattro Wireless has been swallowed by the iAd borg: “Quattro founder Andy Miller, now vice president for iAd, reportedly confirmed the shut down in a message sent to advertisers and developers.” It’s 100% Apple strategy from here on out. Read more.
NYC Is Medialand
On the Wall Street Journal’s Digits blog Alexander Hotz provides his reasoning as to why tech startups are increasingly calling New York City home. Coming in at #6 of 7 reasons: “New York is medialand, and the media love the Internet: Two of New York’s biggest industries are media and advertising, so it’s no surprise that online publications like The Huffington Post and Gawker are based in Manhattan.” Read all seven.
The National Marketing League
It’s every marketers dream! It’s “a league of our own!” Jonathan Mendez proposes a National Marketing League from his personal blog, “Owners would form teams of digital marketers across different verticals. Team members could include marketers in display, search, social media, email, etc.” And there are prizes, too! Read more.
