DoubleClick Ad Exchange Coverage; Former Yahoo! AOL-er Greg Coleman Returns; Facebook Ad Revs Rolling; Mpire Eyeballs The Bad Guys

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DoubleClick Ad Exchange CoverageDoubleClick Ad Exchange Day

The press coverage of today’s launch of the DoubleClick Ad Exchange is extensive. Paid Content’s David Kaplan quotes one agency executive who offers that the exchange should disintermediate “loathsome ad network arbitrage junkies.” Read more.

The New York Times Miguel Helft and Stephanie Clifford collaborate on a piece which notes Google’s focus on unseating Yahoo! from it’s display throne. Read it.

Rob Hof of BusinessWeek looks at the launch and talks to an early adopter of the exchange, Kevin Lee of DidIt, who expresses his satisfaction thus far with the exchange’s offerings. Read more.

Not to be left out of the mix is the DoubleClick blog where Google DoubleClick’s Scott Spencer – also a part our Q&A to be published this Monday with Google – breaks down the new attributes of the exchange.

Affiliates Look To Display

Amanda Schwarz suggests that display advertising may be a good place to look for direct response-oriented, affiliate marketers who seek to amp up their results. Nice to see the affiliate and lead gen audience beginning to recognize the opportunity in display. Accurate attribution and targeting will be important, as smaller budget, affiliate marketers have grown used to the performance of search. Read the article.

Arbitron Comes To DOOH

According to Digital Signage Today’s Bill Yackey, Arbitron announced that it will begin auditing digital signage leader BroadSign’s network of digital-out-of-home screens, as BroadSign brings in a third-party to help advertisers verify placements. This is similar to an “air check” in traditional television, for example, where services make sure that TV commercials and stories have run across local outlets by recording actual clips. Read the article.

Coleman Is Back!

Former Yahoo! Greg Coleman is back – and this time with Huffington Post. When last we left Coleman, he had just been removed from his role at AOL by Tim Armstrong shortly after Armstrong was hired at the Time Warner acronym. No doubt, Coleman has done OK considering likely compensation over early departures. Coleman obviously still likes a challenge. He’ll take over as the HuffPo’s President and Chief Revenue Officer according to Ty McMahan of the WSJ Digits blog. Read about it.

Optimize Says Koretz

Firestarter, publisher and entrepreneur, David Koretz ( Q&A), gets on this week’s display ad bandwagon and says it’s time to optimize. In his MediaPost article, Koretz sees the current optimization stage as a natural evolution of reach for reach’s sake and the targeting of audience. Read the opinion.

Show Me The AdSense Rev Share

Danny Sullivan talks to Google CEO Eric Schmidt about whether or not its time to reveal the AdSense revenue share to publishers. Sullivan thinks its time to move to a more transparent (exchange-like!) environment. And Schmidt thinks, well, maybe. Read more.

What The New Adobe Means

Forrester’s John Lovett takes a look at the Omniture acquisition by Adobe and what it means for the combined companies. Among the likely outcomes, Lovett thinks, “Advertising and onsite measurement potentially share a roof.” He reasons that a common platform for publishers and advertisers – represented by the new entity – will provide a unique opportunity for attribution which benefits both sides of the advertising fence. Read more.

Michael Moore and Jarvis Coffin

Is it time for “good riddance” to newspapers? According to Burst Media’s Jarvis Coffin it is (but in gentler terms) as he agrees with the premise of Moore’s recent comments about blowing up the newspaper model. But, it’s not all bad for the daily rags, he’s just looking for newspapers to respond to their core customer – the reader – rather than the advertisers and business concerns. Read more on the Burst Media blog.

Mobile Ad Network Woes At AOL

Business Insider’s Dan Frommer looks at what may be trouble at Third Screen Media, AOL’s much discussed (at least, it was) mobile advertising network. The slow growth of the mobile ad network may be catching up with AOL’s 2007 acquisition. Read more.

Facebook Ad Revs

Inside Facebook’s Eric Eldon looks at what’s driving all the revenue as Facebook reported this week that it’s now “cash flow positive.” According to Eldon, his research indicates “that brand ads and especially self-service ads are driving almost all new growth.” Read the post.

Exposing The Numbers

Mpire’s AdXpose service has been looking at supply sources and it says things look dicey as impression fraud and URL Padding (“the practice of proposing a broad range of URLs for an ad but actually delivering the majority of the buy via only a few of the sites”) is running rampant. According to the Mpire study conducted by third-party firm, Radar Research, “more than 50 percent of the ad impressions delivered, and 95 percent of clicks, came from suspected fraudulent sources.” Read the release.

The CMO And The Agency

On Imedia Connection, Michael Estrin has some ideas on what executive-level marketers and CMOs should be doing when hiring a digital agency. It’s interesting that among his “tips” is looking for good chemistry with an agency. It may seem like marketing mumbo-jumbo to some, but agencies core intellectual property, if you will, surrounds their ability to grow and maintain a relationship with the customer – if agencies lose this skill, they lose -period. Read more.

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