DSP XA.net CEO Leathern Adding Creative; Google TV Creating Fear; Facebook Gets Location-Based Services

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

DSP Meets Creative

XA.net and its CEO, Rob Leathern, is featured in a BehavioralInsider article by MediaPost’s Laurie Sullivan as she notes the addition of value-added services by demand-side platforms who are “building networks of tech offerings on top of real-time bidding platforms.” According to the article, in addition to data, targeting and other services, XA.net is helping with creative. Read more. XA.net is calling the creative service, “Creative Media Hub.” Read XA.net’s press release.

Google TV Fears

The Los Angeles Times looks at yet another front where Google is meeting push-back regarding its strategic media plans. This time, Google TV is seen as the interloper: “By bringing the Web directly to the living room TV, entertainment industry executives fear Google TV will encourage consumers to ditch their $70 monthly cable and satellite subscriptions in favor of watching video free via the Internet.” Read more. Another quote regaring the opportunity ahead: “Lazard Capital Markets media analyst Barton Crockett predicts Internet video will be the biggest thing to happen in the living room since the advent of digital video recorders.”

Facebook Adds LBS

The Wall Street Journal’s Walt Mossberg tests the new location-based services offering from Facebook and writes, “I’ve been testing the new service, and found it easy to use and reliable, with mostly logical privacy controls, an issue on which Facebook has been bruised in the past.” Read more.

The Ecommerce Pulse

Citibank analyst Mark Mahaney looks at a ComScore, just-released, eCommerce brief in one of his daily notes to investors: “Excluding Travel and Event Tickets, Online Retail spending was up 9% Y/Y in July, a modest acceleration vs. 7% Y/Y in June and 8% Y/Y in May. We’d note that the 2-point acceleration from June to July ’10 modestly trailed a 3-point easier comp from June to July ’09. Key segments that contributed the most to July results include: 1) 20% Y/Y increase in Books and Magazines online spend; 2) 16% Y/Y growth in online sales of Computers and Peripherals; and 3) 12% Y/Y increase in Computer Software and Jewelry purchases online. For context, in Q2:10, Online retail spend (excluding Event Tickets) grew 10% Y/Y vs. 11% Y/Y in Q1:10.” ComScore Chairman Gian Fulgoni gives his “State of the Retail Economy” presentation today at 2p. ET. Sign up here for the webinar.

Shopper Marketing

In Ad Age, Jim Lucas of Draftfcb says its time to take “shopper marketing” beyond the store with the proliferation of mobile and social media experiences for the consumer. Lucas writes, “One way retailers and manufacturers have been leveraging social media is by accommodating social shopping and reviews — a practice advanced and facilitated by the recent introduction of Facebook social plug-ins.” Read more.

ShortTail And Tidal TV Tango

ShortTail and TidalTV announced that they will cross-promote each other’s products as ShortTail will bring the video ad inventory and TidalTV will bring the platform according to the release as Mediaweek’s Mike Shields adds, “As part of that deal, publishers in TidalTV’s network, including 30 newspaper sites owned by The McClatchy Company, have begun selling advertisers ShortTail’s signature D30 ad unit—a video interstitial, which appears as users click between various Web pages.” Read the release.

Rich Media Turnaround

If Greystripe’s press release yesterday is any indication, turnaround time for flighting a mobile, rich media campaign remains a challenge for the digital ad industry. The company trumpets in the release that “it will take existing Flash assets and deliver them to iPhone and iPad in five days or less.” Read it.

The Mobile Mix

Millennial Media released its Mobile Mix report with its latest, monthly findings and the Google Android momentum continues with this highlight: “Android’s OS became the second largest OS on our platform for the first time since we began reporting the OS mix in August 2009.” Download The Mobile Mix (sign-up required).

On Bizo Joining NAI

B2B behavioral data and media provider Bizo announced that it has joined the Network Advertising Initiative (NAI). Bizo attributes this move toward membership as necessary given the current climate around consumer privacy and data-driven ads: “Although we have been 100% NAI compliant since our inception in 2008, data collection and privacy have been getting a lot of attention lately due to some negative press.” Read more.

You’re Hired!

Video ad platform AdGenesis reports that it has hired Michael Kelley as its chief marketing officer. MediaPost writes that Kelley is “a longtime Partner of Pricewaterhouse-Coopers’s digital media practice.” Read more.

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  1. Regarding the XA.net piece, this is not new news. This trend of DSPs becoming full service/full tech stack solutions has been in the works for a while now (read: X+1, MediaMath, Adchemy).

    Today’s landscape is increasingly complicated, crowded and undifferentiated, and marketers are looking at the 800 point solutions and wondering what to do. Someone comes along and packages it all together with a nice bow? Bingo. And it’s a near guarantee that the smart ad networks are working on the same thing. This is business for the agencies to lose. And if they want to get ahead of this, they’d be well served to think long and hard about what their next move should be. The trading desks, of course, are an obvious answer. But are they being utilized? I really want to know.

    So, AdExchanger community, I’d love to hear from you! Agree? Disagree? Thoughts?

  2. Joanna,
    When are you going to write an opinion article on all this thinking you have been doing at Forrester? We are all waiting….

  3. Oh don’t worry, Zach. It’s coming! My audience targeting doc should be out in a couple weeks, I’m looking at campaign verification after that and tackling some other big questions – like networks vs DSPs – in Q4. I have lots to say! Look forward to sharing it and creating some interesting dialogue.