Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
According to All Facebook, Facebook is getting more aggressive about policing the advertisements ad networks place through the social media platform. Though the article on Facebook seems unnecessarily hysterical in that Facebook is apparently cutting “IQ Quiz ads” (who can blame, FB?) which some developers use to drive ad revenue through ad networks, it appears Facebook is going to some length to protect its brand. Read more. Developers seem to feel that they have been left in the dark about this policy update to which AdExchanger.com says, “Huh? First, don’t make deceptive ads. Second, didn’t you see this coming?”
InterCLICK And Bizo B2B Cookies
Taking a page from the BlueKai certification handbook (or was it visa versa, and I lost track?), Bizo announced that interCLICK is the first ad network to join Bizo’s “Premier Data Reseller Program.” Bizo’s focus is business-to-business and will presumably enable interCLICK to target B2B decision makers on behalf of advertiser clients via Bizo cookie data. As ad networks look to expand their targeting capabilities as well as generate leads through partnerships, expect more sign-ups for Bizo-type data certification opportunities. And anybody with proprietary cookie data can potentially re-sell, too – like Bizo. Read the release.
Lookery Exec Flips Digital Burgers
TRAFFIQ, an online advertising marketplace, announced that it has added Steve Felsher to its Board of Advisors. Felsher was Vice Chairman and CFO at Grey which was bought by WPP Group in 2005. Is the next step for Felsher to work on a partnership between TRAFFIQ and WPP Group’s B3 and their Media Innovation Group (The MIG!)? We’ll see. Read more.
IAB Chairman Hits Jackpot
MediaPost’s Joe Mandese reports that media research firm Knowledge Networks has acquired Dimestore, a company whose claim to fame is inserting research surveys into online ads. The company was co-founded in 2008 by 24/7 Media’s CEO and current IAB Chairman, David Moore, and Scott Cohen, who way-back-when was a 24/7 Media co-Founder. Read more.
AOL Advertising Launches Site
It’s official. AOL Advertising is for realz. According to an AOL Advertising tweet, they have launched their new, branded website with swirling logos encouraging advertisers and publishers to step in to the AOL ad world – mwa ha ha ha ha! See it.
DOOH For Movies Expands
Imagine buying “audience” at the movie theater. You can do it today through National Cine Media which announced that it has expanded its digital out-of-home (DOOH) ad network of screens at movie theaters to Starplex Cinemas, ShowBiz Cinemas and Picture Show Theatres, “the 11th-largest movie theater chain in the U.S. in terms of attendance.” Read more from Katy Bachman at MediaWeek.
From MySpace To Rubicon Project
Jay Stevens, vice-president and general manager for international for Rubicon Project, is profiled in MediaWeek UK. Stevens told MW’s Sara Kimberley that one of the reasons he came to Rubicon Project was that “When he made no revenue from putting MySpace’s remnant inventory with the major ad exchanges, he used The Rubicon Project’s ad optimisation technology and experienced the benefits it could bring to online publishers first-hand.” AdExchanger.com would gather that Fox Interactive Media’s (now News Corp Digital Media) RTB’d exchange, which consists largely of MySpace inventory, still has(?)/had a ways to go before it can match yield optimizer returns for publishers. Read more.
Rag Trade Takes A Hit
The New York Times’ Stefanie Clifford and Stuart Elliot report that Condé Nast has closed Gourmet, the parenting magazine Cookie, and the wedding publications Elegant Bride and Modern Bride. This move comes after McKinsey consultants recommended that 25% cuts be made in budgets at many of Condé Nast’s publications. On the digital front, Charles Townsend, Condé Nast’s CEO told the Times that “the closed magazines could have some future on the Web or in other media.” Read more.
Display Ad Budget Shrinkage Thoughts
Hollis Thomases of ClickZ looks at ways to make the case for stabilizing display ad budgets. Given the imminent take-off of the buying platform business and the ability to buy audience across multiple supply sources on the cheap, stepping out of the display ad game would appear unwise. Read Thomases’ ideas.
Kill The Reach Metric
Tod Sacerdoti, CEO and founder of BrightRoll, sticks it to ComScore and their video ad network reach numbers as he says, “The metric has fundamentally served its purpose .. it is time to put this metric to rest.” Read more from his opinion piece on MediaPost.
The Comedy Within Twitter
I was looking at TweetDeck earlier today and noticed the following, nearly simultaneous tweets coming from Union Square Ventures’ Fred Willson and whomever was running the TechCrunch blog Twitter account. Thought it was funny. A screenshot is below.