More Cash: Openx For Exchange, Server; Celtra For Mobile Rich Media

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Samsung Backs OpenX

Ad exchange and publisher ad server OpenX has completed a $22.5 million fifth funding round — bringing the total investment in the display ad specialist to more than $70 million – with backing from new investor Samsung Venture Investment Corporation, which led the round. OpenX plans to use the proceeds for general growth projects, international expansion and for more acquisitions. Read the release. Back in April 2012, OpenX announced that it was going to help Samsung with a mobile private exchange.

Serving The RTB Kool-Aid

Search retargeting firm Magnetic’s CTO Gus Spathis says on MediaPost that marketers should be impressed by the sheer scale of the auctions taking place in real-time biddable markets. He writes, “In RTB, scale also means having the power to process data at rapid speed. From the time a request comes in, each bidder has 100 milliseconds to respond. In that time, a bidder has to locate the user the impression is for, determine the value of an impression by this user of one or more campaigns…” It’s fab. Read more.

Video Ad Targeting Pact

With audience targeting and real-time bidding becoming more necessary for video ads, it’s no surprise that video ad platform TubeMogul has started formally collaborating with data management provider Lotame. The deal calls for Lotame’s pre-packaged audience segments to be integrated into TubeMogul’s video ad buying system. Essentially, advertisers can pick from over 140 Lotame-powered audiences, along with the exact sites and geographic regions where an ad will run. “Accurate, scalable audience targeting is a critical component in successful branding campaigns,” says Andy Monfried, CEO at Lotame. “Combined with TubeMogul’s proven optimization, our audience data can help marketers put their video ads in front of whoever they choose.” Read the release.

Mobile Money

Celtra is big in Japan. Or wants to be. So the mobile rich media vendor plans to use a $4 million strategic round to accelerate momentum in the region. The money, from  SoftBank Capital and others, will also go to hiring new engineers in the U.S. Press release. Celtra says it became profitable in Q3 of last year.

Let’s Productize

Triton Digital announced a new ad exchange for online radio that leverages the partnership they previously announced with eXelate. Press release. As you may recall, PaidContent’s Jeff John Roberts spoke to Triton COO Mike Agovino last week, who made the case that “letting brands sell to listeners based on their web surfing habits will drive a new wave of automated ad buying and increase the value of the radio ad market.” More.

Facebook Stats

Spruce Media boldly delivered its Q4 overview of Facebook advertising yesterday. Facebook partners normally tread lightly with all things FB. AllFacebook reports the data including: “Mobile news feed CPM was down 10 percent from the third quarter of 2012. This could be due to increased inventory with the iPhone 5, iOS 6, and Facebook’s ramp-up of eligible devices and impressions.” Read more.

Infographic Friday

Mobile ecommerce publishers rejoice! Adobe has made an infographic for you chock full of good news. See it now! (PDF)

 You’re Hired

But Wait. There’s More!

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