Do-Not-Track And The Privacy Bill Of Rights; DSP MediaMath Partnering; Yieldbot Gets Funds

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DNT And Bill Of Rights

Do-Not-Track is coming to the browser for all those companies who create web browsers and had previously been unwilling to capitulate. The Wall Street Journal reports, “A coalition of Internet giants including Google Inc. has agreed to support a do-not-track button to be embedded in most Web browsers—a move that the industry had been resisting for more than a year.” Read it. Triggit CEO Zach Coelius suggests that this is similar to the vision he outlined early last year on AdExchanger – “Let the consumer decide.” Also, the White House has released its “Consumer Privacy Bill of Rights” and said regulation is on the way. Exactly what regulation remains to be seen. From “the Rights”: “The Commerce Department’s National Telecommunications and Information Administration (NTIA) will soon convene Internet companies and consumer advocates to develop enforceable codes of conduct that comply with the Consumer Privacy Bill of Rights, building on strong enforcement by the Federal Trade Commission. The Administration will also work with Congress to enact comprehensive privacy legislation based on the rights outlined here.” See it here. The Associated Press takes a look at the White House document and notes, “Such guidelines would initially be voluntary for companies, but those that agree to abide by them could be subject to sanctions for any violations.” Read it. Oh, and one last piece for you, “We’ll Handle Google And Apple, Mr. President; You Worry About SOPA, PCFIPA, ACTA, And Big Media.

We Really Are Developing Flash

According to CNET, Adobe says that it is moving ahead with plans to develop its Flash format over the next “5 to 10 years” in spite of the fact it’s also progressively folding in HTML5 resources and tools into its product offering. CNET’s Stephen Shankland writes, “two of its core markets — gaming and premium video — are the only areas where Adobe is pushing Flash hard now. That narrowed scope arrived last year as Adobe redirected Flash work toward competing Web standards such as Hypertext Markup Language (HTML), Cascading Style Sheets (CSS), and JavaScript programming (JSP!).” Read more.  And, see the product roadmap for Flash on Adobe’s site.

Partnering With The Ecosystem

Offering its own take on the progressively “app”-driven, programmatic, display media buying world, Ad Age’s Jason Del Rey reports that MediaMath has started its own partner program called MediaMath Open in hopes of being the proverbial “one-stop shop” for buyers – marketers, specifically according to MediaMath CEO Joe Zawadzki. See new ecosystem chart on MediaMath’s site. Del Rey paraphrases Zawadzki on how his company’s program differentiates from, say, the App Marketplace that AppNexus launched: “AppNexus’ partners control the look and feel of their apps, MediaMath says its partners’ technologies are integrated directly into MediaMath’s buying platform via APIs. As a result, buyers can easily switch on and off vendors and inventory sources for a given campaign or let the system’s algorithm comb all the possible vendors to make the decision for them.” Read it. And, read the release. Meanwhile, email ad services provider LiveIntent also announced its own partner certification program yesterday. Read about it.

More Ad Tech Funds

Publisher-focused, ad technology firm Yieldbot announced a new $4.2 million Series A round of funding led by New Atlantic Ventures (NAV) and RRE Ventures, the latter had participated in the $1.2 million seed round. The company’s CEO Jonathan Mendez says in a post on Yieldbot’s blog that the funds will be used for development and go-to-market resources around “Yieldbot or Publishers (YFP) realtime intent-graph technology (launched July 2011) and Yieldbot for Advertisers (YFA) realtime intent marketplace” which it says is in “alpha.” Read more.

The Service Icing

With UK display ad network Jemm firmly leveraging AppNexus technology as its ad tech provider, the company is now focusing on its services with Jemm Platform Services. According to a press release, “Jemm Group’s new division takes a holistic approach to managing a client’s entire performance advertising program, and allows Jemm to work with both demand and supply partners.” Read more. With the AppNexus platform providing ad tech, service businesses new and old continue to evolve.

120 Billion Facebook Impressions

NCR Digital Evangelist Sundeep Kapur reviews a BlitzLocal study titled “What We’ve Learned From 120 Billion Facebook Impressions” on ClickZ. A sample Facebook finding he finds intriguing: “Organic impressions are down 33 percent because there is a constant overflow of content. The competition for content reduces the shelf life significantly. While Facebook advertising is a good way to engage consumers, its effectiveness has gone down due to aggressive advertising.” Of course, if you’re buying on a CPC basis, the short-shelf life presumably doesn’t matter except for its effects on scale. Read more. Hitting the same “clicking” user could be a concern though.

Engaging Ads

Zynga partner and engagement ads provider SocialVibe supplies some statistics on recent business including the state of engagements ads online – at least according SocialVibe: “80-percent of people interact with engagements to completion; An average of 63-seconds are spent with each engagement; 41-percent of people go on to connect with the brand via a website or social media page.” Read the release.


Former Ringleader Digital co-Founder and Velti product exec Rick Landsman has joined demand-side platform [x+1] as its svp of Engineering. Landsman’s experience as creator of Ringleader’s “Media Stamp” technology for mobile advertising will likely provide his new company additional insight on addressing mobile marketing. Read it.

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