Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Everything About You
Taking a page from the Wall Street Journal’s “What They Know” series, Time Inc. editors title a new piece by Joel Stein “Data Mining: How Companies Now Know Everything About You.” In spite of the ominous tone, Stein concludes, “We’re quickly figuring out how to navigate our trail of data (…) The vast majority of it, though, is worthless to us and a pretty good exchange for frequent-flier miles, better search results, a fast system to qualify for credit, finding out if our babysitter has a criminal record and ads we find more useful than annoying. Especially because no human being ever reads your files. As I learned by trying to find out all my data, we’re not all that interesting.” Read more.
DoubleVerify has released the latest edition of its Trust Index. And the results are a mixed bag as the ad verification company reported data from the 2H of 2010 on ad network compliance with agency campaign objectives as seen with DoubleVerify technology. From the report: “When compared to 1H 2010, the most compliant networks’ campaigns experienced less variability for non-compliant campaigns as standard deviation decreased from 17% to 9%. Conversely, the least compliant networks experienced greater variability with an increase in the standard deviation from 28% to 38%. These numbers indicate a widening gap between the most and least compliant networks…” Download it here (sign-up required).
Where Frequency Meets Reach
Demand-side platform [x+1] announced a new product intended to help analyze and predict reach and frequency metrics for digital ad campaigns. The Company says “Reach/Frequency Manager” is in alpha testing today with a beta planned for roll-out in late April and, in the release, throws a new acronym into the data-driven mix – OFR or Optimal Frequency Range – which it says refers “to the increase of reach productivity by reducing both over- and under-targeted effective frequency.” Read more.
Microsoft, Omnicom Partner Creatively
Omnicom Group and Microsoft got a little bit cozier in front of the fireplace of creativity as the two announced a new partnership “to establish a global creative exchange (…) to simplify the process of developing advertising content that can be utilized across multiple screens.” CEO Jonathan Nelson of Omnicom Digital emphasized to clients that he agency is and will be tech savvy in his press release quote: “This alliance with Microsoft underscores our commitment to our clients and our clients’ brands. We are always seeking new solutions that are based on client needs and fueled by new insights, audiences, platforms and content.” Read more.
Tessa Wegert opines on ClickZ about cookies with the help of ad technology company and data-ready, marketing machine MediaMind. Wegert sees the potential for MediaMind to give comScore and Nielsen a run for their money in the world of panel-based “counting.” She writes, “MediaMind’s system does not rely on the panel data that’s such a point of contention for many agencies and publishers. Nielsen, for example, claims 230,000 panelists while comScore’s panel consists of 2 million users worldwide, but still both companies have been criticized for omitting huge chunks of the online audience (…)”. Read more.
comScore has release a new study titled “Maximizing Returns with Digital Media” in which the company says it has identified “Five Key Lessons Learned” that might lead marketers down the path of digital marketing nirvana – makin’ mo’ money. Lesson 1: “The ability of content to engage consumers can amplify the effect of an ad placed within the content.” Read them all (sign-up required).
On Adotas, Gavin Dunaway shares some personal anecdotes from a conversation with friends about privacy and targeting. With his friends relvolting about the thought of anonymous, online tracking, Dunaway replies, “‘But your data is what pays for Internet content. You can either submit that or actually pay for all those sites you enjoy.’ That statement is always followed by silence. My friends should have responded, “But about direct sales efforts or contextual advertising?'” Read more.
The State Of Online Video
StreamingMedia.com is making its entry into the online ad world with its February/March magazine feature story, “The State of Online Video Advertising 2011.” StreamingMedia.com’s Tony Klejna begins, “Video advertising networks are relatively new. Most of the ones I address in this article have only been in the video advertising business for 5 or 6 years. They really became viable with the advent of high-speed broadband to the home. Everyone remembers the choppy postage stamp-sized video of old. What advertiser would want to be associated with that?” Not me. Read more from the survey.
Displaying The Event
Search Engine Strategies is increasingly integrating the Search and Display story to its conference agenda as a track programmed in coordination with the IAB and several other panels look at what may be the logical next step for search marketers. ClickZ managing editor Zach Rodgers moderates “Crossing the Digital Divide: The Leap from Search to Display” with panelists Hollis Thomases of WebAdvantage.net, Jamie Smith of Engine Ready, AlmondNet’s Michael Benedek and Onil Gunawardana of AT&T Interactive. Read about it. And, read more on the Search Engine Watch blog.
eMarketer enters the Real-Time-Bidding prediction fray with a regurgitation of the Google/DIGIDAY RTB survey that was announced by Google VP Neal Mohan in February. Nice graphics, as always – get them for your favorite PowerPoint presentation. View now.
The New Media Company
It’s Facebook. According to Michael Learmonth of Ad Age, Facebook is getting into the media game just as Google took another step with its acquisition of Next New Networks earlier in the week. Learmonth writes, “Warner Bros. Entertainment announced (…) it will begin distributing movies for sale and for rent through Facebook, beginning with ‘The Dark Knight.’ Initially it will be available for rental for $3 or 30 Facebook credits.” Read more about cred and media.
DMP Release Notes
Has he lost his mind publishing “release notes”? No. But, Lotame CEO Andy Monfried posts a few notes on his personal blog which explain a new “data exchange in a box” feature which is part of the Lotame data management platform offering. Read more.
But Wait. There’s More!