Home Ad Exchange News Hygiene On The Lijit Exchange; Ecommerce And Immediate Needs

Hygiene On The Lijit Exchange; Ecommerce And Immediate Needs


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

Lijit Exchange

The promise of “brand safety” seems to be a big draw in exchange circles these days, so Federated Media’s supply side ad tech unit Lijit Networks has introduced new inventory packaging capabilities on the Lijit Exchange to capitalize on the trend. In a “if you can’t beat ’em,” mode, Lijit is joining up with a number of partners who have already established themselves in the “brand safety” business. Lijit is working with semantic ad specialist Peer39 to provide page-level site categorization to media buyers as well as ad effectiveness providers AdSafe, Double Verify, Adometry, and MediaTrust. “Network hygiene is a top priority at Lijit and we are constantly looking for new, proactive measures to put in place on our exchange to ensure that we offer only the highest quality content on the independent web,” said Tom Hart, Lijit’s VP of advertising operations. Read more.

E-Commerce Boom

The only reason offline commerce will continue to exist the next few years is for immediate needs (where are the bands-aids?) or as a showroom (read: Apple Store), says Chris Dixon. Given that the ranking of the leading e-commerce players hasn’t changed in a decade, suggests the establishment is solid, while startups have been slow to recognize the power of e-commerce. “The key equation driving e-commerce is: profit = lifetime customer value minus customer acquisition costs,” Dixon writes. “New marketing strategies (‘content plus commerce,’ social commerce, etc) lower acquisition costs enough to make startups competitive with incumbents.” Read more.

Tapping Segments

A week after Nielsen rolled out new online audience segments for TV viewing (AdExchanger story) one of its launch partners is crowing about the possibilities. In a press release, Adapt.TV agency customer Mike Racic of UM says, “This new tool allows UM to easily find TV viewers and create custom segments based on a client’s TV advertising buys. It also integrates with UM’s planning and buying tool sets, specifically AMP, which is a tool we use that directly ties into Nielsen’s cross-platform data.” Read it.

Sourcing Demand

Daily deals platforms are still working out how to tap into merchant demand. Last week WSJ examined attrition (subscription) and disaffection within Groupon’s sales force. Today we learn from Reuters’ Alistair Barr that AmazonLocal is working with YP.com’s local sales force to reach the SMBs that make the deals world go ‘round. Local marketing expert Peter Krasilovsky says, “Sourcing local deals is the hardest part of the equation – actually calling local merchants and finding deals on a daily basis that are interesting enough for people to buy.” Read it.

Shiny in UK

Shiny Ads has entered the UK market through a pair of partnerships. Gumtree and Unanimis will offer Shiny’s self-serve platform to their ad customers. Read a press release. Shiny did a deal with PubMatic two weeks ago.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Creative Pool

Make sure you choose the photo with best view of the pool. That’s not the only lesson that Intent Media claims to offer in disclosing results of a recent hotel client’s display campaign on travel tech site Tnooz. Intent Media’s CEO Richard Harris says, “”We tested multiple images for the same hotels. We knew we’d see some difference between the winners and losers, but the degree of difference surprised us. The impact this can have on a hotel’s ability to be considered, and thus booked, is pretty significant.” See the pool.

Publisher Churn

On the Scout Analytics blog, Matt Shanahan shares some data on publisher user data and the importance of properly understanding “churn” – audience that leaves a site but gets replaced by new audience. He writes, “In the end, ninety-nine percent of the anonymous audience churned, and while larger in number compared to registered visitors at the beginning, they were smaller at the end. The average lifetime of an anonymous user was 17.5 days compared to 125.2 days for a registered user. And the average lifetime value of an anonymous users was more than seventeen times smaller at $1.13 compared to $19.52 for registered users.” Read more churn analysis.

You’re Hired!

But Wait. There’s More!

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.