Data Confusion; Programmatic Brander

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Data Confusion

Marc Guldimann, co-founder and CEO of Enliken, makes the case for why behavioral advertising is different from information collected by the government for surveillance purposes. In a column for Quartz, Guldimann points out that the types of information and methods are extremely different between the two, with advertisers collecting far less sensitive data. Advertisers use data to make ads more efficient and relevant, while government organizations collect data to track citizens to prevent, or solve, crimes. Guldimann also says data collected for advertising doesn’t help the government in its own collection process. Read more.

Programmatic Brander

Bob Arnold has left Kellogg Co. for Google, according to Ad Age. Arnold will work in a newly created position, which will have him running Google’s ad strategy in North America for in-house brands. His wife will go from Kellogg to Google, too. Read more. Maybe Google has something in store on the brand side as it relates to programmatic media? Arnold could be the pitch man.

Data-Driven Email

Marketo has announced an update to its email product called Dialog Edition, which attempts to lure customers from so-called “traditional” email providers. The idea is to capture user data and tailor emails in real time, and to use data across multiple platforms to ensure unique and pertinent marketing messages. Sharp Electronics marketer Dan Wynne makes an appearance in the release: “We moved to Marketo because it provided all of the email capabilities we required, plus the ability to automate and personalize our conversations with prospects and customers across all digital channels, resulting in higher opens, clicks and revenue.” Read more. At what point is Marketo programmatic instead of automated? Splitting hairs?

The O’Kelley Way

Brian O’Kelley lets The New York Times’ Adam Bryant look into his CEO “hat” in an interview about how he leads real-time ad platform AppNexus. The key to running a great company, according to O’Kelley, is to always be teaching and learning. He also employs a policy of transparency, allowing staff to email questions that then receive honest answers. Read the interview here.


Dispop says in a release that it has created an impression-based, self-serve buying platform for the little guy (SMBs). The word “programmatic” makes it into the release: “Dispop integrates with all the major programmatic ad exchanges like: AppNexus, OpenX, Rubicon, Pubmatic, BrightRoll, Google as well as Facebook Exchange (FBX) for both direct targeting and retargeting capabilities through a single dashboard.” Read about it.

Streaming Ad Network

Ad network Rhythm NewMedia says that it’s in the live, in-stream, video ads business with its LivePods product. Rhythm touts scalability to millions of streams simultaneously in the press release and also claims it’s the “first-ever live streaming solution for interactive in-stream pre- and mid-roll mobile video advertising.” Read it.

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