Valueclick Targeting The Marketer; comScore Adds AdXpose Clients; Turn Adds Video

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Valueclick Making Cash

What’s happening with media? Watch Valueclick. First some data – online media and advertising tech company Valueclick reported Q3 2011 earnings largely in line with Wall Street expectations as the company earned a fat $37.9 million in profit on $137 million in revenues. Read the earnings release. CFO John Pitstick said in the release, “Given the tremendous growth opportunities and higher margin profiles of our other three segments, we believe the time is right to proactively scale down some of the lower-margin businesses within the Owned & Operated segment that rely on paid traffic and search monetization, and this is reflected in our fourth quarter expectations. We will continue to focus on our higher-margin, organic traffic-based owned and operated properties, which complement our core marketing services offerings.” Ad networks are increasingly becoming publishers, media owners.

CEO Jim Zarley said on the call his company looked forward to the “cross-selling opportunity with Dotomi” and added that The Commission Junction affiliate business(the marketer relationships) will be intro’d to Dotomi and visa versa – this should be interesting for all of media to watch assuming Valueclick supports and executes. Can the ad network (or publisher?) go direct and around the agency? It will all be quite public as Valueclick is public, of course. Zarley said the Valueclick future is all about the newly acquired companies like Dotomi and mobile ad network Greystripe (some turnover at Greystripe according to the call which hurt revenues). Dotomi revenue growth is expected to be “north” of 50% going forward. More notes: 15% organic growth of display for the quarter. Listen to the call (Pay with some PII).

comScore And AdXpose

comScore reported its third quarter earnings and mentioned their ad verification company, AdXpose, acquisition specifically: “We added 64 net new customers during the quarter, including 11 customers through our AdXpose acquisition.” The company made $58.8 million for the quarter and had a net loss of $3.9 million and beat Wall Street estimates and sees sunny revenue skies ahead. Read more. A replay of the call with analysts is here.

Video RTB

Turn announced that its media platform has now added video to its toolkit as the company says advertisers can leverage real-time bidding to target consumers through, AdBrite, BrightRoll Exchange and others. Read it.

Agency Holding Co. Report

“Clients are starting to blink amid the macroeconomic uncertainties — if just a little. That was the word from MDC Partners today on a conference call to discuss third-quarter earnings,” and so begins MediaPost’s Steve McClellan’s report on agency holding company MDC partners latest results. And, read the earnings release.

Name Change

Buzzlogic is changing its name as the company is taking its new mantra around “emotive media” to …. Twelvefold Media. Read more.


Load Time

Krux Digital’s Nick Sullivan has Load Times on his mind in a post on his company’s blog. He says, “Why is there still no universally accepted metric for measuring latency on websites?” It’s not just “seconds” or “Total Network Time” according to Sullivan. He thinks it’s something else. Read it.

But Wait. There’s More!

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