Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
It’s Time For Creative Display
In the second of a series of Google thought leadership pieces on display advertising, VP Neal Mohan ropes in the importance of creativity, the creative (the human) and the creative (the display ad). Mohan concludes, “It’s the goal of our display advertising efforts to produce the tools and technologies to allow for this type of unbridled creativity at a grand scale.” Read more.
Eyeblaster On Airline Ads
In a study titled, “Airline Advertising: Preparing Your Online Media for Takeoff,” Eyeblaster uncovers quite a few tidbits including: “News, travel, finance, and instant messaging are the most effective placements for branding in terms of Dwell Rate, while homepages, news, travel and finance are the most effective placements for direct response in terms of conversion rate.” Get the study (Sign-up required). See the release. And, download pretty graphs from eMarketer.
Search Funnels Begets…
If you haven’t heard of this yet, it’s creating some buzz among search marketers who are looking to scale their business and need the data to support said scale. Dubbed “search funnels”, this new report is in addition to the conversions report, and consists of 7 more reports “including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length.” Data, data, data. There’s no reason we won’t see a “display funnels” report from Big G one of these days. Or maybe just “funnels” that brings together all available Google channels. It has the potential for attribution modeling madness! Read more on the Google AdWords blog. And, read Searchengineland. Finally, read the AdWords help section.
Curious about the future of the “location” in location-based advertising? Of course, you are. Developer Joe Stump of SimpleGeo talks location services and why anyone could still own the space. Stump says, “I think one of the issues that I see is as people come out with their location APIs here, like NAVTEQ is coming out with an API, as a developer, in order to do location queries and whatnot, especially on the mobile device, I don’t want to have to do five different queries.” Read more.
Oprah’s On TargetSpot
Oprah’s new online radio station will be selling audience through TargetSpot according to Erik Sass of MediaDailyNews. Sass delivers this gem: “As part of the agreement, Harpo is also giving TargetSpot access to a whole library of audio content from Winfrey’s previous productions, which the online ad network will be able to repurpose for its ad clients.” Imagine it.
Managing Publisher Discrepancy
FatTail announced a partnership with Ad-Juster for its third-party, discrepancy management product line for FatTail pubishers. More details from the release: “Existing FatTail clients will be offered a discount on Ad-Juster, when they become new Ad-Juster clients.” Read more.
Ad Networks Unite For Study, Behavioral
The Network Advertising Initiative (NAI) has released the results of a study culled from campaign data from 12 ad networks titled, “Behaviorally-Targeted Ads More Than Twice as Valuable, Twice as Effective as Non-Targeted Online Ads.” Read the release (PDF). The study gave Charles Curran, Executive Director of the NAI, a chance to step into the consumer privacy conversation, “Our members recognize the importance of responsible practices for online behavioral advertising, and we are pleased that more than 40 companies, including all ten of the largest ad networks, have adopted the NAI’s self-regulatory Code.”
Angel Financing Legislation
More regulation news! Robert Litan, VP of research and policy at the Kauffman Foundation, says that Connecticut Senator Chris Dodd’s financial reform legislation will hurt startups as it will require a 120-day review by the government before angel investments can be received. Litan writes, “This would both raise the cost of seeking angels and delay the ability of companies to benefit from their funding.” Read more on Huffington Post. (source: @joshk)
Malvertising, Malware, Mal
Summer Koide, VP, Product and Services at ZEDO, addresses the recent buzz around malware being distributed through ad serving systems and says that ZEDO, too, has been affected. Kolde writes on the company blog, “What we’re seeing now is more dangerous and damaging than in the past. The makers of this virus have compromised major ad networks and ad servers in the recent weeks – including ZEDO.” She then details what’s been going on. Worth a look.
The Botmaster
Dennis Fisher ruminates about future ne’er do wells who offer access to botnet capabilities – such as infiltrating a “high value” network. Fisher quotes Robert Hansen, a security researcher and CEO of SecTheory, who says, “an attacker looking to infiltrate a specific network would not spend weeks throwing resources against machines in that network…. Instead, he would contact a botmaster and give him a laundry list of the machines or IP addresses he’s interested in compromising.” Fear the botmaster.
PubMatic And Solbright
Fresh on the heels of its ContextWeb integration, PubMatic has another new partnership with Solbright Solbright “to integrate the [PubMatic’s] real-time digital ad performance data capabilities into Solbright’s digital ad management solution.” Read more biz dev.
