Google’s Long Tail Revolt?; Exchange 3.0; Initiative On Performance; Publicis Approaches 25% In Digital Revs

Into The Long TailHere’s today’s news round-up… Want it by email? Sign-up here.

DoubleClick Ad Exchange Update – Long Tail Revolt?

Barry Schwartz of the Search Engine Roundtable blog notes a trend among a small number of long tail publishers regarding their perception of “Certified Ad Networks” accessing and buying the Google Content Network through the DoubleClick Ad Exchange. Schwartz cites a WebmasterWorld thread that says publishers claim they see decreased earnings with the new “certified ad networks” (demand-side platforms, ad networks, bid managers, etc.).

Someone known as “AdSense Advisor,” apparently a Google rep, asks for patience in that it’s a new system and adds on 10/23, “Guys, this is not a good idea (opting out of Certified Ad Networks). I can’t share the exact numbers, but I would be shocked if a single one of you were seeing any impressions whatsoever from Google certified ad networks yet. We’re rolling this out slowly. Very slowly.” Read more.

Atherton On Ad Exchange 3.0 COO Andy Atherton writes on Ad Age about what he calls “Exchange 3.0” – an “ecosystem providing brand-focused capabilities on top of the evolving supply platforms and helps brand budgets follow audiences online.” Obviously, this would sync with’s focus. But, the bottom line is not lost as brand dollars need insights while delivering messaging to – or engaging in conversation with – the consumer in a brand-safe/context-matters environment. Read more.

Initiative Unveils Performance Group

InterPublic Group’s Initiative announced that it has created a new group with a performance-based model approach to communications. Led by former NY Times consumer insights exec, Jeffrey Graham, the goal is to measure and optimize “every aspect of its process and product.” Graham says in AdWeek, “What we’re saying is that marketing planning, all of it, needs to be about performance and managing that performance every step of the way, whether it’s a coupon, a click-through or a brand-building campaign.” Read more on AdWeek.

Gawker Gets Malware Cocktail

Whoa. This would be tough to prevent. Silicon Alley Insider’s Henry Blodget says that recent fraudster efforts caused Gawker to serve malware through its advertising placements. The ne’er-do-wells posed as a Starcom agency called Spark and said that they need to push impressions through for Suzuki before the end of the month – could Gawker help? Unfortunately, they did. Blodget posts the convincing emails that led to the delivery of the ads and malware – there was even a phone call with the fraudster! Read more.

Preparing For The Data Arms Race

CEO Miles Nadal of MDC Partners looks to make sure his holding company keeps pace with the data-driven ad universe as MDC took the wraps off of its new Consumer Insights Group according to Frank Washkuch of DM News. Focused on “incorporating the use of data, analytics and technology,” the new unit will serve as a resource to its roster of media and creative agencies. Read more.

Supercharging Ad Impressions

Always look for more impressions then planned – actually 10x more impressions says Overdrive CEO Harry Gold. Writing on ClickZ, Gold offers a list of ways to boost impression levels of a company’s brand or product which includes everything from value-add opportunities to company signatures. Read more.

DR Is Not Advertising

Michael Estrin interviews Jim Spanfeller about one of his favorite subjects – ad networks – in iMedia Connection. Spanfeller believes that horizontal ad networks will live on as they can provide reach which is important for direct response marketers.. but according to Spanfeller, “that’s not advertising.” Read it here.

Publicis Says Bottom Is Old News

According to The Wall Street Journal’s Ruth Bender, Publicis thinks the bottom has not only arrived, but it left in June. During Publicis earnings conference call on Tuesday, Publicis CEO Maurice Levy said that he thinks the ad market is on its way back – albeit slowly – adding that Publicis should outperform the across-the-board 10% decline expected in advertising. Read more.

PaidContent’s Patrick Smith also notes that Publicis is nearing CEO Maurice Levy’s goal to achieve 25% digital revenues by 2010. Read about it.


(I’ve been waiting for that subhead!) According to’s Tameka Kee, NetPulse, a digital-out-of-home (DOOH) ad and content network that reaches screens in health clubs, has completed an initial, $3.1 million round of funding with participation from Javelin Venture Partners and DFJ Frontier. Audience-buying is getting hotter, everywhere. Read more.

ClearSaleing And Forrester Wave Report

Attribution analytics company, ClearSaleing, has made Forrester’s recent analysis of the attribution marketplace available for download. Among the companies analyzed included ClearSaleing, x+1, Atlas, Theorem, Coremetrics, Visual IQ and Tru Effects. Download here (requires signup).

Data, Data, Data

On iMedia Connection, Dedric Choi, VP of partnerships and strategy at [x+1] talks about the increasing importance of data as he addresses iMedia’s agency-rich audience. It will be interesting to see how the agency culture changes as skilled data analysis is required to reap insights on the consumer. Read more.

Why News Isn’t Getting Online Ad Spend

The newspaper industry seems to be a topic of discussion every day in the world of online ads. Scott Karp, CEO of Publish2, says on Seeking Alpha that “high end” publishers must band together to create and offer scalable audience across multiple “high end” websites. Read more.

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