IDG’s Ad Network; Digital Distro With Gas; More Google Exchange Predictions; eXelate Adds Video

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Digital RescueThe IDG Ad Network

Spencer Ante of Businessweek looks at how traditional print publisher, IDG, has created an ad network that not only sells advertising for its own properties but other non-IDG properties, too, as well as distributes content to those properties.

It’s a clever way for a traditional publisher to find its way in digital distribution. Read more.

NBC Pumps Gas Station TV

NBC Everywhere, the out-of-home unit of NBC Universal, and Gas Station TV have formed a strategic partnership to that will bring NBC content and advertising to GSTV’s 30 million monthly viewers encompassing over 1,000 stations in 800 cities. Read the release.

Blog Ad Network Gets $1.5 Million

Having already raised $6 million in a second-round of funding, sports ad and blog network, Yardbarker, raised $1.5 million recently according to’s Tameka Kee, who also adds Yardbarker has not been able to get much traction since January according to Compete.

Google Ad Exchange Predictions

Stephan Pretorius of UK-based Acceleration says that Google will win the the ad exchange wars in iMedia Connection. Among his reasons, Pretorius suggests that as “AdWords becomes the buying platform” for the exchange, many of the paid search buyers will migrate to buying display and rapidly increase the exchange liquidity. Read more.

eXelate Adds Video Ad Networks

eXelate announced today that they are adding video networks to their eXchange including BrightRoll and TidalTV. CEO Meir Zohar tells that “video advertisers working
with one of the video ad networks in the eXelate Targeting eXchange, which include BrightRoll and TidalTV, can now use eXelate cookies to target users with video ads.”

Necessary Waste in Advertising

Rob Leathern of CPM Advisors discusses makes the argument that some waste will be necessary if advertisers “are maximizing their potential to find their target customer.” Leathern adds that the key is to finding the right amount of waste. Read more on the Zeronomy blog.

Another Yahoo! To MSFT

Former VP of platform engineering at Yahoo, Eric Boyd, has left his position at MochiMedia (which he took after leaving Yahoo! a year or so ago) and joined Microsoft. He’ll be located in Silicon Valley, in Microsoft’s group related to search and advertising according to Kara Swisher of AllThingsD.

CPL Brand Buys

On MediaPost, CEO Zephrin Lasker of Pontiflex discusses CPL pricing models as a new, favorable opportunity for brand marketers after years of CPL being equated with the shady world of “re-selling of sales leads, questionable opt-ins, and poor customer experiences.” If accountabiity is the new buzzword, brand marketers ought to like CPL reasons Lasker – no surprise from this DR king. Read more.

Dapper Podcasts

As Dapper tweeted yesterday, “We made a Podcast!” And, if the name of the podcast doesn’t get you, then maybe the participant will: Advertising Sucks (& the People Who Fix It)” with Iggy Fanlo CEO.

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