Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Brand Metrics Win
On the Lightspeed Venture Partners blog, Jeremy Liew argues that a saavy seller who can speak to brand metrics will help win and sustain business for ad networks in the future. Liew writes, “CPG, one of the core categories for brand advertising, is starting to shift online this year in a meaningful way. But brand advertisers need to be sold to the way that they want to buy. Not all online sales teams know how to do that.” He adds that only Yahoo, AOL, Facebook and Brand.net are doing it effectively today. Read his post.
Bullish On Ads
New York City’s Advertising Week festivities come to a close today and The Wall Street Journal’s Venture Capital Dispatch blog declares that there’s optimism in the ad world. Bain Capital Managing Director Ian Lorin tells the WSJ’s Ty Mahan that things are looking up if for no other reason, “At some point people will have to talk to their customers.” Read more.
News As Non-Profit
Yet another idea has surfaced on how to save the newspaper industry. This one is being seeded by investor F. Warren Hellman who has provided $5 million for a non-profit local newspaper in the San Francisco area. The newspaper will employ staff from a local radio and UC Berkeley’s journalism school. Read Richard Pena’s article in The New York Times.
On the Clickable blog, Ehren Reilly, a Clickable “SEM Guru,” takes a look at social network campaigns and offers best practices including a screenshot of ficitious campaign that he sets up in Facebook’s ad management system “targeting Britney Spears fans, 25 years or older.” This is a nice how-to on social media CPC advertising for the self-serve marketer. Read the post.
Microsoft and Publicis
Phonevalley, a mobile marketing agency under the Publicis umbrella, and Microsoft announced a new partnership which will enable Phonevalley to “create customized mobile advertising, technology and metrics to run across Microsoft’s mobile Web properties.” This agreement likely has roots in Publicis recent deal to buy Razorfish from Microsoft where, as part of the deal, Publicis agreed purchase Microsoft services. Read the article.
Math, Science and Display
Russ Mann on Covario’s Actionable Insight’s blog looks how math and science will be increasingly important in the world of online advertising in order to gain insights on the customer. He also takes note of the IAB meeting early this year where “algorithm” was a dirty word. Times change… quickly. Read more.
Exchange Invades Ad Manager
A post on the Google Ad Manager blog encourages users that want to take advantage of bidding by buyers on the new DoubleClick Ad Exchange can be enabled through the ad manager’s user interface. The control called “AdSense price optimization,” admins will not be able to control what networks purchase from their site’s inventory through the Google Ad Manager – they’ll have to go to their AdSense account and manage ad networks in the “Ad Review Center.” Read more.
Burst Media Reports
The International Business Times in the UK looks at ad network Burst Media’s first half performance. Within the numbers, for the first half of 2009, gross profits decreased to $5.8 million from $6.3 million. Total revenues fell from $13.4 to 12.1 million. And net losses increased to $700,000 from $400,00 a year ago. Read more.
The Danger Of Dependency
Ed Carey writes on the Undertone Networks blog that publishers need to be wary of having a single source of revenue such as those who depend on revenue from their Google Content Network placements. Read more.
Out-Of-Home Ad Network
Yes, this one certainly makes sense.
If you’ve been to Times Square in New York City lately, it has never been brighter as every inch of Times Square “wall space” is taken up by an illuminated sign – which will inevitably be in the background of the area’s millions of tourists who visit each year, perhaps each day. It appears that the owners of some of those signs have banded together to created their own out-of-home ad network. Read Katy Bachman’s story in MediaWeek to learn more.
Privacy Primer
Forbes’ Evan Hessel takes up the baton of the online ad privacy story and offers a primer on the issues, people and possible outcome of the hubbub surrounding the protection of consumer’s privacy – specifically as it relates to behavioral advertising. Read Hessel’s detailed primer.
Display Vs. Search
Bon vivant Mark Mannino, MediaMath’s VP of Supply and Data, looks at what he calls the “Battle Royal between Search & Display Marketers” with the launch of the Google DoubleClick Ad Exchange. Check out the post and his new blog, DisplayandSearch.com, here.
