Microsoft Wants Traditional Metrics for Digital; NYT’s Hansell on Privacy; Blodget Drinks Display Ad Koolaid

Microsoft AdvertisingYoung Bean Song, senior director of analytics at Microsoft’s Atlas Institute, thinks that “Web Advertising Needs Traditional Media Metrics” in his post on the Microsoft Advertising blog. Song writes that traditional media metrics are disowned by online marketers due to their own arrogance, ignorance and fear to adopt. “Any hope to unlock the two-thirds of dollars spent on traditional media needs to start with the fundamental metrics of all brand advertising: Reach, Frequency and Gross Rating Points.” His point being that traditional advertisers need the digital space to talk its language.

Song concludes his argument by linking to a new Atlas research piece called, “The Planner’s Digital Dilemma.”

Saul Hansell, advertising writer at The New York Times, challenges the online advertising industry’s recent privacy initiatives in “Four Privacy Protections the Online Ad Industry Left Out.” Hansell believes that “Users should be able to see data collected about them” should be an essential part of privacy protections. From here, this opens a can of worms as anonymous tracking starts (incorrectly) looking like PII to the consumer and the sh*t hits the fan.

Larry Dignan of ZDNet reports on a JMP Securities review of cloud computing infrastructure providers including Amazon, Rackspace and Appnexus. The end of the article provides a nice checklist on what to look for and what to ask yourself when considering investment in cloud computing services.

Jeanne Hwang, Director of Consulting at Right Media provides publishers tips on existing in the performance world in her post on the Right Media blog, “Give ‘Em What They Want.” Hwang writes, “Publishers need to enable their sales force and ops teams to capture that performance and direct response budgets. Here are a few basic steps…” See the steps here.

Marketing Sherpa says that lines are beginning to blur between search, display and social media in a new report. MS writes, “If more and more media buying moves to performance-based PPC bid models, does that put the Search Marketer in charge of the larger media buying budget?”

Teracent has hired a Yahoo!. Bizjournals reports that “Jay VanDerzee joins as vice president of Sales, East, from his former role of national sales director for Sunnyvale-based Yahoo Inc.”

Henry Blodget of Silicon Alley Insider has decided that display advertising is useful, after all, in his post on the OPA display ad study after he was given a “tour” of the study by Comscore and Pam Horan of the OPA. Note: the comments may be more interesting than Henry’s post.

New York City Mayor Michael Bloomberg announced a digital stimulus package that “includes plans for a research lab, digital-media apprenticeships, a technology-equipment bond program and other initiatives designed to create 8,000 media jobs in New York over the next 10 years” according to Andrew LaVallee of the Wall Street Journal’s Digits blog.

Burst Media CEO Jarvis Coffin goes off in his Huffington Post article entitled, “What the Heck Is Display Advertising, Anyway? And Who Cares?”.

ClickZ’s Harry Gold reaches out to first-time, media job seekers and offers the following among his “advanced” tips: “Understand what ad exchanges are and how they fit into the online media environment.”

A day never goes by that AdAge doesn’t have a Twitter article. In today’s article, agencies are ripped on their Twitter inadequacies – which reminds me: please follow (@adexchanger) on Twitter.

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1 Comment

  1. togilvie

    My favorite line from the Right Media post:

    Optimization is a balance between art and science—without the right tools, it’s a little too much Van Gogh.