Home Ad Exchange News Twitter Pays IBM For Patents; Chief Data Officer Numbers Grow

Twitter Pays IBM For Patents; Chief Data Officer Numbers Grow


patentHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Patent Sweep

After enduring the threat of a lawsuit, Twitter acquired more than 900 patents from IBM, which has led the list of patent recipients for the past 21 years, according to a news release. TechCrunch points out that this isn’t the first time a tech company has purchased patents from IBM; both Facebook and Google have done so. “We are pleased to reach this agreement with Twitter because it illustrates the value of patented IBM inventions and demonstrates our commitment to licensing access to our broad patent portfolio,” said IBM’s Ken King.

CDO Infiltration

The number of chief data officers at agencies continues to grow, and Gartner predicts that by 2015 25% of large global organizations will have one on staff. The number of CDOs has doubled since 2012, and most of the roles are in the US. Gartner suggests CIOs view the CDO as a partner with data-management knowledge and skills. Read more.

The Data Play

Facebook is establishing itself as a major player in the advertising world after reporting record revenues and profits in Q4 of 2013. The company’s social data is luring in advertisers, but its market share is still a small slice of the overall digital pie. “The smart brands learned to use Facebook to create demand, and Google to fulfill demand,” Bob Buch, chief executive of social advertising company SocialWire, told The Wall Street Journal.

Viral Ads

Malware is making its way into ads and infecting users’ computers — and this is something new — according to an article from The Wall Street Journal. Although ad servers from Google and Rubicon Project have fraud detection systems in place, it’s impossible to catch every one, notes the piece. Yahoo users were recently affected by a malware ad that slipped through the multiple companies that handle an ad before it finally gets to the user. Adding to the problem is that the malware is capable of passing through antivirus software undetected. Read more.

Two Sides Of Every Story

A report published last week by Ben Edelman criticizing the advertising practices of video ad company Blinkx is under scrutiny after Edelman disclosed that he was paid for the report. Shortly after publishing his analysis, stocks in Blinkx took a plunge, but there are several hedge funds that would have benefited from such a decline in price. Edelman has not disclosed who paid him for the report, or why, but he maintains that “the work stands on its merits.” Read on.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Sales Departure

Microsoft’s VP of sales, Keith Lorizio, has left the company, Adweek is reporting, but no reason was given for his departure. Lorizio has worked for the company since 2006. Microsoft said in a statement: “We can confirm that Keith Lorizio, VP of U.S. sales for Microsoft Advertising, is no longer with the company. Barry Dougan, GM of global specialist sales, will assume interim leadership of the U.S. ad sales organization while we conduct a rigorous and thoughtful search for a permanent replacement.” Read more.

You’re Hired!

But Wait. There’s More!

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.