UDID Deprecation Begins; Give Me The Media Futures Exchange; Criteo Adds CFO - For IPO?

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

Targeting iOS UDID

If you want to use Apple’s UDID to target or track users through Apple devices, TechCrunch’s Kim Mai Cutler says the long-awaited deprecation through iOS (read Bob Walczak’s opinion last August on the UDID) has finally started. Cutler writes, “Two of the 10 [Apple] review teams started doing blanket rejections of apps that access UDIDs this week. Next week, that will rise to four the ten teams, and keep escalating until all 10 teams are turning down apps that are still using UDIDs. This is a big deal because mobile ad networks use these ID numbers to make their advertising better targeted.” Read more.

Give Me Futures

Newspaper owner Forum Communications says that it hasn’t benefited financially – other than more ad network dollars – from a recent burst in traffic due to a now famous restaurant reviewer, and is quoted by Ad Age’s Matt Creamer as saying, “Having a nationwide exchange, or placement service to take advantage of these unforeseen bursts.” Creamer adds, “There is a strong sense that something is missing from the online-ad ecosystem, namely a service that allows national advertisers to take advantage of these tough-to-predict spikes in traffic and attention.” Read it. How about an event-based, media futures exchange with event categories for purchase?

Retargeting The CFO

Display retargeter Criteo may have gotten another step closer to its long-rumored IPO as the company announced late last week the the hiring of former SAP SVP and Chief Financial Officer for the EMEA region Benoit Fouilland as its CFO. According to the release, “At SAP, [Fouilland] was responsible for managing all financial activities and for driving the growth and profitability strategies for the EMEA region, which contributed to approximately half of SAP group revenues…” Read more.

Agencies Transform

The American Association of Advertising Agencies (4A’s) annual meeting takes this week in Los Angeles. See the site. Social and Data are themes as WPP Group CEO Sir Martin Sorrell begins the conference’s presentations with “Technology, Data and Social Media: Does It Make Us All Different or All the Same?” View the agenda. The 4As meeting has come a long way as it bridges its traditionally-focused membership to a digital future. Proof point: there’s a panel on agency trading desks (ATDs) and demand-side platforms (DSPs). Also, the 4As is looking to supercharge recruiting efforts for the agency lifestyle with the Open Advertising initiative. Read more about it in The New York Times.

Akamai, Ads & The Cloud

CDN and owner of retargeter Acerno’s tech – now known as Akamai’s Advertising Decision Solutions line – has its eye on a new revenue target as Reuters reports that CEO Paul Sagan wants $5 billion in revenue by 2020. Read it. Akamai crossed the $1 billion mark in 2010. Mobile, video, security and the cloud are the steps to the $5 billion future said Sagan. Except for security, the others could mean media and ads – which now falls under Akamai’s new Aqua Web solutions unit.

Search Retargeting With Bing

On the Microsoft Ads blog, James Colborn explains how search retargeting works with Microsoft’s search engine Bing. Colborn is careful to remind readers that no PII is used in the targeting process and offers a few tips including one on campaign setup: “…if a keyword drives 90 percent of searches in your campaign, with Bing Search Remessaging that equates to 90 percent of the display campaign budget being consumed by that one term (unlike traditional search advertising where the payment happens on the click, with Search Remessaging it’s on the impression). This is particularly important if your client has strong performance objectives…” Read more. Google still hasn’t started implementing the search retargeting feature for its search engine as, perhaps, concerns around the perception of a consumer’s privacy loom.

Dutch Display

From ExchangeWire, a new report from Deloitte and The Netherlands’ IAB says that “Despite slow economic growth and declining consumer confidence, the Dutch online advertising market was over €1bn in 2011 – a year on year uplift of 12%. However, the lagging economy has an effect on the outlook for 2012; participants expect growth to slow to 7.7% for 2012. The online display number of €336 million is up 11% on last year’s figure.” Read more.

Content Marketing Abuses

In an opinion piece on ClickZ, Evolve Media Corp. CEO Brian Fitzgerald says there are problems with today’s traffic acquisition strategies for publishers – also known as content marketing: “…the negative practice that I am seeing more and more in my interactions with third-party publishers is that people are buying traffic more as a means of arbitraging ad spends than they are as a means of growing the long-term value of their publishing brand.” He sees good practices, too. Read it.

Cisco And Video (Ads)

With rumors swirling that it might cut back its video initiatives, Cisco CEO John Chambers tell the Atlanta-Journal Constitution the opposite. AJC’s Russell Grantham writes, “Six years after Cisco Systems bought Scientific Atlanta, high-tech giant Cisco says its metro Atlanta acquisition is critical to its efforts to profit off the rising tide of video streaming around the globe.”Cisco has “a huge commitment to video,” John Chambers, Cisco’s longtime CEO and chairman, said in a telephone interview…” Will the commitment ever come to video ads? It would seem inevitable considering the data pulsing through those video pipes that can used to address advertising. Read more.

Thinking Display Troika

On Ad Age, MediaMath CEO Joe Zawadzki offers his commentary on how Yahoo!-Aol-Microsoft can make their partnership on non-guaranteed display ad inventory successful. He writes, “To make this work, the portals’ sales forces will have to change drastically. The portals have to get good at selling 10% of their inventory with unique and amazing integrations. The other 90% they must sell programmatically — and do it better than anyone else. In both cases, they should focus on marketer results rather than media properties.” Read it.

Like Water For Ads

On Digiday, Jack Marshall explores innovation with mobile ad banner format and how gamification is replacing banner ads with rewards. Quoting fitness app product manager Chris Goode at MapMyRun, Marshall writes, “The rewards model is a better fit for it than banners – and less interruptive to the experience. ‘We’re serving up ads for free water when people have finished their run and hydration is on their mind.’ Users actually appreciate it which is a far cry from user’s usual interactions with advertising, especially in mobile…” Read more.

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