Here’s today’s AdExchanger.com news roundup…Want it by email? Sign-up here.
Cookie Stuffing
Business Insider’s Jim Edwards covers alleged affiliate marketing fraud uncovered by the FBI, centering around the use of cookies and “harmless” publisher widgets. Edwards writes, “According to the FBI, both widgets engaged in ‘cookie stuffing.’ Anyone who clicked on them received a tracking cookie – a small piece of code that keeps a record of the websites a browser has been looking at. If, at a later date, those browsers went to eBay and generated revenue, then the cookie would signal to eBay that [the affiliate marketers’] links were the cause – and eBay would owe them commission.” Read more.
Programmatic Spikes
Gawker Media’s Nick Denton doesn’t change his negative, publisher-centric view about programmatic media in an Instant Messaging chat with Portada Online. But he does see one bright spot: “Real-time ad exchanges can help in monetizing traffic spikes – something that would be useful when one of our sites has a story like the Manti Teo girlfriend hoax or the discovery of the iPhone prototype.” Read more.
Gloomy DNT Tidings
This week’s Do Not Track confab of privacy and industry advocates in Sunnyvale, Calif., was meant to be the last face-to-face meeting before a browser spec is finalized. But the negotiators have made little progress, despite a new industry proposal issued last week (AdExchanger story). The New York Times reports, “Some consumer advocates and technologists [object] to a number of prescriptive clauses in the proposal that could limit the way browsers present Do Not Track preferences to their users. A few advocates even suggested that the two sides are so far apart that the negotiations might as well be terminated.” More.
Local Pipes To Facebook
Yext is taking its local listings infrastructure, which pulses with local data, to Facebook. Bloomberg’s Sarah Frier reports: “Facebook…is adding Yext data after rolling out its Graph Search feature in January. Graph Search makes it easier for users to find friends, restaurants and interests based on social connections. By letting businesses use Yext to update their Facebook pages, the site will help ensure that information is more complete and up-to-date, Yext CEO Howard Lerman said.” Read more. There is a programmatic local solution somewhere in there.
Retargeters…On Your Mark!
The New York Times looks at some of the challenges around the launch of a new US-based gambling website: “At issue is whether the company can verify that the site’s users are over 21 and in Nevada, using identification and geolocation software, among other tools. Visitors to Nevada can register to play before arriving in the state.” Read more. Legal online gambling in the United States would become a big ad biz by creating a whole new audience segment (US gamblers) to chase in exchanges.
LinkedIn’s Mobile Ad Strategy
After enduring a post-earnings beatdown, LinkedIn gets some love from BMO Capital Markets analyst Dan Salmon. He calls out LinkedIn’s marketing and ad offerings: “We believe the pushback on near-term Marketing Solutions revenue is what disappointed relative to most expectations. Last quarter there was a noticeable uptick in enthusiasm for an emerging mobile ad strategy.” Research note.
Programmatic FAQs
On his company’s blog, Qasim Saifee, SVP of OpenX’s Monetization Platform, provides an FAQ for publishers looking at the sometimes confusing world of programmatic ad sales. He opines, ”Once publishers know who values each segment of their inventory, they can negotiate more custom deals with those buyers, such as first-look or custom price floors.” Read more. On FBppc.com, Triggit delivers a Facebook Exchange FAQ. On bidding for ad positions in FBX, Triggit claims, “Facebook Exchange ads perform well in any position; unlike AdWords, winning the top spot isn’t necessary to see great performance.” Read more.
LiftDNA-er Joins BlueCava
One year and some change after its acquisition by OpenX, execs at yield optimization firm LiftDNA are seeking new pastures. Last week saw founder Vadim Telyatnikov disembark to set up his own hedge fund (AdExchanger story). Now there’s word that cross-screen tracker BlueCava has nabbed as its CTO David Tanenbaum, formely LiftDNA’s CTO. Press release.
Mobile Release
- Seattle’s Kings of Mobile Advertising – Matt Hulett
- InMobi’s global ad network reaches 691M monthly unique users – TechCircle
- AdMob eCPM Floor Beta: Best Practices – Google Ads Developer blog
But Wait, There’s More!
- 16% Increase in Washington Post Co.’s Display Advertising But … – DCist
- Study: Native Ads Drive More Attention and Brand Lift Over Banner Ads – press release
- Beliefnet Partners with Patheos to Expand Its Ad Network – press release
- In Online Video, Street Cred vs. Quality – The New York Times
- Stores that take advantage of the web more than hold their own – Internet Retailer
- SAG-AFTRA Identifier Backed by Key Ad Management Company – Variety
- Two Reasons Why Content Is Not King – Experience: The Blog
