Mobile Ad Networks To Get Blocked By Apple; Ad Summos Is Now Korrelate; Epic Media Responds

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

ID’ing The Mobile User

Apple says that with the iOS 5, its mobile operating system, that it will no longer allow developers access the personally-identifiable UDID. TechCrunch’s Erick Schonfeld writes, “This is a big deal, especially for any mobile ad networks, game networks or any app which relies on the UDID to identify users.” Read more. And, read yesterday’s AdExchanger.com piece on UDID and Apple from entrepreneur Bob Walczak.

We’re Korrelate

Over the weekend, ad summos has officially changed its name to Korrelate and now will focus on attribution. See the new website. The company claims it isn’t pivoting, but rather, it’s concentrating on half of their existing business – attribution services – which they believe has more of an opportunity going forward and was inspired their recent deal with Polk (AdExchanger.com Q&A here). Korrelate promises still more news in the near future. The Attribution “Grail” just gets hotter. The offline-to-online (or visa versa as is Korrelate’s apparent focus) porting of data ideally provides a bridge to understanding the effectiveness of ad spend across all channels – as well as the interdependency of those channels (i.e. display drives in-store, etc.).

Epic Media Responds

On the company blog, Epic Media Group CEO Don Mathis takes issue with a resent set of articles by The Wall Street Journal – part of their What They Know series. In a lengthy, detailed blog post, Mathis says the issues had been raised previously (Stanford research) and have been cleaned up. He writes about the auditing now taking place at the company, “Shortly after the original research was published, we realized that it would be insufficient to discuss this matter without trusted third party validation. Therefore, Epic has engaged DoubleVerify, amongst others, to help confirm the facts. DoubleVerify is a leading source of internet compliance & verification services, an approved compliance vendor for the Digital Advertising Alliance, and has worked closely with the advertising agency and brand community as well as every major ad network and exchange in the sector.” Read more.

Surveys In The Real-Time Stream

Rocket Fuel announces today its Brand Booster 2.0 product which leverages survey data. The company announced last year its first iterations of a similar product with Dynamic Logic. (AdExchanger.com Q&A). Rocket Fuel CEO George John tells MediaPost’s Laurie Sullivan that the product is “built on the company’s Real-Time Targeting Platform — [and] optimizes multichannel campaigns in real-time, tying metrics from display, video, mobile, and social advertising campaigns.” Read more.

Display’s Buddy Media

Noah Davis says on The Business Insider that display advertising company Flite “Wants To Be The Buddy Media Of Display Advertising.” Bold words, d’Artagnan. Davis admits, “Flite isn’t the only company attempting to change the market, but they’re one of the most successful. Revenue is up 100% year-to-year for each of the last three years, and they currently have around 70 employees. In March, they raised $12 million.” Read more.

The MVP Of Data

interclick CEO Michael Katz defends audience targeting in a think piece on DIGIDAY but admits, “To be sure, when it comes to data it’s important to acknowledge that there is no silver bullet; there is no MVP of data. No single data type or source will work for all brands or meet all campaign objectives.” Read more.

Publishers Need To Sell Audience

On Admonsters, quadrantONE’s SVP of strategic development Mimi Wotring says publishers need to embrace audience buying. She writes, “The more publishers embrace this system of selling, the more valuable it becomes for every party. More like-minded sites joining forces will create more scale, which is what advertisers want online. The problem with buying locally is the headache of managing multiple buys across sites – that’s why ad networks grew quickly, but that model cost publishers.” Read more. And, Admonsters has a newly-designed website – see it now!

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