U.S. Online Advertising Self-Regulation Launches; Guardian Struggles With Offline And Digital Assets; Google Incubating Digital TV

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

More On Privacy Icons

ClickZ’s Kate Kaye gives an overview of the announcement yesterday regarding the privacy “i” icon and the newly-formed Digital Advertising Alliance in the U.S., which will include all 50 ad networks in the NAI as well as Google, Yahoo and Aol. Kaye outlines the costs: “While third party ad networks will be charged $15,000 to participate – $5,000 to license the icon and $10,000 to enable the opt-out mechanism – developers of the program have reduced the cost for small companies. The icon cost will be waived for firms involved in serving less than $2 million in behavioral advertising, while a sliding fee scale will apply for enabling the opt-out.” Read more. All Things D’s Peter Kafka thinks the whole thing should be opt-in, not opt-out. Read his view. And, the NY Times’ take. Even the RMX blog came alive. Finally, MediaPost’s Wendy Davis covers TrustE’s efforts to get in the privacy icon game.

Guardian On Guard

Steven Glover of UK-based The Independent takes a look at Guardian Media Group (GMG) which is feeling the pain as it transitions to digital. He writes, “Some of the paper’s executives appear to believe that The Guardian is a sort of British version of The Washington Post in its heyday, whereas, like all newspapers, it has been steadily shedding sales without making money out of its large digital investment.” Read more. (source: @rafatali)

UK Online Ad Spend Rising

New Media Age’s Will Cooper reports on the latest IAB/PriceWaterhouseCoopers ad spend numbers which showed a 10% increase in the 1st half of 2010 versus 2009. Cooper writes, “The healthy growth rate was boosted by significant investment in pre- and post-roll video ads, which increased 82% year on year to £20.7m.” Read more.

Google TV Adds Content

Google TV took another step forward with its IP TV plans according to the Official Google blog as it announced multiple new partnerships with varying degrees of format offerings.. in other words, Turner is offering content from its WEBSITES not its cable stations – CNN.com video content, not CNN. Amazon has anted up with “Amazon Video On Demand (which) offers access to over 75,000 titles for rental or purchase.” One differentiator could be the integration of social and web-only offerings like Twitter and Pandora. Read more. This one has a long way to go, but it’s all gonna digital be someday and Big G has big plans.

Power To The Consumer

As part of an upcoming TV series, CNBC covers the struggles of media companies as media is progressively put into the hands of the consumer. Liberty Media chief John Malone tells CNBC, “The Internet is moving too fast, too far. And it may be difficult to get the consumer back.” Maybe it’s time big media companies try to join the consumer? Read more.

Google TV

Search And Display

Search engine marketing show SMX East breaks out its display game this Wednesday with a panel called, “Search Meet Display; Display Meet Search.” Participants include John Carnahan of Fox Audience Network, Steven Golus of DataXu, Range Online’s Jeremy Hull, Yahoo! Right Media’s Megan Pagliuca, Magnetic CEO Josh Shatkin-Margolis, and Dapper’s head of sales Chris Zaharias. Read about the panel.

New Agency Service: The Privacy Audit

The Media Kitchen has made available its “Privacy POV” which it shares with clients to help them understand the agency’s position on consumer privacy as it relates to digital advertising.  The 36-slide presentation goes through the different types of data collection today as well as the way the agency targets audience.  Also of note is “The Privacy Audit” – a potential new service that could be offered by all agencies. See it on SlideShare.

Audience Of The Week: The Single Guy

Microsoft Advertising’s Greg Forbes reveals recent research about the valuable 21-35 male and single audience. Forbes asks, “What is he into, how does he progress along his journey towards a family, and how can advertisers reach and communicate with him?” How about a cross-channel buy on SpikeTV? No, no, no. There’s a lot more to these guys than mixed martial arts according to the Microsoft Advertising research study. Read more about these complex creatures. And, download the PDF.


Netezza is offering a new, data activity monitoring (DAM – hell yeah, another acronym!) product to go along with its high octane, big-ad-network-worthy, Twin Fin data warehousing appliance (meaning “really big, fast computer”). The DAM product is called “Mantra Vault” and is expected to be available in Q1 2011. Netezza CEO Jim Baum said in a release that Mantra Vault is being launched to meet the “challenge of not only storing large amounts of audit data, but also analyzing all of that data to meet compliance, privacy, and security requirements.” Read more about The Mantra.

Ecosystem Chart Feedback

Undertone’s Eric Franchi compares the new ad ecosystem map that LUMA Partners’ Terence Kawaja published last week to an older version. He thinks an edit is needed: “The biggest change to [the map] over the past few months was not acknowledged by Terry, in that there are several in the Network space that are absolutely calling themselves DSPs and not networks anymore. That would be a suggestion to make the chart more accurate moving forward.” Read more.

New Twitter CEO

If you haven’t heard, Twitter has a new CEO as Evan Williams is stepping down and COO Dick Costolo is stepping up. Williams discussed why he’s moving to a new strategic role on the Twitter blog: “I am most satisfied while pushing product direction. Building things is my passion, and I’ve never been more excited or optimistic about what we have to build.” Read more.

Geo-optimizing DOOH

rVue, which positions itself as a digital-out-of-home (DOOH) demand-side platform, says on its company blog that it has released a new “optimize” feature which enables media buyers to view more “addresses” for DOOH advertising placements within a specific geographic location. Read more.

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