More Aol-Yahoo! Rumors; RadiumOne Extending Reach For Publishers; Ad Spend… Going Up!

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More Yahoo!-AOL Rumors

In a re-hash of an old rumor, Reuters reported yesterday that the AOL-Yahoo! combination is still simmering, but what parts remain after a merger are up in the air. In an effort to concentrate on combining the two companies core media properities, Aol may seek to try and sell its cash-generating, dial-up assets to companies such as Earthlink or United Online according to the report – just as it did when Time Warner owned Aol back in 2008 and 2009. Read more.

RadiumOne Extending Reach

Ad network Gurbaksh Chahal’s RadiumOne ( Q&A) announced a new agreement with American Media Inc. (publishers of Men’s Fitness, Playboy, Shape and others) what will provide reach extension services that will allow American Media Inc. (AMI) advertisers to reach audience beyond their original site buy and across “premium web sites in the Comscore 500.” Here’s the power of the exchange model as RadiumOne can acquire inventory (restricted to the ComScore 500 – so everybody big) for AMI’s advertisers at prices that are likely greatly reduced through exchanges and aggregators in comparison to the direct buy. Read more.

Real-Time Social Creative

Similar to the Old Spice campaign earlier in the year, AdWeek’s AdFreak blog documents the use of Twitter hashtags to create real-time responses on behalf of Orange London that integrates with an overall ad campaign. Though AdFreak’s Brian Morrissey is impressed by the executions, he’s still not sure what the point is. Read about it.

Walrath Talks Sales

On Quora, former Right Media Exchange CEO Mike Walrath (candid summary of his tenure at Yahoo!) answers a question on what type of person is best to run sales and drive monetization for a fast growing start-up in Silicon Valley. Walrath offers several tips and stresses, “Great heads of sales don’t make it rain with one or two big deals. They put together a program and set of systems that work. If you’re looking to hire someone to cut a few big deals, don’t hire a head of sales – hire a bus dev or strategic partnerships expert who is much more transactional and has the skills to do those deals.” Read more on Quora.

Big Year Next Year

Online ad spending will see its biggest annual jump (14%) next year when comparing to a five year span says eMarketer’s prinicipal analyst David Hallerman who adds, “In addition, marketers of all sizes increasingly acknowledge the internet’s central place in people’s lives by devoting larger shares of their ad budgets to digital. We see this when big brand marketers spend more for online video advertising, and again when small and midsize businesses spend more for banner ads and search.” See the graph for your preso.

Holding Companies Talk Spend

Meanwhile, The Wall Street Journal’s Suzanne Vranica says that several big ad holding companies will be updating their ad spend forecasts in preparation for this week’s UBS media conference including a revised “guess” by Publicis’ Zenith Optimedia which Vranica paraphrases: “Ad growth for 2011 isn’t expected to keep pace with 2010, and the industry will likely have to wait until 2012 for outlays to return to pre-recession levels.” Another presentation-worthy graph here if you like global spending data. Plus, check out Asia ad spend – it’s on the move. And, PaidContent’s David Kaplan wraps up the ad spend numbers here.

Networks, Crowds And Markets

Paul Kedrosky links to a new, pre-publication draft by Cornell University computer science professors David Easley and Jon Kleinberg of a book called: “Networks, Crowds, and Markets: Reasoning About a Highly Connected World”. From the landing page introducing their findings, the team says that it’s based on a Cornell course called “Networks.” They add that the book combines “different scientific perspectives in its approach to understanding networks and behavior. Drawing on ideas from economics, sociology, computing and information science, and applied mathematics, it describes the emerging field of study that is growing at the interface of all these areas, addressing fundamental questions about how the social, economic, and technological worlds are connected.” Get connected. And, download the book (PDF, 18.6 MB).

eXelate And Right Media

From the Yahoo! Right Media blog, partner manager Jon Sussman provides a bit of a case study on the exchange’s new Audience Sharing product as data exchange eXelate is featured. Sussman explains, “eXelate became a segment owner through Audience Sharing one month ago. As a segment owner, eXelate’s business objective on the exchange is to make their data actionable for media buyers across the Right Media marketplace.” As a result, Sussman claims, “Within the first month of becoming a segment owner, eXelate established data sharing relationships with many of the approximately 50 enabled segment users in the audience marketplace.” Read more.

October’s Intent

The latest the BlueKai Pulse report has been released into the wild and according to OMMA magazine’s review, October intent data show an “increase in activity for advanced air travel arrangements. Small affordable cars that are sporty, fuel-efficient and compact top the auto gainers while the retail vertical reflects increased purchase in cold weather gear and equipment.”  Read more on MediaPost.

The Future Of Web Publishing?

If you haven’t read this post published by Gawker Media publisher Nick Denton on Lifehacker, maybe you should take a look as its one insight after another (or at least what he’s willing to tell) about this blog publishing empire and where he sees it going. His views are important not only for online, but the offline media world as he looks for the new magic formula for publishing.

What They Need To Know

Better Advertising and the Digital Advertising Alliance (DAA) – 4As, ANA, IAB, PDQ, WTF, etc – will be hosting a timely webinar on Thursday, December 16, to discuss “Online Behavioral Advertising Self-Regulation: What Your Company Needs to Know.” Stu Ingis, Partner, Venable and Counsel to DAA, and Better Advertising’s Scott Meyer will be among the presenters. Read more on the BA blog. And, sign up.

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