Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Rosenblatt Takes Chair With Ex-DoubleClick Ad Exchange-er
Former DoubleClick exec David Rosenblatt is throwing his hat into the group shopping (think GroupOn? We’ll see.) as Reuters says he’s the chairman of a company called Group Commerce, which describes itself on its website thusly, “Our white-label technology platform enables large online publishers and affinity marketing groups to energize the buying power of their communities and generate new revenue streams.” Andrew Glenn joins Group Commerce as CTO. Glenn led the original “development of the DoubleClick Ad Exchange” according to Group Commerce’s website. Read more from Reuters. And, remember this DoubleClick Ad Exchange blast from the past? Rosenblatt, Spencer, (current AppNexus Pres) Rubenstein pre-Google acquisition.
From the Attributor blog, the company announced that its anti-piracy technology will have the support of a $3.2 million new, fourth round of funding from “previous investors Sigma Partners, JAFCO Ventures and Selby Venture Partners.” This brings their funding to-date to over $23 million. The company makes FairShare Guardian which it says “is the world’s first web-wide monitoring and enforcement platform.” Read more about the funding on the Attributor blog.
TV Versus Web Influence
Yahoo! and research co. Keller Fay Group has released a new study which shows that TV still owns the conversation over the web – barely. Ad Age’s Jack Neff identifies a data point or two in the study, “The web influenced nearly 15% of consumer discussions about brands in January 2010, according to the survey, up from 12% from a year earlier and nearly matching the 16% of such conversations inspired by TV ads or shows.” Read more.
New Microsoft’s ad sales head Carolyn Everson, who is on-the-job beginning June 21, tells Mediaweek’s Mike Shields that she’ll be pushing a three screens (mobile, TV, PC) strategy. But, Rosetta’s Sarah Baehr sounds skeptical that Everson will be successful, “They’ve had high-profile people before running sales. It’s hard to say if they are going to be able to change the organization if it’s not really supported from the most senior level.” Microsoft may need a cup of culture shift. Read more.
Product Marketing Manager Alexandra Kenin announces on The Google AdWords Agency blog that a new AdWords feature called “Analyze Competition” will allow advertisers to see how they are doing in comparison to other search engine marketers for specific keyword “categories”. This is for Google.com and the search networks (keywords only) – for now. Can category competition comparison across the Google Content Network be far away? Read more. And, see the “Analyze Competition” help section in AdWords.
Search And The DSP
Mark Fagan, who is digital media director of UK-based Golley Slater Digital, looks at the merger of search marketers and the capabilities of the demand-side platform on New Media Age. Fagan offers the Koolaid as follows: “Buying search and display media from one platform, using one budget pot and optimising campaigns regardless of channel will make it easier to be more joined up than ever before.” Read more.
In a thorough blog post, FlightCaster’s Bradford Cross and an NYU doctoral student provide a look at network theory. Cross begins: “In network theory, we focus on relationships: how and why they form; what these ties represent; how different relationships affect behaviors; and how relationships grow and decay over time […]” Read more.
Formatting The Mobile Web
Last week, Akamai bought Velocitude, a company which aims to improve mobile web browsing. The Wall Street Journal’s Digits blog paraphrases Akamai co-Founder, Tom Leighton, who said, “The Velocitude deal will allow Akamai to detect what type of phone a user is on and automatically configure the site to appear properly on that phone.” Read more.
Ad Network Demystification
Goodway Group’s Jay Friedman looks at the world of ad networks including vertical, pre-buy and real-time ad networks on iMedia Connection. Friedman admits his ad network bias (Goodway owns a few networks) but says, “Having personally come from a traditional media background and then ultimately purchased inventory at one point or another from 25 different networks, I also know that the trade-offs inherent when buying from networks seem hard to get past when new to online.” Read more.
Big Media Back?
Viacom has declared a dividend. Who cares? Anyone concerned about the future of big media companies should care. The company, which owns MTV Networks and its assorted properties, hasn’t declared a dividend since 2006. Read more on The NY Times website.
Niche As The New Premium
From his personal blog, Lotame’s Dan Reich writes that after listening to a week of media companies talk about their premium content opportunities, he thinks their strategy needs an adjustment. Reich writes, “The community will provide the seal of approval and the ‘big name media company’ will matter less, unless their businesses change – to businesses of small, relevant, meaningful ‘niche content.'” Read more.
Yahoo! Display News
Yahoo! display ads will be appearing on the TV station of websites of Media General, the owner of newspapers and television stations in the Southeastern U.S. According to the Media General news release, this is a first among TV station websites associated with Yahoo!’s newspaper consortium. Read more.
Planning DOOH Audience Buying
Digital-out-of-home media buyers and planners now have another option for targeting out-of-home audience. According to Erik Sass of MediaPost, “DOfind (owned by DOmedia), a subscription Web-based tool created by DOmedia that allows agencies and advertisers to search over 200,000 out-of-home media properties.” Read more.