Home Ad Exchange News Rocket Fuel-s With $2.85 Million; P Is For Picard And Privacy; Nielsen Reports “Time Spent” Increasing Online

Rocket Fuel-s With $2.85 Million; P Is For Picard And Privacy; Nielsen Reports “Time Spent” Increasing Online


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Rocket Fuel InvestmentFuel For The Rocket

Rocket Fuel has raised $2.85 million more in cash from “existing investor Mohr Davidow Ventures, with participation from other backers and company executives” according to Joseph Tartakoff of PaidContent. Read more. To view the SEC filing, click here.

Display Catching Search

Josh Dreller trumpets the display ad “horn” on Search Engine Land declaring, “With the advances in display advertising, it’s very possible that the ROI differential gap (between search and display) may shrink as these new tactics and technology become more widely used.” Read it.

Picard On Privacy Debate

Microsoft exec Eric Picard dissects the privacy debate on iMedia Connection with his article, “Why consumers don’t trust us.” Picard makes a wise suggestion regarding a recent privacy survey that showed consumers don’t like being tracked – ask them if they like advertising, too. Undoubtedly the answer will be “no.” Picard champions a pro-active approach to inform consumers by the ad industry. Read more.

More Time Online

Nielsen has released its latest A2/M2™ Three Screen Report which reveals that consumers are watching more video online (+35%) and through time-shifted vehicles, i.e. DVR (+21%). And TV use? Down just .4%. People have more time to spend with media overall, evidently. Download the report from Nielsen. Or, see a snapshot at Marketing Profs.

WPP’s MIG Unstealths

Have you seen this? I didn’t until last week. WPP’s Media Innovation Group (MIG) has created a new website which sheds a little light on what’s going on with the holding company’s DSP strategy, B3, and the Zeus Advertising platform (ZAP) which is “the next generation of media optimization and analytics.” See the site.


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Ad Stats From YouTube

MediaPost’s Laurie Sullivan looks at metrics from recent YouTube advertising campaigns and says the combination of display/serving capabilities of DoubleClick and Google know-how is paying off. Read more.

On Scaling Media Companies

Jeremy Liew of Lightspeed Venture Partners shifts his view to the factors involved in scalability of online media companies. Liew suggests that for a company to reach $50 million in annual revenues someday, he likes to see a base being built from direct sales clients who are spending $100,000 per quarter – showing growth beyond test buys. Read more.

MySpace Feeding Data

The MySpace Developer Blog announced that its unleashing APIs and, thus, tons of data about MySpace interactions. From the blog: “We previously allowed developers to draw from our activity stream in a traditional polling fashion. Now, developers can get the same stream pushed to their sites, with additional controls and metadata.” Next step – turn it into ad targeting data! Read more.

Fun Data Stuff

OK, it’s not exactly display, but it’s data and your “persona” on the web courtesy of a tweet from the UK’s Infectious Media and a third-year MIT student named Aaron Zinman. Imagine a display ad creative and targeting that comes together when you see this. Visit now.

Acquiring Analytics, Grouping Services

MDC Partners announced that it has acquired Communifx, “a data analytics and database marketing firm” that will fall under MDC Partners’ Performance Marketing Services Group. MDC also announced that it’s splitting partner firms into two categories – Performance and the Strategic Marketing Services Group. Read the release.

AdRoll Unveils

AdRoll announced that it’s launched it’s new website and “bringing in the New Year with a new look, making online display advertising just a bit hotter.” The new site also includes an easy, visual explanation on how retargeting works here.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

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Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.