Epperson And Team Announce Simpli.fi; The Geo Stack; Ad Networks Keep Growing

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

Simpl.fiEpperson Simpli.fi’s

Former Havas Digital CEO Don Epperson has unveiled his latest creation, Simpli.fi, in a Joe Mandese article and Q&A on MediaPost. The new company that he’s starting with former Collective Media execs Frost Prioleau and Paul Harrison “is a search-focused DSP or demand-side platform. It allows advertisers the opportunity to extend their current keyword campaigns into the display market.” Read the overview piece. Then, read the Q&A.

The Geo Stack

On Monday, AdExchanger.com pointed to an article on the advertising stack. Today, we point to the “geo stack” and an article on Chris Dixon’s blog. Dixon identifies the stack as beginning with latitude/longitude location detection and then connecting these to places humans will understand. After that the geo-stack looks at where the user is. Read more.

Trust As Disruptive Tech

On Ad Age, chief brand strategist at CloudLinux, Judy Shapiro, writes about what she thinks is the next big disruptive technology – trust. Shapiro identifies DoubleVerify as a winning company and says, “Companies like DoubleVerify have created a new level of verifiable trust in how companies authenticate online ad activity.” Read more.

Micro-Targeting For Brands

Jason Green of The Cambridge Group takes over for a day at the Nielsen blog and looks at the importance of micro-targeting strategies. Among his tips for brands to build an effective micro-targeting strategy: “Measure results and improve. Track your results and take corrective actions or drive improvements based on findings and results.” More on rinse and repeat here.

More DSP Discussion

Brent Halliburton expresses disbelief from his Cogmap blog that “legacy players” such as ad networks are losing the demand-side platform arms race. Halliburton writes in regard to why new players appear to be out in front, “Sometimes it is simply easier to build from scratch than to build with a legacy code base. Particularly with the growth of new abstractions for rapidly developing technology such as Ruby on Rails.” Read the post.

Links Vs. Cookies

Jonathan Mendez of Ramp Digital writes on his Optimize and Prophesize blog that there’s plenty of targeting ability in the link and that it’s not all about the cookie. He says, “I have no doubt that the value and economic impact of the link will continue to increase exponentially over the coming years far outpacing any media value cookies are creating.” Read more.

Google’s AdMob Dishes

Christopher Heine of ClickZ recounts a recent visit by AdMob’s Tony Nethercutt to ClickZ’s offices. Among the details that Nethercutt divulged, “Forty percent of his firm’s ads are served on iPhones or iPod Touches, while Android makes up about one-third of the total number of Apple-delivered promos.” Read more.

Social Web Science

Rapleaf co-founder Manish Shah tweets about a master’s thesis called “Inference of Profile Elements of Individuals Using Publicly Available Social Web Data” by a fellow Rapleaf engineer. For the social web media geek, this PDF download may be worth a look. Get it.

Twitter Ads

Ad.ly has launched self-service platform enabling advertisers to purchase in-tweet ads from Ad.ly’s deep list of Twitter micro-bloggers. TC’s Leena Rao says the new platform allows “publishers to, create Tweet campaigns, access the system to pick publishers, see metrics to track the success of campaign.” There’s more.

Addressable TV Firm Gets Cash

In a release, addressable TV firm, TidalTV, has announced that it has raised $16 million in Series B financing with Comcast Interactive Capital as the lead investor. Rather than to put the cash into the Sales team, the company appears to be ready to put the new cash to work on building out tech as it “intends to aggressively expand its development of advanced targeting and ad decisioning capabilities within the video marketplace, as well as continue to offer innovative products and solutions for advertisers and publishers.” Read more.

Rubicon Project Adds Plugin

The Rubicon Project said that it’s going to be offering more insights into their publishers’ inventory with its new Vantage plugin for Firefox. The release says that among the features of the plugin: “Proxy settings that enable publishers to screen ads from locations all over the world, allowing publishers to “impersonate” a user in another country to see the actual ad those visitors would see when visiting the site.” Read about it.

Undertone On Audience Buying

Ad networks are buying audience, too, and Undertone will be taking that message to the Web with a webinar entitled “Buy Audiences that Matter – at Scale” scheduled for 4p. today. Sign up here.

Big Mobile E-Commerce

ABI Research came out with an outrageous number in regards to how big mobile E-commerce will be by 2015. The research group says it’ll be at $119 billion by then. Whoa. How much of that will be the Apple iTunes app store? Read about it.

DOOH Platform Demo

Argo Digital Solutions will be showing off its new rVue 2.0 digital media buying system for digital-out-of-home. The webinar starts @ 2pm EST. You can register here.

Ad Network Growing

RGM Group announced something called RGM Alliance and said that it is the “Internet’s Largest Premium Advertising Network.” What’s more, the company said it has experienced a “35% increase since September 2009” which gives it 67 million unique users per month. Read the release. And, read more on VentureBeat.