Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Site For Exposing Fraudsters
Following Emily Steel’s article in the Wall Street Journal about disappearing ads, it has come to AdExchanger.com’s attention that several ad networks have come together to out fraudsters and their sites. Called StopAdFraud.org, the site has comments and URL logs on several impressions fraud issues. Visit the site here. The group hopes that the collaboration will result in capturing fraudsters faster.
Digging Ads
Zach Rodgers of ClickZ reviews recent results from Digg Ads where users vote on sponsored “diggs” and reward the advertiser with lower prices when their “diggs” are voted “up.” Intel and Toyota each showed promising results. Digg also plans to create an ad network. Read the details.
Media Planning Meets Technology
Eric Picard looks at media planning and how the hundreds, if not thousands, of attributes considered by demand-side buying platforms as they buy inventory and optimize toward a campaign goal will change the way media planning is performed in the future. Read more. See Triggit’s thoughts here.
In an article written by Tomio Geron of The WSJ’s Venture Capital Dispatch blog, Geron outlines suggestions on what to do, as well as what not to do, when startups want to get acquired. Ken Berryman, SVP at Symantec, says, that it’s important the startup moves “in the direction of being complementary, not competing” with a potential acquirer. Read more.
Ad Networks Vs. Demand Platforms
Varick Media Pres Darren Herman reviews “Ad Network Platforms vs. Demand Platforms” and suggests that there is a battle brewing between the two. Herman writes, “ad networks we’ve all known to love (or hate) that are creating their own ‘platform’ for brands and agencies to pull the levers instead of the people in their services group.” Read more.
Technorati Gets $2 Million
Web stalwart, Technorati, has raised another $2 million according to PaidContent’s Joseph Tartakoff. The company says that this will be enough funds to keep it going until it reaches profitability. The company’s revenues are driven in part by an ad network it started in 2008. Read about it.
Ad Revenue 2009
Now available: video from last Thursday’s PubMatic Ad Revenue 2009 panel on buy-side trends featuring Darren Herman of Varick Media, Sean Kegelman of VivaKi, Matt Greitzer of Razorfish, Joe Zawadzki of Media Math and Andrew Kraft of Collective Media and yours truly. View it here.
Omniture and 24/7 Real Media Tie Up
In a release, 24/7 Real Media and Omniture announced that they’ve integrated their offerings in service to a mutual client, Dominion Enteprises, which runs sites such as Homes.com and ForRent.com. The “integration that will enable publishers to serve relevant ads by creating visitor segments through Omniture SiteCatalyst that are shared with 24/7’s Open AdStream® product.” Read more.
Rapp Takes Viagra
The subhead alone is worth a read. AdAge’s Michael Bush says that Omnicom’s Rapp Digitall has won the “digital and CRM” duties for Viagra. Billings are expected to be around $20 million. Read more.
AdBrite Announces New Platform
AdBrite announced a new Open Source Platform which it says enables integration of multiple 3rd party data partners such as AlmondNet and Exelate within its buying plaform. AdBrite says this will allow advertiser to “achieve optimal ad targeting and drive the highest possible ROI for every advertiser on every campaign.” Read the release.
Datran’s Vogt On Agencies
Patrick Vogt, CEO of Datran Media, looks at the agency model on his personal blog. Vogt says that the agency DNA has basically not changed in the past 50 years. But, Vogt writes, “the demand for hard data and ROI metrics will continue until reaching critical mass, at which point full accountability for advertising will be expected as the new normal.” Read the whole post.
Invite Media Makes BusinessWeek List
The young entrepreneurs of Invite Media including Nat Turner, Zach Weinburg, Scott Becker and Michael Provenzano made BusinessWeek’s 2009 Young Entrepreneur’s list. See the BusinessWeek feature here.
Interpublic Group Consolidates Agencies
Suzanne Vranica of The Wall Street Journal reports that Interpublic Group is merging two of its agencies, Lowe Worldwide and Deutsch. Vranica quotes sources that tell the new combination will save the holding company $8 million due to layoffs and real estate consolidation. Read more.
