The Future Of Privacy; Not All Newspapers Believe In A Paywall; Gabriner Moves to Adap.TV

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Future Of Privacy ForumThe “I”s Have It

Jules Polenetsky of the Future Of Privacy Forum is hoping that a new “i” image will be the indicator light for consumers telling them that they’re seeing an online ad due to behavioral, cookie-based targeting. Stephanie Clifford covers the story in The New York Times and quotes Polonetsky on the image, “The idea was ‘to come up with a recycling symbol — people will look at it, and once they know what it is, they’ll get it, and always get it.'” Read it.

Some Newspapers Believe In Free

McClatchy CEO Gary Pruitt said during his company’s fourth quarter earnings conference call that McClatchy is focused on a free, ad-supported business model for its online newspapers in spite of calls by some to put up the pay wall and try ease the pain publishers have been feeling as CPMs have tanked. Read more from Dow Jones Newswire.

TRUSTe For Behavioral

Kate Kaye of ClickZ reports on TRUSTe’s efforts to create a stamp of approval for use by publishers who use ad networks according to guidelines provided by the U.S. Federal Trade Commission. Read more about the program.

Enabling Ad Networks Mobile-y

Mobile ad firm, Nexage, which includes DataXu CEO’s Mike Baker as the chairman of its board, announced an agreement with UK company, Unanimis, “the UK’s largest exclusive digital advertising network, specializing in branded and performance display advertising, to integrate Nexage’s AdMax platform into its ad network.” Read the release.

Spinning For Social Media

A study conducted last August by research company, Dynamic Logic, suggests that users don’t mind advertising within social media websites. -Not exactly a rave, and compared to TV and print it’s still not that desirable. But indifference will have to be the starting point. The study also notes, “Facebook has the highest recall of advertising on its site –much higher than typically seen within MarketNorms.” Read the story. And, download the research (PDF).

Gabriner Moves

Having spent little over a year as CEO at Tribal Fusion, Tobi Gabriner has jumped ship and will now take on the role of president for online video ad serving platform, Adap.TV. Read the release.

Dentsu Talks Plans

MediaPost’s Joe Mandese talks to Dentsu Holdings USA President-CEO Tim Andree about this week’s Innovation Interactive acquisition for a rumored $200 million. Andree says more acquisitions are possible and indicated the the Innovation Interactive team will likely have a significant leadership role in Dentsu USA’s digital plans. Read more.

LucidMedia Releases

The demand-side platform strategy announced on last week was followed up with a press release this week by LucidMedia. Of note in the release, the company says that its platform has a “45 billion impression-per-month potential and a 95% reach into the U.S. online population.” Read it.

Quinstreet IPO Update

Niki Scevak updates his readers on the massive Quinstreet IPO announced late last year. Scevak says that Quinstreet has lost one of its largest clients, DeVry, and will need to look elsewhere to make up for the revenue shortfall. Also, the IPO has now been repriced lower. Read more.

Fox Helping LinkedIn Internationally

LinkedIn is outsourcing the sale “advertising spaces in Latin America” in international markets to .Fox Networks, the international ad network operated by Fox International Channels. Large media companies/publishers are finding new ways to leverage their digital sales expertise. No wonder Fox would enter into an agreement like this – segmented, B2B inventory can be extremely valuable. Read a bit more on Portada-Online.

Mobile Love From The WSJ

Jessica Vascellaro and Emily Steel have co-authored a piece in The Wall Street Journal about past and (potential) future consolidation in the mobile advertising industry. Branded apps continue to be an allure for brand marketers in the mobile space as a Volkswagen GM notes the development of an app which will “allow VW owners to schedule service appointments or pay their bills and for prospective buyers to track incentives.”Read more.