Aol Getting $60 CPMs; Publicis Enters France With Trading Desk Strategy; eXelate Adds Autobytel

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Aol Getting $60 CPMs

Digiday’s Brian Morrissey reports from the Digital Publisher Summit in Utah that Aol’s big ads initiative “Project Devil” is running like a bat out of hell and “commanding unheard-of CPMs of $60 and up.” Morrissey finds skeptics in the crowd, though, who wonder how long it can last. Nevertheless, Aol/Pictela chief Greg Rogers says, “The Project Devil placement, which measures 300 pixels by 1050 pixels, is the only unit on the page, generating (…) exponential lift in revenue compared with three separate 300 x 250 units.” Take that, little ads! Read more. Automated (as opposed to high-touch custom) , big ad, guaranteed inventory – could be the future for many large, savvy publishers.

Looking At DNT

DNT = Do-Not-Track. The Wall Street Journal’s Jennifer Valentino-Devries writes that the ad industry is starting to talk to browser makers in hopes of placating regulators and balancing the need for consumer controls with the need for keeping the data flowing on the Web. From the WSJ: “Major advertising-industry trade groups are talking to browser makers including Microsoft Corp. and Mozilla Corp. about how to make a do-not-track tool work, said Stu Ingis, the counsel for the Digital Advertising Alliance.” Read all about it.

Publicis Trading Desk Enters France

Publicis’ Performics has launched VivaKi Nerve Center’s Audience On Demand services in France. Given the online privacy debate there, this is a big step by the ad agency holding company, which is also based in France. According to the release, “Paris-based Weborama is the data partner, providing the online added layer of targeting through their bespoke data profiles. The product runs on Google’s Invite [Media] platform.” Read the release.

Ads In The Inbox

TechCrunch’s Jason Kincaid points to a new Gmail “help” page which outlines the upcoming changes to ads in Gmail. It would appear the use of in-email-session cookie-like tech (also supported by Gmail’s Priority Inbox) will be important as this use case for ad targeting illustrates: “For example, if you’ve recently received a lot of messages about photography or cameras, a deal from a local camera store might be interesting. On the other hand if you’ve reported these messages as spam, you probably don’t want to see that deal.” Read more. It should be noted that there still is no retargeting users in Gmail via plain ol’ retargeting cookies such as those available through DoubleClick Ad Exchange and generated from website visits outside of Gmail.

Measure The KPIs

KN Dimestore claims that it can optimize brand KPIs (KN identifies “purchase intent”) in real-time as a result of a new partnership with data management platform Aggregate Knowledge and agency Resource Interactive. Looking at results for “a major Consumer Packaged Goods brand (CPG)” on the importance of creative optimization, KN’s Florian Kahlert says in the release, “Simply measuring clicks and conversion rates doesn’t make sense for brand.” Read more.

Branded Data Strategy

eXelate announced that it has added Autobytel as a client for its DataLinX data management platform. Autobytel corp dev director Kyle Pratt says in the release, “In the last three months, eXelate has helped us increase data opportunities significantly. We partnered with eXelate, the leader in privacy-compliant data connections, to automate our branded data strategy.” Read it.

Top 50 Digital Media

What are the top 50 digital media companies in the U.S.? PaidContent thinks it knows and shares its list here. ValueClick, Demand Media and Quinstreet make the list among the less obvious guesses. Editors offer, “We’re the first to admit that the list contains a fair amount of guesswork—informed guesswork but guesswork nonetheless. It is meant to help kick off a deeper conversation about digital success.”

Sifting The Social Stream announced yesterday that it will acquire Radian6, a social media monitoring company. “Signal,” as it is known, is just like any data set and when analyzed provides a signal (insight!) on what might trends that may be occurring in a specific environment. It works for ads and allows the marketer to optimize. It works for businesses and allows them to optimize their client-level or macro business strategies. wants to help business target using social signal, in this case. Read the release.

CBS Pours On The Local

CBS Local Digital Media and CityGrid Media, a content and ad network, announced yesterday that they’re going to partner on a new enterprise known as CBS Local Pages. It appears local CBS websites will integrate the City Grid listing template and then this will be sold by local CBS reps. The release adds, “Clients can target their campaigns by specific category and neighborhood, and enjoy real-time reporting of consumer activity and engagement with their listing.” Read it.

Display Grows In The UK

The IAB in the UK has released results of its 2010 ad spend study and it was good news for lovers of display media. The announcement on the IAB UK’s site reads: “In 2010 the biggest gain was display advertising, thanks to a nearly 200% surge in display advertising in a social media environment (on a like-for-like basis)* and 91% year-on-year (absolute growth) in video formats. Expenditure on pre-, mid- and post-roll video advertising nearly doubled to £54 million (£28 million in 2009). Overall display grew by more than a quarter (27.5%) on a like-for-like basis to a new high of £945.1 million, representing 23% of total online spend (up from 20% in 2009).” Read more.


I love that name! In fact, according to Inside Facebook, it’s the name of a new UK-based display advertising network for apps. Josh Constine of Inside Facebook writes about Appatyze: “Though there is plenty of competition in the space, judging by the 70-plus other companies on Facebook’s approved ad network list, Appatyze’s simplicity might make it a good choice for independent developers who want to quickly begin monetizing their traffic.” Read more and see some appatyzing examples. Meanwhile, more ad networks for Facebook app developers have been added but still no Google. See the list.

You’re Promoted!

Ad tag management platform, TagMan, announced that it has promoted to Chief Privacy Offficer, Angus Glover Wilson, who had been the company’s VP Operations US. According to the release, before Wilson “joined TagMan, he was General Manager, UK at iVillage and President of boutique NY digital agency dComm.” Read more.

Featuring The Entrepreneur

In Fast Company, RadiumOne founder and CEO Gurbaksh Chahal is featured as he discusses everything from getting rejected for McDonald’s job to social ads. In regards to privacy legislation, Fast Company’s Gregory Ferenstein reports , “In the end, Chahal is optimistic, all on fronts, because one simple belief: ‘Consumers want to see relevant ads.’ Faced with more options than pop-ups and flashy banner ads, publishers ‘can make money through brands and through relevant advertising. And, all that makes everybody happy.'” Read more.

Reach-ing About The Same

In case you missed it, last week comScore released its list of “Top 50 U.S. Web Properties for February 2011.” In the same report, the company also provided its list of ad-supported sites which includes networks/exchanges/etc. who pay-to-play. There really aren’t any huge changes in “reach” when you compare results from say, August 2010 (PDF), when video ad networks were included the list. Read it (PDF).

Google Needs To Opt-In

When it comes to PII (which includes screennames, email addresses, etc.), Google will have to get the user’s explicit, opt-in permission says The U.S. Federal Trade Commission after reaching a settlement with the media and tech company. Another outcome from the Google Buzz (its version of Twitter) debacle according to Joe Mullin of PaidContent is that “This is the first legal action in which the FTC has required a company to make significant alterations to its privacy policy, and it’s suggestive of what the FTC would like to see going forward.” Read more. This suit does not require Google to ask users to opt-in for anonymous data gathering such as cookie retargeting.

Targeting Politicos

Kate Kaye writes on ClickZ about the use of display advertising in the a Florida state political campaign, She paraphrases one candidate’s communications manager: “Display ads for [the candidate] on Facebook targeting Democrats, liberals, and other left-leaning groups have been up for around two weeks (…) Yet, like many early campaign efforts – particularly ones with relevance to a national movement such as the tea party – the campaign is aiming the ads throughout the U.S. rather than sticking to Florida or the 22nd district.” Scale wins? We’ll find out in November. Read more.

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