Adapt.ly Adding Reach, Funds In Social Ads; Exponential Launches AppSnack For In-App

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Social Ads Reach

Social ads platform Adapt.ly raised another $10.5 million (Time Warner threw down) and announced a new product called Evergreen yesterday. TechCrunch says that the product echoes Facebook’s own Reach Generator product. Adapt.ly CEO Nikhil Sethi tells TC that the product is priced according to reach and does not use a CPC, CPM or CPA model. CPR? (My acronym, not Adapt.ly’s) The idea is that by advertising in a social environment, the marketer gets its branded content beyond the reach of what it may normally receive organically on Facebook. And, there’s more. Display and automated content marketing are becoming one.

Mobile Display In-App

The rich media experiences keep coming for mobile display. Exponential, owners of Tribal Fusion who recently registered for an IPO, said that its new mobile rich media division will be called AppSnack and look to exploit HTML5 rich-media advertising in-app with a new mobile ad network targeting brand advertisers. The release explains the publisher minimum requirement: “The new mobile solution is being offered to Exponential’s existing publisher partners who have allocated at least 12 billion in-app mobile impressions.” Read more. And, see the site.

Pounding On The Keys

On Ad Age, Quantacast vp of product Jag Duggal brings the music of display advertising to readers and explains what he sees as the keys for effective real-time bidding (RTB) in display. Among his points, you need to use gobs of data: “RTB still requires petabytes of data, for two reasons. First, data freshness — less data means more dated insights and greater sensitivity to cookie deletion. Second, targeting models are only as good as the amount and quality of data against which they train.” Read more.

Tech Supremacy

A new study claims to show that New York has passed Boston for tech supremacy. Silicon Valley remains the clear leader. Full disclosure: the firm that did the study is based in NYC. Download it (PDF). The Times’ Patrick McGeehan explains, “One reason that the development of digital technology seems to be taking root in [New York City] is that the current wave of innovation is not about designing computers or microchips or building infrastructure for the Internet, but about devising creative applications of mobile technology for various industries.” Interesting to note that bandwidth remains a bottleneck for some locations in NYC. Read more.

IBM’s CMO Quest

Gartner offers some analysis on IBM’s recent acquisition of Tealeaf (AdExchanger Q&A) as it looks to serve the CMO with its tech stack. Gartner’s Jim Davies and Bill Gassman write, “The acquisition will expand Tealeaf’s worldwide sales and service coverage and increase funding for accelerated R&D. By 2Q13, tighter integration with the rest of IBM’s Smarter Commerce portfolio will be achieved, but the solution will be offered to IBM customers immediately due to the unobtrusive nature of its deployment.” Read more.

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Digitizing The Agency

In a Q&A on Digiday, Digiday’s Brian Morrisey asks Mike Parker who is chief digital and innovation officer at McCann Erickson if a “chief digital officer” is still needed. He thinks so: “Agencies still need to move farther and faster to bring in more digital talent and understand how to play in the digital landscape for clients, understand technology and the social landscape and bring it all together for clients. There’s still a lot of places in organizations where they need to understand digital processes (…).” Read more.

Selling To Agencies

Upstream Group’s and seller confidant Doug Weaver says that if you’re selling to agencies, you need to be sensitive to their, potentially, precarious world. He offers several examples, “Senior agency executives live in perpetual anxiety over a major account going into review. That’s a seismic event. But the more subtle, persistent agida comes from the soft erosion of clients inviting other shops in on a ‘project’ basis. If you’re not talking about how your services and capabilities can help the agency drive interest and loyalty with the client, you are missing a big opportunity.” Sell it.

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