Home Ad Exchange News BuzzLogic Targeting Ads With New Cash; Skype And Display; EU Gets One Year Reprieve For Opt-In

BuzzLogic Targeting Ads With New Cash; Skype And Display; EU Gets One Year Reprieve For Opt-In


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BuzzLogic Targeting Ads

Yesterday, social analytics company BuzzLogic announced a $7.8 million Series C financing round. According to the release, “With revenue growing faster than 50 percent per quarter, the investment will serve to support BuzzLogic’s shift in business strategy and new product development to fuel the company’s rapid growth.” Looks like BuzzLogic will be targeting the media space as the company said it will create “new advertising products for today’s social and conversational web, and double its sales and account management team.” Read more.

Phone-ing In Display Ads

Forbes reports that in a note to investors, Credit Suisse analyst Philip Winslow said, “Display advertising on Internet phone service Skype could generate $376 million in revenue and a penny of earnings per share to acquirer Microsoft Corp. in 2012.” It will be interesting to see how that sort of inventory compares to mail inventory, for example. There will likely be tons of “phone” inventory but the user would seem to be less engaged with the screen – except for the initial dial-in – with “phone.” Read the prediction for 2016 on BusinessWeek.

Displaying Mobile Impressions

Mobile ad network AdMob is celebrating its one year anniversary since being acquired by Google. In honor of the occasion, on the Official Google blog, it announced new, touchy-feely ad formats for the iPad. And, Google mobile display ad product guy Clay Bavor shared a few recent AdMob stats such as: “In the last year, traffic on the AdMob network has grown more than three and a half times, and we now get more than 2.7 billion ad requests every day.” Read more. To give some perspective, Right Media Exchange serves 10 billion impressions per day according to Yahoo!

Data Marketplace Dollars

On Enterprise Irregulars, eXelate investor and Trident Capital managing director Evangelos Simoudis asks, “Outside the online marketing and financial services areas, under what conditions can venture investors make money investing in companies that offer data marketplaces?” He sees data as the cheap part to these new marketplaces, while it’s the cost of “processing and augmenting the data to provide unique value to the user of these solutions” which is costly. Read more.

Battle Of The Agency Media Systems

In the war over agency, back office systems between Donovan Data Systems and MediaBank, Donovan has won the latest battle and renewed the business of Interpublic Group’s Mullen. Donovan has been a client of Mullen’s since way back in the 2006s according to the release. Read it.


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Managing The Cookie

The Telegraph reports that cookie-using companies in the EU now have a one-year amnesty regarding implementation of opt-in capabilities. Information Commissioner Christopher Graham said, “We’re giving businesses and organisations up to one year to get their house in order.” Read more about “the house.” Amidst cookie directives in the UK, personalized retargeting company Struq is offering its own version of the behavioral “i” called Ad Pad. The company says in a release, “We should not look to the IAB to provide the long-term answer to meeting the needs of users.” Read about their solution.

Buying Video Online

Nielsen announced its VideoCensus products which it says becomes “the UK’s industry-approved product for online video measurement from July 2011 onwards.” Nielsen added in a press release that the product line is accredited by UKOM – the UK Online Measurement company run by the AOP and IAB, with oversight from ISBA and the IPA.” The hope is that audience can be more easily compared between TV and online video. Read the release. New Media Age reports, “The rollout of Nielsen VideoCensus comes almost a year later than first mooted and 15 months after UKOM and Nielsen revealed the first set of data from their industry-agreed Online Audience Planning System.” Read more here.

Unbundling Traditional Thinking

On MediaBizBloggers, WPP Group and MediaCom’s Vik Kathuria writes, “Major media industries tend to cling to the past by stubbornly shoehorning traditional business models into a modern consumer marketplace that may not be the optimal way of leveraging their products’ potential. These traditional content models have been based on packaged, bundled content. Note to content companies: unbundling is inevitable.” Though Kathuria doesn’t say it explicitly, but the move to audience buying is upsetting these traditional media buying/selling models. Read it.

Trading Desk Satellite Love

On the Upstream Group blog, Doug Weaver ways in on the discussion around agency trading desks and says, “I don’t doubt that the architects of Agency Trading Desks are both smart and well-intentioned. And I’ll even go so far as to say that their ultimate development may end up being a positive for the industry. But right now their implementation appears pretty ham-handed and their ethical GPS seems to be at least temporarily unable to find the satellite.” Read it.

German Display

Ciaran O’Kane discusses the German display advertising business in a recent post on ExchangeWire. On German agencies, he writes, “They own ad networks. Yes. They aggregate supply. They make good margin. And they arb their clients. You know what? Their clients don’t mind.” Read more. And, see AdZine and ExchangeWire’s agenda for their upcoming Ad Traders conference in Hamburg.

You’re Hired!

The DoubleClick Alumni blog reports that AppNexus has added “another heavy hitter” to its employee base as Google DoubleClick’s former legal guy, Matt Haies, takes on the General Counsel role at AppNexus. Read a bit more. And, see Haies’ LinkedIn profile.

Infographic Thursday

After “online,” which advertising medium drives the most searches online? See the infographia on the Yahoo! ads blog for the answer (Hint: Rhymes with “loosepaper”). How about another infographic? – here’s LinkedIn’s road to the IPO.

But Wait. There’s More!

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.