33across Targets More Audience; PubMatic And Shiny Ads Partner on Self-Serve

33acrossHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

About Your Persona

Saying it operates a social interest graph of over 1.25 billion users, data and media buying company 33across announced the launch of what it calls “social personas.” The company explains the new profiles in a release: “These upgraded personas include real-time social activity, interests, sharing behavior along with standard demographic and psychographic filters. 33Across will also provide advertisers with a full suite of actionable insights on Social Personas, including social and media consumption behaviors, interests, and demographics.”  Read more. Back in January, 33across decided to add to its data strategy by acquiring Tynt and its social media analytics tool kit.

SSP Adding Link To Buy-Side

PubMatic is now selling media direct to small business marketers through a partnership with Shiny Ads. “The addition of the Shiny Ads platform in PubMatic’s PubLink will give top publishers a fast, easy to implement solution for making premium ad inventory directly available to advertisers on a self-serve basis”. Read more.

Private Exchanges Need To Evolve

So-called premium publishers are becoming more comfortable with the idea of real-time bidding platforms, mainly through the perceived safety of a private exchange. Lotame’s Andy Monfried thinks this all well and good, but, writing in Digiday, says publishers need to move beyond thinking of private exchanges as just another tool for remnant inventory. “First-party data is valuable for targeting beyond a publisher’s own site. Bringing data into a private exchange is not unlike basic audience extension, but very few private-exchange publishers are doing it. By making its first-party data available in a private exchange, a publisher can do audience extension inside its own trusted, private partner inventory.” Read more.

Daily Deals, Daily Patent Suits

This is a busy time for patent attorneys. In addition to comScore’s patent strike at ad effectiveness providers AdSafe, DoubleVerify and Moat, daily deals site Groupon is being sued by digital marketer Blue Calypso over claims of intellectual property violations, Techcrunch’s Ingrid Lunden reports. This is the second time Groupon has been slapped with a patent suit in the past year. “As companies try to monetize their social media connections, they are rapidly moving into our technological area of expertise and it is imperative that we protect and secure what we have built,” said Blue Calypso CEO Bill Ogle, perhaps warning that its lawyers are just getting started.

Facebook Fan Segments

As Facebook rolls out more message segmentation options to Page owners, some agency folks have hearts dancing in their eyes. 360i’s Matt Wurst writes, “This update gives marketers the ability to boost social engagement by crafting more detailed and sophisticated content calendars that are tailored to the nuances of their brand’s audience. With more sophisticated content strategies will come greater engagement, as marketers will be hyper-relevant to the behaviors and preferences of various consumer groups.” Read the blog post.

Display Rubles

Russian search engine Yandex is seeing a rise in its display ad fortunes. Its Q2 display revenue grew 43% year over year and now commands 9% of total revenues. That’s $628 million rubles, or about about US$19 million.  Earnings release.

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