CFO Momentum; Reviewing Consolidation

cfo-hiring Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

The CFO + Momentum Release

Continuing a recent trend in ad technology, location data ad-tech and services company PlaceIQ has decided it’s time for a chief financial officer, as the 3-year-old startup follows CFO announcements by Triggit and RapLeaf progeny LiveRamp. PlaceIQ also said it had record “revenue increases” for Q2 2013 and that headcount has tripled (probably around 52 employees, given its “About Us”) since the beginning of the year. Read more.

In-App Momentum

Accordant Media re-released findings from its Q2 RTB Report and pointed to its own momentum, too. Though not revealing exact dollar figures, the company “talked” mobile and said “the volume of in-app impressions purchased through the [Accordant platform increased] by 81% in Q2 over Q1.” Read more.

Mobile Culture

A joint report done by the IAB in the US and the Interactive Internet Advertising Committee in China examined mobile consumption habits in both countries. Some key results from the study are that more Chinese are using mobile phones as their primary media device, but Americans are multitasking more often. “Multinational brands must understand that effectiveness of mobile advertising in China is dependent upon an intricate understanding of the local patterns of adoption and develop response strategies suited to the market and consumer behaviors,” said IAB exec Sherrill Mane. Read more.

Reviewing Consolidation

Digiday’s Brian Morrissey looks at recent M&A in ad tech and concludes, in part, that it’s “telling that the largest players in mobile advertising have struggled. Millennial has never turned a profit. Velti is struggling mightily. The mobile display-ad market has hardly set the world ablaze, drawing low rates and widespread consumer indifference. At the very least, Millennial will have added scale to compete with Google and Facebook.” Read it.

Get Hashed

Email marketing is now a common practice for businesses, but that doesn’t mean there is no innovation in the format. Dave Hendricks, COO of LiveIntent, gives a brief overview of email hashing and the implications for email marketing. Companies like Facebook already use the technique for its custom audiences product, and it can be used to tailor emails to a specific person rather than sending blanket messages to all recipients. Read more.

Social Offline

Mobile Marketer highlights that Facebook and Twitter are using the power of their platforms to connect offline and online through mobile. Twitter, for example, proved it could boost offline sales through promoted and organic tweets. Facebook added the ability for people to make reservations and find TV listing directly from the social site, keeping people engaged with brands. Omnicom agency Resolution Media confirms some of the details in the piece. Read more.

Getting Creative With The Platform

Real Media Group announced the launch of the 24/7 Media Alchemy Ad Labs via press release. The platform will take a company’s existing creative and message and integrate it into 24/7’s product. “Instead of trying to fit a client’s brand into our products, our creative team takes that brand’s unique narrative and audience engagement goals and crafts an original experience[,]” said Nicolle Pangis, president of Real Media Group. Read more.

Twitter TV Card

Twitter appears to be testing a new feature called Trending TV, although as of right now it’s only available to a small set of users on iOS, according to The Next Web. TechCrunch grabbed a few screenshots as inklings of Twitter’s “second-screen” opportunity continue to bubble.

But Wait, There’s More!