Tremor Video Gets The Nielsen GRP; Marketplaces Driving Transparency; Moore’s Video Law

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Tremor Getting A GRP

Nielsen is counting on Tremor Video to help push the GRP online as the two companies announced a partnership. The companies said in a press release that “the incorporation of data from Nielsen Online Campaign Ratings into [Tremor Video’s VideoHub ad platform] marries the standard GRP metric used in TV advertising to online video performance for the very first time.” Read it. Digiday’s Mike Shields quotes Nielsen’s president of media products Stephen Hasker on the online GRP, “It’s a like a daily TV rating. We measure every single impression. It’s not an estimate or extrapolation.” Read more.

Adaptly Analyzing Advertising

Social advertising aggregator Adaptly announced the availability of Adaptly Momentum. From the company blog, CEO Nikhil Sethi describes Momentum as a new measurement tool for brands to account for every dollar of ad spend “across not only the standard paid metrics (clicks, impressions, CTRs, etc.) but also factors in the 160+ social metrics that come from a brand’s owned and earned channels.” Read more.

Transparent Marketplaces

In a think piece on Ad Age, CrossPixel Media CEO Alan Pearlstein is a believer in AppNexus new App marketplace. He says, “It’s going to encourage technology creators to get more creative, it will help innovation flourish and, more important, concepts like this will free technology companies to do what they do best, which is build technology.” On the flip side, some companies have been layering media costs on top of their technology offering. So, more explicitly, the “App” marketplace’s transparency could expose the lack of a valuable technology offering from some companies. Read more. This is similar to the rumored strategy behind the DoubleClick Data Platform (or whatever it’s called these days). By bringing more transparency to the value of data (or tech) through the syncing of cookies, some players who bring value to the marketplace may thrive. Others, not so much.

Moore Lays Down Video Law

In an interview with Beet.TV’s Andy Plesser, David Moore of WPP’s 24/7 Media says that this week’s purchase of video workflow solutions provider Panache will lead to the creation of a video ad network. Plesser writes, “With the acquisition of Los Angeles-based Panache, WPP, the world’s biggest advertising holding company, will build a video ad serving business and video ad network for its family of companies as well as other agencies.” See the interview.

RMX: We’re Growing

After apparently feeling a bit battered in the press, Right Media’s Hardeep Bindra and Eran Metzer emphasize their team’s “values and principles” in a post on the RMX blog. The duo says, “Contrary to some media reports, we’re actively growing the business and establishing new seats on the exchange. (In fact, we recently have taken steps to make our onboarding process for new members more efficient.)” Read more. Onboarding has always been a big complaint for new Right Media Exchange seatholders. Another complaint has been the cost for a seat, which hasn’t made sense for smaller advertisers.

The Advertising OS

In a post on the Microsoft Advertising blog, dev manager Ian Ferreira announces the availability of the Microsoft Advertising SDK for Windows 8. If you’re building apps for Windows 8, you can make money serving up some advertising goodness within the app on the Windows desktop. Ferreira explains, “We will be working with the top advertisers in the industry to ensure not only beautiful immersive experiences, but also demand for traditional IAB standard display and Text ad formats (figure 3).” Read it.

Martini Media Gets Cash

Martini Media has raised a cool $13 million led by Granite Ventures as the vertical ad network model continues to thrive. CEO Skip Brand states Martini’s case in a press release, “Our technology provides marketers with the richest media, richest audience, richest data and richest insights to target the most powerful digital and online consumers and measure the success of a campaign in real-time.” Rich!

Adding The Buddy Data

From its company blog, Buddy Media announced yesterday that it will be leveraging comScore’s panel to provide more customer insights. Buddy Media CEO Mike Lazerow writes, “The partnership is a bridge between the social activity Buddy Media powers for you on various social platforms, and deep consumer activity and insight from, comScore, the leading provider of such data.” Read more on why you need 500,000 fans to take advantage of the deal. Buddy Media is, to a degree, recoupling Facebook audience with media beyond the Facebook login.

Flash Sales For Display

Flash Sales have come to display advertising says marketing consultancy Catalyst S+F which claims to have a list of 5,000 hungry media buyers who are willing to buy display inventory at a deep discount. Catalyst S+F’s Christian Arens tells Adweek, “An exchange really does take the branded aspect out of the equation. We wanted to do more than that. We wanted there to be a relationship component in this.” Back to direct sales, kinda. Read the article. And, visit

Good Ad News

Good news from this week’s UBS conference as newspapers – of all companies – say that ad spend has improved. Gannett CEO Gracia Martore said on Wednesday, “The ad market was ‘demonstrably better’ last month than the company had anticipated. She said the improvement was seen in ‘a lot of categories’ and also in the U.K., which has been a trouble spot for Gannett lately.” Read more (subscription).

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