Changing The Ecosystem Map; Yield Biz Dev

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Changing The Ecosystem Map

The Interactive Advertising Bureau has unveiled its answer to the famous (some say notorious) LUMA Partners’ ecosystem map.  In the IAB’s version, the brand is at the center. See it now!  Why? IAB CEO Randall Rothenberg said at his association’s annual leadership meeting, “Our very survival as an industry depends on us being able to help marketers build strong brands.”  Read the tweet.

Yield Biz Dev

Adobe’s data management platform AudienceManager (was “Demdex,” acquired in 2011) will now link up with yield analysis tech firm Yieldex so that publishers can “build targeted audience segments and identify site content where advertisers can best reach those segments.” Scripps Networks Interactive is the first customer. Yieldex is an interesting fit for Adobe and its (formerly known as) Omniture group. Future acquisition for Adobe?  Will Google step in first?  Or how about Yahoo from “downtown” (as Marv Albert would say) as it looks to build its sell-side story?  Anyway, biz dev release – get it here.  And, read the Adobe blog.

That Purchase Data

Ed McLaughlin, chief emerging payments officer (CEPO!) for MasterCard, tells CNET that a new MasterCard payment is on the way.  Goodbye greenback, hello MasterPass system. CNET’s Roger Cheng writes that the system “addresses not only mobile payments, but also all forms of digital transactions. MasterPass is designed for purchases made in stores, online, or on the phone.” Read it. Can you say attribution machine? Many of the credit card companies will have something like this eventually. And the loyalty programs will proliferate in order to keep consumers on their respective credit cards platforms, which will help cross the divide between advertiser and consumer privacy interests for online behavioral advertising. Here endeth the lesson. WAA wah.

The Fox

Ruminating from the Internet Advertising Bureau’s Annual Leadership Meeting, Upstream Group’s Doug Weaver is contemplating hedgehogs and a fox.  He taps the inkwell from his company’s blog, “Today’s hedgehogs chase the huge breakthrough about the use of data in marketing.  But what if all the really big ideas have already been ideated?   What if now it’s about making a hundred great incremental calls about how you handle, interpret, analyze and act on that data?”  Where is the fox?

Less Is More

P&G is shifting to “fewer, bigger ideas” that can move around the globe. reports, “P&G previously had as many as eight different Pampers diapers messages on the air throughout the world. It’s brought that down to two, focused on a single benefit – keeping the baby dry for a good night’s sleep.” Fewer creative executions could also serve a programmatic mindset. More.

Facebook Budget

A new Ad Age survey says marketers love Facebook even more than they ever did as 61% are spending with Facebook versus 55% seven months earlier. Ad Age’s Michael Learmonth writes, “We also found a slightly higher percentage that said their Facebook ad budget would ‘modestly’ or ‘significantly’ increase, 58%, compared with 56% in our earlier survey.” Read it.

Infographic Tuesday

Mojiva shared some growth stats for its tablet-only ad network, called Mojiva Tab. Total ad requests grew 17% from October (3.6 billion) to December (4.2 billion). iPad is dominant with 59% of ad requests, distantly followed by #2 Amazon Kindle, with 8%. Infographic.



But Wait. There’s More!


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