Facebook Provides More Data On Itself; Guardian Tracks Trackers; Struq Gets Millions

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More Pre-IPO Facebook Stats

Facebook has amended its S-1 registration statement with the SEC as it prepares to go public at some point in May according to the rumor mill. From the S-1, Zynga is even more important – including display: “In 2011 and the first quarter of 2012, we estimate that up to 19% and 15% of our revenue, respectively, was derived from Payments processing fees from Zynga, direct advertising from Zynga, and revenue from third parties for ads shown on pages generated by Zynga apps.” Read the revised S-1 details. The Zynga change seems big if you compare it to the March version of the S-1: “Twelve percent of our total revenue in 2011, and less than 10% in 2010 and 2009, came from a single customer, Zynga. This revenue consisted of payments processing fees related to Zynga’s sales of virtual goods and from direct advertising purchased by Zynga.” Read the old, March S-1 if you must. On the new S-1, All Things D’s Kara Swisher notes Facebook’s first quarter “revenue was $1.058 billion, up 46 percent [year-over-year], but down six percent from the previous quarter.” Read it.

Tasting The RTB

Accordant Media has put together a new report from “aggregated data sets” from its media buying world and offers up insights on the audience buying space. Among the insights – “Overall volume of RTB ad inventory increased 120% in Q1, 2012 vs. Q1, 2011 (down from Q4, 2011 year-over-year growth of 213%) The United States continues to represent 47% of the total global RTB inventory, followed by the UK and France. The top three countries in terms of growth rate are Philippines, Australia and France.” And, there’s more. Read it.

Tracking Data Viz

The Guardian continues its “tracking the trackers” series and offers up a data visualization on how 10 of the largest “tracking” companies connect to users through publishers. See it. The Guardian breaks down each cookie-setting company including AppNexus. See their profile.

Ringing Behavioral Chimes

Last week, behavioral advertising firm Struq said last week that had raised new $8.5 million round of funding from Reed Elsevier Ventures, Pentech Ventures and Allen & Company LLC. TechCrunch’s Mike Butcher explains Struq’s ad personalization story, “Struq (…) works out which users show behavioral patterns that make them statistically more likely to purchase. But instead of showing them the one brand message it shows video or display ads most likely to chime with that user.” Read more.

The Creative Dots

On the last day of Goafest in India, VivaKi exec Rishad Tobaccowalla delivered a speech titled “Future of Creativity.” Afaqs’ Ashwini Gangal reports that connecting the dots with creativity was a central theme. Tobaccowalla commented on one dot, in particular, “The ‘Retail Dot’ is the next big dot in my definition. Physical stores and retail locations are powerful spaces that creative professionals must tap into.” Read about it.

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Connecting The TV

Former ContextWeb CEO Anand Subramanian has launched a new connected TV company called NimbleTV. Multichannel News’ Todd Spangler explains the product which is expected to launch in a few months, “NimbleTV signs up for satellite or cable TV service on behalf of its customers, and manages the installation of set-top boxes at a physical location somewhere in a given market. The company then re-encodes the signals to deliver live TV or DVR recordings over the Internet, to wherever the customer may be.” Lots of data floating around there, too, for an ad strategy. Read more. And, read the release.

DMP Deal

AudienceScience said yesterday that its data management platform, AudienceScience Gateway, will be implemented by German publisher exchange, AdAudience. The release explains about its new AdAudience partner, “Established in 2010, AdAudience is a collaborative effort by some of the European Union’s biggest sales houses (namely, G+J Electronic Media Sales, IP Germany, SevenOne Media and Tomorrow Focus) to leverage their own data and ad inventory in order to build out a premium audience-buying proposition for agencies and advertisers.” Audience segmentation needs continue to be robust in the face of stricter regulatory requirements in comparison to the U.S. Read more.

Patent Network

Microsoft has agreed to sell some of the patents it just bought from Aol to Facebook as big tech firms continue their patent grab. Patent network arbitrage? VentureBeat’s Ben Popper explains why Facebook didn’t buy from Aol originally. “Microsoft and Facebook were hoping to partner on a $1 billion purchase of AOL patents, but the rules of the auction banned collaborative or consortium bids. So the companies did an end around, with Microsoft buying the patents for $1 billion and then striking a $550 million dollar deal with Facebook.” Read more.

New Websites!

Journalist Carla Rover has launched a new site devoted to the review of the advertising technology landscape. See the May 2012 updte of “The Ad Technology Review”! Also, demand-side platform [x+1] has refreshed its website. See it, too!

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