Google Open Source's RTB Tech; Pahade Returns To Ad Tech

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

Open Sourcing RTB

Google is offering its RTB technology in a roll-your-own format. Developers can access the company’s customizable toolkit for real-time bidding applications using tech from DoubleClick and Google Cloud Platform. A Google developer blog post says, “With Open Bidder buyers can significantly lower the latency of their bidders by leveraging Google Compute Engine’s scale, speed, and proximity to DoubleClick Ad Exchange.” Read more.

From Agency To Ad Tech

Nick Pahade, former CEO of ad tech platform TRAFFIQ and IPG’s agency Initiative, is now the CEO of Poptent. The small company is a video crowdsourcing network geared to agencies and brands. “Now there is a wider industry recognition of the importance of video in earned and owned media, in addition to more traditional paid environments,” said Pahade. Read more. AdExchanger spoke to Pahade last summer. Read the interview here.

Yahoo Gets Tumblr

Marissa Mayer took to Tumblr to announce Yahoo’s acquisition of the blogging platform. Her first proclamation was “We promise not to screw it up.” Read her blog post here, and AdExchanger’s coverage of the acquisition here and here.
John Battelle says the deal is about “display” and analyzes the native advertising opportunities available on Tumblr, which are apparently most effective in mobile. Read his post here.
Wanna buy ads on Tumblr? You’ll need $200k. Read more on Business Insider.
Finally, The New York Times compiled some heated responses from devoted Tumblr fans, a normal reaction to a big buyout of this nature. Read the post here.

Toothbrush Segments

Attention audience buyers everywhere: is toothbrush data your next favorite segment? Ad Age’s Kate Kaye writes, “The Beam Brush is the latest twist in the development of data-producing products such as GPS watches, internet-synced bathroom scales, the Fitbit calorie-and-exercise tracking system and the Nike+ FuelBand.” Alex Frommeyer, co-founder of Beam Technologies, adds, “In many ways, [data-tracking] is the entire point.” Read more.

Excuse Me, Sir, Your Data Is Leaking

Data leakage, the nasty practice of audience theft by third-parties, is apparently the publisher’s fault. “It’s a bullshit story that it’s not in their control,” Simulmedia CEO Dave Morgan tells Digiday. “They have always had the power to block those cookies. They are totally culpable.” There are companies, and even browser plugins such as Evidon’s Ghostery, that will show a publisher all the tags on their site – although the publisher has to take a look first. Read more.

Acquity Acquisition

Accenture has ventured into the ecommerce marketing space with the purchase of Acquity Group for $316 million. The move will benefit Accenture Interactive’s digital marketing product aimed at CMOs. “The acquisition [complements] our strengths in strategy, analytics, scaled technology enablement and marketing operations,” said Accenture’s Brian Whipple. Read more.

Wading Into App Waters

Sprint has beefed up its Pinsight Media+ mobile ad targeting product with the acquisition of Handmark and its OneLouder subsidiary. The move is all about app development, distribution and ads. “OneLouder immediately infuses Pinsight Media+ with an experienced advertising team, a sophisticated ad platform and top-rated mobile apps that serve millions of customers each day,” Sprint claims in a press release.

You’re Hired!