Yahoo & Video Ads; AppNexus IPO Update

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Yahoo & Video Ads

At All Things D, Kara Swisher taps her Yahoo sources and finds that the company is hot on the trail of Hulu with a $600-800 million bid for the video site. This syncs with previous rumors reported by Bloomberg. Swisher paraphrases sources who say, “While allowing the bid to proceed, [Yahoo CEO Marissa] Mayer is more focused on the integration of Tumblr, as well as other acquisitions that will bolster other key product areas.” Corp dev is driving this one. Read more.  Yahoo is looking to create a better video story for advertisers. It recently lost out on a stake in France-based video clip destination Dailymotion.

AppNexus IPO Update

In a New York Post feature on New York City tech companies aspiring to a $1 billion+ Tumblr-like sale, AppNexus CEO Brian O’Kelley shoots down any thought of an imminent AppNexus IPO. But O’Kelley adds coyly, “The investors would be disappointed if we weren’t a multibillion-dollar exit for them.” Read more.

Programmatic Catch Up

Programmatic buying has gained a lot of traction, but in order for growth to continue, the supply side needs to catch up. In MediaPost, Adrian Tompsett outlines six areas SSPs can improve, including transparency, improved impression quality and eliminating fraudulent traffic: “The efforts of many suppliers who have proactively improved the quality and transparency of their supply are to be lauded; however, these limited efforts are not sufficient to continue to guide the market towards programmatic nirvana.” Read more.

Same Circulars, Different Format

Newspaper circulars aren’t going away; they’re going digital. NSA, a division of Orion Holdings, is allying with Wishabi to distribute e-circulars to over 200 million newspaper subscribers. The technology allows for more personalized circulars as well, with targeting at the behavior and interest levels, reports Adweek. Read more.

Google’s Emerging Markets

Google is hatching plans to install Wi-Fi networks in bandwidth-constrained regions around the world, reports The Wall Street Journal. One theory goes that these networks would be rolled out in tandem with low-cost smartphones running on Android. The upshot could be billions of new mobilized Google device users plugged into the company’s products messaging, search, maps… and ads! Read it.  Meanwhile, read about Google’s “really big data” plans in TV, according to ReadWriteWeb.

Data Bank

As big data gets bigger, more companies are turning to DMPs to manage all that collected information. Most companies don’t have the resources or time to make use of all the data they receive; that’s where DMPs step in and turn the information into useable statistics for targeting and measurement. “By looking at your audience and how they’re interacting with a particular ad or promotion, you can take those learnings and feed them into your current efforts and your next campaign,” said Mark Zagorski, CEO of data provider eXelate. Read more.


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