Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
TellApart Grabs Mad Cash
Led by former Googlers Josh McFarland and Mark Ayzenshtat, retailer retargeter TellApart announced a new $13 million round of funding led by vc firm Bain Capital Ventures and existing investor Greylock Partners. The press release shed some light on the inner-workings of the company’s ad retargeting platform: “The TellApart Customer Data Platform computes a proprietary Customer Quality Score (CQScore) for each individual shopper. The CQScore is based on data collected from onsite behavior and identifies which visitors have the highest potential value. Transactional Retargeting relies on the CQScore to drive targeting decisions in real-time (…).” Read the release. Separately, Amazon has released a recent case study which shows how TellApart uses AWS for real-time bidding here.
Japanese Ad Exchange
Ad technology and exchange company OpenX announced that in partnership with Dentsu-owned partner cyber communications inc. (CCI), they will be opening OpenX Market, a localized ad exchange for Japan. According to the OpenX blog, the attraction is the huge Japanese ad market which Nomura Securities says is “the second largest in the world, estimated at $7.4 billion in 2009 with projected growth to $10 billion by 2014” Read more. And, see www.openxmarket.jp.
Latency In The Age Of RTB
On the DoubleClick For Advertisers blog, DoubleClickers explain that DFA is getting a speed bump: “We streamlined the process of issuing the DFA ad request and returning the ad to the browser by removing a step called the client-side redirect, and in the process shortened the time it takes to serve an ad.” Read more. In a world where faster serving is key and latency can detract from publisher and advertiser performance (slow page or ad loading, for example), DFA seems to be taking a step in the RTB direction. It will be interesting to see how this gets merged with Invite Media tech or visa versa.
WPP’s Media Innovation Group (MIG), which enables WPP’s agency trading desk B3, has chosen Jon Greenwood to become GM of the MIG. Former MIG GM Brian Lesser is moving on to a new opportunity within the ad holding company. According to a spokesperson “The Media Innovation Group (MIG) is set to broaden its scope of operations to deliver technology innovation across WPP.” Greenwood had been SVP, Global Business Operations and General Counsel at 24/7 Real Media. Read more about Greenwood on his LinkedIn profile.
Yahoo!’s Right Media Exchange sent out an update to its partners yesterday morning saying that an unanticipated network outage in one of its co-locations on May 22 triggered a series of events that “delayed data aggregation.” Also, “new software introduced in the Exchange temporarily exceeded available capacity.” But, Yahoo!’s Ramsey McGrory assured exchange members in the email that “fixes” have been put in and additional capacity is available through multiple sites today.” According to a Yahoo! spokesperson, “Yahoo! continues to invest in the Right Media Exchange – from technology to talent- we’re committed to providing a high-level of functionality and service.”
In a post on the resurgence of display ads, “CDW-G, the government unit of CDW, is betting on online display advertising as CDW-G’s senior manager-federal marketing Lisa De Luca says the magic words, “”Online display advertising can be very effective and measurable if used strategically. Read more on BtoB Online. Several marketers are “in action” regarding display in the article.
How To Succeed In Digital
MediaMath enterprise seller Mark Mannino has re-visited his personal blog and written a post about how to succeed in Digital. Here’s a sample with Tip #1: “Execute – you simply must get things done and that is job one. Don’t get caught up in the hype. Don’t spend days at Adtech and drop the ball on driving your results. The conferences and lunches and drinks are the gravy. My daughter has to eat her dinner before she gets to watch her shows and you have to sell some stuff before you can go to iMedia.” Read more gravy.
Inside Facebook Gold (IFG) reports that Facebook user growth may be decelerating as the social networking gian “gained 11.8 million more people over May, following 13.9 million over April. In contrast, it grew by at least 20 million new users over the typical month in the past 12.” And not only that, Inside Facebook Gold claims Facebook lost 6 million users in the U.S. in May. Alert the media! Read more.
The AppNexus Tech blog is in the wild for tech tips & tricks. See it now.
But Wait. There’s More!
- Banner Ads and Other ‘Local’ Flops (subscription) – The Wall Street Journal
- Leading Asia-Pacific Demand-Side Platform BRANDSCREEN Becomes Partner in CONTEXTWEB RTB Platform – press release
- Adap.tv and Eyeview ‘Get Personal’ with Digital, Broadcast-Quality Video Advertisements – Adap.tv
- Motista Liberates Consumer Connection Intelligence for Fortune 1000 Marketers – Motista