Aol Reorganizes Sales Leadership; Matomy Acquires An Agency; Going Deep For The DMP

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Aol Reorgs Sales

All Things D’s Peter Kafka reports that Jeff Levick is out and Ed Brody is in for the top sales role at Aol. Kafka writes, “Unlike the last round of body-moving at AOL, this one doesn’t seem to be prompted by the company’s acquisition of Huffington Post; unless I’m missing something in Armstrong’s memo to the staff, published below, no power seems to be shifting to Arianna Huffington or her team.” Read more. Joining Brody’s team will be Don Kennedy, SVP of Sales, and Chris Heine, SVP of Advertising Operations among others according to Armstrong’s memo.

Measuring Reach

comScore has released its latest pay-for-play ad network statistics for the U.S. during the month of June. And the winner for largest reach is…. Google. Followed by Yahoo!, Aol, Yahoo! and Google. Download it (PDF). It appears Turn Media Platform is unlisted in June as it appears it’s no longer paying for the comScore “Ad Focus” service – it had been ranked 6th in May.

Adding To The Performance

Israel-based Matomy Media Group (which includes Adsmarket and Xtend Media) has announced that it has reached across continents and an ocean to acquire Adperio, an online digital ad agency based in Denver, Colorado. The company says in a release that the $30 million transaction cost will basically be an earn-out that is “determined according to performance during the next four years.” That’s a good thing because performance marketing is apparently among Adperio’s agency skillsets. Read the release.

Going Deep For The DMP

In a four-part series of blog posts on his Ad Ops Insider personal blog, ops maven Ben Kneen gives an agnostic view on the data management platform model beginning with “Data Management Part I: What Are Data Management Platforms?” Read it. He describes the DMP, in part, as follows: “a very smart, very fast cookie warehouse with analytical firepower to crunch, de-duplicate, and integrate your data with any technology platform you desire.” If you desire Part II, Part III and Part IV, please do.

CMO Concepts

New BlueKai CMO Jon Ingalls (BlueKai acquired Ingalls’ company Track Simple) pens a think piece on Ad Age that hones in on the need for the Chief Marketing Officer to get their arms around all the data at their disposal. He says, “Where Amazon embraced the concept of an ‘always on’ infrastructure and Salesforce introduced the idea of ‘no software,’ data-driven CMOs need to adopt the notion of ‘no waiting.’ When resources are properly applied to bring speed to customers, a transformative effect will follow.” Read more.

More Video Ads Is Better

AdoTube and BrightRoll provide the data for the latest eMarketer graphics. It’s all about video this time as the research company reviews video data that may incentivize marketers to spend more online – and on video ads in particular. Get them for your PPT.

Twitter Adding Brand, Marketing

ClickZ’s Kate Kay reports, “Moxie Interactive CEO Joel Lunenfeld has been chosen as Twitter’s director of global brand strategy. Meanwhile, Twitter hired Pam Kramer, formerly CMO of MarketTools and E-Trade Financial, as its first VP of consumer marketing.” At Twitter, it’s time to get down to brand business and stop depending on the network effect. Read more.

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