Google's Addressable Email; Now Rebranding

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Google’s Addressable Email

On the Google Developer blog, the company announced it’s setting up Google+ single sign-on for apps, which dovetails with unifying its privacy policy across Google products and services. From the blog, “If you sign in to Gmail, YouTube or any other Google service, you can now use your existing credentials to sign in to apps outside of Google. Just review the Google+ permissions screen (outlining the data you’re sharing with the app, and the people who can see your activity).” Read it. Cross-channel addressability gets closer for the GOOG marketing “stack.”

Now Rebranding

After having acquired European ad buying services firm Mexad in January 2012, ad buying platform DataXu is drawing the “DataXu” mantle over the company and retired “mexad” to the trophy case in a rebranding move. Read more. According to the release, the company formerly-known-as Mexad is bringing DataXu’s demand-side platform Kool-aid “to 11 offices and operations in eight countries.”

CCI Rider

Ad exchange and publisher ad server OpenX may have spawned a new way of announcing funding. Last month’s $22.5 million round included Samsung as you may recall. This month, it’s announcing an owner of another segment of the investment – Dentsu’s busy Cyber Communications Inc. investment arm which is placing bets all over the ad tech ecosystem. Read the release. CCI has also invested in Maxifier (see it) and Jumptap (see that one) and struck a strategic alliance with buying platform Rocket Fuel (read more).

Strategic Engagement

Facebook “Strategic PMD” SocialCode, which is owned by Washington Post, is breaking down the attributes of a Facebook action (likes, comments, shares, fan reach, reach, viral impressions, virality, etc.) and productizing it into “Message Optics” – engagement analytics for clients’ Facebook fan pages. The release explains that Message Optics “reports on the organic and viral performance of page posts to inform decisions about posting strategy and paid media.” Read more.

Seeing Mobile

A new report from Nielsen says that consumers kinda like mobile ads, and others kinda don’t. Findings for you: “About half of smartphone users in Brazil, China and the U.S. said they were OK with mobile ads if they allow them to access content for free.” Get the report (Pay with some PII). Or check out some nice-looking global, mobile audience graphics on the Nielsen Wire blog here. Apparently, Korean users say they see ads in mobile the most.

Showrooming It

Research firm Ipsos MediaCT teamed up with the IAB on a new “showrooming” (visual here) study which identifies how e-commerce is impacting brick-and-mortar retailers. Read more. And, get the study (PDF). A finding: “The mobile component of the research was that while 42 percent of in-store mobile device using shoppers ultimately made their purchase online, a full 30 percent made their purchase in the store.”

The Secret IPO

Vertical publisher and ad tech company Glam Media has secretly filed for an Initial Public Offering (IPO) says Business Insider. BI’s Owen Thomas says the secretiveness is a function of the new Jumpstart Our Business Startups (JOBS) Act and a lotta companies are doin’ it. He adds that the act “permits companies with less than $1 billion in annual revenues to start private discussions with the Securities and Exchange Commission before announcing to the world that they’re going public.” Read it.

Fantasy Smart Ads

Yahoo!’s 2010 acquisition of demand-side platform/dynamic creative optimization (DSP/DCO!) firm Dapper is still cooking. The Yahoo! Ad blog says as much and identifies a use case for Yahoo’s Smart Ads product – which originally used Dapper tech – that was shown at Yahoo’s Fantasy Football Partner Summit (no, really). See it.

IAB ALM