Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Google’s Addressable Email
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.”
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).
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.
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.
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.
- Whitepaper: Big Data and Microtargeted Political Ads in Election 2012 - IAB
- Showrooming: Empowering Consumer Electronics Shoppers - IAB
- Day 3 Recap - IAB
- BlueKai Names Abe Taha VP of Data Science and Engineering - press release
- MediaMath promotes Matt Spiegel to general manager for the Americas - Chicago Business Journal
But Wait. There’s More!
- Foursquare Syncs With MasterCard, Visa For Merchant Specials - Fast Company
- CraveOnline Sharpens Focus With Relaunch - socalTECH
- Facebook Video Ads Could Arrive by Summer, Analyst Predicts - AllThingsD
- VivaKi, AOL Unveil New Video Ad Units: Give Users Even More Control, Ability To Interact - MediaPost
- Mojiva Reports 600% Year-On-Year Growth In Tablet Advertising - The Drum
- YP: Our Mobile Ad Network Second Only To Google - Search Engine Land
- Casale Media and IgnitionOne Announce Extended Partnership to Onboard Premium Publishers - press release
- Internet Retailer’s Asia 500 Retailers - Internet Retailer