Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Display Ad Market Data
In an article on the WSJ’s Digits blog, new eMarketer data says, “Facebook should boost its share of the $10.1 billion U.S. display-ad market to 21.6% from 13.6% in 2010, as more big brands begin marketing on such sites, eMarketer says. That means Facebook ad revenue could reach nearly $2.2 billion this year.” Also, Google’s Neal Mohan predicts slightly over $100 billion in global display ad revenues in the next few years – which somewhat jibes with Eric Schmidt’s $200 billion prediction at this week’s IAB conference. Is Mohan less bullish than Schmidt? Or more cautious? Read the WSJ. And, read more analysis on eMarketer’s site including graphics for your Powerpoint.
The New Video Buying Metric
TubeMogul CEO Brett Wilson and Baljeet Singh of YouTube share the pen in a think piece on Ad Age about what they see as the importance of moving to new standards in pricing for online video. “TubeMogul proposed and Google endorsed a new metric – cost per view (CPV) – to the IAB Digital Video Committee for review. CPV pricing would apply to all video ads that are user-initiated, distinguishing ads that viewers choose to watch from those that simply load by default within a video player or on a page, which would continue to be priced in ‘impressions.'” Read more.
One Billion Tags
Looking to highlight its tag management capabilities to current and potential buy-side clients and within the DMP competitive set, data management platform and exchange BlueKai released some data of it own as it announced that it is now process more than one billion tags daily. That’s one BILLION ad tags. Read the release.
At the IAB event, online video content site Hulu’s CEO Jason Kilar predicted his site would see $500 million in advertising and subscription revenues in 2011. According to MediaWeek’s Mike Shields, “Kilar revealed that Hulu now boasts 627 advertisers and 250 content partners. That represents meteoric growth from 36 months ago when the site launched with two content partners and a dozen advertisers.” Read more about the hockey stick.
UK Sites See Malvertising
The Guardian reports that several UK sites including that of the London Stock Exchange were delivering ads through UK ad network and site rep firm Unanimis, which is owned by Orange. The Guardian’s John Leyden writes, “The malicious ads made several concealed redirects before dropping surfers on a portal pimping rogue anti-virus (AKA scareware).” Read more.
You’re Hired!
eCommerce media and tech company Covario (AdExchanger.com Q&A) announced a new, key hire as Harrison Magun has joined the company as svp of paid media and analytics solutions. “Magun comes to Covario from Microsoft Corporation, where he headed sales, account management and analytics for the Ad Tools and Technologies division, which incorporates the Atlas display ad server and the Bing search engine,” according to the release. Read the release.
Former WSJ Exec Likes Ads
Former Wall Street Journal Digital Network exec Gordon McLeod has joined the Yieldex board. Undoubtedly, McLeod should provide a nice Rolodex into the world’s largest web publishers as his own experience as a publisher looking to make the most of display advertising – let alone other digital channels. Read the release.
Algo Issues
On The GuideMe blog, former RMX-er Pat McCarthy offers his thoughts on “Issues With Recommender Systems and Algorithms and How People Solve Them” as he re-purposes the outline of a ReadWriteWeb piece by Richard McManus. McCarthy concludes, “The math, variables, and data crunching involved in recommendation systems are very complex and there’s only a small number of scaled successful recommendation systems like Amazon and Netflix that have good user satisfaction scores.” Read it.
Got Big Ads?
PaidContent’s David Kaplan hears from Aol-owned-Pictela CEO Greg Rogers about the company’s “big ads” technology and new success metric efforts, “We’re going to begin to create benchmarks. We need to replace the clickthrough rate. Or we at least need to augment it, in order to show the value of an ad.” Read it.
More Data Partnerships
The IAB continued to pour out news as it said its partnering with the marketer org the ANA and agency org the 4As on digital measurement standards. According to the release one of the three goals is: “Define standard metrics and measurement systems that are transparent and consistent to simplify the planning, buying and evaluating of digital media.” Media and transparency – digital partners. Read about all the goals.
Local Ads Biz
On Ad Age, former BusinessWeek reporter Rob Hof offers a thorough feature on the local digital ads business that Google is pursuing while GroupOn and Facebook pressure Big G. He writes, “Google’s interest in local advertising is partly defensive. New marketing methods and channels, from social network Facebook to daily-deal service Groupon to review site Yelp offer merchants and service providers simpler and sometimes cheaper alternatives to Google’s search ads.” Read about it.
But Wait. There’s More!
- Performable Integration with MailChimp – MailChimp blog
- Targeting Display Ads Using Data – Magnetic blog
