Less Data Collection; IPOs and Video Ads

leakageHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Less Data Collection

Major publishers are reigning in data collection, according to Krux’s annual cross-industry study on the topic. After a major leap in direct collection in 2012, the practice is now on the downswing, a trend Krux chalks up to more caution on the part of content owners. But “leakage” is a worsening problem according to the report: “Data collection per page is down, but the number of collectors and the relative percentage of collection outside of the website’s control continues to rise.” Also, there are more third parties engaged in data collection than ever. Download the report (pay with some PII). Read WSJ’s story.

IPOs and Video Ads

Startups that let advertisers add web commercials to video clips are nipping at Google’s heels, reports Bloomberg’s Ari Levy. Tremor Video, YuMe and Adap.tv are expected to issue initial public offerings this year. The offerings, Levy writes, “are poised to bolster returns for venture investors, who have poured more than $230 million combined into the three companies over the past seven years, wagering that web-video promotions will become as popular as online text and banner ads.” Read more.

More Dynamic FBX

A Triggit blog post raves about the possibilities of more News Feed inventory for FBX buyers (AdExchanger story), in particular when it comes to more creative personalization. The retargeter has seen “a dramatic increase in clickthrough rates – up to 5x higher – when the retargeting ad is dynamic rather than static.” Read it.

A Slap On The Wrist

Ten data broker companies were caught in a sting operation by the Federal Trade Commission after agreeing to sell consumer information to undercover FTC staff members. The staff members posed as individuals seeking information about consumers to make decisions related to their creditworthiness, eligibility for insurance, or suitability for employment. The data brokers’ punishment: a letter from the FTC warning the companies that their activities could be a violation of the Fair Credit Reporting Act requirements. Read the release.

Auto-Play News Feed Ads

The FT reports that Facebook video ads are coming to its news feed in July. A cadre of FT reporters discuss the use case with auto-play: “The new video ads will appear in a user’s newsfeed with the first video starting automatically but without any sound. Users will then have the option of activating audio at which point the video will restart from the beginning.” Read it.

Millions For Location

Location data aggregator and provider PlaceIQ has raised an additional $6.75 million along with the $4.2 million it raised in December 2011. Press release. PlaceIQ has been ahead of the mobile ad market with its location-based targeting data offering. CEO Duncan McCall, a tireless evangelist, says in the release that funds will be used toward – of course – the obligatory sales, marketing and product development. Local at-scale remains a tough nut to crack for digital – mobile or not. Ideally, programmatic spend could bring it all together, but how much longer until that happens is tough to say.

Yahoo’s Search Deal

Microsoft is extending its US revenue-per-search guarantee with Yahoo, Reuters’ Alexei Oreskovic reports. Read it. The previous contract expired on March 31 and will be extended for one year. But, The Wall Street Journal says Yahoo wants out of the deal. Read that one (subscription). Meanwhile, Yahoo’s focus on search services has been getting an extra boost from Adobe in the form of SEM optimization on behalf of the portal’s clients says Bill Mungovan, Director of Product Strategy for Adobe’s advertising solutions. Read on. Confused, yet?

It All Starts With Transparency

Transparency is a prerequisite for any programmatic market, says Kevin McGowan, Nexage’s Senior Director of Product Management and Client Tech Services, in a company blog post. But to even get to that starting point, everyone must know what is meant by “transparency.” As McGowan tells it, “Most commonly, transparency in programmatic refers to allowing a buyer to see who the publisher is and vice versa. But it goes beyond ‘point’ visibility. Instead, transparency means that market participants have visibility into the financial and delivery processes that span the mobile advertising transaction, and market participants have the ability to control and enforce business rules that govern how they transact.” Read the rest.


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