Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
EU Getting Cookied
Interclick COO Jason Lynn notes on his personal blog that the day has finally arrived (May 25) where the next step in the privacy regulation process will take effect regarding third-party cookie opt-in in the European Union. He explains details of the EU process and and sees a bright side, “The good news is that the EU regulators are really trying to understand the issues and find a solution that works for consumers and service providers. There is a universal feeling that the Internet is by and large a good thing for consumers as it is. It does need to mature and provide better privacy protections, but no one wants to break the current system. For the US, the EU developments provide our policy makers a chance to see how certain policies play out in the ‘real world’ as we consider our own options.” Read more. Jack Marshall notes the EU “cookie confusion” in a piece on ClickZ. Read it.
More Trading Desk Talk
Managing Director EMEA Marco Bertozzi from Publicis/VivaKi’s agency trading desk issues a rebuttal to themes in “The Trouble With Trading Desks” by Digiday’s Mike Shields on Monday. Bertozzi begins on his personal blog, “[Agency trading desks] threaten a nice and cosy Ad network world where the networks manage to co exist by all buying the same inventory in exchanges, using client data and passing it back to agencies at a nice margin.” Read more.
Mapping Offline To Online
Dynamic Logic announced its new AdRadar product which it says “links digital ad exposure to the industry’s largest panels.” It seems DL is getting in the attribution business according to the release: “AdRadar allows real-time identification of panelist exposure to digital assets, which can include display ads, online videos, Web sites and online CRM initiatives, and the ability to understand how digital marketing activities impact brand equity, consumer behavior and the bottom line.” The company says panel partners include Compete, Cymfony, Federated Sample, Kantar Shopcom, Lightspeed Research, SymphonyIRI, and uSamp. Read more.
Tracking The Like
Yesterday, Leena Rao reported from the TechCrunch Disrupt event in New York City that “signal” is pouring off the Facebook platform at a crushing pace. She quotes Facebook sales chief Carolyn Everson who said on a panel “that there are currently 50 million likes per day for pages on Facebook, which is out of a billion or more likes per day across the web.” Like more here?
Following The Data
Mike Chapman features insights from BlueKai data in an article on AdWeek. Chapman notes the strange correlations which can occur when digging into behavioral segments. He writes about the strangest segment he could identify, “The iPad-wielding technophile who drives an Audi R8 . . . and cures her headaches with a lavender oil wrap.” Read more. Also, BlueKai CEO discusses moving to Cupertino, CA to be closer to his company’s product team on Geekwire. Read it. Finally, BlueKai claims in a press release yesterday that their data exchange continues to grow: “The Exchange’s data coverage has increased by an additional 100 million unique users over the past year, bringing the total audience reach to 300 million.” Read the release.
Ranking Display Actions
B2B ad technology company Bizo says that it looked at business audiences that and found that users in the Legal, Retail and Software businesses are most likely to take action against a display advertisement. The company uses what it calls an “Action Rate Index (ARI) ranking” saying that “The ARI is determined by the rate at which users performed a desired action after receiving a display ad impression.” Read more.
Data Brings Dollars Online
eXelate CEO Mark Zagorski argues for something near and dear to his company’s data exchange roots as he thinks data is bringing brand dollars online. Zagorski writes in MediaPost, “Traditional offline data, more relevant data taxonomies and a clearer approach to audience measurement will become part of the conversation. And at the core of this discussion is data. If we can begin to translate our online dialect into clear ‘offline speak,’ massive opportunity awaits.” Read more.
Making The Video Ad Case
In a new whitepaper co-authored by YuMe and IPG Media Lab, the efficacy of video ads is researched and yields a bevy of good stats for online video ad lovers including: “Online video content gets 8.5% more attention than TV and online video ads have 18.3% more fully attentive viewers than TV ads; Online ads have 1.8x the aided recall and 1.5x the unaided recall of TV ads…” Read more. And, download it (PDF).
OBA And Privacy
- Don’t Blame the WSJ for the Industry’s Privacy Woes – Digiday
- British Lawmakers Join Fray as Twitter Tests Law – The New York Times
You’re Hired!
- Del Monte’s Doug Chavez moves to Radium One – “RadiumOne Adds Leaders from Old Navy, Bing, Universal McCann to Board of Advisors; Names Vice President of Marketing” – press release
- AdoTube Hires Agency Veteran Brian Mandelbaum as Vice President of Platform Development – press release
- Innovid Announces Appointment of SVP to Lead National Sales Efforts – press release
More Thinking
- The Private Exchange Phenomenon – AdMonsters
- Knowing Consumers’ Frame of Mind = A Best Ad Match – MediaPost
- Will Startups And Inventors Win Or Lose With Patent Reform? – Mass High Tech
But Wait. There’s More!
- Yandex Opens At $35 Per Share With A $11.2B Market Cap (Bigger Than LinkedIn) – TechCrunch
- Admax Adopts AdXpose to Enhance Brand-Safety – press release
- YouTube Extends Plans for Ads Before Videos – The New York Times
- The Best Error Pages on the Web – The Wall Street Journal
