Undertone Seeing Video Ad Sales Ramp; DSP Love Down Under; More Landscapes – No, Really

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Undertone Sees Video Ramp

In another private company earnings release of sorts, ad network Undertone says that its business is booming and offers up the following in a press release: “A year-over-year increase in video advertising revenue of more than 400 percent; a video advertiser base that has more than tripled year-over-year; atenfold increase in video ad impressions year-over-year; and a comScore top 10 video property ranking.” Read more.

DSP Love

In “DSPs unleash online media change” in Australia’s Ad News, Paul McIntyre writes about the demand-side platform (DSP) business down under – specifically with WPP’s GroupM. He writes, “If GroupM’s chief digital officer Danny Bass is right, the stampede by media agencies to build their own trading desks for online inventory, known as demand side platforms (DSPs), is about to usher in changes not seen for 10 years in online media.” Read more.

Run Rate And B.S.

In an interview with Digiday’s Brian Morrissey, social ad network Media6Degrees CEO Tom Phillips does not mince words, “We’re at a run rate of $35 million. Most people BS about that or talk about being big but don’t name a number. We offer performance at scale using social targeting. We’ve just scratched the surface.” Read more swagger.

How Google Profiles

Greg Linden says it all in the beginning of a post on his personal blog, “‘Google-Wide Profiling: A Continuous Profiling Infrastructure for Data Centers’ has some fascinating details on how Google does profiling and looks for performance problems.” Read more. Download fascination (PDF).

Targeting Audience

MediaPost’s Mark Walsh reports, “Cox Digital Solutions [yesterday] rolled out a new ad targeting tool that promises to help advertisers narrow audiences according to social, demographic and contextual criteria across the Cox Media network.” Walsh quotes a Cox rep who says the network has a reach of 130 million. Read more.

You Need To Risk

An Amazon shareholder told Amazon CEO Jeff Bezos at the recent shareholder meeting that he needs to “risk it” more. The shareholder said that he wanted to see more evidence of “failure” associated with risk because he believes this is what makes the company great, in so many words. Bezos offered a big ol’ response beginning with, “In a way, that is like the nicest compliment I’ve ever gotten. First of all, I think we have gotten pretty lucky recently. You should anticipate a certain amount of failure.” And then Bezos went off – in a nice way – for a few minutes. Read the transcript from Geekwire.

More Landscapes/Eyecharts

Ad Age’s Michael Learmonth looks at the online display, landscape chart phenomenon and talks to LUMA Partners’ Terence Kawaja who has created even more landscape slides – or LUMAspaces as he calls them – for different digital channels such as mobile, social, commerce, search and video. Read the Ad Age article. Also, just in time for its Digital Media Summit co-produced with MediaLink, LUMA has launched a new website which includes a “Resource Center” with all of the company’s recent slides and presentations. See it. And already, personalized retargeting company TellApart has provided a droll (not a word I use lightly) update to one of the LUMAscapes here.

Startups And Valuation

In a lengthy, detailed post on his personal blog, angel investor Jerry Neumann goes deep into the analysis of a making an investment. He writes, “Valuation in venture capital is tough. The amount of uncertainty between investment and exit is immense. But that doesn’t mean that you shouldn’t try to pay the right price. Valuing a startup correctly means estimating risk, not contemplating the unknowable. The idea that was briefly tossed around that valuation doesn’t matter because a startup either goes big or dies is wrong. Ludicrous, in fact. There’s a range of outcomes for every fund.” Read more.

Pardon My Pop

Wall Street Journal reporter Emily Steel takes the online temperature of eMarketer analysts and finds that online ad spend is poppin’. Steel quills, “Online ad spending is expected to increase 20% to $31.3 billion in 2011, eMarketer predicts. The research firm previously pegged growth for Internet ad spending this year at 10.5%, to $28.5 billion.” Read it (Warning: Paywall).

Tag Business

TagMan CMO Chris Brinkworth pens a piece in CRM Buyer. The indefatigable Brinkworth makes the case for the “tag” business with marketers saying, “As businesses are increasingly concerned about the ROI of their Web properties, marketers want to know which sources of traffic are delivering real buyers, and which aren’t. They want to know where to heavy-up marketing spend and where to cut back.” Read more.

Our Engagement Is Better Than Yours

Former Fox Audience Network chief and current Twitter sales chief says he feels sorry for Facebook. PaidContent’s David Kaplan offers the quote: “I feel bad for them because they’re going to be compared to the high engagement rates we have. Facebook has a ton of pageviews. What Twitter has is engagement and that’s what our ad products are geared around.” Read more crocodile tears here.

Less Targeting Is More

Taking a contrarian view, Doug Weaver thinks its time to reconsider targeting requirements in ads and writes on his company blog, “For years we’ve been driven by the principle that more targeting is always better. It’s just not. It’s just always smaller, more complex, harder to predict and ultimately less scalable.” Read more.

New Website!

Google has launched a new website for its “Watch This Space” campaign devoted to promoting its display advertising products. See it.


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