More Do-Not-Track; Forrester On Viewability And CPMs

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

DNT Off The Rails?

Is the Digital Advertising Alliance the industry coalition that kicked the hornets nest? With new guidance exempting members from honoring “Do Not Track” in IE10 (AdExchanger story), the DAA has inflamed privacy advocates — to put it mildly. “DAA is trying to turn DNT into TNT and blow the process up,” Center for Digital Democracy’s Jeff Chester tells the National Journal. Read it. More coverage: The Next Web and AdWeek.

Viewability & CPMs

A new online spending report shows big growth ahead in the ad exchange market as well as growing CPMs. But, what kind of growth? Ad Age’s Jason Del Rey takes a look at the study and explains, “The bad news is that this CPM increase will be largely driven by adoption of the ‘viewable impression’ standard, where advertisers pay only for for ads that are visible on the screen. For a lot of publishers this will mean fewer impressions, which could offset some of the CPM gains. Indeed Forrester’s estimate assumes a 17% compound annual growth rate in overall online ad revenue, down from the 20% it predicted last year.” Read it.

Facebook Desire Data

Facebook is testing a wishlist feature with some big retailers including Pottery Barn and Victoria’s Secret. As reported by Reuters, the offering sounds a little like Pinterest as it “will allow certain users to flag images of desired products by clicking a special ‘want’ button.” Read more. According to a Facebook statement, “People will be able to engage with these collections and share things they are interested in with their friends. People can click through and buy these items off of Facebook.” More: AllThingsD.

RTB’s Primetime Moment

To consumers, all screens are pretty much created equal, right? Well, advertisers are still having trouble with the full-on cross platform concept, but they’re getting there. Writing in Mediapost, John R. Osborn, head of media consultancy The Next Generation, had dialogue with TubeMogul’s VP or marketing Keith Eadie about how real-time bidding is going to open up TV advertising across all video devices. “Whether the marketer’s purchase funnel strategy is focused on the top (branding), middle (developing consideration) or bottom (promoting action), these advances in buying and OTT are softening the silo walls between the various traditional responsibilities for media placement – a good thing,” Osborn says. Read more.

Audio Ethno-Ad Targeting

The growth in the U.S. Hispanic population — and the concomitant consumer power that comes with such a rise — has made Latinos an attractive target for advertisers generally. Adweek’s Christopher Heine looks at the contrasting targeting abilities of the two major music streamers, Pandora and Spotify, and finds that the former is zeroing in on Hispanics, while the latter can’t do that level of ethnic identification. “I may love Spanish songs but am not Hispanic…We therefore don’t offer Hispanic targeting currently,” says Spotify VP Jon Mitchell, arguing that the notion doesn’t really make sense to the company. “We have been asked to—but not currently.” Read more.

One-Stop Shop

Publishers have been dabbling in retail through e-commerce units, so why shouldn’t retailers start making ad sales on their websites a part of their business too? Smaller retailers and startups are joining that trend, pioneered by the likes of Amazon and Wal-Mart, reports San Francisco Business Times’ Patrick Hoge. Burke Johnstun, co-op advertising and media manager for e-tailer Overstock.com noted that there is a delicate balancing act in selling goods and selling ads. “We want to make sure we don’t cannibalize our main efforts,” he said. Read more.

Social Search

From The Voice of Russia comes fun gossip that Facebook and Yandex may be doing something on social search. It’s all based on Facebook CEO Mark Zuckerberg’s rumored, personal visit to Yandex HQ recently and.. a job posting… VOR writes, “The job description gives an impression that Yandex is looking for someone to lead a team of developers to creating an easy to use search that would aggregate these topics and opinions. Google and Yandex already have blog searches and limited social network searching functionality. What the job description hints at looks more like an extensive monitoring tool, actually – kind of like the one the Russian government is using.” Nyet way! Read more.

The Privacy Dashboard

PrivacyChoice, purveyor of privacy tools for publishers and end users, launched a browser plugin to help people grapple with their privacy decisions. “Privacyfix challenges you to take about 10 minutes to make the most important privacy choices you have about Facebook, Google, the websites you visit and the companies that track you.” Blog post.

You’re Hired – or Appointed!