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Finding The DNT; Yahoo Eyes TVGuide.com


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

Do Not Track Unboxed

AdAge takes Microsoft’s Internet Explorer 10 browser for a spin to see how the default Do Not Track setting works. Ad Age’s Kate Kaye writes, “The DNT tool can’t be found under the Privacy settings where many users are bound to look for it. Rather, it’s buried within the browser’s Advanced settings, where a check box is automatically checked to ‘Always send Do Not Track header.’” Read more.

IPG Quits Facebook (Investing)

Interpublic Group has sold the remainder of its shares in Facebook, acquired in 2006 for apprximately $5 million. Reuters points out, “Shares of Facebook, which debuted with a market value of more than $100 billion in May, have lost nearly half their value since then on concerns about money-making prospects.” A little more.

Yahoo’s TV Guide Play?

Every since Marissa Mayer took the Yahoo CEO seat this summer, speculation has been rampant about what sort of acquisitions she might make. The rumor mill has swirled around a number of companies in the programmatic space, but so far, nothing. In place of that, eyes are now on — of all things — TVGuide.com, the digital version of the “what’s on primetime?” listings publisher. According to AllThingsD’s Kara Swisher, ”Yahoo is only kicking the tires to determine if the site would add to its online media efforts and that such a deal is not in a final state.” Read more.

Flip This Tablet

Video ad network YuMe is rushing to keep up with the pace of different tablet products — and the growing amount of video viewing being offered on these quasi-portable devices — by releasing a few new ad units designed to provide additional support to cross-platform sales. Among the new ad units is the Mobile Flip, which YuMe says helped extend the CW’s primetime TV ads to tablets during the fall season. “Using our SDK and the YuMe Ads Framework, for the first time, brands can deliver unique tablet video branding experiences with a rich and unprecedented variety of interactive, custom executions,” says Ed Haslam, SVP of marketing. Read the release.   YuMe fights the standardization maelstrom in video.  A network of proprietary ad formats with scale can be extremely valuable.

Waiting For Mobile

A panel at the Guardian Mobile Business Summit would appear to be a good moment for cheerleading for the mobile ad space, but ad execs representing WPP’s MediaCom and Google mostly just lamented the usual problems associated with driving mobile ads, namely measurement. Ian Carrington, director  of Google’s mobile and social ad sales, had another reason for mobile’s fitful progress: mobile wap sites pretty much suck. “The reason why people don’t have good mobile sites is often because the CEO, CMO or IT director doesn’t really believe in mobile yet,” he said. “Maybe they got their fingers burnt 10 years ago.” Read more.


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Post-Impression Facebook

TechCrunch’s John Constine says that “View Tags” is the new conversion tracking tech used by Facebook that looks at the “viewthrough” conversion  – and not just the click.  (Read about the new FB conversion pixel on AdExchanger here). He says Facebook Ad API partner “SocialCode ran an ad campaign for a consumer packaged good company looking to get people to redeem an offer. Thanks to View Tags, it found that of the total 5,924 people who redeemed the offer, 5,127 had only viewed the advertisement, compared to 797 users who clicked through to the offer directly from the ad.” The attribution solution for FB ads? Read more. The “Holy Grail” test would be a multi-channel, online-offline campaign.

Infographic Wednesday

On MediaPost, mobile ad technology firm Media Armor spins the info dials on a new graphic showing the iPhone trumps all … or does it?  See it now.

You’re Hired!

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