DoubleClick Scans Creative For Publishers; Super Cookies And 2.5 Benjamins

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

May I Scan Your Creative?

Product Manager Drew Bradstock logs in to the DoubleClick Publisher blog and announces “enhanced advertiser-level controls” for publishers. “What does that mean?”, you ask… Bradstock says it means DoubleClick scans creative on behalf of the publisher and figures out who the advertiser is behind a display ad (the top 50 advertisers are covered claims Google). The result is that, in addition to blocking capabilities helping to prevent channel conflict, publishers can mine their ad serving data to “see which advertisers are driving the most revenue by geography, domain, channel and a variety of other criteria.” Read more.

About That Mobile Inventory

Digiday’s Jack Marshall writes, “The smartphone ad space could find itself falling into the same trap as online, with direct-response ads traded at rock-bottom CPMs as publisher revenue continues to dwindle.” Is the Ipad and tablet form factor the savior for publishers? Maybe, maybe not.

Phasing Out The DCO

Ken Nagy says on Zacks.com that former creative optimization (and other stuff) company Adisn has been phased out by its acquirer CrowdGather. But there was a bright side says Nagy, “With Adisn, CrowdGather effectively achieved two objectives: the acquisition of proprietary ad server technology that can create vertically targeted channels for brand advertisers by delivering campaigns across the hundreds of thousands of hosted forums on CrowdGather’s forum network; and the speculative addition of a two-person sales force in order to explore Adisn’s performance marketing business for a 12 month period.” (Adisn was acquired in June 2010). Read more.

The $250 Super Cookie

PaidContent’s Jeff Roberts covers the settlement Metacafe is undertaking with plaintiffs for their super cookie lawsuit which claims Metacafe was placing cookies that, when deleted by the user, were simply regenerated by Metacafe. According to Roberts, users affected will receive $250 but will will need to “submit a request for reimbursement for any out-of-pocket expenses or costs that they believe they incurred for a reason attributable to Metacafe that could not have been remedied by simply removing any HTTP cookie and/or LSOs associated with Metacafe and using readily available tools to do so.” Read it.

Holding Hands For RTB

In the name of RTB’d inventory, Mobile ad network and publisher aggregator Smaato announced partnerships with mobile DSP providers StrikeAd and Fiksu yesterday. Smaato claims in the release that it is “the largest mobile SSP (Sell Side Platform)” and serves ads in more than 230 countries. Read it.

Turning It On

Turn says they are seeing success after it recent entrance into the UK/Europe market with its audience buying and data management capabilities. Mediaweek writes that the company “is on track to make 8%-10% of its global fourth-quarter revenues from the European market.” Read more.

Video Growing The Ad Network

Touting its video capabilities and the ongoing efforts of its BBE video ad network which it acquired last year, Specific Media positions itself as a solution for the video ad network future in a press release. The company adds, “Nearly 25 percent of Specific Media’s clients now take advantage of the company’s ability to run integrated display and video campaigns.” Read more.

Big Data… Boom!

The Atlantic gets in the act with its own brief feature piece on the big data explosion. It’s not all about ads (what’s wrong with them!). It’s about R&D, too, as the authors explain, “Customers are acting as unwitting business consultants for these companies. Our purchases, searches, and online activities are being tracked to improve everything from websites to delivery routes and drug manufacturing.” Read it.

But Wait. There’s More!