AdSense Tweaks The Big Ad; 'Frienemy' DMPs

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

Big Ad Spam

Google has alerted its network of AdSense publishers that, in effect, “You may like the payout for the new 300×600 ad units, but that doesn’t mean you can put a bunch of them on one page.” Policy Associate Charles Huang keeps the powder dry on the Inside AdSense blog, “…going forward, publishers will be permitted to place a maximum of one 300×600 ad unit on each page. If you’ve placed more than one 300×600 ad unit per page on your site, we ask that you remove any additional ad units by Jan 10, 2013.” Or else… Read more.

Publisher Evolution

Liberty Interactive announced the purchase of a majority of voting shares in travel reviews site TripAdvisor effectively ousting Barry Diller from his chairman-ship. Read more on the The Next Web. J.P. Morgan’s Doug Anmuth said, “Liberty will have greater ability to push for strategic options, changes in capital structure and buybacks over time.” I’d say a traditional media company – Liberty Media – continues to evolve.

‘Frienemy’ DMPs

MDC Partner’s Varick Media says in a release that its plugging its DMP – known as “The Lens” – into eXelate’s DMP for even more insights on data. The release explains that The Lens’ “pixel server takes first-party audience cookies and matches them against eXelate data to define and verify online users. eXelate will arm VMM’s clients with access to granular data attributes on (…) unique users in the United States spanning three key audience categories including online purchase intent, household demographics, and behavioral propensity data sets.” Read more. And, in Adweek.

Google Disrupted

Mobile poses a mega challenge to search and display advertising as we know them, but Google doesn’t want to stop progress – so says CEO Larry Page in a big interview with Fortune. “We take our core business, search and advertising and all those things very, very seriously. And they are going through some disruption right now. And I think that’s great.” I agree. More.

The GTP

I give you… a new acronym… the GTP. [applause] Wait, don’t thank me. Thank Adslot’s Raj Chauhan who rolls out the latest, new shorthand in a Digiday think piece: “Guaranteed Trading Platforms now provide automated direct sales models to existing publisher sites. Often referred to as programmatic direct or programmatic premium, the new sector of GTPs are empowering publishers and enabling them to open up additional lines of revenue by creating a second-tier direct sales channel that creates a high value bridge between the analog relationship-driven, hand-held direct sale and the indirect channels for unsold inventory.” Read more. And, read AdExchanger’s Q&A with Adslot CEO Ian Lowe in early November.

A Viewable Mess

Adweek’s Charlie Warzel finds that the ad world is indeed ready to embrace viewable as a brand-friendly metric. At the same time, he brings warnings of messy beginnings. “Plenty of clients and agencies don’t view it as critical yet, which may sound crazy,” said David Rittenhouse, Razorfish’s media director. “But so many people are juggling so many things right now, some may not be sure if the technology is worth the cost yet.” Read the rest.

Not So Mini

Citing Millennial Media stats, AllThingsD’s John Paczkowski says ad impressions from the iPad Mini grew an average of 28 percent every day in its first month of release. This compares favorably to Amazon’s Kindle Fire, which saw impressions rise 19 percent per day during the same period last year. Read more. And, the mobile line item gets more complex.

Real-Time Reporting

Digital media management provider Yangaroo is releasing an automated traffic delivery system called “Reporter.” The move reflects the wider adoption of cloud-based workflow processing for media buying and content distribution. Media buying shop Horizon is the first user of the Yangaroo system. “’Reporter’ provides access to real-time reporting, confirmation that spots and instructions have been properly received and is an exciting new system we can offer our clients,” said Mike Aiello, SVP, Managing Director Shared Services at Horizon Media. Read the release.

Programmatic ‘Premium’

Can programmatic and “premium” inventory be friends? In her ClickZ column, Hollis Thomases surveys programmatic platforms and learns the two can coexist. DataXu VP Adrian Tompsett tells her, “all media will be bought programmatically” but “this does not mean that sales people will go away or that custom sponsorships are over. Both stay the course and have their place in this new world.” Read more.

Agency (Attribution) Tech

Havas Digital is positioning itself as an attribution leader in the digital services space. Havas Digital’s SVP of analytics and insights, Michael Kaushansky, tells MediaPost’s Laurie Sullivan about his agencies commitment. Sullivan concludes, “Havas Digital will build out technology to automate parts of the process. The group has already automated content and search attribution, media planning daily insights, as well as constructing a real-time dashboard.” Read more.

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