Home Ad Exchange News Venture-Backed Exits Up; The Super-Brand Ad Networks; Yahoo! Adding Content So It Can Add Ads

Venture-Backed Exits Up; The Super-Brand Ad Networks; Yahoo! Adding Content So It Can Add Ads


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

Venture-Backed Exits Up

Dow Jones VentureSource has already released a review of 1st quarter venture activity for 2010 and identified among other findings that “Eight U.S. venture-backed companies raised $711 million by going public on U.S. stock exchanges, matching the number of initial public offerings (IPOs) that occurred throughout 2009.” What do the next 3 quarters hold? Read more. Jessica Canning, research director for Dow Jones, states, “We are seeing a trend toward quicker exits.”

Brands As Ad Networks

Cameron Hulett, SVP of pub development at Acceleration, a UK-based ad network, says that its time for a new breed of ad networks – “super-brand ad networks.” Hulett says these new networks are “an extension of the existing vertical ad network concept, but with the backing of a significant brand behind it.” Now brands have their own ad networks! Read more.

Privacy Rate Card

Alan Pearlstein offers a rate card on his Cross Targeting blog which he thinks could solve concerns around consumer privacy and interest-based advertising, a.k.a. behavioral advertising. He offers three tiers and concludes, “I believe the vast majority of consumers will select interest based ads, AND it will be completely opt-in.” Read more.

Adding Beef To Health

Miguel Helft of The New York Times reports that Yahoo! is partnering with content provider Healthline Networks to beef up its health content. Helft says that Yahoo!’s health content has not been particularly strong among the company’s many content verticals, but undoubtedly seeing pharma dollars pass them by, Yahoo! is now looking to Healthline. Read more.

Hi5 Gets $3 Million

The social network, Hi5, has raised funds in the form of a $3 million convertible note from an existing investor, Mohr Davidow. According to TechCrunch, Hi5 says that this is one element of a bigger Series B round of investment which is imminent.
Read more.


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April Fools Display

AdMonsters announced on its blog that display advertising has been solved. AdMonsters’ Rob Beeler writes, “The company X, formerly known as The Doubleyieldmeldmatictail Project, has been working secretly for months with a select group of agencies and publishers to beta test their products, BUD (Buy Unifying Delivery) and BUD Light Systems. The product is now out of beta and ready for installation.” Sounds delish!

33Across Interview

It’s from early last month – but not out of date! An interview by BusinessWeek writer and author, Stephen Baker, with CEO Eric Wheeler who dives into the social opportunity which 33Across is trying to unlock. Wheeler says, “When we identify someone that is strongly connected to a particular product, we find they can be 5x more likely to purchase that product.” Listen to more.

X+1 Interview

X+1 data guru Ken Rona gives a video interview to Capture The Flag and discusses his career move from being a sound engineer way-back-when for artists such as LL Cool J to getting his PhD and pursuing his marketing analytics interests today. See it. Props to Rona for drinking a cup of joe from East Village NYC coffee shop, Mud, in the interview.

IPad Ad Fever

The Wall Street Journal reports that advertisers have been knocking each other in order to get some sort of branded app on to the Ipad. Read more. It’s unclear if these marketers know they could just target the device through display ad networks and reach users through the iPad’s web browser.

Sunbeam: Nielsen Can’t Count

Audience numbers from a reputable source are important. But, sometimes people question “the count.” Sunbeam says that Nielsen is not counting the Miami audience accurately and it has cost the Sunbeam’s Fox TV affiliate big dollars – consequently, it’s time to visit Judge Judy. David Goetzel of MediaNewsDaily writes that if this goes to trial, “Nielsen would face testimony alleging that it functions as a monopoly that overcharges networks and under-counts viewers.” Read about it.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

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Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.