Today’s linkage on ad exchange-related news…
Rubicon Project released a new report on Q1 advertising CPMs and trends in display. Among the findings, Joe Mandese of MediaPost reports that “Rubicon estimated that the volume of display advertising inventory sold through advertising networks grew 150% between the two quarters, and that “same site” sales actually grew 43%.” To get your copy of Rubicon’s report via a sign up form, click here. Mandese also notes the growing trend of media sales teams repping “audience” rather than properties and that Rubicon plans extending the reach of traditional firms to online through deals to be announced shortly. If true, the key challenge for Rubicon will be with the traditional media team which is likely unfamiliar with the complexity of online buys versus the simpler traditional approach.
PubMatic launched a new web ad analysis tool called PubMatic Ad Inspector which “identifies improper, faulty or malicious ads and their source, empowering ad operations professionals to make timely adjustments to protect their publishers’ brands.” Though HTTP debugging tools have been freely available, a branded version like PubMatic’s Ad Inspector or AdMeld’s FireMeld makes sense for yield optimizers looking to enhance their clients’ capabilities and keep their brands top of mind among the ad operations professionals crowd.
On iMedia Connection is a recently-posted video on “challenges” with ad networks from the advertiser/agency perspective. Among the participants are Christine Bensen or TBWA/Chiat Day, Jonathan Tauber of MilerCoors, Tom Bedecarre of AKQA and Pat Asher of Quigley Simpson. Though unfortunately titled, “What marketers hate about ad networks” the video is a mixed bag. It’s interesting to see – in videotaped glory – agencies and advertisers love/hate relationship with ad networks as transparency and context remain issues, but the reach of ad networks is hard to beat.
Finally, Lotame crunches the social media numbers on its blog and outlines the social advertising opportunity while weeding through recent industry news releases and reports.
