AdExchanger.com News for June 22, 2012

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For Friday, June 22, 2012

Today From AdExchanger.com...

Friday, June 22, News Round-Up (see below)
Videology Looks To Build Publisher-Side Business, Acquires Mobile DMP Collider Media "The acquisition marks another rung in Videology's evolution, which changed its name from Tidal TV in January. So as Videology fills out its supply side face with Collider, it is also looking to the company for its patent pending technology called Vault, which is billed as a way to protect publishers' data from third parties. As the ad tech space gets more crowded with service providers, patents are the clear way to show differentiation and also provides an additional, direct revenue stream..." (visit AdExchanger.com)
The 'Explainer': This Week's 'Do-Not-Track' Meeting "This week's meeting is just the latest in a long series of teleconferences and face-to-face sessions, albeit an important one since it's the first gathering since Microsoft released the preview version of Internet Explorer with DNT turned on by default. It's being hosted by Microsoft in Seattle, an ironic and urgent backdrop..." (visit AdExchanger.com)
Cannes Q&A: Initiative North America CEO Nick Pahade "Nick Pahade is a veteran of digital agencies and ad startups, having founded or led Beyond Interactive, Denuo (Publicis), GSI Commerce, and Traffiq. Two months ago, he was named North America CEO for global media planner Initiative, which is owned by Interpublic Group. This week at the Cannes Lions ad festival, he spoke with AdExchanger during a cocktail reception at the IPG Mediabrands Villa..." (visit AdExchanger.com)
TiVo Continues Expansion Of Shared Set-Top Box Data With Simulmedia "Over the past several years, TiVo has looked to find ad tech alliances to put its extensive data to use in attracting marketers looking to access its deep information on households via the set-top box. The latest partnership (see release) represents an extension of its work with Simulmedia, one of the earlier companies to make a bet that online media methods of audience targeting can be made to work on TV..." (visit AdExchanger.com)
Jobs (see below)

Training & Webinars (see below)

Events (visit AdExchanger.com)

AdExchanger Conference Is September 20 (visit AdExchanger.com)

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Brand.net Sold

Direct-mail, newspaper coupon marketing, and, yes, digital ad company Valassis announced the acquisition of online ad network Brand.net yesterday to enhance its "Valassis Audience Network, the components of an expansive network of online and offline data, state-of-the-art ad serving and targeting technology, come together." Read more. All Things D's Peter Kafka broke the news, "A source familiar with the deal pegs the purchase price at less than $50 million; Brand.net raised a reported $27 million, primarily from Interwest and Norwest Venture [Partners]." And, read the release. To give some context to Valassis, it has been dipping its toes in digital and display waters for a while now. For example, two years ago Valassis made a deal with Yahoo! to sell local display - see that AdExchanger Q&A.

Viewability And The Sell-Side

PubMatic announced that it will integrate comScore's viewability product into its publisher-side app platform. comScore Validated Campaign Essentials is essentially the next generation of AdXpose (which was acquired in August 2011) and other comScore enhancements. The idea with this deal is that publishers who sell through PubMatic will be linked to buyers who want to buy according to comScore's viewability-influenced metrics. Read more. The comScore web extends.

Tuning Facebook Frequency

Omnicom's Resolution Media and buying platform Kenshoo announced the results of a new study about Facebook ads. Stick this in your algo: "The ideal Frequency Rate for ads across Facebook platforms - once a user has seen the ad seven times, there is a dramatic drop in engagement." Read the release. And, download the white paper (pay with some PII). Another finding is higher CTR means lower CPC for facebook ad buyers. But does a click translate into real value (ROAS) for the advertiser? Ahhh, that's the question.

Dropping The Pixel

AdExchanger was surfing the real-time advertising web yesterday and came across a few videos on the Google DoubleClick Ad Exchange and its real-time bidding protocol. These videos are "old" webinars and may have been around for months, but there are some interesting tidbits, basics and real-time, ads fun. Did you know that "AdX" has less of a match rate than other exchanges? Google says its because "buyers match pixels are more prevalent on other ad exchanges" and publishers don't like pixels slowing their sites and stealing (my words) their audience data. Only the winning bid in a display auction gets to drop a pixel on AdX - unlike other exchanges where evidently other non-winning bidders can toss in their pixel - says Google. View the videos.

Birth Of A DSP

A press release trumpet the initial funding for a company called Gradient X which says its a mobile demand-side platform. The release discusses the team: "The company is led by Brian Baumgart-CEO (Chief Strategy Officer at Adconion Direct), Julie Mattern-CIO (Co-founder and Chief Technologist at the Rubicon Project) and Michael Lum-CTO (Head of Engineering at OpenX), and will use the funds to expand its engineering team." Read more.

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Purple Power

In a post on iMedia Connection, Underdog Media's Jeff Hirsche is a Yahoo believer as Michael Barrett taking the Yahoo CRO role shows light at the end of the tunnel. Hirsch writes, "A smart publisher with this kind of clout can truly leverage opportunities in the marketplace. First, they have a chance to truly claim the position as the premier guaranteed inventory property on the web. With an effective sales force, Yahoo can leverage sponsorships, large formats, creative executions, video, etc. at premium CPMs like no other. The quality AND the scale are there." Read more.

Times Gets Tech Board

The New York Times announced two new board members of interest to the tech world. Joichi Ito, director of the Media Lab at the Massachusetts Institute of Technology and former Microsoft exec and aQuantive CEO (currently a VC at Madrona) Brian McAndrews will take seats on the NYT's Board of Directors. Read it. paidContent founder Rafat Ali tweeted in reference to the NY Times CEO vacancy, "Brian McAndrews & Joi Ito join NYTCo board, tech heavies. Clearly means new CEO won't be." The Guardian (irony!) says its a BBC exec. Read it.

DNT Machinations

On Ad Age, Lotame COO and GM Andy Lehman reviews the Do-Not-Track machinations and sees a solution. He writes, "even in the absence of a 'magic privacy button' the combination of existing laws and regulations and market incentives will discipline companies that abuse consumer data. The end result? A long list of consumer benefits generated by advances in Big Data, with a continuing residue of vague consumer unease even in a DNT-on world." Read it all.

You're Hired!

SocialVibe Expands Senior Leadership Team With CMO, CRO and VP of Sales roles - press release
Unruly Selects Laura Gaffney to Lead U.S. Media Effort - press release

But Wait. There's More!

Advertising and Content Network Adconion Prepping to Go Public - PandoDaily
Bill Clinton Urges Ad Industry to Lead Global Change Through Creativity - Adweek
Sir Martin Sorrell unconvinced that Facebook is a good advertising medium - The Guardian
Badgeville, The Behavior Plat form, Raises $25M Series C Round - press release
Akamai CEO: We're entering 'Instant Internet' phase - ZDnet blog
AMEX, Facebook Give Advertising Credits In Marketing Makeovers - MediaPost
A Look At Cross-Device Search & Conversion - Search Engine Land

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Jobs

Note To Employers: If you add a listing on the job board, it will be also included here in the Daily Newsletter email.

6/20/12 - Sales Planner - NYC - LocalResponse

6/20/12 - Online Sales Account Strategist (German) - Dublin - Google

6/20/12 - Account Manager - San Francisco - DataXu

6/20/12 - Principal Analyst, Digital Marketing - Denver - Datalogix

6/19/12 - Campaign Analyst: Measurement Solutions - Denver - Datalogix

6/19/12 - VP, Business Development - Negotiable - Datalogix

6/19/12 - Director of Marketing - Denver - Datalogix

View All Jobs on AdExchanger.com's Job Board

Training & Webinars

Training and Webinars Managers: If you add a listing on the Training & Webinars board, it will be also included here in the Daily Newsletter email.

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AdExchanger.com Jobs

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Events

June 2012

Cannes Lions Festival of Creativity, Cannes, France, Jun 17-23
Digiday Data Marketing Summit, Deer Valley, UT, Jun 24-27
eMetrics, Chicago, IL, June 24-27
Etail Europe, London, UK, Jun 25-27
iMedia Entertainment Summit, Los Angeles, CA, Jun 26
Activate London, Kings Place, London, Jun 27
Luxury Interactive, Jun 26-27
Gramercy Forum @NYSE, Jun 29
OMMA Global London, London, Jun

July 2012

Microsoft Worldwide Partner Conference, Toronto, Jul 8-12
AdMonsters' OPS TV, NYC, Jul 11
ANA Digital & Social Media Conference, NYC, Jul 15
Mobile: IAB Marketplace, NYC, Jul 16
OMMA Metrics & Research, San Francisco, Jul 16
OMMA Data & Behavioral, San Francisco, Jul 17
Brand Innovators San Francisco, San Francisco, Jul 18
Digiday Local, NYC, Jul 19

August 2012

Etail Boston, Boston, MA, Aug 13-15
Digiday Conference Asia, Aug 15-16
Digiday Exchange, NYC, Aug 15
AdMonsters' Publisher Forum, Boston, Aug 19-22
Inbound 2012, Boston, MA, Aug 27-30
AdMonsters SE Asia, Singapore, Aug 30

September 2012

iMedia Brand Summit, Hunter Valley, AU, Sep 3-5
SMX, Melbourne, Sep 4-5
AdMonsters, Sydney, Sep 6
Disrupt SF 2012, San Francisco, Sep 8-12
iMedia Brand Summit, Coronado, CA, Sep 9-12
Shop.org Annual Summit, Denver, Sep 10-12
SES Conference and Expo, Hong Kong, Sep 10-12
DMEXCO, Cologne, DE, Sep 12-13
Predictive Analytics World for Government, Washington, D.C., Sep 17-18
ATS London, London, UK, Sep 18
Dreamforce X, San Francisco, Sep 18-21
The Digiday Brand Conference, NYC, Sep 19
Digiday SAMMY Awards, NYC, Sep 19
ad:tech, London, Sep 19-20
AdExchanger Conference, NYC, Sep 20

View All Events on AdExchanger.com >>>