AdExchanger: News and Views on Data-Driven Digital Advertising

Mozilla’s 'Underblocking' Cookie Issues; FTC Commissioner Supports Self-Regulation Among Advertisers

Judith Aquino — Tue, 21 May 2013 22:17:23 +0000

Mozilla, maker of the Firefox web browser, must fix three areas within its third-party-cookie-blocking patch before it can be rolled out to users, according to Stanford graduate student Jonathan Mayer, who developed the patch. The problematic areas involve “underblocking,” i.e., inadvertently allowing unwanted tracking cookies past Firefox’s cookie blocking patch, Mayer explained in a blog [...]

Booyah + Rocket Fuel: How One Agency Makes The Most Of A DSP/Ad Network

Zach Rodgers — Tue, 21 May 2013 18:41:24 +0000

Last week AdExchanger looked at the dynamic between ROI DNA, a performance-driven agency, and its preferred display-trading partner, Run DSP. (Read the story.) There are many such relationships in ad tech, where a mid-sized agency relies on a key network or platform partner to drive ROI and provide hand-holding to its planners and buyers. You [...]

In Ziff Davis Acquisition Of NetShelter, Proof That 'Publisher Networks' Still Have Believers

David Kaplan — Tue, 21 May 2013 13:40:58 +0000

Ziff Davis' acquisition of tech blog network NetShelter is part of a continuing strategy to expand its vertical content for IT pros and young men. Ziff Davis has been a serial acquirer since former Time Inc. digital chief Vivek Shah took over the company as CEO nearly three years ago, with investment assistance from PE firm Great Hill [...]

Is Efficiency Bad For Digital Display?

AdExchanger — Tue, 21 May 2013 09:05:22 +0000

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O'Hara, Chief Revenue Officer at NextMark. I’ve always loved the notion of programmatic RTB. As a data hound and an early adopter of AppNexus, the idea that advertisers can achieve [...]

Tumblr Is Yahoo's Instagram – Or Is it?

David Kaplan — Tue, 21 May 2013 04:09:01 +0000

For the most part, internet analysts and ad industry observers are applauding Yahoo's $1.1 billion acquisition of microblog Tumblr. The timing appears to be right for both companies. Yahoo CEO Marissa Mayer, fresh from a series of acqui-hires, saw an opportunity to bring a new media network with a young, socially engaged, and logged in [...]

Google Open Source's RTB Tech; Pahade Returns To Ad Tech

AdExchanger — Tue, 21 May 2013 04:03:09 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Open Sourcing RTB Google is offering its RTB technology in a roll-your-own format. Developers can access the company’s customizable toolkit for real-time bidding applications using tech from DoubleClick and Google Cloud Platform. A Google developer blog post says, “With Open Bidder buyers can significantly [...]

What Yahoo Sees In Tumblr: A Logged-In, Cross-Channel Audience

Zach Rodgers — Mon, 20 May 2013 15:29:13 +0000

There were two adjectives Yahoo CEO Marissa Mayer used repeatedly when discussing the advertising opportunity with Tumblr, which her company agreed to buy for $1.1 billion. Those words: "native" and "aspirational." It's what you would expect. In its short history of monetization, Tumblr has focused on organic ad formats, tentatively rolling out tools to promote [...]

Adelphic Names WPP Mobile Exec Michael Collins To CEO Spot

Zach Rodgers — Mon, 20 May 2013 11:02:45 +0000

Adelphic, one of a handful of companies helping brands and publishers identify audiences across devices, has scored a CEO from agency land. Michael Collins was the chief executive at WPP-owned mobile agency Joule, which he built from scratch in 2007 into a global mobile-centric marketing agency with outposts in North America, Europe, Asia and Australia. [...]

Yahoo, Tumblr And The Race For Identity

John Ebbert — Mon, 20 May 2013 04:08:04 +0000

Yahoo's planned acquisition of Tumblr brings it "coolness," young demos and mobile eyeballs, says the blogosphere. The deal, reported at $1.1 billion, is Yahoo's Instagram – even with aging Flickr already aboard. Okay, fine. From here, this acquisition may also be a new, strategic move into "identity." Yahoo Mail used to be the portal's identity magnet, but product development neglect and [...]

Mobilewalla Q&A: Tackling Mobile App Churn With Big Data

Judith Aquino — Mon, 20 May 2013 04:07:17 +0000

It’s no secret that the mobile app market has exploded. Roughly 224 million people use mobile apps on a monthly basis, compared to 221 million desktop users, according to mobile analytics firm Flurry. Advertisers are eagerly reaching out to this growing audience. Enter Mobilewalla. The three-year-old startup is betting that the demand for targeting ads [...]