AdExchanger.com: Digital Media Optimization News and Discussion

The AppNexus Reveal: We’re A Demand-Side Platform Says Pres Rubenstein

John Ebbert — Thu, 12 Nov 2009 16:36:34 +0000

AdExchanger.com was able to catch up with AppNexus president Michael Rubenstein after his company's recently announced "$5-million Inside, Up Round." What's all this AppNexus "gateway" talk, you ask? It's official - AppNexus is a demand-side platform. Rubenstein was unequivocal when elaborating on what was meant in the release by the term "gateway." He said that [...]

From The Marketer: Mazda’s Collinson On Brand Dollars Moving Online And Display Advertising

John Ebbert — Thu, 12 Nov 2009 12:04:35 +0000

Mike Collinson is Director, Marketing & Product Strategy, Mazda Canada Inc. When will brand marketer dollars finally shift online in a way that syncs with the overall time spent online versus other mediums? - For example, when there are better attribution models perhaps? MC: This is a complex question, I'll try to be succinct. Budget allocation [...]

Hearst Ready To Buy Digital Assets; Picard On Audience Buying; Right Media On Data Challenges; AOL Prepares Guillotine

John Ebbert — Thu, 12 Nov 2009 11:45:33 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Hearst Has A Billion Dollars And you don't. The NY Post's Keith Kelly writes that the replacement of SVP Ronald Doerfler by Mitchell Scherzer may signal the beginning of a more aggressive digital acquisition strategy as the company looks to grow new revenue stream with [...]

The Ad Network Is Dead – Oh Wait, InterCLICK Rings NASDAQ Opening Bell

John Ebbert — Wed, 11 Nov 2009 21:37:22 +0000

The ad network, InterCLICK (get the ICLK quote from CNN Money), which recently moved to the NASDAQ with its publicly-traded stock, rang today's opening bell at the NASDAQ Market Site in New York City. Michael Mathews, CEO and Michael Katz, President and Founder of interCLICK, Inc., were among the lucky ringers. The ad network model [...]

Targeting Yahoo! Through AdWords And DoubleClick Ad Exchange

John Ebbert — Wed, 11 Nov 2009 19:45:43 +0000

CPM Advisors' CEO Rob Leathern noted yesterday that you can't target Yahoo! through Google AdWords or the new Google/DoubleClick Ad Exchange even though you can target the other 199 of the top 200 sites on the planet. Rob thinks their maybe some mischievous engineers at work on Google's side. From here, I wonder [...]

Google Revs Regulation Engine; TARGUSinfo and AdMeld Bring The Data; The Performance Rocket

John Ebbert — Wed, 11 Nov 2009 13:25:31 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. We Advertise Therefore We Regulate Given the recent moves by the EU, it would appear that Google is taking the stance that it needs to become more involved in regulation. The Guardian notes that Google is stepping up its relationship with the UK regulatory body, [...]

The Data Flow Is Like A Broken Water Main

Ad Traders — Wed, 11 Nov 2009 11:16:55 +0000

"the executioner" opinion expressed below is written by Sam Temes, Associate, Platform Management, Ad Exchanges, at Razorfish. The CEO of a major ad exchange recently likened the flow of data from real-time ad exchanges to a fire hose - I like to think of it as more of a broken water main. There is so much [...]

European Union Pulls The Trigger: Friction Forever!

John Ebbert — Tue, 10 Nov 2009 17:57:44 +0000

If reports are true, in a boon to advertising and technology companies in the rest of the world, The European Union appears to have effectively killed off any innovation for its native online advertising industry as the opt-in cookie law will be put into effect 18 months from now. More coverage from Tech Radar [...]

Kodiak Venture Partners Leads $5-million Inside, Up Round Investment in AppNexus

John Ebbert — Tue, 10 Nov 2009 11:29:37 +0000

Press Release New York, NY – November 10, 2009 – AppNexus, provider of the most advanced platform for buying real-time online advertising, today announced it secured a $5-million round led by existing investor Kodiak Venture Partners with participation from other current investors Venrock and First Round Capital. The funding will be used to enable AppNexus to [...]

Automotive Ready To Drive; Google’s AdMob And The Ad Exchange; AdMeld And PubMatic On RTB; Mediabrands Consolidates

John Ebbert — Tue, 10 Nov 2009 11:12:36 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Automotive Drives Online From its Q3 earnings call yesterday, Scripps SVP of Newspapers, Mark Contreras, said in regards to future automotive advertising trends, "Automotive, I still think we’ll see this gap in performance between print and online with continued decline in print, but some reasonable stability, [...]

Surf’s Up! Risk Management For Online Display Advertising

John Ebbert — Mon, 09 Nov 2009 12:47:04 +0000

By John Ebbert, Managing Editor, AdExchanger.com. "Hey Frankie - have you heard? Brand safety solutions are the rage!" [Cue the surf music.] Within the recent demand-side platform (DSP) trend where advertisers effect buying strategies across multiple supply sources - and potentially hundreds of websites -, a growing list of companies and products is emerging to alleviate the risk [...]

Facebook Closing Ad Networks; Schmidt Stressing Friendship To Frienemies; The Profitability Of Ramen; Adconion Turning To Video

John Ebbert — Mon, 09 Nov 2009 12:46:49 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Facebook Faces Facts Nick O'Neill on All Facebook says that Facebook is starting to take down certain ad networks from the social media juggernaut after posting a warning on the Facebook Developers blog (Read it.). O'Neill writes, "While we can’t be completely sure, it appears [...]

WPP Group And Fox Audience Network; CBS Sees Q4 Display Improvement; Miller Says No More Ad Networks

John Ebbert — Fri, 06 Nov 2009 15:03:31 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. The FAN Wins Again Fox Audience Network (FAN) scored another client win for its media buying platform as WPP Group signs on and the audience buying trend with agency holding companies drives forward. Two weeks ago FAN announced a deal with Omnicom that appeared focused [...]

BlueKai and eXelate In WSJ; BlueKai Releases Consumer Insights Report; InterCLICK Revenues Double in Q3; Netezza Helping AppNexus

John Ebbert — Thu, 05 Nov 2009 13:05:15 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Intent Data Featured The power of targeting data enabled by data exchanges such as BlueKai and eXelate are featured in a Wall Street Journal article by Emily Steel called, "Target-Marketing Becomes More Communal." The article brings light to the unwashed masses on how intenders are [...]

Viacom Says Ad Demand Is Up; AdECN Speaks; OMMA AdNets Filled To Brim; More Self-Serve For Long-Tail; AdBrite Offering RTB

John Ebbert — Wed, 04 Nov 2009 14:29:35 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Viacom Reports Q3 Media master of the universe, Viacom, reported Q3 2009 earnings on Tuesday as the company reported an increase of 15% in net profits. According to Sam Schechner of the WSJ, Philippe Dauman, Viacom's chief executive, said in regards to the advertising market, "There [...]

Don’t Just Think Digitally, Act Digitally

Ad Traders — Tue, 03 Nov 2009 17:11:18 +0000

"Ad Agents" is a new column written by the agency-side of the digital media community. Greg Hills is platform analyst of media trading agency, Varick Media Management. Digital media has caused huge shifts in the advertising industry, including the rise of the Digital-Driven Media Agency --- media shops that have identified digital media as the key strategic [...]

OpenX And Microsoft Announce Agreement; What Display Ads Need; EyeWonder Offers Visibility Metric

John Ebbert — Tue, 03 Nov 2009 11:24:43 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Microsoft And OpenX Get Cozy OpenX CEO Tim Cadogan has made a multi-year deal with Microsoft that will make OpenX technology more widely available and allow his company to leverage (what looks to be) Microsoft's PubCenter contextual targeting for OpenX customers. Microsoft gets access to [...]

Balancing Act For Ad Exchanges: Staying Open While Closing the Door on Harmful Content And Behavior

John Ebbert — Mon, 02 Nov 2009 19:02:45 +0000

By Bennie Smith, VP Exchange Operations/Platform Policy at Yahoo! Online advertising in the age of media fragmentation does not have to be like a box of chocolates. Both advertisers and publishers should know exactly what they are going to get with every ad impression. Ad exchanges have played a crucial role in making this possible – by [...]