Will Scully-Power

Ad Value
March 29, 2011, 1:20 am
Filed under: #mktgcloud, Ad Exchange, Ad Network, Datarati

Tony Fagan, Director of Research at Google, answers the six quant questions every CMO should be asking in order to maximise their return on search advertising.

Click Here: http://thinkquarterly.co.uk/01-data/ad-value/


What your cookie says about you?
January 15, 2011, 8:39 pm
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: ,

I came across BlueKai’s Registry which brings transparency to consumers by allowing them to see what preferences are being logged via the cookies on their computer.

Furthermore, consumers can also control their anonymous profile by managing their topics of interest.

Your preferences may be used anonymously to influence which types of marketing messages you receive across partner sites that we work with. Or you can choose to not participate at all via an opt‐out.

As an added incentive, you will receive a benefit for participating in the BlueKai Registry.

Go check it out: http://tags.bluekai.com/registry

Resonate Networks raises $5 million for attitudinal targeting
December 1, 2010, 9:38 pm
Filed under: #mktgcloud, Ad Exchange, Behavioural Targeting, Datarati | Tags:

Online ad technology startup Resonate Networks, which has just raised $5 million in financing, has scored a digital media heavyweight as its new chief revenue officer.

George Stewart, former Executive Vice President of Media Sales at Demand Media and previously SVP of Advertising Sales at Next New Networks, will work directly with Resonate clients to build brands online by leveraging the fledgling company’s “Attitudinal Targeting” technology.

Launched in 2009, Resonate claims to have pioneered an entirely new method for reaching consumers based on their values, beliefs, and attitudes, independent of cookie-based behavioral data. The company has stamped a fancy label on said solution and refers to it as ‘attitudinal targeting’ (more about how it works here).

More: http://techcrunch.com/2010/12/01/demand-media-evp-and-yahoo-vet-george-stewart-jumps-to-startup-resonate

Investigation: Google, “The Rise Of DSPs,” And What’s Really Fueling Its Display Ad Growth
November 25, 2010, 6:08 am
Filed under: Ad Exchange, Behavioural Targeting, Datarati

Want to really understand what’s going on at your media agency?

Google is blowing the doors off with its display advertising business, which is doing so well that the company bragged about that it is on a $2.5 billion annualized revenue run-rate just in display.

A big part of that growth is coming from YouTube and Google’s own sites. But another big driver of display advertising growth both for Google and across the industry is coming from a less well-understood source: the big advertising agencies themselves and their so-called trading desks and demand side platforms (DSPs).

By one estimate, these DSPs already account for 10 percent of online ad spending, and could grow to as much as 50 percent over the next few years.

Full Story: http://techcrunch.com/2010/11/24/oogle-publicis-display-dsp

Do Australian advertisers really know where their display ads appear?
November 23, 2010, 7:02 am
Filed under: #mktgcloud, Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: ,

I am convinced the answer here is No.

The advertising industry needs to step up and create more transparency around where ads will be placed on Web sites by providing exact URLs and other identifying data. That’s according to Xuhui Shao, CTO at Turn, who estimates up to 40% of publisher Web sites do not reveal the exact URL to brands.

Evidently, some publishers selling low-quality spaces choose to bundle in ads with other sites, so advertisers can’t distinguish the difference.

Full Story: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139870

eXelate Raises $15 Million For Behavioral Targeting Data Marketplace
August 4, 2010, 12:52 am
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags:

eXelate, a New York-based provider of data management tools for online publishers and operator of an open marketplace for audience targeting data, has raised $15 million in Series B funding in a round ledby Silicon Valley’s Menlo Ventures with participation of Israeli VC firm Carmel Ventures.

The latter led the company’s initial $4 million financing round back in October 2007.

Menlo Ventures partner Mark Siegel will join Carmel’s Shlomo Dovrat on eXelate’s board, which was recently expanded to include New York Times Company SVP Digital Operations Martin Nisenholtz and IPG’s Mediabrands Ventures CEO Matt Freeman.

Since eXelate’s U.S. launch of the eXelate eXchange in May 2008, the company has expanded both its footprint of accessible audience data (to 150 million U.S. unique visitors presently) as well as its suite of solutions to enable efficient interactions between buyers and sellers of data.

The startup says it will use the funding to enhance its data marketplace footprint, as well as expand the functionality of its data management toolset.

More: http://techcrunch.com/2010/08/03/exelate-funding/

Infographic: Digital behavioural data tracking

Click here to enlarge: http://graphicsweb.wsj.com/documents/divSlider/ecosystems100730.html

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