Must Read In Major Search And Ads Deal, AOL To Absorb Microsoft's Display Business And 1,200 Of Its Employees Mediaocean Acquired By Private Equity Firm Vista As Viewers Migrate To Mobile And Connected TV, Data Helps ESPN Gauge ‘Total Audience’ Mobile DMPs Nudge Their Way Onto The Ad Tech Scene Buy-Side Big Shots Debate Trading Desks, Reviews And Rebates TV 2.0 Moves From Concept To Reality At Cannes Nielsen Picks A Pack Of ‘Preferred Platform Partners,’ Pushes Toward ‘Total Audience’ Michael Roth On Trading Desks, Agency Reviews And IPG's Guts Alibaba CEO: ‘We’re Not Just An Ecommerce Company – We’re A Data Company’ » Comscore On Social Display; Rubicon Project On CPMs In Q2; YieldBuild Adds More Text; Pricey Hulu CPMs by AdExchanger // Wednesday, September 2nd, 2009 – 6:23 am Share: Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Displaying In Social Media Peter Kafka of All Things D looks at display advertising CPMs in social media thanks to Comscore Media Metrix. Kafka notes that MySpace and Facebook "accounted for 17.4 percent of the display ads in the U.S" in July according to the Comscore report. Of course, that doesn't mean they were making a ton of money as CPMs for social media are very low. Still, plenty of opportunity lies ahead and advances in technology (such as real-time bidding) will unlock social media's incredible reach. Read the release from Comscore. And, learn more on who's advertising in social media: The Good, The Bad, The Mixed Eric Pfanner of The New York Times polls the media world on current sentiment around media spending momentum. For the most part, and no surprise, everyone is relatively subdued about prospects for this year, some see ad spending coming back next year, or even the year after. Publicis CEO Maurice Levy tells Pfanner, "No one can say today that all the lights are green and the recovery is already here." Read the article. Had NYC Lost Its Chops? VC and entrepreneur Chris Dixon has called out New York City technologists as the blogosphere has lit up in the past two days with a battle over whether New York was a weak, second cousin to its West Coast competition when it came to incubating technology companies. Dixon, who is based in Brooklyn, NY, writes, "One thing that was puzzling about the 'web 2.0 boom' from 2003-2008 was how irrelevant the East Coast, and particular New York City, was compared to the first dot-com boom." Union Square Ventures' Fred Wilson rejects Dixon's argument and notes a host of companies that carried the tech banner during that time span including "TACODA, Right Media, Gawker, Quigo, Delicious, Etsy, Meetup, Indeed, Tumblr, Return Path." Nothing like a good blog battle. One thing is certain: there is no shortage of tech companies in NYC today. Rubicon Project On Q2 The Rubicon Project has released a new report looking at the second quarter of 2009 and trends in display advertising pricing. Things look good as the report says, "CPMs significantly increased across the industry with publishers in some verticals experiencing ad price increases of nearly 270%." Not all was rosy, though, as Rubicon reports that the travel vertical saw a decrease of 36% year-over-year. Read the release. YieldBuild Adds More Text Yield optimizer, YieldBuild, announced that its "Premium Text Ads" program is improving results for AdSense publishers "by simply adding an additional ad spot to their page, giving YieldBuild the opportunity to serve up an additional Premium Text Ad unit alongside AdSense." Read more on the YieldBuild blog. Pricey Hulu CPMs Douglas MacMillan of Business Week profiles Hulu and its display advertising CPMs. MacMillan gets Philippe Sloan, of media agency, Targetcast tcm, to say that rate card for the video entertainment site includes $40 CPMs. MacMillan notes that Hulu's strategic gambit of reducing the number of ads on the page has resulted in higher revenues for consecutive quarters this year. At times, what's not clear in the article is whether MacMillan's discussing display banner ads or in-stream ads such as a pre- or post-roll. Judge for yourself here. Privacy Groups Rattle Sabers Ryan Singel of Wired reports that privacy groups are turning up the heat with Congress and asking for opt-in controls for consumers in regards to cookie-based advertising. On Tuesday, the privacy groups appeared in front of the House Commerce Committee. Singel says that Rick Boucher (D-Va.) will likely present new legislation this fall in Congress. Read, "Privacy Groups Urge Curbs on Online Targeting." John Letzing covers the story on The Wall Street Journal, too. For The Love Of Display Rocket Fuel CEO George John (AdExchanger Q&A) provides a perspective on the challenges that are presented to brand advertisers online and that there is a need need for a "brand impact metric" to help quantify the opportunity for marketers. Check out the article here. Rich Media Review Forrester's Nate Elliott looks at a June report from Doubleclick on rich media (PDF) which is loaded with facts and figures. Quoting from the report, Elliott notes that rich media isn't that rich these days: "55% of its 2008 impressions were 'simple Flash' ads. Just 6% of the impressions served in 2008 were rich enough to be labeled 'rich media.'" Read about it. HubSpot and MITX HubSpot and MITX, a Boston-area professional organization, announced a marketing partnership which "features collaboration in webinars, events, blogs and research." Read the release or visit the HubSpot blog. 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