Must Read Snapchat Inches Toward Direct Response In New ‘X-Men’ Campaign How NowThis Navigates The Maze Of Distributed Media Behind IBM’s Acquisition Of Salesforce Shop Bluewolf, And Its ‘Consulting Agency' Approach What Quartz’s App Says About The Future Of Mobile Publishing TAG Goes Full Steam Ahead With Its Anti-Fraud Program With Android Instant Apps, Google Is Quietly Transforming The Entire App Ecosystem Viacom Taps AmEx Data To Forecast Consumer Intent SAP Unveils DSP And DMP Called Exchange Media How IBM Is Merging The Weather Co. And Watson Into Its Biggest Marketing Asset » Freeman To Oversee IPG's Cadreon Buying Platform; NY Times On The Meter; Alan Chapell Discusses Privacy Debate by AdExchanger // Thursday, January 21st, 2010 – 12:03 am Share: Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. New Exec To Oversee Cadreon AdWeek's Brian Morrisey covers the hiring of Matt Freeman by IPG's Mediabrands unit. Freeman will "serve as CEO of Mediabrands Ventures, a new unit built to oversee 16 digital specialist marketing companies in the Mediabrands portfolio, including search firm Reprise Media, mobile shop Ansible, demand-side ad platform Cadreon..." Read it. NY Times Announces The Meter The New York Times provided a few crumbs in a public release on how it will implement its new subscription system for NYTimes.com coming in 2011: "The new approach, referred to as the metered model, will offer users free access to a set number of articles per month and then charge users once they exceed that number. This will enable NYTimes.com to create a second revenue stream and preserve its robust advertising business." No word on costs, yet. Read the release. And, read The New York Times own coverage of its announcement here. Another More Mobile Acquisition TechCrunch covers mobile browser maker (among its browser products) Opera's acquisition of a company called AdMarvel, which describes itself on its About Us page as follows, "We are not an ad network - but we partner with ad networks to deliver better results for publishers." It seems like an ad network to me - but whatever. TechCrunch says the deal went for "$8M in cash plus a $15M earnout." Read more. ExchangeWire.com And The UK Exchange Space Ciaran O'Kane has re-branded Farney Media and turned it into ExchangeWire.com with a spiffy-looking mark. Among other ad exchange-related news, O'Kane recently interviewed John Were, Operations Director at "advertising exchange brokers" Global Digital Markets, about his company's moves in the exchange space. Read more at ExchangeWire.com. The Story Of Freightquote.com What do you do when you're a VC and your portfolio company is profitable and making hundreds of millions of dollars of revenue? Sell it!? Not if you can't find a buyer. David Barry on The WSJ's Venture Capital Dispatch blog discusses the conundrum of Menlo Ventures and Freightquote.com. More companies may need to go public for their payday. Read about it. Brien To Head IPG's McCann The WSJ's Suzanne Vranica reports that Nick Brien will be named as CEO of McCann Worldgroup, after running Mediabrands, IPG's media buying unit. Regarding the challenges that Brien faces, Vranica notes, Not only does [McCann Worldgroup] need to win new accounts, it also faces an issue that is dogging many other large ad firms: having to reinvent itself in a digital world." Read more. VivaKi Nerve Center, Publicis Shuffling The busy Brian Morrissey of AdWeek also reports that "Performics CEO Nick Beil is moving over to the VivaKi Nerve Center." Morrissey also puts together the puzzle pieces from agency moves by Publicis as it will concentrate performance marketing services at Performics (search is identified, but this will mean display, too, undoubtedly) and other digital services called "creative, tech and social marketing" at Moxie Interactive. Read it. Mobile AdWords The Inside AdWords blog announced that there are new targeting options available for mobile through AdWords. "You can now target specific mobile devices or carriers," says Katrina Kurnit, Inside AdWords crew. What a great development for audience buyers in the mobile telecom space as well as the app developers (the mobile publisher) serving up mobile display. Increased granularity in targeting will drive CPMs higher. Read more. Taking Your Job Seriously Personally Cory Treffiletti of Catalyst SF argues on MediaPost's Online Spin blog that managing the "personally" and the "professionally" of your day-to-day is not only OK but important. Treffiletti writes, "The work that you do and the relationships you create at work are all part of who you are and the way you see the world." Read "Do You Take Your Job Personally?" The Chapell On Privacy Interview Wendy McHale has a great series of interview legal eagle Alan Chapell. Read Part III of the interview here. Among many observations, Chapell says, "Recognizing that only a minority of consumers are really interested in fully understanding their privacy choices, its s challenge for companies to provide enough choices for those who want to exercise them, without overwhelming those who don't." And, Part I and Part II. (source: digidaydaily) CMOs Need Tech Savvy Agencies CMO consultant Avi Dan says on Ad Age that if you're a chief marketing officer it's time to accept the fact that technology is here to stay. Not only that you need to make sure your agency is up to speed. Dan writes, "CMOs must demand that all of their agencies, and not just the digital shop, become technologically savvy." Read more. Bizo On Fox Bizo's CEO Russell Glass makes his Fox Business debut and discusses how online advertising works - i.e. cookies and more. See it. By the way the poor, auto-generated transcript beneath the video spins the interview in a whole new way. A quote: "He's a bomb on a web site by a pop up bad or any any number of types of dads." Wha? Add a comment Click here to cancel reply. Name (required) Email (will not be published) (required) Website Comment XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong> Notify me of follow-up comments by email. Notify me of new posts by email.