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’ » Murdoch Moves To Subscriptions; Clickable Hires DoubleClick-er Fall; Targeting Audience At The Dentist by AdExchanger // Friday, August 7th, 2009 – 8:07 am Share: Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Murdoch Turning To Subscriptions Building on recent comments by Rupert Murdoch that news may need to switch to a subscription model quickly, one of Murdoch's properties, London's Sunday Times, will either be turned to a subscription model or something closer to a pay-per-view/micro-transaction system according to the UK's Guardian. CBS Reports Tepid Q2 2009, Brighter Outlook An expected, CBS did not positively surprise anyone with its second quarter performance, but CEO Les Moonves did say that he is seeing and expects improvement in the coming quarters. PaidContent's Staci Kramer gives her Twitter, earnings call-inspired, summary here. Moonves notes cross-channel advertising with effective attribution as a key driver - from the Seeking Alpha earnings call transcription: Once again, more platforms represent more ways for us to get our content to new audiences. Of course, getting sufficiently paid for delivering these audiences has been the challenge. The good news is that new initiatives like authentication appear to have us on a track towards closer economic parity online and on air. The initiative represents the latest consumer friendly technology to make content along with its advertising available across multiple platforms and be measured in a uniform way for clients. Whether you call it authentication, reverse comp, or retransmission fees, our content is increasingly benefiting from multiple revenue streams. With greatly expanded reach and scale, our CBS Interactive segment plays a key part in these initiatives. More from the WSJ. Clickable Hires DoubleClick's Fall MediaPost's Laurie Sullivan looks at Clickable's most recent hire, Dave Fall. Fall worked at Google and led DART Search until recently an will be Clickable's Senior Vice President of Product and Operations. Click here for a Clickable-produced video interview of Fall by Max Kalehoff. Digital Out-Of-Home At The Dentist From the press release wires, a company called NobelVision is hooking into the Argo Digital Solutions rVue platform to sell inventory from nearly 700 dentist offices in North America. Toothpaste-intenders may have just become easier to find. Pharma Vertical Ad Network Revs Double ClickZ's Elizabeth Gardner notes the doubling of year-over-year revenues of Healthline Networks whose CEO, West Shell, said was partially as a result of an FDA crackdown on the way pharmaceutical companies can use search advertising per more restrictive, newly-mandated guidelines. Shell also cites an improving economy as a factor. Read more here. Atrinsic Acquires ShopIt.com Publicly-traded Atrinsic has bought Shopit.com, "an e-commerce platform that enables buyers and sellers to complete simple transactions and tap into the audiences of the largest social networking sites, such as Facebook and MySpace." (Read the release.) 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.