Yahoo! And Google Job Trends; More DoubleClick Ad Exchange; WSJ on Display Ads; Microsoft Goes After Malvertisers (New Word!) by AdExchanger // Monday, September 21st, 2009 – 6:01 am. Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Job Tales Om Malik of GigaOm reads the research of former UBS and current Broadpoint.AmTech analyst, Ben Schachter, and gets his take on the tale of the company job boards of Yahoo! and Google, respectively. According to Schachter, Google has been showing its cards in regards to growing the exchange and Yahoo! appears to be focused on video. Both companies job listings have decreased by nearly half in the past year. Read more. Blogs Talk DoubleClick Ad Exchange Andrew Goodman goes in-depth on the new new DoubleClick Ad Exchange on the Traffick blog. Goodman writes, "In 2009, it's simply a myth that there is any satisfactory display ad system that is built to scale with a scaled-up marketplace of buyers and sellers." He thinks it may take 'til 2012 for scale to "hit." Nathania Johnson of Search Engine Watch suggests that given past success by Google, the ad exchange could present anti-trust concerns down the road. More thoughts from Hill Holiday's Adam Cahill who notes the new DART for Publishers inventory. On the Search Engine Land blog, Greg Sterling notes the "bifurcation" in the way in which publisher revenue is shared via the DoubleClick Ad Exchange with no minimum floor price for AdSense publishers unlike DART pubs - read more. Display In The WSJ The Wall Street Journal's Emily Steel looks at the publisher conundrum of display advertising, ad networks and the most effective way to monetize inventory. But guess what, there's a new "kid" in town to muck it all up: ad exchanges, says Steel. Even "big ads" (OPA ads) are referenced in the article as the media publisher's advertising toolkit is given scrutiny. Read the article. Mike On Supply-Side On the Mike On Ads blog, AppNexus CTO Mike Nolet discusses the evolution of the supply side of the media business as it trends toward the efficiencies created by technology. Nolet writes, "With everyone on an even playing field it’ll be easy for a marketer to compare the results from one buying network to the next — which means technology will finally matter." Read more. Publisher Speaks On Ad Networks Michael Zimbalist, VP of R&D at The New York Times discusses the fight between ad networks and publishers as well as the Online Publishers Association's role in it (he was the former head of the OPA). Zimbalist writes, "What’s left unstated by both sides in the debate is that premium websites, whether OPA members or not, generate both premium and non-premium ad inventory." What's a "premium website"? Read more. Looking At Mobile Campaigns Did you know that the average 8-week, mobile ad campaign costs $250,000? That's what Razorfish's Patrick J. Moorhead says on Emarketer in a Q&A with the research company. With those kind of budget requirements, no wonder mobile is so slow to get traction. Read more. Billing King Donovan Data Systems Speaks Donovan Data Systems announced that over 3,000 transactions for cable TV deals have been generated since the debut of its new electronic system in June as part of an "eBusiness initiative" led by the Cabletelevision Advertising Bureau and DDS. Is digital the same as electronic? Let's hope so for DDS' sake. "Monthly transactions sent via the DDS Electronic Cable Changes hub increased from 240 in June 2009, when the system went live, to 1,460 as of September 17," DDS added in a release. As owners of media and agency holding company billing, more efficient, real-time billing infrastructure will need to be put in place by Donovan Data Systems in order for them to maintain their leadership role in media billing infrastructure. Read the release. Microsoft Going After Malvertising Nick Wingfield of The Wall Street Journal looks at Microsoft's recent focus on getting the "bad guys" who are allegedly committing fraud through their ad networks. On Microsoft's legal blog, associate counsel Tim Cranton says, "Our filings in King County Superior Court in Seattle outline how we believe the defendants operated, but in general, malvertising works by camouflaging malicious code as harmless online advertisements." Read more. Buy Gestures Instead Of Audience? Michael Mascioni of Digital Signage Today looks at the growing trend of gesture-based display for digital out-of-home (DOOH) advertising. One example includes a display that allows interaction through clapping. Clap if you like this idea! Display makers anticipate "a greater convergence between gestural and mobile systems in public places" in the future. Enter location-based services. Read more. Retailers Got Data, Don't Know It Natalie Zmuda of Ad Age says that retailers have a motherload of data and could increase performance 20-30% on campaigns - namely direct mail, in this example - but they either don't have the means to mine the data or don't understand the opportunity. Zmuda notes the exception, too, as Sephora's use of Acxiom technology to deliver effective campaigns around beauty products. Read the article. 1 Comment Greg Hills September 21, 2009 I'd be curious to know how Razorfish's Patrick J. Moorhead came up with his $250k average for the cost of a mobile campaign. Even if you're considering mobile banners, WAP site development, and SMS, $250k buys a whole lot of mobile advertising. You could easily be up and running for less than $50k. If the average mobile campaign you saw as a consumer represented a $250k investment by the brand, mobile vendors would be dancing in the streets. Reply Add a comment Click here to cancel reply. 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