Must Read AppNexus Said To File Confidentially For Its IPO App Marketers Learn From Ad Tech, Even As They Abandon Ads GroupM Builds A House For Tech And Data Expertise, Taps Xaxis CEO Gleason To Run It How Multiple Suitors Courted TubeMogul How DSPs Navigate Agency ‘Preferred Partnerships’ Rocket Fuel's Political Gambit: A Cautionary Tale for Ad Tech Oracle Gobbles Up Dyn – But What Does That Mean For Dyn’s Fledgling Media Biz? More Advertisers Embrace Performance-Based Pay For Agencies Google Pushes Programmatic Guaranteed And Here's How It Works » AdECN Delays Says Kafka; Interpublic Reports Q3, Addresses Mediabrands Innovations; Display Research, Diagrams and Stories - Oh My! by AdExchanger // Thursday, October 29th, 2009 – 6:16 am Share: Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Kafka On AdECN Exchange Peter Kafka of All Things D is reporting that the next edition of the AdECN Exchange from Microsoft will not get rolled out until early next year. This past July, Jed Nahum said in an interview with AdExchanger.com that the exchange would get rolled out to external participants this fall. Read Kafka's report. Razorfish CIO Moves To Digitas Let the shufflemerge begin. Publicis is beginning to moves the players into place as it positions Razorfish and Digitas within its portfolio of agencies post-Razorfish acquisition. Chief Innovation Officer Colin Kinsella of Razorfish is moving to Digitas to become president of Digitas North America. Read about more recent shufflemerging from David Kaplan of PaidContent.org. InterPublic Meets Expectations InterPublic Group (IPG) reported Q3 results which met Wall Street analyst expectations but still presented the challenges that it and other ad holding companies are facing as the company earned 3 cents per share. From the earnings conference transcribed by Seeking Alpha, Chairman and CEO Michael Roth sees possible, forward-looking M&A activity focused in "Latin America and some digital properties that are smaller." Roth also threw a bouquet to the Mediabrands group that runs Cadreon among other initiatives: "One of the impressive things that happened at Mediabrands both working with Initiative as well as UM (Universal-McCann), is the investments they made in digital, in content, in the ability to provide the analytics that are going to be necessary to compete in the market place." Read the transcript. PubMatic Releases Ecosystem Map As a part of their AdRevenue 2009 event in early October, yield optimizer PubMatic with the assistance of consultant, Bennett Zucker, provided attendees with a printed breakdown of the online display advertising ecosystem which offered functional silos and the associated companies. Yesterday, PubMatic made it available as a digital download according to a release. Click here to download. PubMatic CEO Rajeev Goel notes in a MediaPost opinion piece that optimism abounds in the ad tech industry and lists several key takeaways from his company's recent conference including rapid innovation in technology, the shift towards buy-side optimization platforms, CPMs are making a comeback and more. Read it here. Researching Display Media researcher Kathryn Koegel of Primary Impact has released a new white paper on the "State of Digital Display" as part of her recent presentation at the Digiday DPAC IV conference. The paper touches on the idea that reluctant publishers will steadily need to get over their fear of exchanges. Download it (registration required). Iphone Ad Network Banks 4 Mil Vdopia, an ad network targeting users of Apple's Iphone, has received $4 million in funding according to Liz Gannes of the GigaOm blog. The round came from Nexus Venture Partners and, according to Gannes, key to this investment may have been an impressive stat as nearly 4% of users were clicking through on the company's video pre-roll ads before applications on the Iphone start. Read more. Have A Minute? Dapper's intrepid marketer, Paul Knegten, is at it again as he's branched out from his podcasts to also include slidecasts. Recent "30-second" slidecasts include "What is User Intent?" and What is Real-time bidding?" Check out the user intent and RTB slidecasts. No More Monkey Business Dan Neil of the LA Times looks at belly fat and dancing monkey ads and wonders why these annoying ads exist. Rubicon Project's Nicole Jordan chimes in that many large publishers are trying to ban these ads from their sites as they try to align their site's ads more closely to their site's brand and not alienate users. Still, the belly and monkey ads continue to live on because, as Jordan notes, someone is clicking on them and they still work. Read more. Connecting The Data Dots Lotame's Dan Reich notes the commoditization of data and media on his blog and that each needs the other. Reich adds that "by valuing audiences and media separately, there is also a new arbitrage opportunity available to those that truly understand the three aspects of data, media, and delivery. Read more. Everything Matters In Display RocketFuel's George John says that when you're running a display ad campaign there are many ways to target and tweak including creative, video, behavioral targeting, geotargeting, contextual, retargeting and more. But, it's not about any one tactic, it's about all of them when it comes to effective display advertising according to John. Read more. Starcom Incubating In India Are you a small marketing company in South Asia? If so, contact your local Starcom MediaVest Group representative which has initiated Project Jumpstart to allow SMG to grow its presence in the South Asia region. Mumbai's out-of-home media network Milestone Brandcom is one of the first of the incubated SMG companies. Read more. Seattle Entrepreneurs Are Wimps? This is the question that Matt Hulett, CRO of RealNetworks and Mpire board chairman, asks on his blog, Startup Whisperer. Hulett says that compared to the entrepreneurialism of Silicon Valley (no mention of the East Coast for Matt), "Seattle entrepreneurs may lack the fortitude and unbridled passion that is commonly seen in Silicon Valley." Read more. The Mustard Seeds of Display Ads As has been widely reported, the online display advertising business is evidently in the midst of a 15th birthday which dates back to a Hotwired ad that received a ridiculous 78% click-through rate according to Ad Age's Frank D'Angelo. But since it's not about the click, what I want to know is... what about the view-throughs? And what kind of effect did this have on search!? Read more. Traditional Taking It On Chin The TV is not getting any better. New information on the pricing picture was reported by MediaPost's Wayne Friedman as the traditional TV world continued to plummet with prices dropping 16% in Q3 in comparison to year ago numbers. Read the article. 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.