Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Dotomi announced results from the use of its attribution technology which reiterates the impact strong attribution models can have in driving display or any digital media's future growth. From the release: "Dotomi found display increased performance by an average of 20 percent in paid search, 26 percent in natural search, 25 percent in affiliate marketing, 16 percent in CRM email and 26 percent in direct load, where the consumer goes directly to the retailer's website." Pour on the attribution for display, and it's full steam ahead! Read the release.
Give Me More Ads!
Nic Covey, Director of Cross-Platform Insights at Nielsen, takes a look at recent data that shows the sweet spots for pay walls and content that consumers are willing to buy. But, it's not all bad news for advertising-supported models as "Nearly half (47%) of global respondents said they would put up with more ads to subsidize free content, but that willingness swings by market." Read more.
Kim Hart of The Hill says that the Federal Trade Commission doesn't trust "the cloud" as its privacy and security implications are coming under the government microscope. In fact, cloud computing is on the agenda during the next DC privacy roundtable on January 28. Read more from The Hill. And, view the gov't filing (PDF).
Maxing Yield On The Exchange
Showing no signs of letting up on his blog duties, Cogmap chief and former AOL product guy, Brent Haliburton, looks at the confluence of exchanges, audience buying and a publisher "scarcity" strategy. Halliburton writes, "While it is in everyone’s best interest (theoretically) to have fewer, better performing ads on a page, in an exchange where little is known about any given placement, a bad actor can exploit good actors in the system to unfairly maximize his yield at the expense of other players." Read more.
Why'd You Name It "Behavioral Advertising"?
Business media columnist, Rob Hof, silos his predictions for 2010 on his blog into what will happen, won't happen and what he'd like to have happen but won't -that's the spirit! For what will happen, Hof writes, "Online advertisers won’t escape a privacy backlash, because they’ve been careless about addressing people’s concerns. I think the real problem is poorly targeted advertising, since the right advertisement is likely to be overcome any sense of spookiness. If the ad scientists hadn’t gone all geeky and named targeting advertising 'behavioral targeting,' and then often tried to hide what they’re doing, they would be in a much better position." Read "will", "won't", "like if it did, but won't".
Analytics And Dicing The Data
Thomas Davenport looks at his 5 stage "model for assessing and improving analytical decision-making" as he previews his new analytics book in a Q&A on InformationWeek. Davenport says, "I think of analytics as a subset of BI (Business Intelligence) based on statistics, prediction and optimization." Later he adds that in his studies he "found that a number of companies that were really good at analytical decisions had developed distinctive and differentiating data sources." Read here. (source: adamcahill)
Geek Special: NLP API Shoot Out
From his PuzzlePieces blog, Michael Fagan, Program Manager for Microsoft's Bing Maps reviews Natural Language Processing (NLP) API's from BeliefNetworks, AlchemyAPI, OpenAmplify, OpenCalais, Yahoo and Evri. Who wins? Well, depends what you mean by "winning," but there's plenty to read.
Data Merger Mania
Christopher Heine writes a nice summary in ClickZ about what he calls the 2009 "date merger" initiatives by ad holding companies where offline and online data were being brought together in the name of better targeting - or hyper-targeting. Examples include WPP and Kantar, Nielsen and consumer data firm DataLogix, and others. Read more.
Trades Still Floating
Folio is reporting that despite Nielsen's announcement that it had decided to make Kirkus Reviews and Editor & Publisher into coral reefs, it appears both will remain afloat. The book and newspaper industry trades, respectively, have potential suitors. Hard to believe? Believe it.
Predictions From Seattle
Mpire's Executive Chairman and Chief Revenue Officer of RealGames at RealNetworks, Matt Hulett, gives his 2010 predictions on his Startup Whisperer blog and includes the acquisition of Mpire as a possibility - though he readily admits his bias. He also see M&A returning but the bigger boost coming in Venture activity. Read more.
And Speaking of Mpire
Mpire's CEO Kirby Winfield thinks next year real-time bidding will have a rippling effect as he writes on the AdXpose blog, "As advertisers and agencies begin experiencing increased efficiencies and performance from RTB, they are going to demand similar outcomes from their non-RTB initiatives."
Read more here.
While You Were Away: EyeWonder Acquired
For those that missed it (like me), EyeWonder was acquired by publicly-traded Limelight Networks on December 21. It's interesting to note the price tag was "up to $110 million in cash and stock" for "EyeWonder's advertising serving platform is projected to service over $500 million in media spend globally in 2009." Read the release.
While Your Were Away (II): ReachLocal IPO
Local online advertising network, ReachLocal, filed for a $100 million initial public offering. Reading from their S1, with $143 million in revenues, the company was able to deliver a $2 million+ profit to common shareholders for the nine months ending September 2009 with revenues increasing roughly 40% year over year. And, ReachLocal has 525 sales people! More from TechCrunch here. View the S1 filed with the SEC.
Dentsu Media Expands
Are you in Korea? Well, Dentsu just expanded its media practice in your country according to Media.Asia. David Blecken of Media.Asia writes, "The launch of Dentsu Media in Korea is expected to play a central role in the group’s media operations in that market." Read more.