Interclick Says No To History-Sniffing Lawsuit; Medialets On Mobile Success Metric; Setting Ad Standards In Australia

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Dismissing The History

In a court filing, ad technology firm interclick says it believes that the "history sniffing" lawsuit against it is without merit and should be dismissed as it is "too speculative." Read more. MediaPost's Wendy Davis adds, "Interclick argues, (plaintiff Sonal) Bose doesn't assert that the tracking caused her any economic loss. 'The only result of the practices plaintiff alleges would have been that if, for example, she had visited travel-related Web sites, then she allegedly would have been more likely to be shown a travel-related advertisement.'"

Mobile Success

Looking at past campaign results with what it says was more than 1200 ad creatives that ran through its plaform in January and February of this year, mobile ad technology firm Medialets argues for use of new performance metrics in mobile beyond the usual. The company adds, "Click-Through Rate (CTR), though an important metric, only measures one aspect of the campaign. Medialets reports on CTR, as well as other performance indicators like Expand Rate, Time On Screen, Actions and an unlimited set of Custom Events for mobile rich media." See all the results here.

Australia Updates Online Ad Standards

Down under, Australian media authorities say they have issued their first Universal Advertising Package (UAP), a set of industry-agreed standards for online advertising placements: "The UAP guidelines for standard ad units specify the format, ad name and max file weight, as well as ad creative due dates. The rich media guidelines specify the format and category, maximum load file size, rich flash file size, video (polite download)..." Read more on Asia Media Journal.

IDG TechNetwork Expands Offering

IDG TechNetwork and Image Space Media, a provider of In-Image advertising capabilities, have decided to hold hands and offer IDG’s ad network publishers in-Image ad campaign capabilities under their own brands. The release adds, "The publishers will have access to all the tools required to take full advantage of this new revenue opportunity In-Image advertising creates." Read more.

Data-Driven Event

Ad targeting and technology company [x+1] announced an update to the agenda for its upcoming Nextargeting event which will include Stever Rubel of Edelman Digital , Chris Harrison of Epsilon, Jon Vein, of MarketShare Partners and Patrick McLean of Verizon Interactive among many others. Learn more and request an invite here.

Neslund Joins Moxie

MediaPost's Joe Mandese reports that Scott Neslund, who was CEO of digital marketing agency Red Bricks Media, will return to his large agency roots and become "president of Moxie Interactive, a technologically-focused, full-service digital agency that operates as part of Zenith Media." Read more.

Re-naming The Mobile Exchange

PocketGamer.biz says that Velti's acquisition of mobile ad exchange Mobclix has resulted in mGage Marketplace "which enables ad agencies to plan, execute, track and optimise their advertising from one platform." Velti also has a stake in CASEE, which feeds mGage and is China's largest mobile ad exchange. Read it.

Optimizing Creatively

Creative optimization technology company Tumri announced a new partnership with real-time ad platform AppNexus. "Through the new arrangement with Tumri, AppNexus’ existing client base will have access to dynamic ads and creative optimization, integrated with custom data (...)" Read more.

The Hi-Def Ad Network

Have you created a high-definition ad network yet? Well, AdColony has and "promises to give mobile developers a new way to make money from high-definition video ads on mobile devices." The company relies on engagement metrics to make sure their advertisers remain happy. Read more.

Banner Ad Life

Courtney Nowicki who is the associate director of interactive at Enlighten says on iMedia Connection, "If consumers are still thinking about the brand and ad message enough after seeing a banner to convert at a later date, doesn't it stand to reason that they might be interested in revisiting that ad?" Give me the low hanging fruit. Give me... retargeting! Read more about extending the life of the banner ad.

Leads Results

Online leads platform company Inuvo announced that the Company grew revenue 49% in Q4 2010 and "the technology-focused Exchange segment grew 65% over the same quarter in 2009. For the year ended December 31, 2010, the Company’s revenue was $49.0 million, an increase of 23% over 2009 revenue. Read more.

Questioning Privacy Revenues

On Adotas, "Evidon's vice president of biz dev and privacy Chris O'Malley responds to a previous news item which questioned the validity of making money off of privacy services. He writes, "The heart of his argument is that a nonprofit advocacy group should oversee privacy compliance services because the current companies aren’t looking out for a marketer’s best interests. This viewpoint is sadly misguided and entirely off base." Read it.

Demo Delight

RapLeaf and Salesforce.com have apparently been working together as Salesforce.com now offers "free age, gender and location data on all your Salesforce leads and contacts." There's even a short video to help users get started. Read about it.

You're Promoted!

If you're looking to buy someone a drink - look no further than the recently promoted Leon Zemel who has been elevated to the position of Chief Analytics Officer of [x+1]. Not to be outdone, [x+1]'s Greg Pier, is now platform implementation and production support. Zemel had been Executive Vice President, Analytics, and Pier had been Vice President, Product Management." Read more.

 

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