FTC Probes Google Display Biz; Tremor Files For IPO

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FTC Probes Google Display Biz

The Federal Trade Commission is prepping a new antitrust probe into Google’s display ad dominance, just four months after ending its last investigation of the company (which found no wrongdoing). Bloomberg sources say, “FTC investigators are examining whether Google is using its position in U.S. display ads…to push companies to use more of its other services.” Read it. It’s been six years since the FTC approved Google’s DoubleClick merger, calling the display space “dynamic.”

Tremor IPO

Let the games begin. At long last, one of the promising online video advertising technology companies has filed its S-1 registration statement in preparation for an Initial Public Offering (IPO). What’s it mean? “Convergence” of TV and online may finally be happening. What else? We get to see all of Tremor’s financials, such as: “From 2011 to 2012, our revenue increased from $90.3 million to $105.2 million. This included an increase in revenue derived from the delivery of in-stream video advertising from $75.5 million to $99.7 million, or 32.1%. Additionally, over this period, our gross margin improved from 35.2% to 41.7%, driven in part by the adoption of our performance-based pricing models (…).” Read the S-1.

Simulcasting Twitter Ads

Working with TV networks, Twitter is letting advertisers sync up their TV and Twitter campaigns. A blog post says, “TV ad targeting works by using video fingerprinting technology to automatically detect when and where a brand’s commercials are running on TV.” When a spot airs, Twitter can serve a Promoted Tweet ad to users who’ve previously tweeted about the show, lending a magical (or creepy, depending on your POV) synchronicity to the ad message. Considering this alongside Twitter’s new “Lead Generation Cards,” it seems the blue bird is getting more real-time and data-driven with its ads. Read the blog post, with handy video.

Programmatic Music

RTB works well for the music industry, which is why Sony Music has partnered with “boutique trading desk” Huddled Masses to handle its campaigns. “Because Sony Entertainment spreads its budget around to several different campaigns aimed at very-specific audience segments, it isn’t able to meet minimum investment thresholds for larger DSPs or trading desks,” Charles Cantu, CEO of Huddle Masses, told Mediapost. Read more.

Latin Private Exchange

24/7 Media’s Real Media Group is debuting a “premium marketplace” for Spain and Latin America. The WPP media shop’s Latin marketplace, dubbed Acceso, will gather inventory from major publishers across Spanish-speaking countries. “These regions are connected not only by a common language and culture, but increasingly through business as the number of European companies and investments grows throughout Latin America,” said Larry Allen, Real Media Group’s SVP. Read the release.

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Programmatic Effectiveness

Fast Company’s Francine Hardaway talks with Rodney Mayers, the CRO of Proximic, who says effectiveness has not yet caught pace with efficiency in the programmatic arena. “Efficiency is a work flow problem that can be solved by programmatic buying. But solving it will not necessarily move product unless it is combined with effectiveness – what makes people act,” Hardaway writes. Read more.

Geo Sense Fence

Geo Sense, developed by Bangalore-based AdIQuity, will bring geo-fencing to its mobile ad product. The company works with mobile ad networks, DSPs and media buyers to increase global mobile traffic. “While mobile advertising has increased manifold across the globe over the past few years, this has also created demand for more specific targeting parameters,” said head of sales Rajiv Narayan. Read more.

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