TRA, Datalogix Building TV Profile; WPP Eats Fortune Cookie

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Building the TV Profile

If you could buy online ads targeted to TV viewing behavior, would you? Datalogix hopes so, as it taps boob tube data partner TRA to enable just that. AdAge's Jason Del Rey reports, "TRA delivers TV viewing data to Datalogix, which then combines it with demographic and purchase-behavior data about those TV households. Datalogix then tries to match up those audiences with what it knows about the people from a pool of 50 million cookies it's amassed online." Read the story.

Fortune Cookie Eaten

WPP-owned digital agency Possible Worldwide acquired UK-based Fortune Cookie, which has a strong presence in Eastern Europe. The deal "boosts Possible Worldwide's existing presence in the UK market and augments the firm's Eastern European operations in Russia, Hungary, Romania and Serbia with a major new office in Poland," says the press release.

comScore Gets Validated (Mostly)

It's been a big week for the audience measurement firm: word spread of comScore's lawsuit taking on ad effectiveness companies DoubleVerify, AdSafe and Moat and today, it posted modest revenue gains for its Q2 earnings. It also received accreditation from the Media Rating Council for the validation suite in comScore validated Campaign Essentials or "vCE." Almost, that is. Sources tell AdExchanger that this is one step in the accreditation process and that Nielsen's similar Online Campaign Ratings has been fully accredited. Still, sources say it's a mere formality and that either way, comScore appears to be closing the gap between it and Nielsen. Read the release.

AdSafe Collision Protection

As we've seen in the above post about comScore, companies that provide ad effectiveness are fighting to demonstrate "differentiation." AdSafe, which says it's all about preventing "impression-fraud" before it happens, as opposed to simply reporting it after the fact, has unveiled a new product called Ad Collision Detection, which CEO Scott Knoll says "blocks ads from appearing on sites where collisions can occur, and provides more visibility so that advertisers and agencies can better understand and measure where and how their ads are being placed." Read more.

Services Layer Update

KN Dimestore owners, GfK, announced that its adding its own flavor to the services layer for ads and marketing. From a release, "GfK has created a new global practice, Digital Market Intelligence (DMI), to help companies gain a complete picture of their return on digital marketing and advertising investments. DMI will incorporate the innovative capabilities of KN Dimestore and nurago – both recently acquired by GfK." Read more. GfK's Florian Kahlert will lead operations in North America.

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