BrightTag Gets $5 Million For Tags; Adap.TV Adding Transparency For Video; About That Stock Market Thing...

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BrightTag Gets Cash For Tags

Tag and data management tech company BrightTag announced that it has raised another $5 million from New World Ventures among others in order to support further development of its platform. BrightTag CEO Mike Sands tells Ad Age's Edmund Lee, "We're pursuing getting rid of tags. Our end goal is to integrate directly with all companies as much as possible." Everyone wants to connect and becoming THE plumbing or an important part of it for digital advertising. Read more.

Hey, About That IPO...

GRP Partners venture capitalist and prolific blogger provides his thoughts on what the turmoil in the stock market means for startups. After an lengthy, compelling analysis of dips over the past couple years, Suster offers on TechCrunch that startups should be wary, "If we do head South it will take a few weeks or months until the memos to portfolio companies get published and the Powerpoint presentations get sent out. But the internal conversation started today – trust me. VCs will take a 'wait and see' approach right now. Don’t want to call it either way. It's too early." Read it.

Transparency Please

Among many themes in digital advertising, "transparency" continues to stand out as one company after another looks to provide an even more transparent (better) look into media and data on behalf of the marketer - and the publisher for that matter. Adap.tv announced that it's offering new, transparent features for its marketplace and said in a release, "This new suite of features allows buyers to select the type of video content and player their brands appear on, as well as the precise page placement of their ads." Read more.
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I Like GRPs

Simulmedia CEO Dave Morgan climbs atop his soapbox on MediaPost to get behind GRP efforts in the digital ad space. Among many reasons why GRPs are a good thing, he writes, "Puts audience front & center. Online has not necessarily helped itself by leading with the click, click rates, and cost per click. Unfortunately, way too much online advertising is bought, optimized and valued on click-based metrics." Read more.

Look At You, Ad Network

Ad networks are continuing to eye the social space for new opportunity. Kontera (AdExchanger.com Q&A) has announced a new product it calls "Social Boost" which appears to retarget brands efforts in social media and acquire new traffic, followers, etc. From the release, Kontera's product claims: "Extending Brands’ social assets and social communities to content outside of fans’ newsfeeds; Amplifying word-of-mouth social sharing..." Read more.

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