24/7 Adding RTB To Open AdStream; NAI Gets FTC Exec; ShareThis Serving Planners

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24/7 RTB

24/7 announced that its Open AdStream ad platform is now real-time bidding(RTB)-enabled. The company claims that differentiation from other SSPs and ad exchanges includes “a single decision engine” and “instead of integrations between multiple systems, the experience for the users viewing the ads is improved due to faster page loading speeds and there are far less complexities for publishers managing their inventory.” Among others, 24/7 is working with its WPP partners The MIG and Xaxis on the demand-side. Read it. Ad network becoming exchange?

Sharing Data With Planners

Have your own data? Consider creating a standard -or index. Sharing data platform company ShareThis launched its Social Quality Index, which it calls “the first measure of Web-wide sharing activity and will provide publishers and advertisers with site rankings across 27 key content categories.” The company said agency Starcom MediaVest Group is using to help it with their media planning. Read the release.

Publishing And The Ipad

Publisher firebrand David Koretz falls on his sword on MediaPost as he admits he thought he had publishing on the Ipad figured out in an article hearlier in the year. But after watching a GQ app whither on his Ipad desktop (Ipadtop?), he decided he was wrong and it’s time for GQ to add more features. The Ipad audience is needy. Ideas for GQ and others include publishing to the Ipad before publishing in the printed magazine. Read it.

RTB Attributes

Madhu Vudali, product maven at ad network Brand.net, picks up with Part II of his thoughts on why the comScore ad network rankings may lack relevance considering the advent of the Real-Time Bidding age (RTBA!). Appealing to the agency client, he offers tips on how to pick a buying platform. He thinks the partner needs a bidder that it owns: “Having a bidder gives the media partner control over scale (potential inventory and unique reach) and operational efficiencies. It is also an indicator of their level of technical investment and sophistication.” Read all the tips. Ad networks and agency trading desks are at the beginning of a slugfest as ad networks try to leverage their tech ownership with clients versus agency trading desks who prefer to license software and platforms.

Guaranteeing Display

CEO Nick Pahade shares his views on the industry and innovations at his digital media workflow platform company, TRAFFIQ. He says, “We built a budget allocation engine that we’re currently piloting with 10 different agencies that we think is a different approach to how guaranteed display on TV is currently happening.” Read more.

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From Creators To Haters; BidSwitch Says ‘No More Free Scrapes’

Dealing With Groupon

In a deal that’s being positioned as “newspapers fight back against Groupon,” many of the biggest publishers announced a joint venture called Travidia that is focused on ecommerce intended “to help advertisers reach consumers making purchasing decisions.” Publishers are trying to get ecommerce into their platforms to unleash another revenue stream. Read the release. And if publishers want commerce to succeed, they may want to make sure they have mobile covered if new ecommerce research results are to be believed. Read it.

FTC To NAI

If you can’t beat them, get one of them to join you. Or something like that. Marc Groman, the chief privacy officer of the Federal Trade Commission, is joining the self-regulatory ad network group Network Advertising Initiative (NAI) as its next executive director and general counsel. Read the release.

The Seller Life

Doug Weaver lives up to his surname and reveals the choices sellers must make as they grow their careers – do they live on the Mountain? Or the Rain Forest? Cue the wild call of the monkey… Weaver writes, “The Mountain is not as crowded as the Rain Forest, and those who live there are able to live quite well… given the proper tools, preparation and provisions. While those in the Rain Forest busy themselves managing commodity, those on the Mountain work to create new value through ideas, connections, synthesis and vision.” Or both? Make it rain, Mountain Man.

Spend Slowing, Digital Strong

Bloomberg reports on a recent presentation by Publicis CEO Maurice Levy who said at a recent investment conference that his company “has let business units freeze hiring to avert layoffs and has seen a ‘leakage’ of spending from worried clients.” Nevertheless, he said digital growth remains a bright spot. Read it.

On Mobile Fragmentation

Ad Ops Insider scribe Ben Kneen continues his musings on AdZerk’s Run of Network blog with a piece on “Mobile Fragmentation.” Channel and device fragmentation make the list here as Kneen writes, “From the small feature phone screen to the massive iPad screen, the range of mobile is immense. Even on a single device like the iPhone, certain versions support higher quality creative than others – think the enhanced ‘retina’ display on iPhones 4 and higher.” Pick up the pieces here.

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