Google's Mohan Talks Agencies; Picard On Remnant Display; Today's Video Ad Challenges

Google and Agencies Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

On Competing With Agencies

Google VP of Product Neal Mohan takes a call from trade publication Campaign Asia-Pacific and talks display. On Google competing with agencies and going direct to clients, he says, “Google competing? Categorically no. Agencies are very close partners. In fact, any of the ad exchanges used by agency-holding companies are based on Google technology. We’re not aiming to compete but we’re aiming to help them develop to be agencies of the future.” If there’s an efficiency that Google thinks it can create through a combination of software and scale, and not compromise future growth, why wouldn’t Google compete? Read more. In a programmatic buying world where certain clients will bring in or license tech in-house, budget previously sent through agencies will go direct to the publisher, or gatekeeper (YouTube, AdSense or DFP partner inventory, for example) and that will be Google, in part. Comms planning, creative, the high touch custom stuff would seem to be clearly in the agency domain.

Stop Selling, Publisher

On iMedia Connection, TRAFFIQ’s Eric Picard tells publishers it’s time to stop selling remnant display ad inventory. And he doesn’t stop there as he offers – among other things – a critique on Yahoo!’s DSP strategy: “This is a bit of a gamble, but a super smart gamble. Publishers can create “tunnels” through any of the major exchanges, where they can set agency- or advertiser-specific rules about who can buy inventory at what price, with what discounts, and in what ways.” Read it. An interesting look at yield management.

Video Ad Challenges

Through a partnership with Advertiser Perceptions, Break Media has released a new study which looks at digital video advertising. Among the pain points for advertisers, the study discovers, “Advertisers rank Difficulty Measuring ROI, Lack of Standardized Metrics, Not Enough ROI, and Lack of Transparency equally as the greatest hindrances to use of video. Transparency was not cited as an issue in last year’s study, and its rise in importance most likely results from increased use of VANs.” What a pain. But, there are plenty of positive stats. Download it. And, read the release.

DSP Report Thoughts

In a tweet, Aol’s Dave Jacobs gives his thoughts on the DSP report published by Forrester this week: “Congrats to the 3 ad nets, the DMP, and the co. who claims “not to be a DSP” for rankings in #ForresterWave DSP report 🙂 “.

Counting The Video Ads

comScore has released its pay-for-play U.S. video ad network “standings.” In comparison to October, Adap.tv makes an appearance with its video ad exchange right behind Tremor Video in terms of overall video ad impressions. “Aol, Inc.” also pops up in comScore’s top 10. See November numbers.

Vice Presidents – Fourfold!

Twelvefold Media (formerly BuzzLogic) announced that it has promoted four employees to vice president roles. “Julia Briggs Parsons to Vice President, Product; Chris Verzello to Vice President Sales, West Coast; Milena Talavera, Vice President, Engineering, and Brian Mcallister, Vice President, Revenue Optimization.” Read it.

Funding The Ad Tech Beast

Holiday cash has been stuffed in the stocking of social ad platform MediaBrix. According to a release, the company has raised $4 million from investors that include Edison Ventures. (That’s $5.5 million in two rounds if you’re counting at home.) Read more. The company’s board includes several digital notables: “[Edison’s Ryan Ziegler and Mike Leo of Operative] will join existing Board members: Joe Apprendi, CEO of Collective; Charlie Kemper, Managing Partner, Revel Partners; Bob Carrigan, CEO of IDG Communications; and Mr. Brandt.

New Website

In an effort to look more like AdExchanger.com, AppNexus has redesigned its website into a blog format. See it.

But Wait. There’s More!