Google Display Network Swallows GCN; Privacy Startups Are The Rage; How-To-ing Display Advertising

Google Display NetworkHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Google Display Gets Makeover

The Google Content Network went into the re-branding machine as Google looks to align its products and services associated with display advertising. Now known as "Google Display Network," VP of Product Management Neal Mohan writes on the Inside AdWords blog, "The Google Display Network will comprise all of the sites (apart from search sites), where you can buy ads through Google, including YouTube, Google properties such as Google Finance, Gmail, Google Maps, Blogger as well as over one million Web, video, gaming, and mobile display partners (our display partners include all of our AdSense and DoubleClick Ad Exchange partner sites that allow text and/or display ads)." Read more. And, see the new Google Display Network site.

Fast Ads And Facebook

Christopher Heine of ClickZ looks at a new Facebook "feature on its self-serve [ad] platform that instantly suggests ad copy and images from a landing page." It's only in a "test" phase for now. Read more. Helping create an ad relevant to the click-through URL - on the fly - could be very powerful. Plus, the ad will use the look-and-feel of Facebook, i.e. similar fonts and font colors.

Better Advertising Launches Product

Ad Age's Michael Learmonth looks at Power Eye from Scott Meyer's Better Advertising which is to launch this week with big name advertisers and agencies. Meyer tells Ad Age about his company's interest-based (or behavioral advertising) product, "This is the first "solution" to provide consumer notice and a compliance service that is independent and works across platform." Read more.

Privacy Startups On Fi-Yah

That's right - privacy startups are all the rage according to The Wall Street Journal as "Many venture capitalists liken today's privacy market to the technology-security market a decade ago, when companies such as Barracuda Networks Inc. were searching for solutions to deal with viruses and hacking." Read more.

CPG And E-Commerce Trends

Microsoft Advertising CPG specialist R.J. Hilgers says on MSFT's ad blog, "It's still a bit odd to me that CPG has not taken to e-commerce opportunities as much as other industries have." Hilgers thinks the tide may be turning with new offerings such as the e-Store offering by P&G. He reasons that its not just about selling product but learning about your customers. This will be a great way for P&G to retarget customers through exchanges and publisher partners with appropriate messaging, too. Read more.

Interactive Ads Seek Funding

FierceOnlineVideo reports that interactive video advertising company Innovid may be close to closing another round of funding dds, "Co-founder and CEO Zvika Netter said the company has been actively selling the platform, which offers clients a way to create interactive video advertising across multiple devices and platforms, for the past year, adding that some 2,000 publishers currently have access to the technology." Read more.

The Demand Chain

In anticipation of a new book from Nielsen CEO David Calhoun and Cambridge Group CEO Rick Kash, the Nielsen blog shares some thoughts and a chart on "The Demand Chain" and how it will impact media, retailers and consumer demand manufacturers: "The demand chain signifies the arrival of a new level of precision where manufacturers, retailers and media companies look at the consumer through a single integrated lens." See the new Demand Chain chart.

Marketers Need More Than One DSP

Alan Pearlstein of Cross Pixel Media questions whether marketers can get all their ad exchange inventory needs filled in one place and writes, "Can a single DSP give an advertiser access to all of the desired impressions available on the ad exchanges? I used to think the answer was yes." Read more.

The Best Exit For VC-Backed Startups

IPO is no longer the way to go except for a very select group of quality companies says VC Fred Wilson of Union Square Ventures on his personal blog. Wilson reasons that given the paltry returns compared to the go-go days of the 90s pared with the expense of going public, "liquidity offerings followed by an eventual sale transaction is the best outcome." Read more.

How-To On Display

The Yahoo! Advertising blog has the first of a four part primer on getting started in display. Marc Grabowski, "who oversees North American mid-market display advertising for Yahoo" is the source for the articles ideas including display's reach potential: "With the Internet, it’s possible to own 50% of the online ad exposures to a certain demographic.” Read more.

Rewarding Failure

Foundry Group VC Seth Levine suggests that success can't be the only thing that's rewarded in the startup environment. Sometimes failure (of sorts) should be rewarded, too. Levine writes, "Specifically, do you encourage people to create challenging goals and give them credit for the work they did trying to achieve them, or do you (implicitly or explicitly) encourage people to sandbag and as a result 'overachieve'?" Read more.

iPad iAd Data

Millenial Media, a mobile advertising network, reports that according to its data, the iAd is already taking off through Apple's new proprietary hardware device, the iPad, - but with a caveat as the 160% increase in ad requests month-over-month could be expected considering its early days for the iPad. Oddly, overall Apple device ad requests decreased by a third in May compared to April says Millenial Media. Read more on eConsultancy.

 

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