More Programmatic Native From VivaKi; Retargeting Offline

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Programmatic Native

As native advertising and programmatic buying and selling gain ground online, Publicis’ VivaKi continues to make noise that native and programmatic are important product offerings. VivaKi is teaming up with Nativo and TripleLift for its latest offering, Audience On Demand Native, says The WSJ. Nativo already teamed up with VivaKi last June, so this seems to add TripleLift’s native exchange and a new VivaKi product name to the equation.

Offline Retargeting

France-based Tapvalue is using its $2.2 million in new funding to help offline retailers with digital ad targeting, says TechCrunch. It’s yet another form of retargeting that echoes everyone from Tapad to Criteo to eBay Enterprises (was Fetchback). TCs Romain Dillet writes, “Tapvalue collects profile, device and location data. But what do you do with all this data? Retailers can then target and retarget existing and potential clients with ads to make them come back to their stores – Tapvalue can even handle the ad serving part.” Ah, a demand-side platform, too, whether outsourced by Tapvalue or in-house. Read more.

Contextual Funds

UK-based contextual ad tech firm Grapeshot (AdExchanger interview 11/2012) said on Friday its new $3.3 million in funding will help the company integrate its technology with global platforms and exchanges. John Snyder, CEO of Grapeshot, says in the release, “Our recent deployments in the Japanese, Russian, and Chinese languages emphasize the global dimension of real-time bidding and advertising analytics.” Read the release.

Exponential Automation

eMarketer predicts that programmatic advertising will grow from under $5B in 2011 to over $32B by 2017. As programmatic and real-time bidding expands, advertisers are paying more for ads because what they’re getting in return are more targeted and efficient campaigns. In a recent column for Re/code, PubMatic’s CEO Rajeev Goel writes, “If we look at it from the perspective of economics and technology, the key shift in programmatic advertising is that the advertiser now has a voice in determining when to place an ad before a user.” Read on.

Out-Of-Home Ads

Outdoor billboard ads still work, and the FT covers the successful initial public offering of CBS Outdoor as well as the potential acquisitions ahead of smaller out-of-home billboard companies by CBS. Read more from the FT’s Emily Steel (subscription). This news likely pricks the ears of certain venture investors and startup founders. It would seem possible that acquisition targets could reach into the digital ad tech side of out-of-home – such as ADstruc (March) and Vistar (8/2012).

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The DIY Agency; YouTube’s Dynamic Change

Yahoo Tube

Giving away a 45% ad revenue share and a lack of on-site promotion has apparently created a window for Yahoo to poach some of the better-known YouTube creators and build its own YouTube, according to Re/code’s Peter Kafka. That’s quite a hill to climb. Kafka adds, “New YouTube head Susan Wojcicki has begun making overtures to its most high-profile producers, said sources, with an eye to making them happier.” Read more. Related: WSJ’s Mike Shields says AOL and YouTube are sucking dollars away from cable. Read it (subscription).

Entertaining Exchange

Get to know Annalect’s deputy MD in EMEA, Cristina Sagarduy, in Jay Sears’ most recent interview via MyersBizNet. With questions that range in topic from most preferable restaurant in the world to pinpointing the major obstacles to adopting direct-order automation and the use of the programmatic channel, the exchange is as entertaining as it is enlightening. Read the interview in full.

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