Mobile Targeting With Login Data; Exchanges Down Under; Trifon Leaving DG

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

Login Data And Ads

According to the Wall Street Journal, Facebook’s planning a new type of mobile ad targeting that will leverage its own first party data. The WSJ sees radioactivity: “The new ads could stoke privacy concerns because they let Facebook go a step further than mobile-ad networks, which track what ads people have clicked on through a phone’s Web browser. Those networks aren’t aware of all the apps that a user has on their phone.” Read more (subscription). That’s the key difference between what a third-party ad network can do versus first-party publisher data in mobile where the use of user data is often agreed to by the user when they sign up for the publisher (Facebook in this case).

Aussie Exchanges

In an interview in Australian Financial Review, Mi9’s GM for Microsoft’s Media Network and Advertising Exchange, Marc Barnett, is unequivocal when discussing who the big players will be in the future: “We believe that long-term, there will only be two exchanges in this market: ours and Google’s. Our point of differentiation will be that we provide premium-brand, safe environments that offer an alternative to the long-tail sites Google aggregates in their offering.” Microsoft is saying to audience buyers that context matters. Read more on AFR. Mi9 is a joint venture between Microsoft and Nine Entertainment in Australia.

Facebook Lends ‘Likes’ to Yahoo?

Here’s a big win for Yahoo advertising, if it’s true. AllThingsD’s Kara Swisher reports that Facebook and the purple people eater have verbally agreed to bury the hatchet on patent legislation initiated earlier this year by Yahoo’s former CEO Scott Thompson. As part of the ceasefire the two will work more closely on content and ads. Importantly, Yahoo may be the first outside site to receive FB “like” data for use in its own display advertising. Read more. If it comes to fruition, the pact will mark the second time Facebook has armed a Google adversary with social graph data, having already boosted Bing with friend data.

Local Ads Heat

Local ads ‘plumbing’ provider Yext is profiled by hyperlocal trade pub StreetFight which says Yext’s recent $27 million capital raise was done at an impressive $270 million valuation. The investment community is hot for the local ads/marketing solution Holy Grail. StreetFight says “that as the market shifts towards discovery and away from traditional local SEO, services that solve information problems within the discovery/search ecosystem (like fragmentation) will see substantial growth.” Read a bit more.

Stuffing The Cookie

A new “affiliate cookie stuffing” whitepaper has been published by attribution company Convertro which says that the practice of trying to be the last cookie standing when a consumer makes a purchase is a game many are playing. “If online marketers are utilizing last click attribution model cookie stuffers are the biggest attribution winner. When looking at the prior click (before the cookie stuffing) we see that other affiliates are impacted more than any other channel (32%); that is to say, cookies stuffers take away credit from other affiliates using a last click attribution model.” Hence, the need for anything other than last click attribution. Get it (pay with some PII).

ABC Gets Cross-Channel

Video monetization platform FreeWheel has struck a deal with Disney/ABC for the use of its Monetization Rights Management (MRM) platform. From the release, “[MRM will] manage advertising sales rights, forecast advertising inventory, deliver yield-optimized ads, and monitor campaign performance on behalf of its advertisers and partners. MRM will be used to manage advertising across a multiplicity of partners and devices, and will serve all video, mobile, and display (banner) formats.” A deal for the branded entertainment, guaranteed media side of the house. Read it.

Trifon Leaving DG

Former MediaMind CEO and current DG chief digital officer, Gal Trifon, is leaving DG to try something TBD. From the release: “As the initial integration of the businesses is largely complete Gal looks to pursue his own professional and personal interests, after devoting the rest of the year to ensuring the smooth transition of his responsibilities to the new team.” Read more. DG also announced that former Adobe exec Ricky Liversidge (LinkedIn) had been hired as CMO and former HP exec Noam Sharon (LInkedIn) as CTO. Given the new hires and timing of the announcement, it would appear the Trifon announcement has been in the works for a while – perhaps since MediaMind was acquired in June 2011.

But Wait. There’s More!