MediaMath New $20 Million In Funding; The Call For Transparency; Cookie News

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DSP MediaMath Adds Funds

Edmund Lee covers demand-side platform MediaMath's new funding on Ad Age. He also notes it's not all IAB display for MediaMath's buying channels, "The company also offers buying on Facebook through a partnership with Clickable and Spruce Media, though MediaMath says the next version of its buying dashboard will plug directly into Facebook's ad platform." Read more. Regarding the funding, part of the Series B round may have already been fulfilled in March according to an article in TechCrunch and this SEC filing - which accounts for at least a portion of existing investor Safeguard Scientifics investment to-date. It would seem new investors and board seat holders Catalyst Investors and Observatory Capital may have helped round out the Series B with additional funds according to Ad Age. Read more.

The Call For Transparency

Late last week, Adweek's Lucia Moses reported that calls by ad buyer MediaVest for publishers to provide better data on their tablet subscriber base has been heard by publishers Hearst and Bonnier. Moses writes, "Hearst Magazines and Bonnier Corp., which puts out enthusiast magazines like Popular Science and Ski - agreed to supply MediaVest with data on audience, demographic, and engagement for their tablet editions. In exchange, MediaVest will recommend that its clients, which include such heavyweights as Kraft and Walmart, pay for ads delivered on those digital editions." More data, means more spend - in this case. Read more.

DSP Talk In APAC

In the APAC version of Campaign, Performics' Hari Shankar, wonders if demand-side platforms are a fad or here to stay. He concludes... it's not a fad! and writes, "If you ask my opinion, DSP technology is an evolution in the right direction which will provide an immense opportunity for marketers to see Digital audience targeting and engagement programs in a new light." Read it.

Disruption In Display

In Ad Age, AppNexus product guru Ari Paparo argues that "major disruption" is on the way for the display ad ecosystem and that RTB is a train that cannot be stopped. He writes about the effects on roles in media, "The Media Buyer's role in RTB becomes much more important than ever before. But instead of evaluating sites and line-items on the budget, the media buyer needs to adapt to a world where each clients' strategy may be wholly different, and where little counts other than the data." Read more.

Looking At The Cookie

More results are in at Stanford's Center For Internet Society (CIS) which says it's taking a look at how companies are using tracking technology for online advertising and what the companies are doing to stay true to the industry's self-regulatory guidelines -and even Do-Not-Track.   The original July 12 post includes many updates reflecting some shifts in findings or company reactions.  See them here.  Last week, a post by CIS' and Stanford grad student Jonathan Edwards claimed that Epic Marketplace was "history stealing."  Read what he means here.  And then read Epic's response here which takes issue with what it considers CIS' "perjorative" term - "stealing".

Facebook Results

ClickZ's Christopher Heine collects a few case studies on Facebook display advertising that are primarily focused on smaller online companies who looked to increase awareness, drive "like" and make money. One company claims, "Facebook trumped the search marketing channel by a considerable margin. In fact, for every seven sales where Facebook ads were the first click in the purchase funnel, there was only one conversion originating with either a paid or organic search click." Read more.

Managing The Site Data

A new whitepaper titled, "Digital Media and the Consumer Internet Data Management (CIDM) Imperative," offers the Krux Digital view on how data should be collected, managed and distributed with an eye towards the needs of the publisher. Download it here (Pay with some PII). In a nutshell, a view on the publisher DMP and Krux' solution.

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