Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Marketing And IT Unite
CMOs and CIOs have slowly become friends over the past few years according a new article on Ad Age. As marketing is increasingly infused with big data and its technological requirements, CMOs and CIO have no choice but to come together for better insights and the success of their megacorp. Ad Age writes, "...Just three years ago, getting CIOs and CMOs to talk was nearly impossible, said Sapient CEO Alan Herrick. Today about half of his agency's meetings start with a CIO in the room." Read it.
Digital News Moves
Traditional news organizations have varying degress of digital savvy and the Associated Press aims to not left get behind with its new mobile product known as ICircular. In a Wall Street Journal feature article, Emily Steel writes, "ICircular mimics the traditional print advertising circulars in the offers and promotions it features. It will be available as a module in a newspaper's mobile website or application and includes the merchandise and product offers from multiple retailers into one program." Read about it (subscription).
Cost Per Share
appssavvy says its no longer going to sell traditional banner advertising but instead use what it calls "activity-based media" through its platform, adtivity. According to the release, "The adtivity technology enables publishers to unlock new, high-impact, center-of-the-page, display advertising opportunities that have real value based on people's social activities." Read more. The media can include sharing content, check-ins and taking polls. Read the MediaPost article.
Retailers have media placements, too, and Longboard Media (AdExchanger.com Q&A from June 2011) hopes to be a player in the space as it has raised $6 million in Series A financing from Level Equity. According to TechCrunch, "The formerly bootstrapped company plans on using the money to bulk up on staff and further invest in it its ad targeting technology." Read more.
The New Exchange?
In a think piece on DIGIDAY, CEO Zach Coelius of Triggit provides his "3 Ways to Make the Yahoo/Microsoft/AOL Alliance Work." For way #3, Coelius offers, "Make it an ecosystem: Incentivizing the rest of the industry to support this venture would be one of the smartest things they could do. A very easy way to do this is to structure the entity like a stock exchange where the participants own the exchange." Read more.
The Retargeting Future
In an opinion piece on ClickZ, Trade Desk CEO Jeff Green concludes, "The most common question asked in [client] meetings today is, 'How do we hire and train more DSP experts?'" And in the spirit of helping hiring chiefs understand why this is happening, he offers five changes take place in display advertising that is driving continued growth of ad spend in the display channel - such as scarcity of ads on a page. Read about the future.
On their company blog, Dataspora's Bartev Vartanian reviews the role of data scientist and dissects it bit by bit.. or byte by byte. He writes, "A data scientist is someone who takes your data and transforms it into actionable intelligence. But how do you explain that to a 10 year old?" 10 years or older - click here. Not to be outdone, Metamarkets CTO Mike Driscoll, who is also Chairman of Dataspora, offers his take on big data on Slideshare. See it. Need more data reading? - How about "When is big data really big data?" from former Cisco engineer Krishna Sankar.
Behavioral Ads And Kids
A recent update of the Children's Online Privacy Protection Act may spur a change in U.S. Federal Trade Commission opt-in requirements for ad networks - says the FTC. ClickZ's Kate Kaye writes that the Direct Marketing Association takes issue with the potential changes, "DMA strongly believes that such a definition should include only information that in fact permits the direct communication with a specific, identifiable person - not a device that could be used by multiple people, including children under 13 or adults." Read more.
It's another LUMAscape. Late last week, Terence Kawaja announced on his company's LUMA Partners blog that it was time to capture the VC ecosystem in a LUMA format. He writes, "Our Digital Capital LUMAscape maps out the sources of capital from Angel to Private Equity and all forms of Venture in-between. Once again, we ask you to help perfect this with your feedback." Perfect now.
But Wait. There's More!
- Myspace Scales Back Coming-Out Party (subscription) - The Wall Street Journal
- Don't Buy The Negative Hype About Video Ad Exchanges - MediaPost
- Why Context Matters - DIGIDAY
- Local.com Releases Local Rich Media Ad Platform - press release
- Connecting the Data Dots on Facebook and Beyond - Ad Age
- Should Agencies Really Be Investing In Startups? - Ad Age
- Google Testing New Celebrity Endorsement Advertising Program - Search Engine Land
- Google+ adds an API for apps – but study suggests 40% fall in use - The Guardian
- AOL Reversed Its Traffic Slide in August - Forbes
- Content Looms Large at Global Partner Summit - Right Media blog
- How Publishers Can Survive the Great Content Value Dilution - adotas