MDC Partners continues to acquire stakes in PR agencies according to an article by the NY Times Stuart Elliott. The latest acquisition (Kwittken & Company) will cost MDC between $10 and $15 million. Elliott writes, "None of the six [PR] agencies in which MDC has bought majority stakes specialize in traditional ad tasks like creating television commercials. Rather, their specialties, in addition to public relations, include social media, database marketing, experiential marketing and analytics." Read more.
You're Hired! - or Promoted!
Collective announced that it has hired executives with backgrounds at Yahoo!, Comcast, Turn, and Adap.tv for various sales and product roles. See the release. And at data manager Demdex, the company has hired new execs from Yahoo!, CBS Interactive and comScore. Read the release. Finally, MediaMath announced that it has named former Adroit Interactive (which MediaMath acquired in April) GM Greg Smith as its senior vice president of sales. Read more.
Women Are Clickers, Men Are Actors
Bizo released new data from its B2B targeting platform and ad network that shows "Women deliver a 23 percent higher click-through rate than men, but after clicking, men following through with an action (e.g., download a whitepaper, start a free trial, make a purchase) 53 percent more than women." Read the release. And, download the PDF on "Gendernomics."
PubMatic Adds Mobile
In a press release yesterday, PubMatic announced that it was getting into the mobile game with its publisher-side yield optimization platform as it partnered with mobile ad network optimizer Smaato. PubMatic said, "The partnership, which has been in beta for several months, is now open to publishers that currently leverage PubMatic’s Premier platform." Read more.
On Audience Buying
DataXu says costs spike and scale is inhibited by audience buying. From its research: "The cost of media for Audience Targeting is 3X more expensive than Run Of Exchange (but effectiveness as measured by CPA was 2.7x better for Optimized ROE than for Audience Targeting)." Read more.