Q3 Yields Display Ad Volcano Says Comscore; Premium Publishers Looks For New Ad Strategies; DSP Turn In UK

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Display Inventory Grows 22%

ComScore has released new figures that shows display ad inventory has grown a whopping 22% in one year. According to a press release, Comscore says "that nearly 1.3 trillion display ads were delivered to U.S. Internet users during the third quarter of 2010" over Q3 2009. Read more. So 22% more inventory? So much for scarcity as a publisher strategy? More likely, social media - Facebook - is pumping in the impressions. The real question, though, is sell-through. One more nugget from the release: "The average U.S. Internet user was delivered more than 6,000 display ads over the course of the quarter." That's about 60 a day. Your ads better be good! Read more analysis from Brian Morrissey at AdWeek.

Premium Publisher Strategy

Forbes Media's new efforts to optimize its ad-supported website model are examined by Mediaweek's Lucia Moses. Using Lewis DVorkin’s (he's also the chief product officer at Forbes) True/Slant blogging platform, "Forbes has begun giving advertisers and outside contributors a greater voice in the magazine and on the Web site." Dentsu's Scott Daly said in an email to Mediaweek, "At one point in my career, I would have completely crapped on this strategy. Now I feel more like it’s a compromise that is reflective of how media (content, opinions, ads) are consumed today." Read more.

Copying The News

The Attributor blog has new research from a company study that looked to prove the outright copying of complete articles could be curtailed. Of the over 400,000 plagiarized/copied articles from 40,000+ sites containing at least 80% of the original (found by Attributor, of course), 75% of website owners who were contacted about the copied content were willing to remove it when requested. Read about "The Graduated Response Trial."

Publishers Want RTB, Exchange

PaidContent's David Kaplan interviews Collective CEO Joe Apprendi during last week's ad:tech show about the new Collective Exchange. In the course of the interview, Apprendi addresses how publishers who are part of the Collective network view the data-driven, online media world, "They want to start real-time bidding, actually bid on their own publisher data. They want to [have] bidding on their high quality inventory." In regards to Collective's exchange, Apprendi says, "This is a very much a sell-side solution." Read more.

Turn Opens London Office

Demand-side platform (DSP) Turn brings its flavor of the DSP invasion to London as Turn CEO Bill Demas tells New Media Age: "We’ve experienced tremendous demand from European ad agencies and brands for the Turn Media Platform. The natural next step was to build a presence in Europe." Read more. Of the U.S.-based companies positioning as a DSP, Invite Media was the first to invade the UK way back in the early 2010s (AdExchanger flashback!).

Broadcast Slap

Mediaweek's Mike Shields checks in with his coverage of Google TV and its rejection by TV networks. One media executive tells Shields, "The ecosystem in TV pays for the content. I’m not sure Google gets that. They are approaching this as if it’s an academic MBA project." Smack to the face!

Mediabrands Marketing Itself

MediaPost's Joe Mandese looks at IPG Mediabrands machinations as the media agency borg announced a few changes in the executive ranks. Among those affected, Joe Benarroch has been promoted to the Chief Marketing Officer roles. Mandese sees this as a signal: "Mediabrands Ventures is aggressively incubating businesses, services and even tangible products (...) that will need to be marketers with the same acumen and discipline that Interpublic's agencies provide to the consumer marketing companies that are their clients." Read more.

Paywall And Sharing

From his "Geeking With Greg" blog, Greg Linden points to a post by Reuters Felix Simon and adds his own two cents regarding paywalls. He thinks what may be missing in the paywall strategy equation is understanding the value of sharing. Linden writes, "It is not just that the content has to be uniquely valuable to make the hurdle of a paywall worth it to readers. It is also that the experience of a paywall detracts from the value of the content because of the hassle to all readers, including when someone wants to share an article with a colleague but cannot because of the paywall." Read more.

Can NYC Produce A Google

Crain's New York Business asks itself if New York City can ever produce a Google in the way that California's Silicon Valley has. Tech investors help Crain's identify two trends working against NYC: "The city, long dominated by Fortune 500 stalwarts, lacks an aggressive, risk-taking culture. [The city's universities have failed] to get involved in birthing new companies, something that has been common on the West Coast and in Boston." Read more. The article also mentions that investments such as Microsoft's $50 million in NYC-based, real-time ad platform AppNexus may be turning the tide.

 

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