Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
According to Todd Spangler of Multichannel News, Google is looking to "combine second-by-second set-top data from TiVo with data from Dish Network, which will let the Web giant track the viewing habits associated with more than 5 million TV sets -- and sell ads with more precision." Cross-channel audience targeting takes another step as Google upgrades its TV buying platform. Read more.
Adconion Is Buying
Online ad network, Adconion, has bought what remains of Joost, the consumer video service, according to PaidContent.org's Rafat Ali. Adconion and Joost share the same investors (Index Ventures) as Ali reports that Adconion's buying spree is continues after their enormous VC round in February to expand in the U.S. Read it.
RMX International Re-Org
Rubicon Project Gets AdSafe
Rubicon Project and AdSafe Media announced a partnership that will power a new Rubicon offering: "Enhanced Rubicon Certified Inventory Program." The program will "improve advertiser brand safety" as Rubicon Project looks to lure more brand advertising through its system and to its publishing partners. Read more.
Slicing And Dicing Audience
[x+1] released its "Best Practices" for audience targeting in the travel category recently presented at the Phocuswright Conference. In the presentation, their Delta Airlines case study is reviewed as the campaign targeted "1700 discrete audience segments" and served each of them an appropriate landing page. View the presentation.
To Serve Or Not To Serve
Steve Pelletier, founder & CEO of FatTail, discusses the challenges of self-serve display on MediaPost. Pelletier writes. "Client service is another aspect of self-serve -- and one that doesn't get its fair share of attention." He goes on to argue that it's important to deliver an effective report after the campaign ends. Read more.
Waiting For Search And Display
CEO Patrick Keane of Associated Content talks to The Business Insider's Henry Blodget about online display advertising. Keane appears to be very reluctant to say that display advertising provides a worthwhile benefit as it's all about the CTR in his opinion. But, he does say that he looks forward to the steady integration of search and display in campaigns as search is a key fulfillment mechanism that may help display. View the video.
Targeting With Chatter
On Monday, The Wall Street Journal's Emily Steel explored how IBM, Microsoft and several other marketers are starting to bring online "chatter data" to their traditional marketing research. Steel writes that everything from "consumers' Web searches to the comments they posted on video sites like Google's YouTube to their conversations on social-media sites like Twitter" are used as any data feed to enable targeting for an on- and offline ad campaign. Read more.
Burt To Free Rich
Burt, an advertising software company started by Crispin Porter employees and featured recently on AdExchanger.com, is to release a free version of its online campaign analytics tool known as "Rich" on December 1. According to Brand Republic, trackable data points in the free tool include "whether an ad was placed in plain view, how long the ad was visible, how many people who saw it engaged with it and how many clicked through." Read more on Brand Republic.
The Wall Street Journal's Jessica Vascellaro looks at the possibility of a Facebook IPO as "emulating one of Google Inc.'s well-known strategies, established a dual-class stock structure that would increase the voting power of [CEO] Zuckerberg and other existing shareholders if they hold onto their shares during an IPO." Ch-ching.
Google Buys DSP?
MediaMath's Mark Mannino provides an in-depth review of Google's Teracent acquisition from his "Display And Search" blog. Mannino suggests that there's a lot more going on with Teracent tech than just multi-variate creative and writes, "While Teracent is known for its dynamic creative product, buried within its technology is the ability to buy media dynamically. They just focus more on the creative while others focus on media and/or data. So Google just bought a DSP, and I guarantee they know it." Get much more on what Mannino knows on his blog.
Tumri CEO Speaks
In a statement that would make Sir Martin Sorrell proud, cynamic ad creative company, Tumri, now moves into a "frenemy" role with Teracent as it is swallowed by Google says Tumri CEO Calvin Lui. In an interview with Leena Rao of Techcrunch, Lui states that "he doesn't anticipate the partnership with Google ending" and adds that "This has been an a great opportunity to evangelize this part of the advertising market" which is populated by companies like his, Dapper and others. Read more.
Fake Steve Jobs and The Real Dan Lyons writes on his Newsweek blog, Techtonic Shifts, that Rupert Murdoch can go ahead and quit Google's search index and move to Bing as it leaves "readers with only millions of other web sites to choose from." For Lyons, the rumored News Corp/Microsoft deal is a tree no one will ever hear fall. Read more.