BrightTag Gets Funds For Tags; Evidon, TagMan Partner; The Last Click And Avon

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Funds For Tags

Tag management company BrightTag announced that it has raised $15 million in new financing. In addition to listing its venture partners, BrightTag stated in the release that it has “achieved 12x year-over-year growth in 2011 and is on pace to reach triple-digit growth in 2012.” Read more. CEO Mike Sands adds on the company blog that his company’s growing client list can be attributed to a “unique Server-Direct approach that streamlines data connectivity across channels without the need for third-party code placed directly on a site.” Read more. The company has now raised a healthy $23 million from its backers according to Crunchbase.

Tags For Privacy

In more news from the world tags, TagMan says it has partnered with Evidon for a privacy solution for clients in advance of next month’s EU Privacy Directive. From the release: “The addition of Evidon’s “privacy layer” provides TagMan clients with a consent tool which allows website visitors to see which data collection vendors are placing cookies and other tracking technologies on their computer, and to provide their consent to be tracked.” Read the release. Companies are increasingly creating a “partner” stack as they look to meet their clients needs. The need for the management of cookies/pixels/tags as it relates to privacy is acute in the EU.

[Old] Display Is Dead

Display has moved beyond display. That’s the message from Percolate co-Founder James Gross in an opinion piece on Ad Age: “The better your messages resonate, the less you have to pay, and the more you naturally grow within the ecosystem. All this without special boxes the brand can buy. This new world with no special box is a big shift from a brand perspective and these platforms will all force companies to act more human and interesting in nature.” Read it.

The Last Click

In The Wall Street Journal, the travails of Avon and its late arrival to the web are exposed. The company has many holes to fill – not the the least of which appears to be effective attribution models or maybe a retargeting campaign or two. Avon rep James Gilbert complains to the WSJ that “he wished Avon had better tools for making sure the customers’ purchases are credited to the representative they work with online. ‘If they don’t go to your direct site, you can kind of say you lost the customer,’ he said.” Last click here (subscription).

Valuing Media

On the Makegood, Jayne Pimentel looks at the concept of valuation. She see the need for better evalution methods of media and writes, “Instead of boiling it down to the cost per X or old school metrics we need to find a better solution to show the connection and value of Media. The key is making it dynamic enough to be able to change based on a Brand’s consumer base and the Media utilized.” Read it.