Chartbeat Gets Native; Wunderman's 'Glocal' | AdExchanger

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Chartbeat’s Native Tools

Real-time analytics startup Chartbeat announced new data-measurement tools for native advertising on Wednesday, as well as an additional $3 million in funding. The new analytics tools measure how well sponsored ads are doing compared to other content on a Web page and assign a score between 0 and 100. The tools show how many impressions the ad got, how many click throughs and also generates an average engagement time. The tools are fodder for the argument that marketers should focus less on impressions and more on engagement. TechCrunch has the story.

Going ‘Glocal’

Wunderman unveiled Cognifide@Wunderman on Wednesday, an agency offering that seeks to help global brands deliver localized and personalized content. The offerings deliver a “glocal” experience in real time, optimized for mobile devices. Said Cognifide CEO Miro Walker, “Combining Wunderman’s vast arsenal of international tools, data and network means that Cognifide@Wunderman clients can deliver locally relevant experiences at unprecedented scale.” Read the press release.

Cutting To The Core

In his weekly column, Doug Weaver offers some sagacious marketing advice he inherited from his time as a knife salesman (really). “You want to sell? Then let the customer do some of the demos.” Applied to the digital age of advertising, his advice holds true. “Instead of running open, inclusive meetings and allowing customers to project and visualize their own brands within our customer experiences, we’re still focusing on what we have to say,” he says. “Inherently, great sales is a collaborative art.” Read the column in full.

Rubicon’s Q1 Earnings

Rubicon announced its quarterly earnings on Tuesday, with revenue up 39% year over year and totalling $23 million. “I’m pleased to report record first-quarter results,” said Frank Addante, CEO and chief product architect of Rubicon Project. “RTB drove our revenue growth for the quarter as we continue to outpace the estimated growth of the RTB market. We’re executing well across all of our growth initiatives and remain excited about our market opportunity.” Read more. In spite of the better-than-expected numbers, per Wall Street, Rubicon’s market cap was around $440 million after yesterday’s close – significantly below its IPO valuation.

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