Working Group Gathers On Tracking; Facebook CPM Model Vs CPC; Reviewing The UK Cookie

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Knights Of The DNT

Ad Age’s Michael Learmonth says that ad holding companies among others have been reaching out to Microsoft to re-consider their decision to make their Do-Not-Track functionality default to “on” in the new version of IE. Learmonth adds, “High-level Publicis execs including Vivaki CEO Jack Klues have reached out to Microsoft about the issue as well. Both WPP and Publicis are big buyers of Microsoft ad inventory and handle Microsoft advertising business.” Read it. This week’s W3C Tracking Protection Working Group Meeting may be a tipping point in the DNT discussion. Today’s IAB Ad Tech Marketplaces event says it will offer live reporting of the meeting. See the event page.

Facebook CPMmmmmm

On Adweek, Barclaycard’s David Goodman brings good news for Facebook ad fans as he sees the social network as a performance machine. What’s more, he is in love with CPMs again. He tells Adweek, “The CPM vs. CPC learning is absolutely we’ve absolutely applied to [subsequent Facebook ad campaigns] where we might have thought CPC might have been the preferred approach. Learning that the CPM model and visibility and optimization that it gives us is at least the right place to start going forward.” Read more.

UK Cookie Loophole

The deadline to comply with the European Union’s law that specify how far websites can go in the using and storing of tracking cookies has passed, and now another one is on deck, notes EConsultancy’s Troy Norcross. As of June 26, at least 35 percent of all third party cookies have to be deleted. But there may be a loophole: publishers may be able to use Device ID, which can recognize devices without interruption, even if “a consumer deletes all of their cookies, clears their Flash and HTML5 local storage the Device ID can reliably be generated each time,” Norcross writes.

Cutting Through Mobile Inventory

Common mobile advertising complaints: too much inventory and too hard to manage. Pretty much every ad tech firm operating in mobile claims to be able to cut through all the clutter and deliver the right inventory to the right targets – and the latest mobile ad problem solver is Todacell. Whether it can or not smooth out the targeting wrinkles in mobile, Todacell did impress the angel investors at Afterdox, which helped it raise $2 million. Techcrunch’s Steve O’Hear has the details.

Driving The Yield Bus

Scout Research’s Matt Shanahan explores yield management from the perspective of the publisher who is thinking about offline and online subscriptions in a piece on his company’s blog. He says, “Maximizing revenue from digital subscriptions is dependent on monetizing usage rather than the users themselves. Comparing print subscriptions to digital subscriptions highlights why usage behavior is the basis of revenue, and applying the principles of yield management shows why metered pricing models produce the most revenue.” Read it.

Data-Inspired Cannes

Two very different campaigns won Grand Prix in the Cannes Lions “Cyber” category yesterday, one of them a personal data-inspired initiative from Nike. R/GA New York created the Nike+ Fuelband effort, which creates a single metric to assess the fitness of the wearer. “Data visualizations show where you were most active daily, weekly, monthly, and beyond. We created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform.” In the other top winning campaign, Sweden bravely turned over its @Sweden Twitter account to a different citizen each week. It won despite an alarming backfire.

Email Data

Email service provider Epsilon has taken data from 150 clients and over 7 billion emails sent in Q1 to share some insights with the likes of you and me. Try this on: “Click rates decreased 0.5 percentage points (8.3% overall) from last quarter to 4.7%. Click rates also decreased over Q1 2011 (5.2%), but continue to remain established over the last two years.” There’s more.

Viewable Integrity

Upstream Group’s Doug Weaver takes on the topic of the “viewable impression” on his company’s blog. He’s a skeptic and writes, “Anything that calls into question the integrity of the basic inventory supply can’t be good. It hands one more weapon to those who’d like to slow the pace of change and the growth of the online marketing channel. We’ve been through this many times in the past.” Read his proposal.

DSP Acquiring

Erich Wasserman talks to AdMonsters about whether consolidtion is possible in the DSP space. He answers, “It would be folly to guess, but we see the DSP not as only an acquisition candidate but as an acquirer.” Read more. It would be interesting to see a DSP acquire an agency and pour the clients on the platform.

API For The Platform

Need a “deals” feed? The guy that helped invent AdSense, Gil Elbaz, is touting the latest and greatest product innovation at his new company Factual (AdExchanger Q&A 2011). Factual has a daily deals feed called the Monetize API which claims to enable “developers to snap deals and other engagement tools like restaurant reservations to any business in a developer’s local dataset, and share in the revenues generated from conversions.” Read more on StreetFight. The local ads fight continues.

But Wait. There’s More!