Technorati Gets Its Own Ad Exchange; Obama Likes Retargeting; Google May Be Facing Anti-Trust Inquiry

TechnoratiHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

The Technorati Exchange

AppNexus has helped give birth to its second exchange in two weeks (the first being Microsoft's) as blogosphere aggregator Technorati announced a new, private exchange. AdWeek's Mike Shields writes, "AppNexus, which provides technology and software to both publishers and advertisers, will help Technorati with things like ad serving, analytics and yield management, as well as controlling what inventory is sold directly and what isn’t." Read more. And, read the release.

Obama Is A Retargeter!

Don't let the fact that President Obama may favor do-not-track legislation fool you. He's a retargeter at heart. ClickZ's Kate Kaye writes, "The BarackObama.com campaign site employs basic behavioral ad tracking technology that has grown in prevalence among political advertisers since the '08 election. Visitors to the site are receiving retargeting cookies from online ad networks including AOL's Advertising.com, Yahoo's BlueLithium, and Google." Retarget more here.

Now Targeting iAd

In Ad Age, Kunur Patel profiles the targeting capabilities and datasets of Apple's iAd and finds that the music in all of us is providing rich targeting profiles. She writes, "Apple's iAd targeting is based on anonymous, aggregated iTunes data and proprietary methodology. (...) While some third-party companies can claim they know what magazine, media and music-consumer segments consume, iTunes knows exactly what's been downloaded." Read more.

Buying RTB + Direct

Targeting platform [x+1] announced an update to its display media solution known as Media +1. According to a press release, this latest platform upgrade includes "a new user interface (UI), expanded analytics and reporting, and the ability to integrate direct publisher media buys with Real-Time Bidding (RTB) or exchange-based buys." Read the release.

Looking At The Page

Stressing page relevancy as the goal, MediaMath announced a new partnership for its TerminalOne platform with semantic targeting technology company Peer39. From the release: "MediaMath clients can utilize Peer39’s semantic targeting in collaboration with other targeting technologies in order to maximize performance, increase scale and ensure brand safety in the rapidly evolving Real-Time Bidding (RTB) ecosystem." Read more.

IAB Eyes Ad Verification

In an interview on MINonline, IAB President Randall Rothenberg reviews six key initiatives his organization will be focused on this year including the "Supply Chain Simplification initiative." Rothenberg says, "This year, we expect to publish guidelines that will make it easier for marketers, agencies and media to understand the ins and outs of ad verification, which is otherwise adding unnecessary complexity to interactive advertising." Read more.

Attributing Digital

Ebay's newest attribution solution, ClearSaleing (or at least they will be eBay's once the GSI deal closes), announced its new CS Optics platform which "moves beyond 'attribution reports' and provides advertisers with visual, one-click actionable insights into their cross-channel marketing campaigns..." Read more.

The Value Of The Fan

Yes, what IS the value of a fan on Facebook. Apparently marketers aren't too worried about a dollar amount value as an article in eMarketer observes, "Despite the real need for return on social media marketing investments, marketers are largely not worrying about putting an exact dollar value on each Facebook fan or Twitter follower (...) They are keeping in mind some of the less-obvious qualities of brand fans, like as a source of market research." See the nice graphics courtesy of data from a Dynamic Logic and Millward Brown study.

Google Anti-Trust

Google and its search product may have an anti-trust inquiry on its hands once the acquisition of airline software marketer ITA goes through. According to Bloomberg, "The FTC and Justice Department share responsibility for oversight of antitrust enforcement, and the outcome of the ITA deal may determine whether the two agencies will vie for control of a broader probe of Google." Read more.

Getting The Patent

Contextual ad solutions provider CONTEXTWEB announced that it has finally received a patent for its Real-Time Classifier which "pinpoints the type of content a specific audience is consuming and makes it accessible to advertisers for reaching the most relevant audience at scale." The patent was originally filed on October 31, 2001. Read the release. And, see the patent on the USPTO's site.

A New Ad Network

Engagement types of advertising continues to gain momentum as video ad measurement company Visible Measures announced the formation of a new video ad network. Streaming Media's Troy Dreier reports that Visible Measures' network will work by selling "a user-initiated view [which] means that audiences are given a choice and select the ad they want to watch. This type of ad, called The Pool, has been shown to perform better than standard pre-roll as viewers are more open to the message they're seeing." Read more. The company last took a $10 million funding round in 2009 and has raised $29 million since its inception.

European Profile Data

Sell-side platform AdMeld announced that it has partnered with Germany-based adnologies for audience data. According to the release, "With more than 120 million anonymous European profiles, adnologies aggregates purchase-intent behaviour in compliance with Germany’s strict privacy guidelines." Read more.

Video Ad Research

Get it while it's hot. The Internet Advertising Bureau has released "An Inside Look at Demand-Side Perceptions of Digital Video Advertising." According to the release, the study "shows that 69% of marketers and 55% of agencies plan to increase their Digital Video Advertising (DVA), with a 22% growth predicted in the next 12 months." DVA baby. Get some. Read more. And, download the report (PDF).

Integrated Campaign Trend

Data solutions company Experian has released its "The 2011 Digital Marketer: Benchmark and Trend Report." Some interesting facts about the data-driven ad world in here that are sometimes original and sometimes an aggregation of existing info. Among the findings: "The integrated multi-channel campaign will become a reality in 2011 and will build to scale in 2012 and beyond." And Read the release. And, download the report (detailed, sign-up required at the bottom of the page).

Marketers Love Display

A new Bizo study looks at what marketers are thinking about the digital advertising business today. The research points to interest in the display space as Bizo says, "When asked to rank their top three priorities for marketing initiatives for 2011, marketers revealed that Display was most important (65%) followed by Mobile (60%) and Search Engine Optimization (56%)." Read the press release. And, see the presentation.

Group Buying Frenzy

The "local data" pouring in and out of group buying companies is hugely valuable and GroupOn competitor Living Social is the latest to benefit AND realize a significant investment - to the tune of "$400 million from existing investors like Amazon and Lightspeed Venture Partners" according to The New York Times Deal Book blog. Read more.

New Website

If you haven't seen the TV series MadMen, at the very least you may be able to appreciate the 50s stylings of the following. But if you have seen the series, check out MediaMath's new MadManToMathMen.com site. CEO Joe Zawadzki - among others - appears ready for his close-up.

But Wait. There's More!

 

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