Epsilon Slicing, Dicing Email; Israel And Ad Tech

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

Targeting Email

Direct marketing agency Epsilon announced the launch of its Email Response Network (ERN). This baby can slice and dice your email data better than a Ginsu Knife. From the release, the ERN “features Scheduling Intelligence, which allows email marketers to match the timing of deployment with each consumer’s email interaction times. The optimal times are determined by the aggregation of data from both the marketer’s list as well as the ERN’s collective intelligence. The ERN builds a timing profile for every consumer on the client’s list and calculates the optimal email interaction time for the individual consumer based on their email activity over a six month period.” Target more.

Israeli Ad Tech

On Digiday, Jack Marshall profiles why there is a large number of Israelis active in advertising technology companies today. He talks to Taboola CEO Adam Singolda who offers a couple of reasons including, “The biggest factor is that everyone in the country serves at least three years in the military. The day-to-day work for us involved trying to solve problems with very little time, and almost absurdly limited resources. You’re expected to solve mega problems with a very small staff, and with no ability to rely on third-party vendors. We had to invent a lot of stuff ourselves.” Read it.

Retargeting Momentum

Search retargeting platform Simpli.fi announced its 10,000th campaign, the hiring of a dozen people including the appointment of two VPs – all in one press release. CTO Paul Harrison is quoted on the campaign momentum, “Based on the acceleration, we expect to hit close to 20,000 campaigns by the end of 2012.” Read more.

Publisher Controlled Exchange

France’s La Place Media, which says it represents 80 sites from 12 premium publishers, has launched what it is positioning as a “premium” inventory exchange. Fabien Magalon, Managing Director, explains on ExchangeWire, “By combining truly premium publishers around one unique, visible proposition, La Place Media offers its publisher partners the ability to conquer a larger share of market than they would have by promoting their inventory individually. Scale drives demand.” Read more. Rubicon Project is providing the backbone according to Magalon.

Facebook Upside

Facebook’s name is not mud on Wall Street — not entirely. In a research note covered by AllThingsD, JP Morgan’s Doug Anmuth says “Facebook’s ad strategy is working, and has lots of upside.” Peter Kafka writes, “He’s bumping his ad revenue estimates up, and thinks the mobile ads Mark Zuckerberg started selling this year will approach $1 billion by the end of 2013.” Read it.

Learning From TV

Is it time for digital ad buyers and sellers to adopt contract guarantees, a la television? ESPN ad ops guy Rick Monihan says yes, arguing billing for contracted (not delivered) impressions would reduce friction. “Publishers and agencies alike face massive costs pursuing many small line item discrepancies. At the agency, costs are multiplied many times over by the number of sites they deal with.” What about underdelivery, you say? He has answer for that too. Read it.

Facebook Stock Stuff

The Business Insider’s Henry Blodgett looks at a new SEC filing by Facebook and says that within its details is stock buyback at less than half of the company’s original IPO price. He explains, “By deciding to withhold 101 million shares of the employee stock grants and pay its tax-bill with cash on the balance sheet, Facebook is effectively buying back those shares and retiring them.” Read it.

Hunting With Data

With a simple turn of phrase, Magnetic CEO James Green turns the media buyer into a hunter in search of event-driven quarry in a think piece on Marketing Land. He highlights “effective times during the year for marketers to add data to their media plans” – and all in the name of his (and Magnetic’s) favorite tactics, site and search retargeting. Read it.

Serving The Platforms

AdStaq CEO James Curran, a former product and biz dev lead for Lotame and a product manager for AOL’s Advertising.com, is positioning his company as the ultimate platform connector. In fact, he sees other platforms as potential clients, not competitors. He tells The Makegood’s Tim Nichols: “We want to set up all those cool things for [platforms] that they think about in business development meetings, so they can focus on their products and how an integration may help their users… we’ll never build a bidder for RTB, an ad server or a CRM solution. When a client needs one of these things, we bring them to the platforms.” Read more.

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