Consolidation Tuesday! Walmart Buys OneRiot For Social Stream; Tribal Fusion Owner Adds More Video With AdoTube

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Walmart Adds OneRiot

Walmart announced that it is acquiring social ad targeting startup OneRiot which will become part of the WalmartLabs unit. On the company blog, WalmartLabs’ Anand Rajaraman writes about how the deal came together, “As our teams debated the finer points of Big Data, Fast Data, and machine learning technologies, it became clear to us that we could find no better colleagues than the guys at OneRiot.” Read more. And, read TechCrunch. Walmart is looking for OneRiot – in part – to help corral social signal toward Walmart and its big brand partners. According to Crunchbase, OneRiot (Dec. 2010 AdExchanger.com Q&A) has taken in $27 million in VC dollars.

Tribal Adds AdoTube

Yesterday, Tribal Fusion’s owner, Exponential Interactive, announced that it has acquired video ad network AdoTube. Exponential Interactive CEO Dilip DaSilva says in a release that his company will leverage the in-stream video ad serving capabilities of AdoTube. No word on the price. AdExchanger.com will guess in the $10-15 million range. Read it. This is another in a long-ish line of acquisitions by ad networks looking to add or expand video ad capabilities (such as Specific bought BBE, Undertone bought Jambo, Tremor bought ScanScout). MediaPost says AdoTube raised $1.8 million while in start-up mode.

Retailer As Media Company

The Searchandise blog interviews Tim Bryan, SVP/GM of Triad Retail Media, which sells media on retailer sites. Bryan offers an interesting stat: “GfK Interscope just did a study of 300 CPG executives and found that 80 percent of respondents said that shopper marketing initiatives are integral to their growth efforts moving forward.” Ecommerce is content. Read more.

Publishing Video

Corporate development never sleeps as video publishing platform Ooyala announced that it has received an investment from Motorola Mobility – which was recently acquired by Google pending regulatory approval. To be fair, the deal probably went down before GOOG/MOT. No dollar amount was available regarding size of the investment. According to the release, “Ooyala has more than 1,000 customers that are delivering over one billion streams to over 100 million consumers per month (…).” Now if you could stick some ads in those three-screen streams… Read more.

Moving Down Funnel

Marketing platform [x+1] announced the imminent availability of a new product called Funnel R/F. In a release, the company describes the product as allowing marketers to optimize their media plan through the definition of the “‘best combination of online ad reach and frequency to more effectively move consumers through the purchase funnel.'” From top to bottom. Read more. The company says the product will be available 9/30.

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I Love Display.. And Search

After partnering for a year, search platform Acquisio and demand-side platform The Trade Desk announced discussed results of a study among a group of its agency partners. According to the release, “The vast majority of respondents – 62% – indicated that they would be ‘expanding [display] offerings to all clients.'” The company also claims that the search and display results for clients are going up. Read more.

Agency Work Needed

In a think piece on MediaPost, Pictela exec Matt Straz says that everyone in ads should work at a media agency. Yes, even you. For starters, Straz reasons, “It’s a ring-side seat. At an agency you’ll have a ring-side seat to the greatest change taking place in advertising since the 1960s. You’ll see how all media advertising is becoming digital, interactive and increasingly automated.” Read more.

Optimizing Everything

New MediaMind data is the subject of the latest graphical executions by eMarketer. “MediaMind’s research suggests that ad placement, size and format all influence a consumer’s engagement with an ad.” You gotta worry about all of ’em! See more. For CTR lovers, there’s a vertical breakdown of the best clickthrough performance.

Money Back Guarantee

Brilig is offering the opportunity for buyers on its co-operative data platform to try their platform and, if the results of the campain aren’t up to snuff, buyers pay nothing at all. According to the release, “The majority of Brilig’s 40 data sellers are participating in this program.” Read it.

More RMX Rumors

The Business Insider picks up the Right-Media-Exchange-rumor-mill baton. TBI’s Nicholas Carlson quotes an unnamed source on the challenges of an RMX sale: “RMX is deeply embedded as Yahoo’s class 2 ad system, which is important to their overall revenues, so I can’t see them just spinning it out, especially at a time where an interim group is running the company.” Read it.

Adding SEM

Buying platform TRAFFIQ announced that its adding search capabilities. According to the release, search engine marketing (SEM) tools that will enable registered users [of TRAFFIQ’s platform] to manage and optimize their search campaigns.” The SEM will be powered by a company called adSage. Read more. Platforms are going across digital channels.

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