Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Adding To The Long Tail
Not to be left out of yesterday's M&A party, Adknowledge has added another arrow to its performance media quiver as the company announced it has acquired Facebook ad platform company Toronto-based Ad Parlor. AdParlor says in the press release that it manages over one billion impressions per day on Facebook. Nevertheless, Adknowledge appears to be interested in including AdParlor's self-serve Pulse system into its own "bidsystem". Read the release. Adknowledge CEO Scott Lynn tells MediaPost's Mark Walsh that he is pursuing long tail advertising solutions. Read it. Adknowledge could end up being an interesting local ads play.
Kenny Says Nyet To Yahoo! CEO Role
Take him off the list! Yahoo! board member and former Akamai president David Kenny is not interested in being the next Yahoo! CEO as he tells Ad Age's Kunur Patel unequivocally, "I want to clarify that I believe Yahoo is a great company with enormous potential, but I am not -- and will not be -- a candidate for the CEO position." So, where next for Kenny? Back to the agency world or build something from the group up - agency or not? As for the Yahoo! CEO search,... it continues. Read more.
Digiday's Mike Shields looks at one of AdExchanger.com's favorite topics: BIG ADS! Shields quotes Yahoo! sales maven Mark Ellis about display's problems today: "The broad issue is, 'Is the medium built for branding?' The metrics, the talent, the technology, they’re all aimed at performance advertising." He wants more screen space for high CPM, experiential, brand advertising. He wants - BIG ADS!
BetaBeat's Adrianne Jeffries covers a trademark dispute over "the keep" as a site called KeepRecipes.com says its wants to use its own version of "keeping" for its recipe site. Jeffries writes, "AdKeeper is worried about brand confusion. 'Specifically, the stylized K that Keepldeas (owner of KeepRecipes.com) uses is virtually identical to AdKeeper’s stylized K and offers the same exact functionality–clicking on it allows consumers to retain items from the web.'" Read more.
Ad ops guru Ben Kneen takes a detailed look at attribution modeling offered across the ecosystem on the Adzerk Run-of-Network blog. He concludes, "Eventually though, once the math validates itself, RTB engines can use these models to feed their bidding algorithms, which will enhance both their predictive powers in finding viable prospects as well as their effectiveness in pinpointing the right users to expose to an ad. To me, it seems clear that ...." Oooooooh. Don't you hate that? You're going to have to click here to read the rest.
Legolas is offering another way to slice and dice audience through its platform as it has teamed with Symphony IRI. According to a release, the new partnership will give "marketers with the ability to buy online ads based on user level in-store purchase behavior – and to then use actual product sales data for ongoing return-on-investment (ROI) measurement." Read the release (PDF).
Need to justify your ongoing obsession with Twitter let alone its potential for ads and beyond? Try VC Mark Suster's post on his personal blog where he considers Twitter's potential now and into the future. He writes, "The future will see more of this automated. Yes, I know a lot of this could just come from existing IT systems and email. But the real-time nature and public availability of the data tells me that Twitter has a better chance than anybody else of being the source of open object-people and open object-object communications." Real-time is everywhere. Read the post. A good one that resonates in the ad world.
In the battle over privacy self-regulation tools, TRUSTe trumpeted in a release that it has signed up a gaggle of big brands, which will "standardize on its OBA self-regulatory compliance platform, Trusted Ads." AOL, Alamo Rent A Car, Choice Hotels and others are among those listed as clients. Read more.
But Wait. There's More!
- +1 Button in a DoubleClick Rich Media Ad (video) - YouTube
- 5 Reasons Online Display Advertising Is Simpler Than Ever - Search Engine Land
- Online Advertising and Online Media - Forbes
- BrightRoll Announces Strategic Alliance With Nielsen Catalina Solutions Enabling Consumer Package Goods Marketers... - press release
- AdKeeper Readies Button For 25 Percent of the World's Display Ads - Video Ads Next (video) - Aol.com Video
- Tim Cook Starts to Make Apple His Own (subscription) - The Wall Street Journal
- Yahoo Seeking About $500,000 for New Tablet Ad Format - Ad Age