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Google is at work, along with companies such as Microsoft, creating a universal ID for users, but that could create problems for the industry, according to Adweek’s Garett Sloane. Meanwhile, companies like Xaxis are working on a solution, called a statistical ID, which would collect anonymous information about users across devices and would level the playing field. “The advertisers in concert with publishers need to take a much more proactive role in terms of getting this situation solved,” one ad tech insider said. “They can’t leave it to Google.” Read more.
Nielsen continues to extend its analytics platforms to online - this time by bringing its consumer purchasing behavior data to advertisers. The service will gather purchasing behavior online and offline to measure ad effectiveness, the company announced. “Clients can see syndicated data exposing the reach and frequency of their ads layered with actual consumer shopping behavior,” stated Nada Bradbury, SVP Global Media Products, Nielsen. “Success can now be defined in growing the number of transactions and sales volume.” Read the release.
What does ad tech bot fraud look like from the publisher perspective? Digiday did a Q&A with what it says is an anonymous former publishing executive to find out what the process looks like and how it played out. The publisher claims to have knowingly bought fake traffic to boost its ad impression numbers. The company even tried experimenting with video, but found that bots couldn’t load the players so it didn’t work. Read more.
Demandbase is launching a retargeting product for its “Company-Targeted Advertising” platform for B2B advertisers. "By using a solution specifically tailored to the B2B buying process, we’re giving businesses the opportunity to influence multiple people involved in a corporate purchasing decision, at the specific target companies most likely to buy,” said Chris Golec, founder and CEO, Demandbase. Read the release. Golec discussed Demandbase’s platform with AdExchanger last June.
Online privacy can be fun, at least to those who showed up for Evidon’s Ghostery hackathon, which focused on building monitoring tools for the web. Some of the entries include data visualization tools that show how many ads were served in a session and an alert system for users when their autofill information is being used. There are two teams left vying for a spot at South by Southwest. Read more.
Extra Large Medium
In 2005, Upstream Group’s Doug Weaver proclaimed the internet more than just a “medium,” but rather a platform, and that message is still relevant today, as he notes on his blog. Weaver says advertisers still think of the internet as one thing rather than breaking it out into its distinct parts, such as search, email and social media, which all need to be treated differently to be effective. Add mobile to that, and second screen viewing for good measure, and simply calling it a medium seems even more unlikely. Read more.
Commerce Adding Tech
Target is having a hard time competing with Amazon, so it’s taking steps to mimic the services that Amazon offers, as the Wall Street Journal’s Paul Ziobro points out. Some of these efforts include subscription services, streaming video and free shipping for members. Target is admittedly a little late to the ecommerce game, as the company was focusing its efforts on improving stores, expanding into Canada and starting a credit program. It’s also competing heavily with Wal-Mart, which has focused on technology more recently, with its Wal-Mart Labs initiative. Read more.
- Thibaut Portal Appointed As VP, Operations & Services At Makazi Group (PDF) - press release
- Glam Media Hires Kristen A. Elliott As Vice President, Sales - press release
- Peter Naylor Tapped to Lead IAB's Publisher-in-Residence Effort - Adweek
But Wait, There’s More!
- Rockefeller To Introduce Bill To Give Online Video Parity With Cable And Satellite Providers - Variety
- Placed: Here Are the Retailers Mostly Likely To Be Hit By Showrooming on Black Friday - Greg Sterling
- Chegg Prices Its I.P.O. At $12.50 A Share - NY Times’ Deal Book blog
- US Affluents Seek Deals, Not Luxuries - eMarketer