Tremor Building Programmatic Team; Disqus Native Ads

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Tremor Building Programmatic Team

Some of the team behind Velti’s Mobclix mobile exchange (which ceased all operations in November) are heading for Tremor Video, the company announced. “Solving programmatic buying for brand health and aligning buyers and sellers on brand metrics are core to our mission of bringing the certainty of science to the art of brand marketing,” said Steven Lee, CTO at Tremor Video. “We jumped at the chance to add a talented team of technology veterans with experience working together on board.” Read the release. Tremor needs to make a tech and engineering story (mobile, too), not just an ad network story.

Disqus Native Ads

No place on the Internet is safe from native advertising. Disqus is testing a sponsored comment unit, according to Digiday, allowing brands to put a message beneath relevant articles. Targeting by vertical is currently the only option for advertisers, although Disqus is working on making them targetable at the user or audience level. Read more.

Simulmedia Does Too

Simulmedia snapped up a cool $25 million in Series D funding led by new investor Valiant Capital. Simulmedia positions its solutions as designed to enable targeted television advertising, bringing online practices to the broadcast arena. Company CEO and founder Dave Morgan (Real Media, Tacoda, more) stated the company will use the new funds to build out its technology, services and sales team. Read more.

Big Mobile

Mobile is growing rapidly, and according to Zenith CEO Steve King it will be the fourth largest medium by 2016. What’s unique about mobile – claims King – is that it doesn’t cannibalize other forms of media. “Television is going to continue to be very strong; digital is going to be an accelerator and an amplifier to that,” King said. Read more. Hmmm…mobile may not be a cannibal, but it is a freight train.

Transparency Of Sales

Securites and Exchange Commission (SEC) accounting branch chief Patrick Gilmore has been none too pleased with the transparency of Yahoo’s recent financial reports to the public. He wanted more info on the company’s search – the Microsoft deal – and display revenues. In fact, he wrote a letter (PDF) explaining his issue to Yahoo CEO Marissa Mayer last September. Bloomberg reports that Yahoo has provided numbers (SEC). Read more from Bloomberg’s Brian Womack.

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Rating Japan

Twitter is taking its rating service to Japan, according to The Next Web, by teaming up with Dentsu-owned Video Research Japan. The country only accounts for about 10% of Twitter’s ad revenue, but Twitter is popular there. Read more.

Talent Scoop

Yahoo’s acquisition of tiny startups continues with QuikIO, an acquihire. The startup originally focused on sharing media between devices, but, according to PandoDaily, there’s no evidence that Yahoo plans to keep the technology. Three employees from QuikIO will join Yahoo’s Sunnyvale offices, where they will likely use their video and mobile expertise. Read more.

PaeDae Gets Paid

PaeDae secured $11.6 million to expand its ad business, which is centered around rewards. “In order to continue to meet demand for quality mobile ads from the advertiser and developer communities, we must extend our reach beyond rewards and into other forms of premium advertising,” PaeDae founder and CEO Rob Emrich tells VentureBeat. “Our user-centric model will enable us to apply the attributes of reward-based advertising to new mediums.” Read more.

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