Yahoo! Display Looks To Local; Magnetic Adds Peralta; Google's Bond Trader

Localizing DisplayHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Yahoo! Display Strategy Localized

Forbes' Laurie Burkitt says that Yahoo! aims to maintain its lead as the top seller of online display advertising and will make local advertising a key component of its display strategy. Looking at areas of potential growth, Yahoo's VP of channel sales for North America, Lem Lloyd, identifies national chains - particularly the quick service restaurants - that "buy billions of dollars of local advertising, of which only 1% to 2% goes online." Read more.

Google Hiring Bond Trader

Sounds like a great story around advertising finally capitulating toward pork bellies, doesn't it? The Business Insider riffs on a new job posting for Google that is looking for a real, live, bond trader who will trade... bonds not advertising. See the listing.

Peralta Goes To Magnetic

From the Forrester blog, Emily Riley notes the arrival of search retargeting technology company, Magnetic, and reveals that Mike Peralta (former CRO of Tumri) has moved to Magnetic. She notes that Magnetic "will get more display marketers thinking about the interplay between display and search." Read more.

Right Media Gets New Site

Yahoo! has "re-faced" Right Media's blog and website as the "little people" icons familiar to Right Media Exchange devotees are updated. Stephanie Dorman, Sr. Director of Operations and Services writes, "Visitors to the site can learn about Right Media’s capabilities for serving additional customer segments — such as demand-side platforms, ad agencies, and data players." Read the RMX blog post. See the new site.

Startup Incorporation Prescription

On the The Startup Lawyer website, legal counsel Ryan Roberts gives his prescription for incorporating a startup which includes the usual Delaware incorporation, specific numbers of authorized shares, shares which should be issued to founders and, finally, a suggestion on how to split the equity between founders which "Depends on the Team, But Quickly and After the Awkward & Difficult Conversations." Read more.

RTB And Cloud Computing

Brian Tomasette connects the dots between real-time bidding and the variable costs of cloud computing and says, "I think it would be interesting to offer a service layer to optimize pricing [of cloud computing services] over time and estimate yield management from an ad supported site." Read more.

Buying Out-Of-Home In-A-Game

ClickZ's Jack Marshall looks at in-game ad network, DoubleFusion getting a new round of funding led by Jerusalem Venture Partners. But, Jason Klien of media buying firm, LBi, discusses the challenges of the format with ClickZ: "For example if you buy an ad on a subway in a game - that's essentially an outdoor branding play. Because it's in a digital environment it'll come from a digital budget, but it wont offer the same trackability as other digital channels." Read more.

VINDICO, VivaKi, Video

VINDICO Group, a division of BBE, announced "a video advertising platform partnership with VivaKi" which will make the company's video ad serving platform a preferred partner. VINDICO was part of VivaKi's "the Pool" research initiative which sought to find video formats which would provide the best performance as well as guidance for standardization. Read the release.

Looking At CPA Networks

Jay Weintraub looks at the role of the CPA ad network and how he says they hurt and help the performance marketing ecosystem. From the "Help" viewpoint, Weintraub writes, "Networks have resources that far exceed those of their typical publishers. People often act badly when they don't know what is right, and networks help publishers stay out of trouble by making sure they know what they can and can't do." Read more.

SES Offers Display Panel

Search Engine Strategies has organized a display advertising panel for the search marketing crew expected to attend this week's New York City event. Panelists include moderator Bianca Gardner of Publicis Modem, Paul Pellman of Click Forensics, Dax Hamman of iCrossing, Justin Merickel of Efficient Frontier and Jonathan Mendez of RAMP Digital. Read more.

Contextual For ABC News

PaidContent says that ABC News has inked a deal with Healthline Networks which "will supply content to an expanded health news channel at ABCNEWS.com/Health and will power real-time, contextual ads for the news site’s unsold inventory." Read more.

New Fund From Skype Founders

The Financial Times reports on Skype Founders' Niklas Zennström and Janus Friis new $165 million, London-based, Atomico Ventures fund. Zennström told FT, “The type of companies we are looking at are consumer-facing and also small business... that do not need to build up sales forces around the world to scale and grow.” Read more.

 

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