Ad Ops News

February 23, 2012 RTB rubicon project
We reported the other day that the Rubicon Project introduced a slew of new features to its supply-side platform at the company's Real-Time Trading Summit. CEO Frank Addante has been swell enough to answer a few more questions about the latest developments, regarding in particular how the platform has become more inclusive and the motivation behind REVV Creative Control. You commented that the latest platform innovations turn everyone into a bidder. Who was getting the short shrift...
February 22, 2012 local mobile
  The week I moved to New York City, a friend and longtime resident pointed me in the direction of HopStop, exclaiming, "This is your lifeline." And over the last several years, the location-based travel site and mobile app have been an invaluable resource for navigating the public transit labyrinthe that is the Big Apple. It's also come in handy in other cities I've visited, inside and outside the U.S. And soon HopStop might be delivering me relevant geotargeted...
February 21, 2012 Ad Server aimatch analytics yield management
Business analytics specialist SAS has acquired ad-serving platform aiMatch, with plans to combine the companies' technologies to provide online publishers with a holistic system for managing and optimizing inventory as well as forecasting and measuring ad revenue – all in real time across channels. "Due to an explosion of data the online advertising industry is in desperate need of better solutions to analyze and make use of all of the new information available to them," said former aiMatch...
February 20, 2012 behaviorial targeting bluecava cookies
  Have we come up with an appropriate gloomy moniker for May 26 yet? That would be the deadline for Internet publishers in the UK to fall in step with the European Union's E-Privacy Directive, disallowing the use of cookies unless consumers opt in. D-Day seems like a tacky epithet, while "The Day the Cookies Crumble" seems too long (and overly dramatic). Any suggestions? As zero hour (perhaps "Zero Cookie Hour" could work?) grows closer, BlueCava, which purveys device identification...
February 15, 2012 adtruth device identification
James Lamberti has left his role as Vice President of Global Marketing at mobile ad network InMobi to become general manager of AdTruth, the digital advertising division of device identification specialist 41st Parameter. Also joining the company as Vice President of Marketing is Karen Dayan, who was last seen serving as VP of Marketing at Criteo. “Both Karen and James have demonstrated the uncanny ability to recognize where the world is going before it gets there,” said Alan Naumann, CEO at...
February 15, 2012 mobile mobile apps mobile Web responsive web
On Useit.com, Usability guru Jakob Nielsen writes that while mobile apps currently have the leg up on the mobile web when it comes to usability, change is coming. Sure native applications are inherently superior as they can target the specific limitations and functionalities of each and every device, but the cost of mobile app development will increase with continual device fragmentation. Even platforms like Android are "forking" – a good app experience on an Android-powered Kindle Fire...
February 15, 2012 Mobile Advertising mobile advertising analytics
LocalResponse Launches PRO Dashboard for Marketers to Analyze & Respond to Real-Time Consumer IntentNew York, NY, February 15, 2012- LocalResponse, the platform that helps marketers respond to real-time consumer intent, announces the launch of its analytics and action platform for marketers, PRO Dashboard. Today, LocalResponse is also taking all three of its advertising products out of beta to the general public (Direct Response, Intent Retargeting, and the PRO Dashboard), announcing new...
February 14, 2012 RTB rubicon project SSP
Everyone's a bidder now, according to Rubicon Project CEO and Founder Frank Addante. At the Real-Time Trading Summit yesterday in New York (watch video here), the company introduced and demo-ed three new products as part of its Real-Time Trading Platform. According to Addante, these innovations not only incorporate RTB bidders, "but also turn every ad network into a bidder as well as activate self-serve advertisers as bidders." Here are the product details from the press release: • "...
February 13, 2012 freewheel mobile mobile video
A+E Networks – a joint venture by Disney–ABC Television Group, Hearst Corporation and NBC Universal and home of notable brands A+E, History and Lifetime – announced it will be using FreeWheel's Mobile Rights Management platform to monetize its mobile properties and branded applications, including premium television content shot to smartphones and tablets. In addition to yield optimization, inventory forecasting and reporting tools, FreeWheel will ensure A+E's syndicated mobile video content...
February 13, 2012 appnexus DSP RTB SSP
  AppNexus has caught itself a nice big fish in the form of Andrew Q. Kraft, who is joining the RTB platform in the newly created role of Vice President of Business Development. Kraft hails from Collective, where he served as Senior Vice President for AMP Publisher Solutions; he also boasts experience as Vice President Member Services and Revenue Development for the Interactive Advertising Bureau (IAB) and founded digital marketing and management consulting firm Executivity. Reporting to...
February 10, 2012
Standards from the new Digital Trading Standards Group aim to add structure to the increasingly complex online advertising industry. MT The Digital Trading Standards Group (DTSG) has been set up to develop a set of industry-wide principles aimed at reducing the risk of ad misplacement at impression level. It will be an evolution of the existing Internet Advertising Sales House (IASH) code of conduct. With the emergence of agency trading desks (ATDs), demand-side platforms (DSPs), ad...
February 6, 2012
Nearly 40% Use Mobile In Response to Game Time TV AdsSAN MATEO, California, February 5, 2012 — Today, InMobi, the largest independent mobile ad network, released its Super Bowl XLVI Mobile Consumption Survey, revealing consumer interaction with mobile during today’s game.  Nearly 40% of respondents used mobile devices in response to TV ads and 45% estimated that they would spend 30 minutes or more on their mobile devices during the game.  The survey confirms that...
February 1, 2012 automated trading pubforum
Peter Horan, who is delivering the keynote at AdMonsters' Publisher Forum in Palm Springs this March, has a long, impressive resume, including stints as CEO of IAC Media and Advertising, About.com, AllBusiness.com and DevX. Now chiefly an investor, he serves on the boards of a wide variety media and advertising technology companies, including Halogen Media Group (as Executive Chairman), AdZerk, Mahalo among others. In other words, when he prognosticates, you best give him your ear. On Digiday...
January 27, 2012 Mobile Advertising
  The opportunities for advertising on mobile are countless, but why aren't advertisers taking command of the mobile home screen? Russell Glass, CEO of Bizo, discusses the opportunity latent in the "M-spot." MT  There is a piece of real estate in the digital world that has been around since the advent of the LCD screen on cell phones that nobody has yet figured out. Let's call it the "M-Spot," as in the "most valuable piece of digital real estate on the planet" spot. Or the "...
January 27, 2012 ad networks DSP facebook RTB
In its PostView column written by European-based senior ad executives, ExchangeWire makes a good argument for two major data collectors – Amazon and Facebook – to completely disrupt the online display market. The column suggests Amazon won't build a behavioral ad network hooked up to its mountains of consumer data, but a bidding platform – an intent-based DSP that it would license to agencies and marketers. While Facebook has sworn time and again that it is not building an ad network, the...
January 27, 2012 google OPS Markets
In the wake of Google Vice President of Product Management Neal Mohan's claim that calling Big G's display system closed is "ridiculous," MediaBank CEO Bill Wise (keynote speaker for OPS Markets, April 18 in NYC) retorts on Digiday that Google's system may be open, but it certainly isn't neutral."Google’s media planning and buying technology ostensibly exist to help advertisers and agencies find the right inventory and audiences for their business," Wise says. "But it’s hard to honestly act as...
January 27, 2012 OPS Markets London private exchanges
The Guardian and Future Publishing urge publishers to embrace private exchanges while there is still time to learn. Read OPS Markets London Keynote Speaker Tim Gentry's views on the private exchange and the thought process behind the Guardian's first tentative steps into the Private Exchange with bed fellows The Rubicon Project.  "Future Publishing and The Guardian have encouraged companies to embrace private exchanges while there is still time to learn. Agencies and...
January 26, 2012 TV video YuMe
  To show how well online video and TV campaigns work together, video advertising platform YuMe and Nielsen examined the effect of a $500,000 online video buy on a major healthcare brand’s $2.6 million TV campaign while the two were running concurrently. The results, shared by YuMe Senior Vice President of Marketing Ed Haslam over on Adotas, are pretty impressive:   "The online ad flight increased reach by 7 percentage points against the 35- to 54-year-old audience. More than 6...
January 24, 2012 tablet
 Apparently everyone had the same idea of what to give each other as gifts this holiday season – according to new research by Pew's Internet division, the number of Americans with either a tablet computer or e-reader shot up from 18% to 29% between mid-December and early January. Americans with tablet devices jumped from 10% to 19% over that time period while those with e-readers... also jumped from 10% to 19%. Hope you didn't think the days of device fragmentation woes were numbered! Head...
January 24, 2012 mobile private exchange
Since being introduced in 2010, the private exchange model has proved pretty intriguing online, but will it woo marketers and pubs on the mobile front, especially when targeting and tracking aren’t so easy? Also, is a mobile private exchange really scalable? AdExchanger’s John Ebbert gathered a smart bunch together to chat about the issue from the marketingangle, but there’s plenty to be gleaned from a publisher’s perspective. In a space where inventory is expanding exponentially, mobile...
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