4INFO and Datalogix Partner to Deliver Purchase-Based Mobile Audiences to Brand Advertisers
Partnership will Bring New Levels of Audience Segmentation and Reach to Rapidly-Growing Industry
WESTMINSTER, Colo. & SAN MATEO, Calif.–(EON: Enhanced Online News)–4INFO, a leading mobile advertising company, and Datalogix™, the leader at integrating database marketing and digital media, today announced a relationship to enable real world segmentation-based reach and measurement within 4INFO’s AdHaven Audience Network. As a result of this partnership, 4INFO will be a premier mobile advertising partner of Datalogix, providing AdHaven advertisers with additional audience reach opportunities as they plan campaigns and AdHaven publishers with additional capabilities to sell their inventory using the platform.
4INFO and Datalogix will provide brand marketers with the ability to define and reach mobile audiences based on Datalogix’s $1 trillion database of purchasing behavior. Custom models based on SKU-level purchase data allow brands to drive new customers or explicitly target existing ones on their mobile devices including smartphones, feature phones and tablets.
“The next frontier in mobile is true audience targeting at scale,” said Zaw Thet, CEO, 4INFO. “Datalogix is the leader in bringing offline data to digital and this partnership with Datalogix provides a valuable new dimension of data to our extensive AdHaven Audience Network. DLX has extensive differentiation in the retail, CPG and automotive verticals and brands will benefit from targeted mobile advertising, as demonstrated by measurably higher ROI and campaign results.”
Read More: EON
Newspaper National Network LP Selects the Mocean Platform for Its Mobile Offering
Best of Breed Mobile Ad Serving Platform to Deliver Scalable Mobile Solutions for NNN’s National Blue-Chip Advertisers to Reach Leading Local Sites
NEW YORK, NY–(Marketwire – Jul 7, 2011) – Mocean Mobile (www.moceanmobile.com), the standard in mobile ad serving, today announced a multi-year agreement with the Newspaper National Network LP (NNN) to give national brand advertisers unlimited potential to reach and engage with consumers on the leading national network of local media.
After conducting a lengthy vetting process, the NNN selected Mocean Mobile as its solution to serve local media across all mobile platforms, including smartphones, tablets, in-application or mobile Web. Mocean Mobile provides NNN with the state of the art infrastructure required to execute the rich media campaigns advertisers want at a national scale, capitalizing on mobile’s unique ability to target local audiences.
“We are confident that Mocean Mobile’s robust technology platform and enhanced targeting capabilities, coupled with NNN’s innovative sales solutions, will enable national advertisers to maximize the local benefits of mobile, with scale,” said Doug MacDonald, Vice President, Digital for the NNN.
Working with national blue-chip advertisers who want to fully engage with mobile users, the NNN will utilize the Mocean ad serving platform’s full support of all types of rich media campaigns to offer marketing partners custom ad solutions that are both unique and of high value. To that end, Mocean Mobile boasts deep integration with all of the major rich media providers in mobile advertising.
Read More: marketwire
Google And Admeld: Pressure Is On Display Competitiors—And Publishers
Unless the regulatory process is somehow speeded up in the case of Google’s latest acquisition of Admeld, the estimated $400 million deal that would add a new publisher-facing service to Google (NSDQ: GOOG) display/exchange business is at least several months away from actually being completed. That said, the announcement earlier today will surely speed up efforts by Google’s competitors, whether its display advertising leaders like Yahoo (NSDQ: YHOO) and AOL (NYSE: AOL), to expand their supply-side efforts, or Admeld rivals like The Rubicon Project and PubMatic.
In a post on its blog, media investment bank Luma Partners, which represented Admeld in the deal, points out some of the basic implications of Google’s acquisition: “Real time media buying is real and valuable. There has been some debate of late regarding the RTB phenomenon – whether it is a fad or a long-term shift in the market and whether it adds real value. This acquisition should squelch that debate – as we point out in the SCIENCE-ification of Media presentation, there’s no going back.”
I had a recent conversation about ad exchanges with AOL’s Ned Brody, president of AOL’s B2B businesses, which includes managing the company’s display relationships with outside publishers through Advertising.com and its other ad tech units. He mentioned that one publisher, who spoke for many, had identified RTB as “a race to the bottom” not real-time bidding. Many publishers are reluctant to participate in RTB, because they feel it tends to drive down prices of their inventory. Companies like Admeld, Rubicon and PubMatic exist, in part, to help allay those fears by promising to protect publishers’ ad yields.
Read More: paidContent
The Guardian Quickens Its Journey To A Life Beyond Print
Guardian News & Media has announced a “major transformation programme” to de-emphasise print and become “digital-first”, making it one of the first major newspapers to push toward that final, eventual transition.
GNM will, over the next five years, reallocate to digital areas a £25 ($40.24) million investment that was earmarked for print, it is understood. In doing so, it will, by next March, shrink the printed newspaper away from breaking news and in to a smaller, less resource-intensive edition that instead leads on analysis.
Thursday’s announcement to staff by editor Alan Rusbridger and GMG CEO Andrew Miller (see our interview with Miller) may seem familiar to those who have followed Rusbridger’s observations and forecasts in recent years. But it is much more significant – a crystallised, formalised strategy to reprioritise print, which they say is suffering “inexorable changes” of declining circulation and advertising income.
Read More: paidContent
Real-Time Bidding Ad Platforms Gaining Ground
While advertisers spent $353 million through real-time bidding platforms in the United States during 2010, estimates suggest that number will reach $823 million in 2011, per a new study. The findings, presented by Forrester Analysts Michael Greene and Joanna O’Connell, were commissioned by Admeld and presented at the company’s Annual Partner Forum.
The study highlights the change in media buys, and that in 2010 “RTB became real.” Aside from the epiphany, findings from the report reveal that technology complexity, regulatory ambiguity and fears of poor inventory quality remain challenges. They also suggest that publishers standing on the sidelines will forfeit an opportunity to participate in the market, as RTB grows and expands worldwide,
RTB grew up in 2010, as technology created the perfect infrastructure and agency trading desks, such as Publicis’ Vivaki AOD and Omnicom’s Accuen, bought money to the table. For years, publishers had to rely on many ad networks — sometimes more than 30 — to fill remnant inventory spots. But with all the advancements made in 2010, significant challenges remain.
Read More: MediaPost
Data Deals : AudienceScience CEO Jeff Hirsch on Real-Time Bidding
It would be hard not to notice all the press that real time bidding (RTB) is getting these days. Clearly there is demand for more automated and efficient buying processes in the graphical online media business. No argument there. For advertisers, RTB is showing tremendous promise as it separates the impression from the specific publisher in terms of valuation. In other words, you bid based on what you know about a consumer, and you don’t put a value on where the ad runs (other than white list and/or verified site lists.) Advertisers are able to take advantage of data in unique and dynamic ways which helps them increase both efficiency and efficacy. When you combine the efficiency of only picking the most valuable impressions AND an auction that guarantees you the lowest possible price, you’re definitely getting a good deal.
That, however, does not necessarily translate to the other side of the equation. The value proposition to the advertisers is a good indication of this fact. We keep hearing about how RTB will raise the price of inventory for a publisher but the numbers don’t support that. That is, unless there is full transparency. What this means is that IF a publisher lets it be known that their inventory is up for bid via RTB, then that publisher will get a higher rate as they will be perceived as being in a better class of inventory.
Read More: DigiDay
