Media Buyers Discuss Ad Verification At ClickZ, IAB Ad Networks And Exchanges Event
Today, during ClickZ’s Connected Marketing Week in San Francisco which brought together name-your-digital-pleasure marketers to discuss their respective marketing channel, ClickZ and the Internet Advertising Bureau (IAB) also co-sponsored an Ad Networks & Exchanges event.
Editor’s note: It would seem the name of this type of IAB event may need to evolve. Demand-side platforms don’t want to be called ad networks. And, ad networks – to a certain degree – want to be known as demand-side platforms. Looking forward to the new name!
Just prior to the day-long event, the IAB released news (see it) that 16 IAB member ad network and exchange companies had become “the first to commit to comprehensive self-certification against the IAB ‘Networks & Exchanges Quality Assurance Guidelines,’ [which aims to] increase buyer control over the placement and context of advertising on ad networks and exchanges.”
In the third panel of the day, San Francisco-area media agencies provided their take on the fast-moving ad ecosystem and ad verification technologies, in particular.
Moderated by ValueClick Media’s Matthew Boyd, panelists included associate media director Kim Small of Universal McCann, senior media manager Pablito Padua of Signal to Noise (formerly Agency.com), associate media director Lindsay Wong of Razorfish and vp, digital strategy director Chris Unno of PHD.
Noting the new guidelines and their adoption by 16 member companies, panel members agreed they were heartened to see the step forward in adopting the brand safety measures. But Signal to Noise’s Padua added that he was disappointed that there weren’t additional networks on the initial list.
Read More: AdExchanger
Excess Ad Inventory Pushing Value-Added Services
The movement into value-added services by companies throughout the online advertising space continues to get more interesting. First we saw Google provide free tools and services to support online ad sales. Now search engine marketing companies have begun to provide free tools and platforms to small-and-medium size businesses in hopes of eventually locking them in to subscription services for life. Take that one step further, to find demand side platforms (DSP) building networks of tech offerings on top of real-time bidding platforms.
Xa.net built its platform as an integration hub to bring in data from BlueKai, eXelate and TargusInfo, as well as the media from ad exchanges and publishers. Add to that creative services and it gives advertisers a way to pull in targeting data, purchase ads, and design creative pieces.
The xa.net built technology that allows companies to access inventory from ad networks and exchanges through a real-time bidding system will also offer value-added services that assist companies with copywriting and creating ads. The company’s CEO, Rob Leathern, tells me xa.net began to build the platform earlier this year and will sign on five companies to augments its services. Think of it this way, Leathern wants xa.net to provide the underlying technology that connects complementary services to make everything work together. That includes ad creation for social media platforms, too.
One of those companies will become BoostCTR, a network of copywriters for text ads that will help xa.net clients improve the quality of copy written for Facebook ads. Others include 4Delit, a self-service system that lets small advertisers create Flash and rich media ads; Interpolls, which creates rich-media formats and widgets; OneScreen; and OggiFinogi.
Read More: MediaPost
Google TV plan is causing jitters in Hollywood
Google revolutionized the way people access information. Now it wants to transform how people get entertainment.
The search giant is touting an ambitious new technology, called Google TV, that would marry the Internet with traditional television, enabling viewers to watch TV shows and movies unshackled from the broadcast networks or cable channels on which they air. Users would need to buy a TV or set-top box with Google software that could connect to the Internet, along with a keyboard to type commands. Users could also use their iPhone or Android phone to operate Google TV.
The prospect of Google getting into television frightens many in Hollywood, who worry that Silicon Valley will upend the entertainment industry just like the Internet ravaged the music and newspaper industries.
Read More: LATimes.com
