Eyeblaster Takes Second Shot at IPO

Eyeblaster on Wednesday filed with the Securities and Exchange Commission to raise up to $115 million in an initial public offering of common stock. The online ad campaign management firm did not reveal how many shares it plans to sell, their expected price, or where they will be listed. “A registration statement relating to these securities has been filed with the SEC but has not yet become effective,” Eyeblaster said in a statement on Wednesday. New York-based Eyeblaster actually filed for an IPO back in March 2008, but had to cancel its plans due to rough market conditions. Hardly an anomaly, at least 26 tech companies canceled their IPOs that year, according to Thomson Reuters data. Institutions and investors underwriting this latest IPO include J.P. Morgan Securities, Deutsche Bank Securities, Pacific Crest Securities LLC, FBR Capital Markets & Co, ThinkEquity, and Broadpoint Capital, according to a preliminary prospectus filed with the SEC.

Read More: MediaPost

Evaluating the Effectiveness of Digital Advertising for Brand Campaigns

Digital has never been more important for brands that are seeking to communicate and engage with their customers, this is especially true when speaking in terms of purchase decision-making and brand perception. As digital media battles for its share of cash and eyeballs in an increasingly saturated market, advertisers find themselves faced with the age old challenge of demonstrating return-on-investment (ROI) to their colleagues in the boardroom, only this time from online spend. Marketers have always known that time spent with an advert is an important measure. Couple this with actual active engagement with an ad (rather than passive viewing) and a truer measure of effectiveness emerges in the form of dwell scores. The method behind dwell scores involves combining the length of time spent actively engaging with an ad, multiplied by the rate at which it is engaged with. As a result, dwell scores offer much more valuable evaluation metric for brand advertising.

Read More: MicrosoftAdvertising.com

 Feds Likely To Oppose Google Mobile Ad Deal

Google’s proposed (and now delayed) acquisition of mobile ad network AdMob appears to be drawing even more regulatory scrutiny from the FTC. Bloomberg cites sources who say that regulators now want “sworn declarations” from Google (NSDQ: GOOG) competitors about the $750 million deal. The key sentence in the Bloomberg report comes from a former FTC general counsel, who says that “agency officials typically collect declarations ‘when they think there is some significant chance’ the agency will ask a court to block a merger, or seek to modify a deal.” Google announced it was buying AdMob in early November and said at the time it expected the purchase to close within “the next several months.” Soon afterwards, there were reports that the FTC was reviewing the deal, and in December, Google said it had received a “second request” from the FTC—meaning that regulatory officials wanted more information about the buy and that it would therefore not be closing right away.

 Read More: PaidContent.org