ShareThis Unveils Display Ad Targeting Platform
Sharing content could get you targeted by an ad. ShareThis, the company known for the social sharing tool, unveiled a platform that targets online ads to consumers based on the content shared through social links. The tool supports the premise that those who share and receive produce the highest click-through rates because of the interest in the topic being shared. At least that’s ShareThis Founder Tim Schigel’s thinking. He believes the future in online advertising resides in ad targeting that combines social and search. And as more dollars flow into online advertising, sharing will become the most important signal on the Web. The platform targets ads to both the person sharing and receiving the content, identified through a browser cookie. To determine the influence of the person sharing the content, the platform considers the frequency content shared on a specific topic, click-through rates after sharing the content, engagement with the link and content, and the number of times the content is reshared.
Read More: MediaPost
Microsoft Still Chatting To Buy Mobile Ad Network Millennial Media — Rumor
One of the long-running rumors in the mobile advertising industry is that Microsoft is going to buy Millennial Media, one of the larger mobile ad networks, to expand its mobile ad business. Today, we heard more second-hand rumors that Microsoft is still in talks with Millennial. Specifically, an industry source tells us he has heard deal gossip from mobile publishers and people in Washington, D.C. over the last few weeks. This person says that Microsoft has been negotiating with Millennial for the last two months, and that the companies have agreed on basic terms but have not finalized a deal. If Microsoft did pull the trigger, this would follow Google’s $750 million deal to buy mobile ad network AdMob — still pending U.S. government approval — and Apple’s $275 million deal to buy Quattro Wireless.
Read More: BusinessInsider.com
JumpTap Offers Interest-Based Mobile Ads
Following in the steps of companies like Google and BlueKai on the desktop Web, mobile ad network JumpTap will allow people to choose the types of ads they want to see on their handsets. By the end of June, the company will launch a site where users can select interest-based categories for mobile ads they are served by JumpTap. The idea is to improve advertising for consumers and marketers alike by showing people more relevant ads, which in turn will lead to higher interaction rates. Consumers will be able to choose the kinds of ads they see from among 25 different interest segments including adult, automotive, finance, horoscopes, Latino, sports and technology. “We want to put consumers at the forefront of this and tell us what they’re interested in and work from there,” said JumpTap CMO Paran Johar, who added that such control is even more critical in a more personal media platform like mobile.
Read More: MediaPost
