BUZZMEDIA, Publishers Clearing House, and The Seattle Times Select Adometry to Ensure Online Advertising Quality
Adometry®, Inc., the leader in cross channel fractional attribution and online media verification technology, today announced that BUZZMEDIA, Publishers Clearing House, and The Seattle Times have adopted the Adometry ad analytics technology for publishers to improve the management and monitoring of display advertisements on their sites. These leading web properties are now using Adometry TagScan™ to analyze, monitor and administer ad tags across their sites. The technology drives efficiencies for publisher ad operations teams by ensuring problem-free performance and maintaining high-quality standards for the display advertising services they deliver for brands and online marketers.
“Maintaining consumer trust in the online ecosystem is critical to ensuring the vitality of the marketplace,” said Sal Tripi, VP of Operations and Compliance at Publishers Clearing House. “That’s why taking a proactive approach to protecting our consumers from online exploits and maintaining standards is essential to our business and the future growth of PCH online properties. With the addition of Adometry’s TagScan, we are able to help achieve these goals by monitoring third-party ad tags and verifying they meet with our strict compliance standards.”
Adometry TagScan is delivered via a SaaS-based model, which makes it easy for publishers to deploy the technology and more quickly achieve results and performance improvements. By reporting tag-related activity in real-time, online publishers can improve site operations, prevent data leakage, and protect against malware infections. This includes the ability to monitor ad changes, and test the functionality of ad tags before they are deployed.
Read more: Adometry
WPP’s MJoule Enters China’s Mobile Market
WPP agencies GroupM and Tenth Avenue have joined forces to launch a mobile marketing presence in China through the acquisition of local mobile agency Wisereach.
The new entity, known as MJoule, will combine assets of Tenth Avenue’s mobile specialty unit Joule with the existing mobile operations of GroupM in China.
MJoule will be a full-service mobile advertising and marketing agency led by former Wisereach CEO Craig Zhang, who will report to Joule CEO Michael Collins. “Mobile is fast becoming a dominant channel for brands to connect with consumers,” says Bessie Lee, CEO, GroupM China, in a statement. “MJoule will ensure GroupM China maintains a leadership position in mobile and continue to provide our clients with a competitive advantage.”
Read more: MediaPost
The Modern Agency
Ad agencies are engaged in a wrenching transition, driven by technological change. The very underpinnings of the agency business are shifting, as the business confronts a variety and challenges in digital media. Digiday is embarking on a series of video interviews with agency leaders to discuss how the modern agency is built. There’s little doubt there is not an easy blueprint for the “agency of the future.” There will be new agencies, evolved “traditional agencies,” and even new hybrid marketing companies that are part agency, part tech and part media.
The series is made possible through the sponsorship of Videology, the video advertising platform until recently known as TidalTV. To introduce the series, I sat down with Videology CEO Scott Ferber to get his view on how technology is shifting the agency’s role. Ferber, who founded Advertising.com and sold it to AOL for $435 million in 2004, believes that agencies will evolve to become technology enablers, stitching together pieces of tech created by others. He’s mostly down on the idea of agencies owning technology. See the full interview below.
Paid, Owned, and Earned Content…Ineffective Without Optimization
If content is the crux of all our marketing efforts, we should be learning, adjusting, and optimizing. If not, it will lead to a negative consumer experience.
One of my first columns for ClickZ was the importance of content and its role as a tangible media format. In the last few months, content continues to be a hot topic. The volume of content being distributed is increasing and the way an advertiser collects and uses data is changing. In our everyday professional lives, it’s easy to “set it and forget it,” but this can counter all the hard work put into content development and distribution.
So where to begin? The most common way a user will reach your content is through a basic search, meaning that search engine optimization is vital to your content planning approach. The optimization plan will need to take into account how all the content is distributed, be it via web, video, mobile, tablet, and social posts.
With media planning in its traditional sense merging with these specialized fields (search, social, mobile, experiential, and video), it’s important to make cross-channel content optimization central to any strategy. To do so (and remain sane), here are a few guidelines:
1.What are consumers already telling me? Social behavior, social trends, and search queries represent some of the best data for determining content needs and optimizations across all channels. It’s easily accessible to advertisers and beneficial when tied to syndicated and longer term research.
Example: Use data from Twitter, Facebook, or Google. The consumer is already being vocal, and as an advertiser you have access, so mine this data to improve content development and inform optimizations for existing content.
2.Is my content relevant to the experience? What is your consumer seeking? Take the research from step one and apply it to their experience, get a basic understanding of the consumer’s needs in a specific environment, and make sure your content answers their question.
Banner future for digital advertising
Online spending has leapfrogged every traditional medium except television, and that gap is narrowing
When Sprint Nextel this month moved its $1.1 billion account from San Francisco-based Goodby, Silverstein & Partners to Digitas Chicago and Leo Burnett, it was one of the biggest wins in Chicago advertising history.
Beyond the 300 or so new jobs the account will bring to the city, with online-focused Digitas named lead agency, it also represents what may be the tipping point for digital advertising, which has rapidly transformed from a fringe buy to an integral part of the media mix.
“I think it’s a validation of the next evolution of this industry,” said Tony Weisman, president of Digitas Chicago.
Once the insular domain of direct marketers and tech-savvy programmers, online advertising accounted for just a fraction of total media spending in the U.S. at the start of the new millennium. Since then, the medium has leapfrogged every traditional advertising vehicle except television, and it is closing ground fast.
“The Internet has become as important as television to advertisers,” said David Hallerman, principal analyst at eMarketer, a New York-based research firm. “This is where people spend a large share of their time. Marketers chase the audience.”
Read More: Chicago Tribune
Akamai is acquiring Cotendo for $286M
App delivery company Akamai is acquiring app delivery network Contendo, the companies jointly announced today.
Akamai will purchase all of Cotendo’s outstanding equity for a net cash payment of $268 million.
Pending regulatory approval and other typical acquisition conditions, the deal is expected to close sometime over the next six months.
In a release today, the companies stated that they expect their combined technologies, which each have a lot to do with safely and securely delivering content and application packages in the cloud, to accelerate innovation in cloud and mobile services.
“As we look to accelerate growth across the dynamic landscapes of cloud and mobile optimization, we are excited to be joining forces with Cotendo,” said Akamai president and CEO Paul Sagan in a statement.
“Cotendo’s technology, partnerships and people are a strong complement to Akamai. Together, we believe there is tremendous opportunity for our combined technologies as enterprises embrace the move to the cloud and seek solutions for an increasingly mobile world.”
Read More: VentureBeat
