AdoTube Partners with FreeWheel to Increase Monetization of Premium Video Content
AdoTube has been working with FreeWheel and clients since March 2010, and has now been named as a FreeWheel Certified Partner.
AdoTube, a leading in-video advertising platform, has been named by video monetization technology company, FreeWheel, as one of its Certified Partners. This new level of partnership comes from continued collaboration between AdoTube and FreeWheel, who have teamed up to empower a number of clients with limitless monetization opportunities through leveraging AdoTube’s various in-stream ad formats and premium ad network in conjunction with FreeWheel’s flagship product, Monetization Rights Management®.
Certified Partner status further ensures that AdoTube has met a substantial set of criteria that allows FreeWheel to vouch for AdoTube’s technology and solutions. FreeWheel requires companies to fully adhere to industry standards set forth by the Interactive Advertising Bureau (IAB), as well as an additional set of FreeWheel-specified criteria.
“This program is a way for us to work with our valued partners like AdoTube to continue to strive for the best levels of support, integration, and operational excellence on behalf of our mutual clients,” said Brent Horowitz, VP, Business Development at FreeWheel. “The result should be higher standards and improved operations industry-wide.”
Read More: AdoTube
Joost Video Network Becomes Stand-alone Business Unit
Adconion Media Group plans to announce Thursday the spinoff of the Joost Video Network into a stand-alone business unit. The newly launched digital media company will provide premium branded solutions for advertisers and brand marketers seeking to target audiences with in-stream and in-banner video advertising.
Nick Higgins will lead the new unit as executive vice president. He previously held the position of head of global video at Adconion Media Group. Prior to joining Adconion, Higgins was at MSN, where he held several senior positions during the past 10 years.
Adconion acquired the assets-digital rights management, video player, and content distribution of Joost from ex-Skype founders in November 2009, and then launched the Joost Video Network in February 2010 across North America, Europe and Australia. Since then, Tyler Moebius, CEO of Adconion Media Group, says the company quadrupled revenue to $30 million and expects to triple digital growth in 2011, making it the largest global video player operating in more than seven countries.
Read More: MediaPost
InvestingChannel Seeing CPMs Increase Due To Targeted Offering Says CEO Desai
Nikesh Desai is Founder of InvestingChannel, a vertical ad network and publisher services company.
AdExchanger.com: How did the InvestingChannel begin? And how has the company pivoted since it was first started?
ND: We started this business for a couple of key reasons, amongst others:
1.The business was started as an advisory business designed to help financial media companies with their digital advertising revenue strategies. We quickly discovered that many of our clients required execution both on the ad sales and operations/optimization side and often lacked the resources, reach and expertise to effectively monetize their valuable audience.
2.With the ease of content creation and the resulting proliferation of sites, particularly in finance, along with the desire for independent, trusted content, online audiences have dispersed to niche sites to consume content rather than the larger ‘big brand’ destinations. These audiences are highly coveted and desirable for endemic and non endemic advertisers but because of the fragmentation, lack of ad infrastructure and size, it is extremely difficult for advertisers to find and target these largely unduplicated audiences The business insights we gained from our consulting business coupled with the power and growth of the long/mid tail audiences led to the creation of InvestingChannel.
Read More: AdExchanger
Measuring Digital Marketing Success
Every individual has been stripped down to an anonymous cookie
According to Blue Kai, I’m a tech-savvy, social media-using bookworm in the New York DMA, currently in the market for “entertainment.” At least that’s what my cookie says about me. Simply by going to the Blue Kai data exchange’s registry page, you can find out what data companies and resellers know about you, and your online behavior and intent.
In this brave new world of data-supported audience buying, every individual with an addressable electronic device has been stripped down to an anonymous cookie and is for sale. My cookie, when bounced off various data providers, also reveals that I’m male (Axciom), have a competitive income (IXI), three children in my family (V12), a propensity for buying online (Targusinfo) and am in mid-management of a small business (Bizo). I’m also in-market for a car (Exelate) and considered to be a “Country Squire,” according to Nieslen’s Prizm, which is essentially a boring white guy from the suburbs who “enjoys country sports like golf and tennis.” Well, I’m horrible at tennis, but everything else seems to be accurate.
As a marketer, you now have an interesting choice. Instead of finding “Country Squire” or “Suburban Pioneer” on content-specific sites they’re known to visit, now I can simply buy several million of these people, and find them wherever they may be lurking on the Web. This explains why you suddenly see ads for BMWs above your Hotmail messages right after you looked at that nice diesel station wagon on the VW.com Web site.
Read More: ADWEEK
MacWorld Publisher IDG Launches Private Advertising Exchange
Tech Giant Set to Prove Publishers Can Launch Ad Exchanges, Too
NEW YORK (AdAge.com) — More publishers are looking to claim ownership over digital advertising to combat the growing dominance of Wall Street-like trading desks they believe are depressing the value of online ad inventory.
IDG, publisher of technology titles such as Computerworld, Macworld and PCWorld, has formed its own private advertising exchange consisting of 450 tech-focused websites into which a select group of advertisers will be able to buy advertising. The private exchange, called TechMediaExchange.com, will launch in February and represent 90 million unique viewers and a billion impressions.
We don’t want just anybody to be a part of this,” said Peter Longo, CEO of IDG’s Networks division. “We want this to be a vetted group of sites that are truly focused on technology — quality sites that advertisers want to be against.”
Read More: AdAge
Cox Merges Adify With Digital Sales Arm
Aiming to reduce redundancy and offer more integrated online ad services, Cox Media Group said Tuesday it will merge its Cox Cross Media and Adify units to form Cox Digital Solutions. The new company will be led by Cox Cross Media head Steve Shaw and promises to facilitate online buys across Cox Media properties and third-party niche content networks.
Adify, which helps publishers build vertical networks and serves ads across the 180 networks it powers, was acquired by parent Cox Enterprises in 2008 for $300 million. The move has helped Cox expand its online ad operations and create vertical networks around its own properties, which include newspapers and radio and TV stations as well as related Web sites.
In 2009, for instance, Cox used Adify to build an auto-related ad network around its AutoTrader.com brand. Now the company will tie the Adify platform more tightly into its own digital ad operations to offer agencies and advertisers more efficient placement across its 1,300 local media sites in 145 markets as well as national reach through the more than 7,000 specialty publishers it works with. That adds up to traffic of about 135 million unique visitors a month, according to Cox.
Read More: MediaPost
New Year, New Attribution Model
A few years ago, marketers discovered that most of the conversions happened without an associated click in display advertising. Then, a little while later, view-based conversions were added to the performance metric. While it was a small step forward, the obvious question is: if the last click is not always indicative of the user’s decision to convert, why would the last view be any better? In short, it’s not.
In an earlier ClickZ column, I discussed the importance of going beyond the last click or last ad impression and described why an incorrect attribution model will lead to suboptimal results. Well, a new year calls for a new model – multi-touch attribution where all interactions within an association window are considered to have influences over a user’s conversion.
The power of digital advertising offers more than just targeting with higher precision; it also provides instantaneous feedback on how ads perform. With consumers exposed to increasingly more ad impressions and interactions of different media types, it’s become harder than it should be to explain how each event along the path to conversion affects the user’s decision. In the analytics sense, the current flawed last-touch attribution model suffers from the lack of a probability framework. Since the last touch (click or view) is defined by the conversion event, it’s difficult to calculate the probability. Therefore, it’s nearly impossible to measure the true influence of the last touch.
Read More: ClickZ
