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The New Yellow Pages: "Local is Where We Play/Shop/Live"

The quaint old Yellow Pages have evolved into YP.com, and what may be North America’s largest local search, media and advertising company. YP Holdings LLC (“YP”) combines the assets of AT&T Advertising Solutions and AT&T Interactive. YP Holdings launched yesterday with the closing of a 53% controlling interest in the company by Cerberus Capital Management, L.P. (“Cerberus  [...]
Posted: Thursday, May 10th 2012

LinkedIn Sticks To Business, And That's Good For Marketers

The newly ad-friendly LinkedIn is poised to become “The strongest social media network for professionals,” according to analysts at Frost & Sullivan, and despite the buzz about young-turk competitors. LinkedIn last week further cemented its go-to position for professionals by acquiring professional content sharing platform SlideShare for $119 million in cash and stock. LinkedIn shares have more than doubled since its initial public offering (IPA) in May 2011, and the network cl  [...]
Posted: Tuesday, May 8th 2012

New App Pushes Newspaper Display Ads, Daily Deals to Facebook

  [...]
Posted: Friday, May 4th 2012

Engage:BDR Claims to Fill A Void with Self-Serve RTB Display Platform

Digital advertising and marketing agency engage:BDR has launched its self-service real-time bidding (RTB) display platform, First Impression. The company claims First Impression is the “first platform to provide customers with direct access to publishers' inventory in addition to engage:BDR's exchange traffic,” which enables media buyers with full control to maximize the value of an impression and increase ROI. This fills a much-needed void, claims engage:BDR. Brands and agenci  [...]
Posted: Friday, May 4th 2012

Facebook Marketplace Ads: 41% Higher CPMs, But Softening U.S. Market

Facebook's average Cost per Thousand impressions (CPM) has increased by 41% since Q1 in 2011 according to the latest Global Facebook Advertising Report compiled by TBG Digital (TBG) and verified by the University of Cambridge in the U.K. This is the latest report examining the trends and changes in the performance of Facebook campaigns managed by TBG Digital. As the U.K.’s   [...]
Posted: Monday, April 16th 2012

Yandex Implements RTB Technology

Yandex, Russia's leading search engine, is testing a Real-Time Bidding model for its display advertising. It is a based on typical RTB technology—that is, it is an auction-based system for selling and buying ad impressions. Currently, participants include Yandex.Direct, the company's ad serving system, and myThings, which has become the first affiliate to work with Yandex. travel.ru, forumhouse.ru, newsr  [...]
Posted: Monday, March 19th 2012

Another fMC Announcement: Reduced Character Count on Facebook Ads

Facebook is expected to announce a new character limit for its ads at the fMC in New York City on February 29th.  The character limit is expected to drop to 90 from 135, by the end of the month, according to rumors reported by All Facebook. The point, the site says, is to have more ads fit on the screen. In some tests, Facebook has been able to squeeze seven ads on the right-hand side of the page, up from six.   [...]
Posted: Monday, February 27th 2012

Mobile Ad Pricing, Creatives Entering Period of Flux

Mobile ad pricing is likely entering a state of flux. The more immediate reason is the probable entrance of Facebook in this space. There are longer-term trends impacting pricing as well, including new thinking about mobile’s role in the online ad budget and the evolution of this space towards better creative. AdMob's Move Perhaps the most visib  [...]
Posted: Wednesday, February 22nd 2012

Top News: iAd pricing drops again | Cybersecurity bill leaves Internet alone | AT&T's data traffic |

Ad Pricing: Apple slashes iAd pricing again as mobile ad share declines. Legal/Regulatory: Senate cybersecurity bill leaves Internet alone, exempts tech companies from oversight. Mobile Computing:   [...]
Posted: Wednesday, February 15th 2012

Facebook, Like the Rest of the Industry, Looks At More Flexible Ad Pricing

Facebook appears to be experimenting with more flexible ad price models, based on an account in All Facebook.  The publication reports that a Facebook advertising test is currently underway in which marketers are charged per action—namely, it is adding likes and comments to the clickthrough-based price model. The social network told All Facebook the test was being conducted to allow marketers "to indi  [...]
Posted: Friday, December 16th 2011

Private Mobile Exchanges, RTB Advance with Nexage's New Offering

Mobile ad exchange provider Nexage has launched a private exchange for premium publishers and developers. Its launch follows a series of similar developments in this space, building support to the notion that both private exchanges and real-time bidding--the private exchange is built on Nexage integrated RTB platform--is becoming a favored way to buy and sell online ads. Nexage touts the   [...]
Posted: Wednesday, December 14th 2011

RTB Mobile Debuts in Asia

Real-time bidding functionality has been proliferating on the mobile platform – and is now expanding into overseas markets. Adiquity Mobile Ads Platform has launched an RTB exchange for Mobile Ads, the first, it says, from Asia. The platform’s global ad inventory is accessible through Adiquity’s Ad network partners, transacting seven bill  [...]
Posted: Tuesday, November 8th 2011

RTB Gets its Own Mobile Auction Site

MoPub, the mobile advertising startup founded by former AdMob and Google employees, has launched a real-time bidding auction place for mobile ads. Called MoPub Marketplace, it is a self-service platform that connects app publishers with ad buyers. MoPub points to its optimization algorithms as a market differentiator, saying they are designed to maximize revenue for publishers across both iOS and Android devices. It is als  [...]
Posted: Thursday, October 27th 2011

A Marketer's Guide to the Daily Deal Market Beyond Groupon and LivingSocial

Merchants that participate in the daily space must choose carefully on which sites they will advertise. Groupon and LivingSocial have huge scale, but companies that immediately go to these firms without considering the alternatives may be doing themselves a disservice. At one time, the daily deal market was typified by sites that offered little personalization or localization for merchant or buyer. That changed a few short years ago when sites such as Groupon and Livin  [...]
Posted: Monday, August 29th 2011

Three Examples Make a Trend: NBCUniversal Creates Private Ad Exchange

NBCUniversal has rolled out a private ad exchange for select digital agencies, including BlueKai, Nielsen and Quantcast. It is part of an online ad network it launched a year ago, meant to offer clients d  [...]
Posted: Friday, July 22nd 2011

How to traffic mobile placements through DFA | Navigate adCenter’s new budget options

How to Traffic Mobile Placements Through Mobile trafficking in DFA is very similar to standard image trafficking with a couple key differences -- as long as the publishers on the media plan are able to dynamically serve mobile ad tags to users, writes Google’s DoubleClick blog. For instance, to create a mobile placements you select   [...]
Posted: Thursday, July 21st 2011

Is Project Devil the Industry's Next iAd?

Hearst has announced plans to move forward with AOL's Project Devil ad format - that is, its interactive ads that are four times the size of regular online ads, created by its display unit Pictela. The publisher will be running the ads in such sites as Cosmopolitan.com, MarieClaire.com, and Esquire.com, acc  [...]
Posted: Wednesday, May 4th 2011

Internet Ad Revenues Post 15% Growth; Mobile Breakout Makes Debut in IAB Report

More good news for the online ad industry: the IAB Internet Advertising Revenue Report for 2010 and Q4 2010 posted record growth for both periods. The figures, prepared by PwC US, shows that revenues for 2010 reached a record $26 billion, up 15% from 2009. Fourth quarter revenue also hit new highs at $7.45 billion, up 16% from Q4 2009 and 19% from Q3 2010. Search Wins the Day; Sponsorship Posts Most Growth   [...]
Posted: Wednesday, April 13th 2011

Facebook's Self-serve Ad Prices Steadily Rising; SMBs Step Up to Meet Them

Facbook’s ads rose 40% per click last quarter, a new report by Efficient Frontier finds - a rise that topped prices on the social networking site for the previous three months. It was Facebook's self-service ads that posted the strongest increase - not the premium ads on home pages, Efficent Frontier's senior director of business analytics Siddharth Shah,   [...]
Posted: Monday, April 11th 2011

The Deflating Value of a Facebook Fan; Now at $1.07

A consumer who became a fan on a brand's Facebook page via an ad is worth about $1.07. At least that is what the cost of advertising is to the brand to attract said fan, according to an analysis by the Wall Street Journal of new data from Webtrends. The report has generated much digital ink as it also showed that the   [...]
Posted: Thursday, February 3rd 2011