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IAB Issues Guidance for Online Media Buys

The Interactive Advertising Bureau (IAB) has just published the Interactive Campaign Setup Best Practices (pdf). This document includes step-by-step guidelines for proper online ad buys. It addresses topics considered relevant to both agencies and publishers: requests for and responses to RFPs, insertion order processes, campaign "take down" stages, and campaign delivery, among othe  [...]
Posted: Thursday, May 29th 2008

WaPo Launches Sponsored Apartment Finder Widget

The Washington Post (WaPo) introduced its first ad-supported widget, an apartment finder for DC, Maryland and Virginia. Sponsored by local realty firm The Bozzuto Group, the widget is available on the Washington Post website, at ClearSpring and on Google's content ad network, AdWeek reports  [...]
Posted: Thursday, May 29th 2008

Revenue Science Launches Season-Based Behavioral Targeting

With a new segmentation process by Revenue Science, advertisers can target consumers based on seasonal shopping behavior. The behavioral targeting firm's "seasonal segmentation" offering provides breaks down consumer behavioral trends in a given season. Advertisers can use that information to tailor their ads based on how users are expected to behave. Summertime segments includes Summer Seasonal Shoppers,   [...]
Posted: Wednesday, May 28th 2008

MPA: It Pays to Put a URL in Your Print Ad

A report from the Magazine Publishers of America shows URLs in print ads can effectively build site visits, reports MediaPost. The study, conducted by the VISTA Print Effectiveness Ratings Service on behalf of the MPA, examined 833 print ads in seven magazine titles across various categories. In the "home" category, inclusion of a URL in a print ad made site visits 10  [...]
Posted: Wednesday, May 28th 2008

Industry Buzz & Snippets: 5/27/08

Ad Networks and Analytics: Federated Media has launched Green Federation, a network of Federated Media properties focused on eco-friendly media and publishing. Biz Buzz: Widget maker RockYou has   [...]
Posted: Tuesday, May 27th 2008

4INFO, Yahoo Partner for Text Ad Trial

Mobile content firm 4INFO has enlisted Yahoo for a trial run of its mobile text ad technology, reports The Wall Street Journal. Through 4INFO's platform, Yahoo can text breaking news stories, weather forecasts and other content to mobile registrants. Each message will contain a single small ad. The ads will be sold through both Yahoo and 4INFO. Revenue will l  [...]
Posted: Tuesday, May 27th 2008

'Microsoft Advertising' Unites Cross-Media Ad Technology

Yesterday Microsoft unveiled Microsoft Advertising, a division that unites all of its cross-platform ad services. Microsoft Advertising weds previous acquisitions like Atlas, AdECN, AdCenter and Massive -- each of which targets different a platform. It also includes the other offerings that were announced at Microsoft's ad conference in Redmond this week, such as mobile display ads and   [...]
Posted: Thursday, May 22nd 2008

Industry Buzz & Snippets: 5/22/08

Ad Networks and Analytics: Ad widget maker Clearspring secured $18 million in its third round of financing, which could help turn it into an influential player as widget advertising matures. Out-of-home ad network C  [...]
Posted: Thursday, May 22nd 2008

Hulu Broadens Distribution, Lets Users Cherry-Pick Ads

Hulu.com is adding new distribution outlets for its suite of streaming movies, shows and clips, reports Reuters. The site's content ranges from films like Meet Joe Black and The Usual Suspects, to seasons of The Simpsons and Bones. Selections will be syndicated to TV.com, TVGuide.com and Break.com, which join   [...]
Posted: Wednesday, May 21st 2008

Microsoft Debuts Mobile Display Ads

Microsoft is launching display ads for mobile users of Windows Live Messenger and Live Hotmail. It is also testing text-based ads on Live Search Mobile. The beta program will expand beyond the US later this year. While it is the last among its rivals to launch mobile ad capabilities, the market penetration of Microsoft's devices may nonetheless make it a serious force in the burgeoning market.   [...]
Posted: Wednesday, May 21st 2008

Google Health Site, Image Search Ads Go Live; Meanwhile, Indian Orkut User Goes to Jail

Google made a number of announcements that foreshadow its priorities for the remainder of 2008. To begin with, it finally launched Google Health. Users may import and manage their own health records, then decide which third parties may view it. Google committed to neither sell the data nor serve advertising against it.  [...]
Posted: Tuesday, May 20th 2008

Industry Buzz & Snippets: 5/20/08

Ad Networks and Analytics: Podcast publisher Podiobooks enlisted Wizzard Media to serve ads against its content. Agencies and Marketing Execs: Marjorie Martin is leaving About.com, where she was SVP and general manager, for more or less the   [...]
Posted: Tuesday, May 20th 2008

Conde Nast Snaps Up Ars Technica

Tech blog Ars Technica has been absorbed by Conde Nast and will become part of Wired Digital, MediaBuyerPlanner reports. An official announcement of the sale is expected next week. Figures were not disclosed, but the acquisition was pegged around $25 million, about what Conde Nast   [...]
Posted: Tuesday, May 20th 2008

Continuing Niche Strategy, AOL Launches New Verticals

AOL is launching new vertical-oriented blogs in an ongoing effort to appeal to many niches, reports The Associated Press. In March, the company announced it would debut at least 12 niche sites in 2008, ostensibly to   [...]
Posted: Monday, May 19th 2008

Time Takes Health.com Off Life Support

Time Inc. is bringing Health.com back online, part of an effort to take a stake in the growing online health management market, reports Advertising Age. The relaunch of the portal is intended to bring an interactive component to Time's Health magazine. To compete against major online players like WebMD a  [...]
Posted: Monday, May 19th 2008

Now Available to YouTube Advertisers: Age, Sex and Location-Based Targeting

Google has added a demographics tab to YouTube Insight, its YouTube analytics tool. Advertisers and publishers may now review the age, gender and geographical location of video audiences. Clients may also view how a video stacks up against others in a specific locale. The demographic reporting feature follows the debut of Yahoo's   [...]
Posted: Monday, May 19th 2008

Yahoo Responds to Icahn While Constructing Google Deal

Yahoo has issued a formal response to investor Carl Icahn, who announced his intent to oust the company's board. The search company attracted Icahn's mad eye when it   [...]
Posted: Monday, May 19th 2008

WPP to Have its Way with Yahoo Affiliate Data

Yahoo has selected WPP Group to manage online ad and rich media sales, reports The New York Times. The relationship has not yet been formally announced. The deal grants WPP clients access to publishers in Yahoo's display ad network. WPP will also be able to collect information on the demographics and behaviors from Yahoo's Right Media publisher network, which it can then funnel into it  [...]
Posted: Friday, May 16th 2008

Industry Buzz & Snippets: 5/18/08

Ad Networks and Analytics: Online video site OVGuide.com selected DoubleClick's Dart for Publishers to sell ad inventory on the site. comScore Arbitron provide Online Radio Ratings for TargetSpot's 600 radio station partners.   [...]
Posted: Thursday, May 15th 2008

Charter to Explore Behavioral Ad Delivery, Courtesy of NebuAd

Cable provider Charter Communications is preparing a foray into behavioral tracking for ad delivery, reports The New York Times. In a limited pilot, Charter will share clients' web-surfing behaviors with NebuAd, which will provide targeted advertising against that data. Select Charter customers have received notificatio  [...]
Posted: Thursday, May 15th 2008

YouTube's 'Buzz Targeting' Sells Ad Space on Soon-to-Be Viral Videos

Google has introduced "Buzz Targeting" on YouTube, a new way to wring ad dollars from the video site. Buzz Targeting highlights videos that are about to go viral amongst YouTube users. The algorithm examines videos being favorited and distributed across other sites, among other criteria, then gives advertisers the opportunity to advertise around them. Ads incorporated on the ground floor c  [...]
Posted: Wednesday, May 14th 2008

Office Depot Funnels Small Business Clients to AdWords

Office supply store Office Depot has partnered with Google to bring AdWords to small business customers. A co-branded portion of OfficeDepot.com will teach small businesses how to access certain Google products. The site will feature information on AdWords, the Google Apps suite and other enterprise offerings. Small businesses that register for AdWords from OfficeDepot.com will receive $50 in free advertisi  [...]
Posted: Wednesday, May 14th 2008

23% Shaved Off Online Spend; Big Sites Most Affected, Smaller Sites Cash In

PubMatic released a report that suggests online ad spend is impacted by the US economic woes, reports BizJournals. Based on data from 3,000 affiliate ad publishers, PubMatic's second annual AdPrice Index shows online ad spend is down 23 percent on average. The average CPM fell from $.40 in Ma  [...]
Posted: Wednesday, May 14th 2008

Networks Mull Options for Squeezing Cash Out of Online TV

While online audiences grow for its shows, ad revenue has not kept pace, said Jeff Zucker in an interview with the Financial Times. Changes in ad sales and delivery are crucial to monetizing online streaming, Zucker said, and grow more necessary as traditional ratings decline. With the exception of   [...]
Posted: Tuesday, May 13th 2008

Industry Buzz & Snippets: 5/13/08

Ad Networks and Analytics: Real estate search site Trulia has built its own ad network, which may be valuable for advertisers pursuing local ad opportunities. ABC has introduced the "advertising value index," which tracks how well commerc  [...]
Posted: Tuesday, May 13th 2008