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AdExchanger: A Viewable Impression

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem...

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Google Data Gathering Full-Steam Ahead; Time For Brokers, Not Bookers; LinkedIn CPMs Rise;

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Google Testing, Gathering

New "Nielsen-like" panel efforts are being made by Google as the company introduced Screenwise which will be run by GfK's Knowledge Networks. Google may be taking a deeper dive into attribution modeling and/or media mix modeling as, according to ClickZ's Kate Kaye, "The system, which offers people Amazon gift cards in exchange for allowing the company to collect data on their browsing habits, will help Google get a better grasp on time spent on certain websites, which times of day people are online, and other information." What would panels do without gift cards?? Read more. Meanwhile, more Google data mining is detailed by Digiday's Jack Marshall: "Yesterday Google launched a version of its Chrome Web browser for Android devices, which could provide it with a goldmine of extremely granular user data." Read about the motherlode. Need more Google? Read about the latest AdMob "auction enhancements" for mobile on the company's mobile blog as minimums appear to be disappearing.

Time For Brokers, Not Bookers

In Australia's B&T, CEO David Gaines of Maxus pens a think piece on the changing media buying landscape. He's hooked into data-driven I.V. with both arms as he writes: "The biggest catalyst for change is a simple real-time buying platform that allows us to radically change the face of media buying. Buy 80% of all inventory like we buy search. Have brokers, not bookers, plugged into data exchanges and ad exchanges, trading anything except the cream inventory. This will free up a world of time, talent and pressure for everyone." Read it.

Attribution Nation

Clearsaleing says that when clients use its attribution capabilities to understand effects of ad spend - social and display are #winning. Findings from a new company whitepaper: "The presence of social media in a Purchase Path drives higher value orders, in terms of revenue per order ($280), than natural search and paid search combined ($230.07), although it is not the highest traffic channel. When display is included in a conversion path, the average revenue per order increases to more than $206, almost 65 percent more revenue than the overall average order size of $135.37." Read the release. Download, too (PDF - pay with some PII).

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PaperG Sees Local Ads Opportunity With Advertisers Large And Small Says CEO Wong

Victor Wong is CEO of PaperG, a local, online advertising technology company.

Wong discussed his company's growth and offering with AdExchanger including trends he's seeing in the local advertising marketplace.

AdExchanger.com: What are some of the trends you're seeing today which you didn't expect when you started the company?

When we first started the company, the company was founded to figure out local, online advertising. What that landscape looked like three years ago is very different from today. A few different trends, in particular, have formed our product roadmap over that time.

One is real‑time bidding (RTB) which didn't even exist when we first started the company. For small advertisers, RTB is huge because it allows cheaper and more efficient ad buying at smaller increments. That's something that we couldn't have imagined when we first started.

Another thing that didn't exist - which we ended up building out - was dynamic creative optimization. When we first started the company, it was problematic enough having to require advertisers to have an ad created, let alone try and make multiple versions in order to find out which was the best performing.

Mobile is another big trend that we didn't imagine when we first started the company. It has enabled more, highly targetable inventory similar to retargeting which has become a more integral piece of our strategy in terms of enabling websites and for search retargeting, which obviously has a high degree of efficiency - especially for smaller advertisers.

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Glam Serves Up New Community Channel With ‘Foodie’

Given that "food" is one of the top ad spending categories in the lifestyle space, it makes sense that the largely female-focused blog network Glam Media would build out a vertical devoted to that subject.

But unlike the other recent expansions of Glam’s content and related ad offerings around health and wellness, the Foodie channel is also launching today the first real demonstration why Glam paid roughly $150 million for social networking platform, Ning.

Glam is looking to distance its food channel away from crowd-sourced restaurant picks and aggregating recipes. In Foodie, Glam is working to assemble noted food critics, well-respected bloggers, star chefs, restaurateurs and other “food influentials” as part of its content offerings. And it plans to do so by creating feeds that users can view as they would Facebook statuses or Twitter streams.

“People recognize that not everything social has to be done exclusively through Facebook and Twitter,” said Glam founder and CEO Samir Arora in an interview with Adexchanger. “Foodie is not just a content experience; it’s a social network.”

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Mad Channels for Mad Men

"The Sell-Sider" is a column written by the sell-side of the digital media community.

Today's column is written by Tom Shields, Co-Founder and Chief Strategy Officer of Yieldex, an analytics tools provider for sell-side, yield optimization.

Selling digital used to be easy: how big is the budget, and do they want the News section, or the Sports section?  Anything you couldn’t sell this way became “remnant” and went to an ad network.  Today we can point to nearly a dozen different ways to sell digital.  Have you taken a look at all of these, and figured out how they can increase your revenue – or decrease it?

Many different options have emerged for unsold inventory, from networks to SSPs to public and private exchanges.  Growth in different media types, including video, mobile, apps, and tablets, have created different sales challenges.  And the rise of audience targeting has created conflict with those who have traditionally sold content and context.  Finally, some folks are looking outside their walls for more inventory to sell.  Let’s take a quick look at these different dimensions:

Unsold inventory.  Lots has been written about secondary channels like networks, exchanges, and SSPs.  The interesting question for many publishers is when these are combined with different media types – unsold video and mobile may be higher yield on specific networks or video- and mobile-only exchanges.  The answer seems to depend on whether the somewhat increased CPM makes up for the additional operational costs.

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