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Adexchanger-Qa-Jan-A VOLUME II January 1 – April 30, 2010 The Q&A’s Learn from the Ecosystem TABLE OF CONTENTS AGENCIES ................................................................................................................................. 8 Innovation Interactive Leveraging Dentsu To Expand Search/Display Offering And More Says Co-CEO Margiloff ...............................................................................................................................................................................................8 Mediabrands’ Cadreon Verifying Ads And Audience; Audience-Level Attribution Is Coming Says VP Brunick ...............................................................................................................................................................................................10 VivaKi’s David Kenny On The Agency Challenge, Creative And Automation...........................................................11 Former Mindshare CEO Scott Neslund Appointed Red Bricks Media CEO; Discusses Digital Strategy ........13 Innovation Interactive Leveraging Dentsu To Expand Search/Display Offering And More Says Co-CEO Margiloff.............................................................................................................................................................................................14 AD NETWORKS & EXCHANGES............................................................................................ 16 24/7 Real Media’s Pangis Looks At Her Company’s Publisher Platform Solutions................................................16 Adconion Unveils New Joost Video Network, Positioning For Video Platform Future..........................................18 Adgregate Markets Releases ShopFans; CEO Wong Looks At Display And Social Media..................................19 PointRoll Gets Ecommerce And Adgregate Markets In Its Media .................................................................................21 Adgregate Markets Announces ShopFans, Gives Exclusive First Look To IPG’s Emerging Media Labs ......22 Advertisers Overlaying Third-Party Data On Vertical Ad Networks Today Says Adify CEO Fradin..................23 AdRoll CEO Bell Discusses Self-Service Retargeting.......................................................................................................24 Germany’s AdScale Expecting Revenues To Double In 2010 Says CEO Pantke.....................................................25 Unleashing The AOL Display Ad Beast: Ad Desk And Display Strategy With AOL’s Fellows, Jacobs and Kennedy.............................................................................................................................................................................................27 Former US Search CEO Jeff Pullen On His New Role At Audience Science.............................................................34 AudienceScience CEO Hirsch Discusses Publisher Platform, Ad Network ..............................................................35 Brand.net CEO Blair On Company’s Video Initiatives And VAST..................................................................................36 Collective Discusses AMP Platform’s New Engagement Metrics And Above-The-Fold Targeting ...................38 Orange-France Telecom And OpenX Launch A New Ad Exchange In Europe .........................................................40 TRAFFIQ CEO Kahn On Datran Media Integration And Audience Buying Pain Points..........................................43 TRAFFIQ CEO Kahn Looks At TAAN Partnership And Exclusivity Among Agency Holding Companies.......45 ContextWeb EVP Sears Discusses RTB Roll-out And PubMatic Partnership...........................................................47 2 FetchBack CEO Little On Recommendation Retargeting And Recent Developments...........................................48 Rocket Fuel Addressing Brands And Attribution Says Pres Frankel...........................................................................49 Smartclip’s Prohaska Discusses Company’s Video Ad Network Model.....................................................................51 Yahoo!’s Wise And McGrory On Demand-Side Platform Pilot Program, Real-Time Bidding ..............................53 ANALYSTS............................................................................................................................... 55 Data Nugget: Banner Ad Spending Will Be 20.9% Of Internet Ad Spending This Year Says eMarketer’s Hallerman ..........................................................................................................................................................................................55 BUYING PLATFORMS............................................................................................................. 56 AdBuyer.com Releases New, Free Audience Profiles Product; CEO Ogilvie Says Company Looking To Improve Efficiency For Search Marketers..............................................................................................................................56 AdGear Building A New Ad Serving Platform For Advertisers And Publishers Says VP Stesin........................58 Brandscreen Offering Demand-Side And Sell-Side Platform Trading Solutions Says CEO Tol.........................61 Chango To Extend Search’s Reach Into Display With Demand-Side Platform.........................................................63 CPM Advisors Leveraging Mediageeks’ Technology For Demand-Side Platform...................................................66 XA.net And eXelate Look At Strong Results Of Brand Study .........................................................................................68 DataXu CEO Baker On New Funds And Demand-Side Platform Services Layer .....................................................70 Invite Media Opens In UK; Discusses European Opportunity........................................................................................71 Invite Media On RTB And Online Display Ad Media Buying Today ..............................................................................73 LucidMedia Joins The Demand-Side Platform Race; Announces ADvisor DSP......................................................75 OwnerIQ Using Insights On Ownership Signals For Targeting Says CEO Habegger ............................................79 Simpli.fi Addressing Search Marketers With A Demand-Side Platform Says CEO Prioleau................................82 Triggit To Open Real-Time Bidding To All Advertisers Says CEO Coelius................................................................86 Turn Highlights IPG Cadreon Relationship, New Planning Tools; CEO Demas Discusses Platform Updates ...............................................................................................................................................................................................................88 Turn Announces Agency Holding Company Client: Omnicom Media Group; Upgrades Platform Features.90 x+1’s Nardone Discusses Cookie-Level Integration Of Brand Research Data .........................................................92 CEO Nardone Discusses Merkle, X+1 Partnership And Customer-Centric Marketing...........................................94 X+1 CEO Nardone On Update To Company’s Demand-Side Platform Technology ................................................97 CREATIVE OPTIMIZATION AND PROVIDERS ...................................................................... 99 3 New Dapper CEO Beriker On The Direct Response Display Channel..........................................................................99 Eyeblaster Research Shows Audience Buying Habits Says Geifman .......................................................................100 CEO Kartzman Says Spongecell Increasing Engagement, Interaction In Display Advertising ........................102 CEO Calvin Lui Plays The Cloud Card With Tumri’s Marketing Analytics Offering..............................................104 DATA AND MEASUREMENT ................................................................................................ 106 Aggregate Knowledge CEO Paul Martino On Big Data, DSPs and New Funds ......................................................108 Aggregate Knowledge Adopts New, BlueKai Server-To-Server Technology For More Efficient Data Management Says VP Bensoussan........................................................................................................................................109 aWhere Location Solutions Offer Digital Marketers In-Store Sales Insights Says CEO Corbett......................111 CEO Glass On New Self-Service Media Buying Tool From Bizo..................................................................................113 Bizo Partners With Ad Network Martini Media, Finds B2B Fit With B2C...................................................................114 CEO Tawakol Discusses BlueKai Pulse Index And Intender Signal Strength ........................................................115 BlueKai CEO Omar Tawakol Discusses Recent Investment And Plans....................................................................116 Digital Element On Postcode Targeting And U.S. And Europe Tech Targeting Interest.....................................117 eXelate’s Zagorski Discusses Nielsen PRIZM Offline Data Integration, Looks At Impact ..................................119 CEO Jain Says JovianDATA Enabling Insights On Data For Ad Networks, Agencies, Advertisers And Publishers
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