Real-Time With Frank Addante: Rubicon Chief Says He's A Suitor, Not A Seller by Joe Mandese

On Tuesday, the Rubicon Project announced two strategic hires, bringing Mediaplex Founder & CEO Greg Raifman in as president and founding Overture CFO Todd Tappin in as COO & CFO, and giving Rubicon founder-CEO Frank Addante some much-needed bench strength. While the reorg comes amid rumors that Rubicon is a takeover target, in the following Q&A Addante makes the case that it will be a suitor, not a seller, as its steps up its own M&A efforts to accelerate growth and diversify and broaden its portfolio. ...Read the whole story

  • Adap.tv Streamlines Ad Verification, Enhances Ad Targeting by Gavin O'Malley

    In an effort to bolster brands' confidence in the effectiveness of online video advertising, Adap.tv says it can now independently verify the viewability of video ads in real-time. The video ad start-up's new Certified Viewability service promises to block impressions that do not appear to users. ...Read the whole story

  • Edo's Mobile Pay-Per-Performance Marketplace Captures Local Ad Dollars by Laurie Sullivan

    Mobile platform providers have begun to figure out how small, local businesses can benefit from digital marketing. edo interactive, a tech startup combining discounts and bank cards, introduced a pay-per-performance marketplace where businesses monitor the campaign in real-time and only pay when a consumer redeems an offer. ...Read the whole story

  • Draftfcb Shifts Media Ops To Mediabrands, Enhances Client Services by Steve McClellan

    Interpublic Group's Draftfcb is undergoing a major reorganization, with its media operation shifting to sibling organization Mediabrands. The move, which comes amid a search for a new CEO, will enable Draftfcb to refocus its practice on core competencies, including creative, strategic planning, data management, CRM and digital. ...Read the whole story

2013: The Year Of The Cloud by Scott Ferber

We have been through the year of the smartphone and the year of the tablet. This year, however, I think the most important new force will not be tied to a particular device, but rather to something much more nebulous. I'd dub 2013 the year of the cloud. ...More

  • The Future of TV Advertising Lies In RTB by Christopher Hansen

    Real-time bidding has become so entrenched in online media buying that it's hard to believe this market was nonexistent two years ago. Marketers have utilized the technologies to target consumers who are most likely to convert, serving creative that drives a consumer back to a website to make a purchase. But RTB can do so much more than serve as a line item on a media plan. In a world where the biggest of traditional channels - TV - is becoming increasingly fragmented, RTB has a lot of potential. ...More