Adotas has reported that Viamedia plans to launch a programmatic TV ad exchange at Advertising Week. The exchange will come in the form of a new company, called Placemedia, which Viamedia CEO Jeff Carter told Adotas will be "an online television advertising exchange that combines various sources of audience measurement, audience validation, technology and television inventory from a variety of providers."
In April, Online Media Daily reported the launch of an AOL Marketplace, a supply-side platform (SSP) for publishers. "Marketplace" was launched in the U.S. and UK then, but Beet.TV has reported that Marketplace is now launching across Europe.
MIT Technology Review today posted a Q&A with John Deighton, a digital marketing strategy professor at Harvard Business School. The first question: "Have real-time bidding and programmatic buying in general made things more efficient? Are we seeing results?" Deighton responded that "some 60 percent of the market has not shifted; the majority is still sold the old-fashioned way. We might have expected to see more movement."
Dave Gwozdz, CEO of Mojiva, wrote an article in The Guardian pitting Facebook against Twitter in the ad tech arena. He wrote, "Whilst Facebook may be the largest social network in the world, the recent acquisition of Twitter with MoPub has put Twitter safely at the forefront of the ad-technology game." He also wrote that Facebook has "some serious catching up to do to achieve the sort of real-time mobile engagement that Twitter is enjoying."
AllThingsD has reported that Criteo, a French online retargeting company, has "filed its public IPO documents with the Securities and Exchange Commission, which means the company could be trading in less than month." Criteo's last round of funding valued the company at $800 million.
Mobile Marketing Watch has reported that Inneractive has begun "providing mobile publishers with a new tool to access video demand programmatically through the Inneractive RTB exchange." The new tool, dubbed "Video in a Box," allows "mobile publishers to serve full screen video ads in their apps, mobile Web, or in-stream properties."
Advertising Age has reported that PubMatic is planning to hire "100 people before the end of the year to meet growing demand for so-called private ad exchanges."
"It's not just hype. Real-time bidding really is set to become huge," Search Engine Watch wrote today. The post breaks down why RTB's targeting capabilities and the auction are so important, and compares programmatic buying to traditional display.
A recent report from BI Intelligence explains real-time bidding (RTB), discusses how it can help solve mobile's CRM problems, overviews potential barriers, and more. The post calls mobile "digital advertising's new frontier," and saying that RTB can help mobile advertisers leverage location data.
TechCrunch has reported that Placecast, a location-based mobile marketing company, has launched PlaceAd, a mobile demand-side platform (DSP) meant to connect mobile ad networks with Placecast's location technology.