Yahoo has acquired ad targeting and delivery firm Blue Lithium for US$ 300 million, reports Advertising Age (via MarketingVOX).
The purchase is the latest in moves by major players to corner the behavioral advertising market.
Facebook is working on ways to target ad delivery based on information in user profiles, reports the Wall Street Journal (via MarketingVOX). The new ad targeting plan is reportedly a top priority at the social networking company, which is looking for a way to turn its popularity into revenue. While nothing has been confirmed, the new system would reportedly open up the amount of personal information that could be used to target ads with.
email this
permanent link
The majority of US consumers who borrow money do so despite being uncomfortable with borrowing, according to a new consumer segmentation analysis by Mediamark Research Inc. (MRI) that groups adults according to their level of comfort with personal debt, reports MarketingCharts.
email this
permanent link
AOL announced today that it has entered into a definitive agreement to acquire Tacoda, an online behavioral targeting advertising network. Tacoda will operate as a wholly owned subsidiary of AOL. Founded in 2001, Tacoda employs advanced technology that enables advertisers to serve highly relevant ads based on the kinds of sites consumers have visited in the past. Using Tacoda’s technology, AOL will be able to extend its targeting capabilities to advertisers and publishers and extend the reach of its third-party display network, currently the largest in the U.S.
email this
permanent link
MediaBistro.com, the site created when Laurel Touby wanted to turn her popular cocktail parties into a resource for job-seeking media and creative professionals, has sold to Jupitermedia Corporation for $23 million. Touby plans to remain with the company as a senior vice president.
email this
permanent link
A recent study in the forthcoming issue of the Journal of Consumer Research posits that banner ads leave a mental imprint, even when users aren’t paying attention, Science Daily reports (via MarketingVOX).
email this
permanent link
Yahoo is hoping that turning to behavioral targeting will help sales and revenue.
Schmidt The potential for targeted advertising has yet to be tapped and things are just now getting started, according to Google CEO Eric Schmidt, who was speaking at an investor’s gathering at Morgan Stanley’s Technology Conference in San Diego, writes InternetNews (via MarketingVox).
With the expanded implementation of its Personalized Search, Google has quietly but significantly altered the search engine marketing (SEM) playing field, according to Search Engine Land (via MarketingVox).
Poised to become $1.5 billion a year market according to eMarketer, behavioral targeting - used by Snapple in a test - found an unexpected affinity group for Snapple’s new premium line of “Good for You” green teas, which the company assumed would target fitness nuts (via AdAge and MarketingVox).
email this
permanent link
Standalone mobile marketing campaigns won’t suddenly be all the rage in 2007, but mobile’s direct-response capabilities will be widely integrated into cross-media campaigns, according to eMarketer (via MarketingVox).
email this
permanent link
The New York Times conducts an informal poll of some advertising executives to divine upcoming trends, writes MarketingVox. Agencies, oddly enough, are pondering, among other things, how the online world is intruding into offline reality. Life online will become an inseparable part of the physical world, according to some execs.
email this
permanent link
Alliance Data Systems Corp. has agreed to purchase data firm Abacus from DoubleClick for $435 million in cash and will incorporate into its Epsilon brand, according to Abacus. Pending regulatory approval, the acquisition is planned to close in 1Q07.
email this
permanent link
Google is testing in-stream video ads, hoping to eventually create a system, similar to AdSense, that pairs small-scale video creators and advertisers.
email this
permanent link
Microsoft wants a bigger piece of the online advertising pie and is making a global push to sell behaviorally targeted ads using Hotmail-user and search data.
Mailnet Services Inc. has acquired two database marketing firms, Synapse Technology and Conclusive Strategies, for an undisclosed amount.
email this
permanent link
Monday, Nissan North America announced an expanded advertising alliance with Microsoft, allowing the auto manufacturer to connect with consumers via Microsoft Digital Advertising Solutions in media such as Windows Live, MSN, Live Search, Xbox and Windows Mobile.
email this
permanent link
A majority of top ad execs surveyed say a big chunk of their TV advertising budgets will migrate to online video buys within the next few years.
email this
permanent link
A new report by BlueLithium’s BL Labs finds that behavioral ads result in higher click-through rates when shown in a contextually relevant category, but are more likely to lead to a conversion when viewed out of context.
email this
permanent link
If form follows function, then the media that marketers use should follow the message–or, specifically, the intended target demographics, according to Forrester Research.
