FTC’s ‘Do Not Track’ a dire threat to online ad future

Behavioral targeting may come under attack from the FTC. This could deal a major blow to advertisers and publishers who depend on sophisticated audience targeting for campaigns. Much more to come on this…

http://bit.ly/h2ZQY3

Yahoo Pulls Plug on Eight Properties

Yahoo plans to shut down several social media and blog-oriented properties as the company appears to be focusing its resources on its more monetizable media and search businesses.
According to AllthingsD.com, following a round of layoffs earlier this week, Yahoo executives announced that eight products are being eliminated. Among the more well-known brands to be shut down are Delicious, the social bookmarking product Yahoo acquired five years ago; and Yahoo Buzz, the company’s answer to social news sites like Digg.

Also on the list of shutdowns are MyBlogLog, Yahoo Picks and Yahoo Bookmarks. In a statement to AllThingsD.com, Yahoo called these products “underperforming or off-strategy.”

Presumable, Yahoo will focus less on popular-but-hard-to-monetize tools and more on money making ventures, such as original video series. To that end, the company announced on Thursday (Dec. 16) plans to expand the Reveille-produced series Who Knew?—which until now had focused on news curiosities—to gossip site omg!.

The weekly Who Knew? on the omg! site will shed light on celebrities families and their real-life activities. The show’s 12 planned episodes will feature integrated brand messaging for the Toyota Highlander.

 

Survey Marks Seismic Shift to Digital in 2011

More than 92% of digital media and marketing pros DIGIDAY surveyed in our State of the Industry Survey on Digital Advertising agree that the business of advertising is undergoing a “seismic shift” to digital. Mike Baker, CEO of DataXu, in presenting the data drawn from 426 advertisers, agencies and publisher respondents at the DIGIDAY:ONMEDIA conference yesterday, said that “digital advertising is no longer the tail wagging the dog in media and marketing. It is the dog.”

Baker also coined the term “branded performance” to describe the shift that has gripped advertisers who seek demonstrable gains in reward for their increasing ad dollars. He said, “The digital medium is spawning a new behavior: mixing the top and the bottom of the purchase funnel together has a lot of momentum.” It then follows that digital advocates looking to accelerate the migration from traditional media to digital – or at least to a more converged media landscape – could do so by “driving towards performance.”

Not surprisingly, “performance based optimization” was the top pick of agencies and brands asked to identify the most effective type of audience targeting. Another clear trend is the decline in usage of ad networks going forward into 2011, with the commensurate rise of demand-side or media management platforms (DSP’s). Baker explained, “Part of the benefit (of DSP’s) is transparency. I need to learn how an ad net operates. Advertisers, and to a greater extent agencies, because they’re the ones with the expertise, are saying, why not just dive in the water and figure it out myself? This is not going away, nor is the complexity in the process of media planning and buying. You can’t do your job unless you know what’s going on and why. That idea is here to stay.”

Starbucks Cashing in With Earned Media…

 

Starbucks garnered a media-buy purchase equivalent of $67.8 million in free brand exposure through online news media, social media and Twitter between September and November 2010, placing it at the top of online media impact value rankings in the first Fast Food Industry Media Value Report from media measurement technology firm General Sentiment.

 

http://bit.ly/gUcfa8

 

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