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Longstanding investor in Looksmart (& a 67 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media... More
  • Global Newpapers will soon get to Print Money, on the web? 4 comments
    Nov 18, 2010 6:15 PM


    My brief description (of myself) here on SA advises that I'm a person with a passionate interest in the problems of newspapers and their [any] success had, with their monetisation attempts on the web. 

    Well, with an update on any progress being made I can only report that (across the globe), they are still working on it! - - Much of it is going on behind the scenes, is my belief ...And an example of some of it, is as follows:

    Microsoft  who helped 'build' Looksmart's AdCenter Platform [See -  Current Report] are the 'driving force' behind a lot of what is going on.

    Along with many 'others'  (such as WPP's 24/7 Media, I feel), who are all helping to 'enable' a good number of  ('old world' print - global) media Co's, to make that transition across to the web that so much smoother and eventually, profitable. 

    It's with a (Microsoft) purchase of a small Co called Accipiter, that then plays a definite role in helping media Co's to do so.


    I have long contended that Looksmart have been 'ear-marked' for a major role themselves in the on-coming (so called, PPC Search Version 3.0, Real-Time Bidding) and that it's worth bearing in mind that Looksmart have previously told the market (at the time), that:

    ........"We use proprietary and licensed software and databases to receive and analyze advertisements, campaigns & budgets, match search queries to advertising, analyze web-page information to match advertising to relevant content, integrate third-party ads, detect invalid clicks, serve ads in high volume, and track, analyze and report on advertising responses and campaigns."


    In that above link, I also make mention of WPP's 24/7 Media  (an early day 'pioneer' of the many changes that are on the horizon and who were the ex Looksmart CEO, David Hill's old (long time) employer. David Hill was a prime motivator, in his days with Looksmart, no doubt. (24/7 Media are a long time partner of Looksmart, too.) - In yet another InstaPost, I had quoted David Moore, 24/7 Real Media founder and IAB board of directors chairman.


    World Newspapers will play a huge part in both Premium and Secondary (Global) Ad marketplaces that are quickly 'evolving' daily. - With major co-operative sites like WN.com, that have already been prepared. 


    I see Looksmart's major role as being within the Secondary or, 'remnant'  marketplace (at least), one that will be independently "inter-operated" and thereby, a fully transparent and (unique-ly), 'equal to all'  (much fairer, to both advertiser and publisher), players. 

    So its Looksmart's 'independent' management or, what is an 'inter-connector' role to play (or, provides an 'inter-operability') between DSP's and or, larger publishers, all Ad/Pub Exchanges, and on a Global scale.   

    What does "interoperability" mean?

    In the simplest of terms, it means:

      * Supply can originate in one exchange but be made available for sale to buyers from other exchanges. [Publishers/Advertisers - On a global scale]
    [Looksmart & that "Interoperability" Role with it's AdCenter]


    Looksmart (as a 'lynch-pin'/manager) then protects that all-important 'own' data.

    I maintain, that it's the "private labeling" (many Fox Terrier dogs look all the same - but most have a different name, no?), of the ADCenter Platform's technology, and this will then eventually allow all it's advertiser & publisher 'users', to 'blindly' interact with each other under the most efficient of RTB auction, conditions. 

    There's a number of 'on-sellers' of this 're-branded' technology, is my strong feeling.

    But, back to 24/7 Real Media and what they have been up to....


    Omniture/24/7 Real Media


    Open AdStream

    24/7 Real Media's Open AdStream® is the digital marketing industry’s most robust, integrated ad management platform......... It combines the technology, service and business intelligence that publishers need most.

    Description; Open AdStream is a robust integrated ad management platform for publishers. Open AdStream provides audience management through precise Web analytics and audience segmentation. Extensive targeting options and advanced inventory management enable publishers to optimize ad delivery. 


    24/7 Real Media operate: The Global Web Alliance - which is 24/7 Real Media’s network of thousands of quality web sites

    And much has been posted here, of Omniture:  - seekingalpha.com/user/36191/instablog/se...

    24/7 Real Media's Open AdStream® is said to be, now 'powered by' Maxifier [www.maxifier.com/newspress/], being a division of Magenta Technology Ltd who have also 'teamed up' with other notables, such as EyeConomy [Maxifier and 24/7 Real Media Win Ad Technology Platform Award Maxifier sponsored the Digital Summit 10 in New York Channel 4 to use Real Time Campaign Optimization for Online Advertising Campaigns 24/7 Real Media and Maxifier announce Display Optimization for Inventory Revenue Maximization Bauer Media becomes first UK Media Group to introduce Real Time Campaign Optimisation through a Deal with Maxifier Eyeconomy has adopted Maxifier] and the Bauer Publishing Group being a worldwide media empire offering over 230 magazines in 15 countries, as well as TV and radio stations.


    I've no idea as to who Magenta do deals with but from a secondary (remnant) marketplace point of view, it may not be such a concern. For Maxifier (a kind of Ad optimiser technology, for publishers), does make the following offer:

    Remnant inventory:
    • Maxifier allows you to manage DR campaigns in-house and increase the monetization of your remnant inventory, decreasing any dependency on ad networks;

    Eyeconomy is said to be a full service global online advertising specialist (owned by the MediaCorp Group - www.mediacorpplc.com/Pages/Divisions/Div...), providing comprehensive online placement solutions for advertisers, ad agencies and website publishers.  


    MediaCorp Group (on Wednesday) reported a sharp increase in revenues for the 12 month period ended 30 September. The company said, in a trading update, annual revenues grew 730% to GBP 25.6 million from GBP 3.5 million a year/year. Gross profit also rose 707% to GBP 6.3 million from GBP 0.9 million in the comparable period. [Just how much is related to growth within it's Eyeconomy , is unknown]


    There's a whole lot more going on with large media Co's and that, readers can be assured of.

    LOOK: $ 2.20  +0.11  +5.26%


    Disclosure: Long LOOK and happy to be so, too...
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  • LookingConfident
    , contributor
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    Author’s reply » .
    To add to the long-time partnership between both Looksmart and WPP's 24/7 Real Media it's worth noting this point made, in a past (March 16th 2010) InstaPost:


    < Earlier today (and for a 2nd time, recently) I had noted a "rotation of banner Ads" at SearchEngineWatch's forum. (When 'refreshing the page', the top banner had been served up from Omniture, DoubleClick and WPP's 24/7).......


    I thought it most interesting as one such 'display' Ad was for Looksmart (itself) and was being presented by 24/7 real media.


    The Ad (itself) and it's (originator's) "address" are as follows:






    Note that both have been 'killed', since.




    The post itself is of even more interest, in that there's the mention of Invite Media being in 'trials' with Yahoo. It becomes more interesting now, particularly after the Google purchase, of Invite.


    Invite Media was Google's original 'gate-way' into the new (global) marketplaces, as written of, in many of my postings. (Alexa show Google as providing near on 40% of traffic in and out of Looksmart.com, the home of it's AdCenter Platform and the Looksmart Ad Network. At this stage, Looksmart's "advertising networks" may well be working via 'redirections', elsewhere. See more on that subject, in this post:




    And not surprising today, is yet another "spin" type announcement in regards to the Publicis' Vivaki Nerve Center deal, with Google.




    Remember, it's all, just my own opinions expressed.


    19 Nov 2010, 03:49 AM Reply Like
  • LookingConfident
    , contributor
    Comments (930) | Send Message
    Author’s reply » .
    Eyeconomy & UK's Express Newspapers have only just announced an ongoing contract worth approximately £1 million in revenue. (18th of November, 20110)


    < Express, owned by Northern & Shell plc, operates a wide variety of media titles in the UK that include the Daily Express, Daily Star, Sunday Express, Daily Star Sunday, OK magazine, New! magazine and Star magazine. The deal will see Eyeconomy sell and manage all advertising formats across the group's entire UK network of leading websites.>




    Yes, that global ecosystem is soon to 'come together' as has been predicted for some time, on this InstaBlog .


    IMHO, of course.




    20 Nov 2010, 04:51 PM Reply Like
  • LookingConfident
    , contributor
    Comments (930) | Send Message
    Author’s reply » .
    Todays news?


    Gannett (clearing the decks?) fires 700 as ad revenue stays lousy .... read.bi/lO03UB


    (In other Gannett news, CEO Craig Dubow was paid $9.4 million last year, including a $1.75 million cash bonus based partially on his success at cutting costs)


    The "Dear John" notification:




    And, as far back as 2009 I had "predicted" what was to occur! :)




    21 Jun 2011, 11:32 PM Reply Like
  • LookingConfident
    , contributor
    Comments (930) | Send Message
    Author’s reply » .
    ,,"Anthony Katsur, whose experience ranges from VP of Engineering at DoubleClick to his most recent role at demand-side platform MediaMath where he spent two years as the company’s General Manager.


    Today [ACCORDING TO AdExchanger.com], Anthony Katsur is announcing that he’s joining publisher optimization firm "Maxifier " .... where he will become the company’s COO.


    Q? How about “the Google question?” ..........."Is Google going to overrun the sell‑side ad tech market at some point"?


    A - "Google owns a channel. They own DoubleClick For Publishers (DFP) – and sure, they can they make a run with DFP.


    Is there hesitation in the market for Google to own the whole stack? Absolutely. Maxifier has customers that use DFP as well as other platforms now. There are multiple ad serving solutions out there. Yet, Google can only solve for DFP. Maxifier plugs into all the major pub side ad servers. So it doesn't matter what ad server you're using.


    So, could Google make a run at it? - -They can. - - But I think the ecosystem, as a whole, both buyers and sellers, have concerns about having one company own an entire marketplace. I think people want options."




    12 Sep 2011, 05:38 AM Reply Like
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