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Facebook Will Buy Microsoft's Atlas - Here's Why

From within my post script added to my previous instapost:

< ......... Facebook (through it's own Exchange access partner and Microsoft's gatekeeper, AppNexus) would already have that access to Microsoft's inventory, no?

....In having Facebook do so (via AppNexus), Microsoft avoids that precious 'data leakage' of any sort. >

This is answered in this paragraph (in a response to Microsoft's own Jay Seideman, Director of Sales/Exchange Targeting, Microsoft Advertising), in an article from AdExchanger:

< Paul, ExchangeWire says: (December 5, 2012 at 1:57 am)

Nice piece Jay.

........... One thing to question on is around the ad networks that are thriving. From what we see, the biggest Appnexus clients, which are networks, and which comprise the 8 out top 10 buyers from Microsoft exchange, are not necessarily differentiated by access (which you mention).>

In a previous comment I had noted Microsoft's Jay Seideman as saying:

< "This year, as exchanges further democratized access to display inventory for all buyers, proprietary data and multi-screen executions turned out to be the hottest differentiators.

Players who have rich data at scale, from sources like search or an active user base, hold a massive advantage.

....Companies who can articulate and execute against multiple screens to find audiences across display, video, mobile and, in our case, Xbox, will thrive." >

The Webmaster Radio interview (at SES SF - with LookSmart's Benoit Vatere) just about 'covers' that, above ......

And according to a 'Job Description' for the advertised Director of Sales Midwest - they advise that the company is now processing over 5 Billion search queries a day.

I guess my main POV is that not only do Looksmart already have access to the majority of exchange inventory (as we're told on July 17th - when introducing Display Capabilities., should Facebook buy the Atlas ad server, all targeted users or audiences - those based on RT search queries/search intent (with that real time data being provided by all Looksmart's search partners - that's 5 billion search queries/day), can then be directly found on any of Microsoft's inventory.

This means that each individual Microsoft impression can (effectively) be accessed by Facebook's own advertisers through Atlas' compatibility with and via a totally INDEPENDENT role the Looksmart AdCenter marketplace will further evolve into.

This then eliminates the middle-man (exchanges/AppNexus) providing a greater return for all the publishers involved! Through Atlas (connected into Looksmart's marketplace), Facebook's own 1 billion or, so users become available to even Google and Yahoo advertisers, targeting user intent. As do Facebook advertiser gain access to (through Invite Media), users found on Google's own publisher network.

Viewable Impressions

[From the Co's Form 10-K/A amended annual report, Mar 29, 2012

LookSmart operates in a large online search advertising ecosystem serving ads that target user queries on partner sites.

.......We operate in the middle of this ecosystem, acquiring search queries from a variety of sources & matching them via the keywords of our search advertising customers.

Our largest category of customers has been Intermediaries,the majority of which purchase clicks to sell into the affiliate networks ...of the large search engine providers. ... Another category of customers are Direct Advertisers and their agencies - - whose objective is to obtain conversions or sales from the clicks, while others want unique page views. The last category of customers is Self-Service advertisers that sign-up online and pay by credit card.]

It doesn't get much clearer, I believe. But all, only my own opinion.


Disclosure: Long LOOK