Please Note: Blog posts are not selected, edited or screened by Seeking Alpha editors.

[Looksmart], Google & TellApart reflect Major Success in Retargeting of Users

TellApart is a Google-certified ad network and as a Retargeting Co, is making all the right 'noise' about recent success it has had.

www.tellapart.com/who_we_are/

Yes ..."We bring a unique blend of skills and perspectives which help us reinvent the way e-commerce data is stored, managed and utilized to drive incremental revenue growth for our clients."

[TellApart also advises all, that it builds a customer data-base 'in the cloud', for each client - merging every piece of data it has on it's users and buyers. - It also says 'it uses real-time-bidding RTB that's targeted to each high-quality customer - with the ability to show the right Ad at the right place and frequency'.]

And.. It ALL sounds so familiar! (Almost Jean-Yves Dexmier-like?)

How interesting, when taking into account my previous instapost.

Certainly when you consider that TellApart Retargeting is 'unified customer data anonymized and syncronized to major sources of ad inventory'. - www.tellapart.com/what_we_do/retargeting/

(NOT, just Google's inventory? -'it's syncronized to [other]  major sources of ad inventory' and it's anonymized, too? - - So too, is French Co Criteo - tinyurl.com/3jbmbdr)

It's important to note (at this stage of a 'scaling up' of the Looksmart marketplace), Google sites - according to 'ClickStream' @ Alexa (the US, UK & Canada), are showing to be responsible for 47.54% incoming and 44.98% outgoing traffic, to the home of AdCenter, Looksmart.com.

www.alexa.com/siteinfo/looksmart.com#

[ Mon, Jun 6, 2011 - Note how Google's involvement has been "halved" with added inventory now available via AppNexus, in all probability]

In being 'enabled' with a Looksmart solutions for both advertisers and publishers (an inter-connector API-directly or, via their representation etc), can - then get to blindly 'inter-operate' with & against each other in Looksmart's RTB (global) marketplace.

Looksmart and Retargeting: tinyurl.com/3s66fsk

So, according to a new DoubleClick Ad Exchange case study:

"[TellApart]'s pay-per-conversion business model is adding as much as 8% in total revenue growth for top e-retail sites like Diapers.com, eBags, Drugstore.com, CafePress, Hayneedle and more." In confirming the case study's findings with AdExchanger.com,

TellApart
CEO Josh McFarland has claimed that his company is now one of the top five bidders on the DoubleClick Ad Exchange. [And this is probably so. - By simply being 'set-up' (private labeled, I believe) as a 'trafficker' in the Looksmart marketplace.

See pages 8 & 9 in the following Linked PDF- The Center For Digital Democracy 'take' on how it all operates - - - - in the case of Google's DoubleClick Exchange.

This may be a similar 'take' as from in the link below.  Read the CDD comments (PDF). - Added on 3rd of May, 2011 - Full report not read, as yet]

For more details on how TellApart uses DoubleClick Ad Exchange as a core component of its model, download the full case study here.

Yes, "we're a small start-up" and (from our body language - - as you can see), we (set-up as a couple of 'stooges') so clearly - - have also learned how to tell FIBS!

UCBerkeleyStartupFairSpring2011:TellApart
2 min - 19 Mar 2011 - Uploaded by ucbstartupfair
"TellApart is creating a predictive customer analytics platform that will massively enhance online marketing. Others talk about Big Data, but ...
youtube.com/watch?v=WV3gmwZRR44

All my posts are just an opinion.

LC

ps; ClickStream (from Alexa - for tellapart.com) on 3rd of May, 2011.

That this Co is used as a 'gateway' into the Looksmart OPEN marketplace (my opinion), is not in any doubt, I feel. Note (also), that French re-targeting technology Co Criteo (criteo.com) IS shown in the over-all equation.


Upstream Sites

Which sites did users visit immediately preceding tellapart.com?

% of Unique Visits Percent of visits to tellapart.com (uniqued daily by user) preceded by a visit to the upstream site. Upstream Site
40.00% google.com
17.78% tumblr.com
11.11% mashable.com
8.89% facebook.com
8.89% linkedin.com
6.67% appspot.com
6.67% evernote.com

Downstream Sites

Where do visitors go after leaving tellapart.com?

% of Unique Visits Percent of visits to tellapart.com (uniqued daily by user) followed by a visit to the downstream site. Downstream Site
27.91% google.com
20.93% tumblr.com
9.30% live.com
6.98% appspot.com
6.98% criteo.com
6.98% cuil.com
6.98% facebook.com
6.98% nytimes.com
6.98% salesforce.com

www.alexa.com/siteinfo/tellapart.com#

pps; Amazon Web Services releases a case study on TellApart's unique technical architecture http://bit.ly/iL6hws

ppps; July 6th - TellApart has a full Q&A @ adexchanger.com today. (Read the full entry »)."Retailers are seeing that customer data-driven retargeting makes display ads finally work. .... I’d say retargeting in general is on the cusp of being a must-buy for most retailers."

TellApart Customer slide Presentation: www.slideshare.net/AmazonWebServices/cus...

Disclosure: Long LOOK and happy to be so, too...
.