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Looksmart's Secrecy Is a Clandestine and Covert-like Operation. (Globally)

May 10, 2011 7:33 PM ET1 Comment
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On April 23rd, it was Julian Tol (Co-founder and CEO of Brandscreen, Inc.) who had told other APAC members in India of what to expect in relation to a new global advertising platform - coming from within his own "Tweeted" message that he had made over on Twitter.

(See that same 'saved' Tweet, below.)

No doubt Mr Tol has been given a good 'wrap over the knuckles for his flippancy. I mean .....The total secrecy of what clearly is a clandestine and covert-like operation (globally), now determines that you won't be finding this very same tweet, that I had actually taken a 'snap' of (appearing anymore  - - on Julian Tol's record of Tweets), because:

"Older Tweet results for Juliantol are unavailable."


In a previous blog post I had noted:

We know Affinity are an AdCenter partner of Looksmart but many are still not sure just who the (and, as taken from within my previous instapost), Brandscreen's technology represents. (That's the one that powers the VivaKi trading desk for real-time display & Affinity are after-all, a sponsor of ad;tech New Delhi!)


THAT tweet, from Twitter,  April 23rd:

juliantol juliantol
On my way to #Singapore and #adtech Delhi. - Get ready India - here comes your DSP - http://bit.ly/dHB4P2
[Added; 18th of May.

juliantol juliantol
#adtech #dsp # india #iab RTB daily impressions now above 2 billion per day. First campaigns in India going live today. woot!]

And it's also known that .... Brandscreen is integrated with major ad servers including DoubleClick, OpenX, Atlas, Facilitate, MediaMind and MediaPlex. - tinyurl.com/3eq8jhj

(And I've seen Ads served by Facilitate Digital's AdFac, on Yahoo!)

So it's no surprise today to find the news of the capability of an India based DSP, in chatting with ExchangeWire APAC.

ew_apac ExchangeWire APAC
Chetan Kulkarni, Vizury Co-founder & CEO Discusses Their Re-Targeting Proposition And Trends In The APAC Marketplace http://bitly.com/ipHCBI


What is amusing though are these two un-answered questions put back in February to Vizury (a 'brand new' start-up Co), on it's own blog:

< Couple of things.

1. Where are the banners hosted by Vizury? Do they have tie up with any of the ad-networks? OR, are banners hosted on the cient’s website itself.
eg: Travel site started tracking user who didn’t get converted, and now browsing other portals, where and how does that user sees the banner of that original travel site?

2. What is potential threat to Vizury’s fundamental traking system with ‘Do not track’ coming into effect?


Maybe (& following Julian Tol's 'bringing home the bacon' to Vizury), those two questions can now get to be answered? (We will see!)

The answer? - www.vizury.com/website/media-partners.html

Vizury sure have come a long way: www.vizury.com/website/press.html

All this .....While Industry Insiders continue accumulating all they can daily and, with LOOK's own Board members -- being issued with such low cost (strike rate) options - - on top of their having had profit sharing in place now, for the past 3 or, 4 profitable quarters, is almost bordering on being criminal - is my (own), totally disgusted feeling. 


1.8mm net shares increased

Shame Looksmart, SHAME!!


 View this filing in your web browser. Brian Gibson May 11th

May 10, 2011

Form 4 / Knorr, Bert

Form 4 / Kauffman, Scott L

View all SEC Filings

Oh what a tangled web we weave, When first we practise to deceive! (Sir Walter Scott)


ps; Using data to optimise digital campaigns | article by Carolyn Bollaci of MediaMind Australia http://bit.ly/pTvqBY

"The lift in CTR results for both targeting and retargeting so far prove strong. In our own research based on six billion impressions, data usage for targeting and retargeting saw CTRs jump 73 percent. Actual conversions also increased by an average of 40 percent, with as much as 389 percent for some advertisers. Often the advertisers with better conversion rates were those who retargeted users with additional incentives, such as a promotional offers on an item the user abandoned in a shopping cart. It was a deal sweetener that secured the conversion."

Disclosure: Long LOOK and reasonably happy to be so, for a lot longer.

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