Posts tagged with Advertisers

Yahoo's Tumblr acquisition sends clear message to advertisers

It's official: Yahoo has purchased popular blogging platform Tumblr for more than a billion dollars - $1.1bn to be exact.

The internet's latest nine-figure acquisition is probably one most industry observers wouldn't have predicted.

After all, despite that an ex-Googler, Marissa Mayer, is at Yahoo's helm, there were few prior indicators that she was looking to make a billion dollar purchase.

And if there had been, Tumblr, while incredibly popular, doesn't seem like the company that would have made it to the top of the list as Yahoo's track record with acquisitions of user generated content startups is not all that impressive.

From Geocities to Flickr, Yahoo has proven to be a master of reverse alchemy in the space, repeatedly finding ways to turn gold to lead.

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Native advertising: whatever it is, it shouldn't be PR

More and more publishers are rushing to embrace native advertising, and for good reason: advertisers are eager to spend money on it.

While there's debate and discussion around the exact definition of 'native advertising', publishers and advertisers are quickly learning that ads integrated into the user experience, often to the point that they're not immediately distinguishable as ads, come with challenges.

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Google posts strong Q4 earnings, buoyed by holiday ad spend

The 2012 holiday shopping season was one for the online retail records and that led to a very merry Christmas for Google, which reported its fourth quarter earnings yesterday.

All eyes were on the search giant, which failed to deliver in the third quarter, much to the disappointment of Wall Street.

But there was no disappointment this time as the company delivered $14.4bn in revenue, a 36% year-over-year increase, and earnings of $2.9bn, up from $2.7bn in the same quarter a year ago.

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Microsoft refuses to back down on Do Not Track, wants more complexity

More than a decade ago, Microsoft was branded by the United States government as a greedy monopolist and the company's existence was threatened by an antitrust lawsuit that could have resulted in the then-world's largest software company being broken apart.

Today, memories of Microsoft's past may have largely faded but the Redmond company is still trying to convince consumers that it's cool, and perhaps more importantly, that it's on their side. One of the ways it's doing that: declaring its support for consumer privacy.

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Advertisers shouldn't fear the Fiscal Cliff

It can be easy to forget that at this time four years ago, the future of the global economy was in limbo. Financial markets around the world were in chaos and the specter of a global depression was being taken seriously.

Today, the internet economy is booming and retailers are expressing optimism for the holiday shopping season.

But under the surface, there is growing concern. As AdAge points out, if you take away all of the advertising activity around the Olympics and the United States election cycle, ad sales have been softer this year. And now advertisers have a new worry: the Fiscal Cliff.

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RTB expected to grow significantly, but concerns linger: report

The benefits of real-time bidding (RTB) seem obvious, but as a percentage of the display advertising market, RTB's growth has lagged many observers' expectations.

So what gives?

According to a study (PDF) conducted by Advertiser Perceptions and released this week by Casale Media, approximately half of media buyers and sellers are already participating in the RTB ecosystem, and significant growth is expected over the next year, but both sides still have a number of concerns that are holding RTBs back.

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Half of online ads aren't 50% in-view for even a second: report

Advertisers have more and more types of online ad inventory than ever, and thanks to technologies like real-time bidding, increasingly sophisticated ways to buy them.

But for advertisers actually hoping their ads will reach consumers, there's bad news.

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Facebook sets IPO price range

We're just weeks away from the Facebook IPO, and today, the company filed an amended S-1 detailing the price it will seek for its shares.

According to that S-1, Facebook plans to sell some 337m shares at a price between $28 and $35. In this price range, the company will be valued at somewhere between roughly $75bn to $95bn.

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Hulu to advertisers: pay only for completed video ad views

The internet has arguably been the most exciting new development for advertisers in the past 50 years, but that doesn't mean that online advertising is without its problems.

Arguably, one of the biggest problems is a misalignment of the interests of media buyers and media sellers, with the latter often not appearing to care much about the value the former receives.

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Facebook offers up its solution to mobile ads challenge, opportunity

In the run-up to its IPO, Facebook is pushing down on the gas pedal in an effort to bolster the advertising business from which it derives much of its revenue.

Yesterday, as expected, the world's largest social network announced its new ad offering, Premium on Facebook. Those ads give advertisers more options and an ability to make their ads more prominent, but the jury is out on whether users will simply find them annoying.

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To succeed, startups should focus on audience, not advertisers

If there's one thing learned during the first .com boom and bust, it's this: revenue and profitability count.

You can't build a successful business without revenue, and you can't sustain a business without profit.

Despite the froth that remains on the consumer internet, it's undeniable that many of today's startups are focused on how they can make money.

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Advertisers seeking flexibility and protection for 2012

With questions about the global economy weighing heavily on the minds of advertising executives, companies are increasingly taking a cautious approach to the ad deals they're making for 2012.

According to Reuters' Yinka Adegoke, executives who attended the Reuters Global Media summit last week are citing the crisis in the Eurozone and the political situation in the United States as reasons for shortening up advertising agreements and other partnerships.

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