ADGENTIC AI

‘Affluent’ Ad Net Martini Media Shifts To Programmatic

Martini Media, an online ad network focused on affluent young audiences, is shifting toward programmatic trading by launching a private marketplace that extends its Martini Live exchange (introduced in 2012). The new marketplace aims to blend real-time bidding with guaranteed, premium inventory, including video-enabled rich media units and integration of first-, second-, and third-party data, targeting audiences earning $100,000+ annually. Premium is defined by guaranteed inventory, premium IAB Rising Stars units, video, data integration, and TV-like measurement via GRPs or Nielsen Online Campaign Ratings. The debut is timed ahead of the 2013 Television Network Upfronts and the New Digital Upfronts. Partners for the launch include AdGent, AppNexus, Forbes, nPario, and MOAT. Martini Live will continue to operate alongside the programmatic marketplace, with expectations that programmatic share will grow from 20% last year to 30% this year and 50% next year.

Cookie Business In The EU; RadiumOne Retargeting The Like; Better Advertising Gets Better Funds

AdExchanger’s news roundup highlights three core threads in ad tech. First, the EU cookie regime remains unsettled: Brussels promises guidance next year, with 27 member states expected to codify the rule by May, though diverging national interpretations could yield little change in cookies today. Second, RadiumOne is pushing retargeting by harnessing Facebook’s Like, placing cookies on pages to recognize visitors and serving ads on Comscore’s 500 sites that prompt a Like, with look‑alike scaling added. Third, Better Advertising disclosed a $9.5 million funding round led by Warburg Pincus, with the majority of new money according to CEO Scott Meyer, intended to accelerate industry-wide adoption of self-regulatory, transparent interactive media practices. The roundup also touches on B2B exchange evolution, real-time data mining insights, and related industry commentary from major outlets.