Adventive

BlueKai and eXelate In WSJ; BlueKai Releases Consumer Insights Report; InterCLICK Revenues Double in Q3; Netezza Helping AppNexus

AdExchanger's November 5, 2009 roundup covers several major moves in data-driven advertising and platform infrastructure. It highlights a Wall Street Journal piece on targeting data from BlueKai and eXelate, and BlueKai's quarterly 'BlueKai Pulse' consumer insights report based on 145 million uniques across e-commerce, travel, and auto sites, noting Las Vegas as the September destination of choice. AOL reported an 18% decline in Q3 2009 ad revenue. The recap also covers AdRoll's RoundTrip retargeting tool and Rocket Fuel's automated Audience Booster, along with Adventive's self-serve multi-variate templates. InterCLICK reported Q3 revenue of $14.4 million (up 150% YoY) and guided 2010 revenue of $80 million and EBITDA of $8 million, plus a NASDAQ listing under ICLK. Netezza touts a 92% operating-cost reduction for AppNexus. Other items include Specific Media's lead in UK sentiment and PubMatic's Rajeev Goel commentary, plus ad:tech NYC chatter.

From OMMA Publish: Turner’s Walker Jacobs Says Ad Networks Are Not Like Outlet Malls

At the OMMA Publish conference in New York on June 18, 2009, a panel titled 'Fire Your Network: The Great Debate' examined the role of ad networks in the publisher ecosystem. Walker Jacobs of Turner Broadcasting argued that ad networks can provide value, especially for small and mid-size publishers, by reducing costs and enabling access to valuable audiences. He cautioned that many networks rely on an arbitrage-based model. The discussion contrasted online remnant with traditional remnant, suggesting premium inventory can be found broadly and is not limited to big brands. The panel noted that real-time bidding (RTB) and ad exchanges may improve liquidity, and publishers might explore alternative monetization such as subscriptions or micro-transactions. Other panelists included Richard Frankel (Rocket Fuel), David Koretz (Adventive/BlueTie), David Roter (ESPN), and Alan Schanzer (Undertone Networks); moderated by Joe Mandese (MediaPost).

Vertical Ad Networks Are Different Side of Same Rusty Coin Says CEO Koretz of BlueTie and Adventive

The interview with David Koretz, CEO of BlueTie, Inc. and Adventive, Inc., explores how vertical ad networks fit into the evolving ad tech landscape in 2009. Koretz argues that publishers should move beyond banner ads and treat their offerings as two products—one for readers and one for advertisers—focusing on unique formats like site take-overs, sponsorships, and ROI-driven ads to align with advertiser goals. Adventive positions itself as innovating ad units and optimization to maximize ROI, offering targeting options including demographic, audience-based, behavioral, and proprietary methods. He cautions that vertical networks are a different side of the same rusty coin and critiques the ad exchange/RTB model when supply outstrips demand. He notes the concentration of online ad spend among a small number of publishers (top 100 with 91% of dollars; top 3,000 with 80%), argues the agency model remains relevant, and suggests the industry will trend toward direct response (DR)-centric strategies.