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BizReport : Advertising archives : August 03, 2011

Funding round, platform releases encourage online businesses

As consumers continue spending more time online and less time with newspapers and television, brands are trying new ways of engaging those users where they 'live'. Thus far, most are hanging out on social networks or playing games, areas where it can be difficult for brands to truly engage. Two platform releases and a funding announcement make make those integrations simpler.

by Kristina Knight

First up, an analytics launch from DoubleVerify. DoubleVerify Navigator makes it simpler for ad networks to determine the content quality of potential new publishers and once the new arrivals are added to a network, helps to prevent advertising fraud so that a network isn't adversely affected by misuse.

"Networks and platforms have continually innovated on ad buying and selling, but there hasn't been a way to comprehensively understand the compliance level of the sites and pages in their ecosystem. This limited insight makes it difficult to detectnon-compliance and fraud at scale," said Oren Netzer, CEO of DoubleVerify. "Navigator furthers our mission to bring trust, transparency, accountability and compliance to the online advertising ecosystem by offering ad intermediaries new, first-in-market tools to address their challenges and business needs."

Meanwhile, Janrain is coming out of a $15.5 million investment round led by Emergence Capital Partners. The funding round will add resources to the SaaS based platform for social analytics. In addition to social logins and social sharing for mobile features, the platform is looking to expand into the retail and gaming verticals, giving clients better access to the places consumers congregate online.

"Social profiles are enabling brands to build deeper, more profitable customer relationships. To take advantage of this opportunity, companies need proven identity management solutions that can handle the complexity of social data," said Brian Jacobs, General Partner, Emergence Capital.

Finally, a new web personalization hub has launched out of Isreal. Called Personyze, the platform helps brands create a site that seems unique to each user - delivering content based on past site activity or search history in real time. The platform screens data from Facebook preferences and consumer location to determine which content or products have the most relevance - more relevant online sessions have been shown to increase loyalty and conversions.

"The average visitor spends no more than five seconds browsing each one of the search results and deciding if the site is relevant to them or not," said Yakov Shabat, Personyze CEO and Founder. "By deploying a platform such as Personyze, which shows visitors only the most relevant content and offers...businesses can make visitors believe in a just a few seconds that they've come to the right place."

Tags: DoubleVerify, Janrain, online advertising, online experience, personalized ads, Personyze, web personalization

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