Exchange Brief: Mobclix Offers Audience Profiles To Ad Nets; The Importance Of Ad Visibility; And Facebook Evolving Into Display Powerhouse

Mobclix Offers Audience Profiles To Ad Network Partners

Mobclix, the largest mobile ad exchange for the Iphone ad market, has announced it will re-sell audience profiles to its ad networks partners. The move will allow agencies and advertisers to better target specific audiences through the Mobclix exchange. The demographic segments will be provided from Nielsen's PRIZM and ConneXions programs. Read more about this story here.

Greg Hills On Why He Thinks 2010 Will Be The Year Of Ad Visibility

In an interesting post about ad visibility, Greg Hills argues that this metric is becoming more important to advertiser and agencies – and 2010 is the year it will come to the forefront of the minds of media buyers. Many display ads never actually get seen and this, Hills argues, is a massive drag on campaign performance. He points out that DFA and Atlas allow unseen ads to gert credit for driving purchases, and cites a number of companies working in the space who have a big focus on ad visibility. More on that post here.

Facebook Moving Up A Gear

comScore released its year-in-review figures for the US, and it makes for interesting reading. Facebook is now the third biggest publisher of display ads in the US, serving over three hundred and thirty billion ad impressions annually. Facebook sells its display advertising at a much lower price than all of the other publishers in the top ten. And it’s presently only selling a portion of its ad inventory. If Facebook figures out a way of improving targeting and campaign performance, it will have found its illusive business model. TechCrunch has more on this story here.