Click Forensics Raises $6 Million In New Funding; The Publisher Perspective On Data

» Click Forensics has announced that it has raised an additional $6 million dollars in funding. It's total funding now stands at $21 million. One of the leading lights in the ad verification space, Click Forensics will look to use the money for further product development in display advertising where click fraud remains a major problem for advertisers and agencies. Ad nets and publishers also use Click Forensics to make inventory buys more transparet, allowing would-be media buyers to cut back on wastage. [Paidcontent]

» In case you missed it, there was an excellent presentation from JEGI Capital at Internet Week in New York earlier this month. Entitled, "Are Publishers ****ed?", the presentation provided analysis on the evolving sell-side space. Focusing on the rise of the data economy, it gives a synopsis of the intermederies now working in the data space. It also outlines some of things publisers should be doing to not only leverage their data to return better results for clients but also develop sustainable revenue streams around data. Folowing on from that, all publishers should have a read of Tom Chavez's piece on Adexchanger this morning on the subject of data monetisation. It must be stressed that the US is still well ahead in innovation, and that the data market here in Europe is still relatively immature. But with Adjug rumoured to be launching a data exchange, and the likes of Bluekai and Quantcast becoming more active in the European market, publishers here ought to be looking at implementing strategies on how best to monetise their data. What vendor should I work with? How do I manage it? Who should I trade with? How do I price data? How do I make it portable? All these questions should be top of the list of concenrs with publisher execs at the minute. [JEGI Capital]