ADOTAS

• Groupon is suing Google, claiming that two employees that disembarked its flailing vessel brought company secrets over to Google Offers. What were those trade secrets — how to burn lots of investor cash and screw up your IPO?

• In non-legal related Google Offers news, Active.com has hooked up its Schwaggle daily deals program with Big G’s discount service.

• Spreaker has introduced an iPhone app with a live podcasting platform that allows users to broadcast from anywhere directly to a Spreaker page, a third-party website or a Facebook page.

• With the goal of integrating other consumer electronic product technology into its smartphones, Sony paid $1.46 billion for Ericsson’s 50% stake in Sony Ericsson, which will become a wholly owned subsidiary of the consumer electronics giant.

• Eyepartner has released the latest version of its Monster Encoder, an easily integrated digital video converter that can be used to quickly morph AVIs, MOVs, WMVs and other video files into formats optimized for website streaming.

Rabbit Punches

• Ad research firm Userlytics launched the white-label version of its video-in-video testing platform.

• This is timely — Oakland Athletics General Manager Billy Beane, subject of the book and recent Brad Pitt film “Moneyball,” will be the keynote speaker for the sixth annual Covario INFLECTIONPoint conference Feb. 7 in Huntington Beach, Calif.

• Local SMB marketing company ReachLocal has been named a member of Google AdWords Premier SMB Partner (PSP) Program.

magnify360 also said it will soon launch comparable tools for other advertising and affiliate networks, all of which will eventually feed into a single interface on the magnify360 Platform.
Google Cost Optimizer synchronizes clients’ AdWords accounts and automatically responds to campaign changes, including bids, Ad groups, keywords and more. This synchronization enables the tool to calculate campaign performance metrics in clients’ actual dollar values:
- Individual keyword phrase return on investment (ROI) in real-time
- Cost per click in real-time
- Revenue per click in real-time
- Conversion rate in real-time
- Dollar value lead scoring in real-time
- Campaign ROI in real-time
“In order for businesses to survive this recession, marketing must be more efficient,” said Olivier Chaine, ceo and founder of magnify360. “We built Google Cost Optimizer so that our search marketing clients can quickly and easily optimize every single penny.”

As Janet correctly noted, social networks are the key to demographic targeting. Because of their required sign-up process, only social networks provide reliable source for demographic targeting. Beyond the availability of data for targeting, social networks are also a treasure trove of behavioral data that can be layered on the demographic data to provide one of the best targeting opportunities available on the Internet.

So Janet is right to want to target social networks beyond the ones currently included in Google’s offering.

One solution that could potentially offer Janet what she is looking for would be data exchanges. But what are data exchanges?

They are exchanges that work between multiple ad networks and many publishers, enabling the data from one source to be utilized across the rest of the exchange.

That’s why data exchanges could aggregate data from multiple social networks and other publishers while working with multiple ad networks and advertisers.

Data exchanges also eliminate privacy concerns because the data transferred can be one isolated incident which is not personally identifiable. Furthermore, it is not likely that any social network will release any personally identifiable information to any third party source. And data targeting can work without the creation or use of user profiles and without cross-site information transfer.

Data exchanges would enable advertisers to target the greatest reach by targeting data across multiple ad networks simultaneously. Ad Networks could benefit by gaining access to users and publishers outside of their network. Publishers would be able to better target their advertising which will result in greater revenue. And advertisers would benefit from a data network with greater reach than any single ad network.

So Janet, in the future, look beyond Google for a data targeting exchange that will enable reaching all of the social networks you’re looking for.