‘We have to change the flow of money’: Marketing heavyweights are getting behind Amino Payments (ex Curren-C) to clean up digital advertising | Business Insider

‘We have to change the flow of money’: Marketing heavyweights are getting behind a new tech to clean up digital advertising; ; In Business Insider; 2017-09-05.

tl;dr → <buzzy>blockchain</buzzy> Curren-C relaunches as Aminio Payments.

Teaser
  • Amino Payments [verb] blockchain technology [adverb] digital advertising.
  • Amino Payments [deals] AppNexus, T-Mobile.
  • The Block Chain is good, Fraud is bad, [Lack of] budget control is bad.

Mentions

  • Amino Payments
  • AppNexus
  • Dstillery
    a DSP, an agency, an arbitrageur? <quote>an ad buying firm</quote>
  • MetaX
  • papyrus.global
  • New York Interactive Advertising Exchange (NYIAX)
  • Procter & Gamble
  • T-Mobile
    referenced as a “marketer” [they resell spectrum rights, in nano-slices, yes?]
  • Unilever

Amino Payments

  • was named Curren-C
    • Will Lutrell, founder, Amino Payments
  • Customers
    • AppNexus
    • T-Mobile
  • Investors
    • Brian O’Kelley

Who

  • Sam Bloom, CEO, Camelot
    Camelot is an agency.
    Sam Bloom is quoted for color, background & verisimilitude.
  • Will Lutrell, founder, Amino Payments (née Curren-C)
  • Kari Marshall, VP of media, T-Mobile.
  • Brian O’Kelley, CEO, AppNexus
  • Marc Prichard , <wow>chief brand officer</wow>, P&G,

Referenced

Previously

In Business Insider

Curiosity gap about AdTech, you won’t believe what happens next!

; Things you should know about AdTech, today; In His Blog, centrally hosted on LinkedIn; 2017-08-30; regwalled.

Occasion

Boosterism in front of the trade shows
  • Exchange Wire #ATSL17
  • Dmexco
  • Programmatic IO

Separately noted.

Private valuations are a fugazi | The Hustle

Private valuations are a fugazi; staff; In The Hustle; 2017-08-04.

tl;dr → reporter learns about how capitalization tables work, how liquidity preferences work, how warrants work, how finance works. Cites Bloomberg & NYT and ultimately Gornall & Strebulaev

Original Sources

Will Gornall, Ilya A. Strebulaev. Squaring Venture Capital Valuations with Reality (2017-07-11). Stanford University Graduate School of Business Research Paper No. 17-29. ssrn:2955455; Abstract ssrn:2968003. Separately filled.

Mentioned

Scope

  • 116 unicorns
  •  founded after 1994.

Exemplars

  • AppNexus
  • Square Inc.
  • HomeAway
  • Oscar Insurance Corp.
  • Pivotal Software Inc.
  • Snap Inc.
  • SolarCity
  • Uber Technologies, Inc.

Referenced

A Dream Deferred: Why the Digital Ad Industry Struggles to Create a Standard ID | Advertising Age

A Dream Deferred: Why the Digital Ad Industry Struggles to Create a Standard ID; . In Advertising Age; 2017-05-17.

Mentions

  • Contra
    • Facebook
    • Google
  • Partners
  • Concept
    • <quote>the new consortium is far from determining the technical details of its approach, it seems to be following the Digitrust model of using a common decryption key.</quote>
  • DigiTrust (a predecessor, a competitor)
    • Separate, different
    • Since 2014
    • Jordan Mitchell, CEO
    • Participants
      • AppNexus (may not be participating any more, no comment now)
      • Open X
      • Media Math (not “heavily involved”)
      • Publishers
        • ESI Media
        • GroupM
    • Progress
      • <quote>since March 30, Digitrust has held five working group meetings with its 25 publisher and 25 platform participants to discuss deployment logistics and dates, said Mitchell. Publishers might begin to adopt the system in June, he said.</quote>
  • Quoted
    • Travis May, LiveRamp CEO.
    • Mike Lamb, president, Media Math,
    • Ari Paparo, CEO, Beeswax,
    • Jo Holdaway, chief data officer, ESI Media
      ESI Media is publisher of the London Evening Standard & The Independent,.

Previously

AppNexus and Facebook lead Prebid server-to-server header bidding drive to challenge ‘digital monopoly’ | The Drum

Mentions

  • PreBid server, documentation, at AppNexus
    • open source
    • “free to [vetted] publishers”

Who

  • Drew Bradstock, senior vice president of product, Index Exchange
  • Michael Richardson, product manager, marketplace, AppNexus.
  • Evan Simeone, SVP of product development, PubMatic.

AppNexus, LiveRamp, and MediaMath Launch Technology Consortium to Enable People-Based Programmatic Advertising

AppNexus, LiveRamp, and MediaMath Launch Technology Consortium to Enable People-Based Programmatic Advertising; press release; 2017-05-04.

Concept

<quote>Consortium members will enjoy access to an identity framework built from pairing an encrypted version of an omnichannel, people-based identifier and a common, open cookie that resides on a shared, open domain. Each consortium member will adhere to a strict agreement requiring best practices with respect to privacy and security, including compliance with digital advertising industry self-regulatory code and applicable laws.</quote>

Participants

  • Acxiom
  • AppNexus
  • Index Exchange
  • LiveIntent
  • LiveRamp
  • OpenX
  • Rocket Fuel

Who

  • Andrew Casale, president and chief executive of Index Exchange
  • David Gosen, general manager, platform solutions, SVP, international, Rocket Fuel.
  • Matt Keiser, Founder, CEO, LiveIntent.
  • Michael Lamb, President, MediaMath.
  • Brian O’Kelley, CEO, AppNexus.
  • Travis May, president and general manager, LiveRamp

Mentions

  • IdentityLink, a service of LiveRamp.
  • Applicability
    • mobile
    • Addressable TV
    • Internet of Things (IoT)
    • Out of Home (OOH)
    • email
    • (Does one to fifty) and other channels yet to be defined. and emerging channels for targeted programmatic advertising.

Promotions

The Ad Blocking Controversy, Explained | Brian O’Kelley

Brian O’Kelley (AppNexus); The Ad Blocking Controversy, Explained; In Forbes; 2015-09-23.

tl;dr → ad blockers reduce viable inventory; this reduces supply; it willmight increase prices.

Mentions

  • it will be interesting times.

Referenced

LinkedIn Starts Using Its Data to Sell Ads Across the Web | Advertising Age

LinkedIn Starts Using Its Data to Sell Ads Across the Web; ; In Advertising Age; 2015-02-19.
Teaser: Another Social Company Joins the ‘Off-Platform’ Movement

Mentions

LinkedIn

  • Claims: records on 347M consumers
  • Russell Glass
    • “head” of product, LinkedIn.
    • was CEO, Bizo
  • Bizo of LinkedIn
    • acquired 2013-07
  • AppNexus
  • LinkedIn Lead Accelerator, a product

General

  • Facebook
    • Atlas
    • Something about connecting mobile and officework-desktop.
  • Twitter
    • Promoted Tweets
    • Customers
      • Flipboard
      • Yahoo Japan