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OpenX Gets $22.5M More For Online Advertising

socalTECH

Pasadena-based advertising technology firm OpenX has raised $22.5M The company said the new funds will go towards growth, financing acquisitions, and international expansion. That growth was driven by its real-time-bidding exchange, plus the acquisitions of two companies, LiftDNA and Jumptime. READ MORE>>.

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CampaignEQ Aims At Better Mobile Marketing Attribution

socalTECH

A new, Santa Monica startup, CampaignEQ , is hoping to help marketers better attribute increases in mobile customers and traffic to their marketing campaigns, with a new product. Belk was previously Head of Product at Beachmint, and was the company''s first employee; McGregor was Beachmint''s Dierctor of Acquisition.

Mobile 249
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Have you heard? Eyeballs aren’t everything.

Berkonomics

Back when we were all trying to figure out the real value of traffic on the web, investors – and acquiring companies – got a bit crazy with metrics used to value acquisitions and investments. Once we had what we thought was the answer, in allowing for display advertising on these sites. a month for a subscription.

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ValueClick Sells Web Clients Business

socalTECH

Westlake Village-based web advertising firm ValueClick said late Monday that it has divested its Web Clients promotional lead generation business. ValueClick said the move is part of a strategy to grow its core online marketing services and technology. Tags: valueclick clients merger acquisition lead generation.

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Internet Brands Buys Seven Consumer Web Sites

socalTECH

Los Angeles-based Internet Brands said Thursday that it has acquired seven consumer websites, as part of an expansion of its health and home vertical markets. Financial details of the acquisitions were not disclosed. The firm said it has now acquired more than 100 web sites in total. READ MORE>>.

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Advertising Wants to be Measurable – An Investment Thesis

Both Sides of the Table

One of the investment themes I’ve been focused on in the past 3 years has been Performance-Based Marketing. When I started investing the US advertising market was $300 billion with only 10% of it ($30 billion) of it being online and measurable. I believe that many social networks confused this idea.

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CPC Marketing Firm Bardon Advisors Acquired

socalTECH

Los Angeles-based Bardon Advisors , a cost-per-click (CPC) search and affiliate marketing firm, has been acquired by New York-based MediaTrust. Financial terms of the acquisition were not disclosed. Tags: bardon advisors mediatrust merger acquisition cpcp advertising ecommerce.

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