Our weekly roundup of interesting goings-on in the world of digital advertising has ad networks joining forces (and falling out), strong results for Weborama, advertisers agreeing brand imprint is what makes video worthwhile and and yet another data provider-network partnership.
-- Weborama profits grow: The UK alliance between Weborama and Hi-Media is already having a positive effect on balance sheets, as Weborama posts profits of €5.64 million for Q12012, up 37 percent year on year.
Aside from that targeting specislist and data provider Weborama says it's been stepping up its geotargeting activities and expanding on its partnership with Glam Media. (Release - pdf and in French!)
-- IASH audits: The IAB's ad network metrics and standards council Internet Advertising Sales Houses (IASH) has successfully audited its 25 members, who include AOL, 24/7 Real Media, Glam Media, Yahoo and Jemm Group, whose communications director Julia Smith previously ran the IASH council. (release).
At the same IASH is also suspending one member, Media Initiatives Group, "for failingto submit to audit".
(I got the above wrong previously and reported that IASH was officially adding new members - it's been corrected)
-- Online video ad market: This isn't shocking but it confirms an important trend: online video isn't replacing TV at all it's additive, and it's all about brand placement. A survey of more than 600 publishers, agencies and brands in the US found that 62 percent of respondents agreed online is "a direct compliment to TV", up from 56 percent last year.
The survey also shows that "brand lift" was the most effective video metric for 54 percent of respondents - three times as many as in 2011 - easily beating click per view, click-through rate and completion rate for effectiveness, the survey says. (Full survey).
-- StrikeAd: Another deal from the mobile advertising specialist following one from last week, in the shape of an alliance with uKnow, a targeting and optimisation firm. It means that all StrikeAd inventory can be more targeted and relevant, the companies claim.