mobile impressions 2

Every year seems to be the year of mobile. Well, we may just finally be there! Looking at all the trends, there is no doubt mobile is hot. I finally broke down and bought an iPad, and my habits have changed overnight!  My life is now almost entirely mobile, with my TV, laptop, iPad and phone all connected via WiFi.

I’m now also exposed to more mobile advertising. One question that’s being asked by a few people: Is an impression on my iPad connected to my home WiFi a mobile impression? It may be a mobile device, but I am not mobile.

The industry is currently neglecting to acknowledge the difference between a mobile impression and a mobile device. At the recent Borrell Hyper-local conference in New York, Gordon Borrell used both terms in the same sentence. We simply cannot apply the term “mobile” to all impressions from a mobile device. A recent U.S. Wireless Market Update for 2011 found that 90% of all tablets use WiFi only. I’ve seen estimates that well over 50% of Web browsing on smart phones are also over WiFi.  While billions of impressions may be generated over mobile devices, most are not all mobile.

Much of the mobile advertising talk centers around location-based services (LBS).  LBS services are useful for some functions, but the number of users is incredibly limited. In May of 2011, the Pew Research Center found that only 4% of American adults use such services to share their location.  Even then, I suspect that most only do it for certain applications like mapping or Foursquare check-ins. After Apple and others were exposed for collecting location data from iPhones, users became increasingly more cautious. I personally think LBS utilities on my phone are useful at times, but there simply isn’t enough scale to impact mobile advertising.

To further confuse the mobile ecosystem, cookies are ineffective. For the past decade, the display advertising ecosystem has rallied around the cookie as the sole container for all online – and now even offline – marketing data. Dozens of dotcom start-ups in the ad space have built the foundation of their business models on cookies. Many users hate them, and the government is increasingly suspect over user privacy issues. If your business model is predicated on cookies, you are in jeopardy. More importantly, almost none of the cookie-based targeting in display applies to mobile devices. This leaves an ever-increasing blind spot for mobile marketers.

Without cookies and any kind of scale in LBS usage, mobile marketers are beginning to rally around IP data as a useful proxy for targeting across mobile devices. If a mobile device is tethered to a WiFi connection, all of the valuable IP targeting parameters apply. We have been helping company’s utilize IP intelligence for well over a decade. The recent launch of Neustar’s IP Intelligence ad network allows marketers to target users based on their connection type, not their personal behavioral data. Things like device location for college students, small businesses, banks, travelers in airport WiFi, etc., can be useful when targeting certain market segments. When a device is connected over WiFi, all of the same IP Intelligence from the display world can be applied to mobile without the use of cookies or tracking individual users.

For mobile advertising to reach its true potential, the industry needs to start looking more closely at the nature of mobile impressions. The current “one-size-fits-all” approach is simply not going to work as more users cut the cord and rely entirely on their tablets or phones.
source :
http://www.quova.com/blog-2/mobile-vs-mobile/

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Coachella

Nate Dogg isn't letting a little thing like death keep him away from Coachella this weekend -- sources tell TMZ, the rapper will be making a very special guest appearance on stage ... in the form of a HOLOGRAM.

Sources tell us, Dr. Dre didn't want to leave Nate out of his Sunday performance -- so he's incorporating his old friend using hologram technology ... the same technology that broadcast Mariah Carey's image across Europe last year ... at 5 simultaneous concerts.

We're told an image of Nate will be projected onto the Coachella stage -- alongside Dre, Snoop Dogg, Kurupt, Warren G, and Daz Dillinger -- to make it appear as though he's actually performing on stage.

According to sources, Nate will perform several songs.

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Becareful, Lyme disease symptoms attact

Lyme disease symptoms Pic

Lyme disease symptoms have appeared early this year, so if you're in an area with ticks, be ready!

Darren's flu-like illness eventually subsided, but a host of other troubling Lyme-related symptoms — stomachaches, irritability and concentration problems — have since plagued the boy, now 10. "He's like Jekyll and Hyde," says his mom, Kristin.

Deer ticks are the ones that primarily cause Lyme disease. Recent statistics show increasing levels of Lyme disease in the North Country. Julie Grant has found quite a few ticks on her dog recently, and decided to give Paul Hetzler a call.

Deer ticks are the ones that primarily cause Lyme disease. Recent statistics show increasing levels of Lyme disease in the North Country. Julie Grant has found quite a few ticks on her dog recently, and decided to give Paul Hetzler a call.

Deer ticks are the ones that primarily cause Lyme disease. Recent statistics show increasing levels of Lyme disease in the North Country. Julie Grant has found quite a few ticks on her dog recently, and decided to give Paul Hetzler a call.

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Ann Romney Must apologize!

Ann Romney Must apologize! 

Mitt Romney’s “I know you are, but what am I?” strategy, declaring President Obama the real perpetrator of a “war on women,” got an assist from CNN Democratic analyst Hilary Rosen Wednesday, when she questioned whether Romney should use his wife, Ann, as his expert on women’s issues when she “never worked a day in her life.” As feminists have known thanks to the silly Mommy Wars over the last 20 years, every mother is a working mother. Rosen, who is herself a mom who also works outside the home, has now apologized, as has every prominent Democrat from President Obama to Debbie Wasserman Schultz to David Axelrod (and probably FDR, from the grave).

But Republicans still won’t shut up about it. An aggrieved Ann Romney even told Fox News, “I will tell you that Mitt said to me more times than I can imagine, Ann, your job is more important than mine,” and added that as the mother of five grown boys, “I know what it’s like to struggle.”

Well, I’d like to demand that Ann Romney apologize to all women for equating the “struggle” of a wealthy mother who had full-time household help to that of a poor or working-class job-holding mother, who must choose between her job and her children when a child gets sick. How dare you, madam? Have you no shame? I’d like to demand that Mitt Romney apologize for his wife’s remarks, too. I’d like to hear every prominent Republican denounce Ann Romney for her heinous insensitivity to non-wealthy mothers who must work outside the home.

Wait. Ann Romney’s not a Democrat, and I’m not a Republican, so that’s not how the world works. Sorry about that. I apologize.

No, Ann Romney doesn’t need to apologize – but in a grown-up world, Hilary Rosen wouldn’t have had to either. The point Rosen was making was, and is, valid: Mitt Romney repeatedly refers to his wife, Ann, in lordly terms, “reporting” to him what matters to women. Reporting to him, like she’s an employee, or maybe a translator. It’s valid to suggest that he ought to talk about what women believe from his own experiences, or what he learns from women colleagues, co-workers, campaign staff. He should stop referring to his wife’s “reports” about women’s issues, sounding like Thurston Howell III.

And the fact is, Ann Romney’s experiences are not the average woman’s. She is a woman of great privilege. Most mothers don’t have the “choice” to stay home full time with their kids; they need a paycheck. Meanwhile, her husband supports the Paul Ryan budget, which cuts nutrition programs for pregnant women and new moms and their kids. It cuts Medicaid for poor women and children. It slashes food stamp funding, when women and children make up two-thirds of the people who get food stamps. He wants to get rid of Planned Parenthood, which provides not just contraception but breast cancer and cervical cancer screenings for millions of low-income women.

In blasting the Obama campaign for the remarks of a Democrat unrelated to his campaign, Concerned Women for America called motherhood “the most important job there is.” Except when poor women do it, that is. Republicans crusaded to kill Aid to Families With Dependent Children (supported eventually by Bill Clinton and other Democrats) to make sure that poor women joined the workforce. Motherhood is “the most important job there is” unless your children are poor. What a bunch of hypocrites.

I’m sure Ann Romney knows what it’s like to struggle. We all do; it’s the nature of being human. But in the political arena we really ought to be able to distinguish between personal struggles, and struggles that have social and political causes and implications. It reminded me of when Bill O’Reilly told Rev. Al Sharpton’s National Action Network, “I’m not black so I don’t know your struggle and you don’t know my struggle because you’re not white.” Nobody knows the troubles Bill’s seen, growing up on the mean streets of Old Westbury. I’m not saying that white people can’t face injustice, but to equate the black and white “struggles” is just ridiculous. Ann Romney is smart enough to distinguish between her own “struggles” and those of women who work at low-wage jobs and struggle to raise their children safely.

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OMG! Nicole Richie Denied joel madden Marriage Proposal 10 Times

Joel Madden proposed to Nicole Richie 10 times before she finally said yes. If I learned anything from college and repeat viewings of “The Bachelorette” it’s that most guys don’t like rejection. I don’t know what’s wrong with Joel Madden.

In a recent radio interview Madden revealed, “My wife is pretty good at rejecting me. People don’t know this but I asked her to marry me ten times before she actually said yes. I was asking every other Tuesday.”

Finally, Nicole said yes in February 2010 and by December of that same year they were married! Hey guys, Joel Madden is proof that if you want to marry Paris Hilton’s former BFF, all you have to do is never give up. There becomes a point when any woman will say yes! 10 repeat proposals is apparently the tipping point.

The radio host asked Joel what finally made Nicole say yes, and he says, “I pulled out the kids! I said, ‘Do you really wanna do this to these kids?’ I’m just kidding. I’m passive aggressive.”

The couple has two children, four-year-old daughter Harlow and two-year-old Sparrow.

Anyways, the 10 proposals paid off, because Madden, Richie and their two kids seem to be a perfect little family.

Richie recently revealed, “I’m just figuring out how to make it work. But I really don’t have anything to complain about. I have a very supportive family and husband and that makes it so much easier. My parents live nearby. They’re each 10 minutes away from me, and they’re very eager to come over even when I don’t want them to.” 

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