MediaBytes 10.17.2007

ACXIOM announced a targeted ad system that utilizes data it has collected on 133 million households. Acxiom’s massive database was created from public records and information received by partnering companies. It will now power “Relevance-X” on partner sites, displaying ads that correspond to a user’s data profile. Acxiom claims it will reach 60% of US Internet users.

NIELSEN found that up to 20% of viewers skipped ads during the first week of the fall season. Over 19% of the audience for Survivor skipped ads while Grey’s Anatomy lost 17% and Desperate Housewives lost 16%. 20% of households now contain DVR’s but even non-DVR households skipped commercials at an average rate of 6%.

PLAYBOY TV is adapting its schedule to the YOUTUBE era. The channel will fill its prime-time lineup with short-form snippets from its most popular series. Instead of suffering through a full episode of Hot Babes Doing Stuff Naked, prime-time viewers will now be treated to single scenes of nude vacuuming, dusting, and other erotic household chores.

YAHOO ‘s display advertising revenue grew by nearly 20% last quarter. Growth had been decelerating for the last five quarters and settled in the low teens. The news sparked the sagging stock price by 10% in after-hours trading. However, GOOGLE is expected to announce a drastically higher growth rate later this week.

MYSPACE will announce a partnership with SKYPE that allows users to call each other for free. The companies will split the revenue from Skype add-ons, such as voicemail and cellphone-calling. MySpace will also begin streaming SONY BMG music videos and splitting ad revenue with the label.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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