Dear 18.104.22.168 – Thanks for your interest in Spot Runner and for discussing the company on Wikipedia. We do work with the company and sincerely apologize for overlooking the Wikipedia guidelines around Conflict of Interest when it comes to editing a page. This is our first time doing this and did not understand the policies. Our goal is to ensure that the information published here is accurate and unbiased. To that end, we will list out the inaccuracies and biases of the article, and ask that you or someone else from the community revise the page accordingly. • “Internet-based advertising agency” is no longer an accurate description of the company. It is a technology company that develops technology platforms and delivers services for video advertising. • The description of the company as it currently stands is insufficient and omits information about how the company has evolved since launching. Additional description follows: “As the company has grown, Spot Runner has aligned itself along two lines of business, Marketing Services and Media Platforms. Spot Runner continues to have a successful track record working with businesses of all sizes and using proprietary technologies to improve advertising.” • In the following sentence, the term “pay-to-play” can mean so many different things that it’s rendered meaningless: “They also are working on a pay-to-play ad market called Malibu for larger customers…” The business model for Project Malibu is that Spot Runner will charge a percentage of the transactions created on the platform and media buyers’ fees for using the platform. If you check Wikipedia for “pay-to-play,” you’ll see the myriad of things it can mean and why it may be a misleading description of the Malibu business model. • The second part of the sentence below is not true. We still have a dev team working on the local platform. We also still have partners who leverage library ads. As they ask us to make more pre-produced, customizable spots, we will and can. “The company's initial service offering enabled customers to pick and choose from Spot Runner's library of pre-produced ads and to customize the spot through an online process, although all new development work on this project has ceased and related staff was laid off in March of 2009.” • In the following sentence, comparing Spot Runner to Enron is an obvious negative bias. The better analogy is the airline industry. We are building a system like Sabre that powers marketplaces like Travelocity and Expedia to exist, where all airlines display their inventory, as well as powering sites like AA.com or Delta.com where individual airlines sell their inventory electronically. In addition, the second part of the sentence, by putting it in past tense, suggests that Project Malibu is over, which is not true. The Project is ongoing and we will be launching soon. We recommend adding the following section as a further descriptor of who the company serves.
Spot Runner serves three primary audiences: advertisers, media owners and advertising agencies. In order to address the needs of these audiences, Spot Runner is divided into two primary lines of business: the Marketing Services Group and Media Platforms. Spot Runner’s Marketing Services Group offers advertising services for TV and online video. Marketing Services' mission is to offer targeted advertising solutions for businesses of all sizes and use technology to measure the impact of and bring accountability to offline media. Marketing Services drives advertisers’ success with high-quality and affordable creative, strong analytics and dashboards, and media planning and buying. Spot Runner’s Media Platforms Group supports media owners, agencies and advertisers that want to improve the process of selling, planning, buying, trafficking, measuring and optimizing advertising campaigns with innovative technology. The group’s first product, Project Malibu, is an all-digital platform that streamlines and enhances the process of buying and selling all forms of video and TV advertising to benefit media owners and their advertising clients. For media owners, Project Malibu offers a quick and effective way to reach more advertisers and better monetize inventory. For media buyers, Project Malibu offers a fast and easy way to find, buy and measure TV advertising.
• In this section, you might want to clarify this sentence: “Most large companies are no longer interested in media services from this area, however.” What do you mean by “this area”? • Also, the Microsoft rumor was never proven, and to quote an article from almost a year ago and call it “recent” is misleading. The Google/DoubleClick, Yahoo/Google comments are irrelevant.
Trouble at Spot Runner
• If you’re going to have a section that links to stories that suggest trouble at the company, you should also include links to stories that talk about the company’s multiple success, so it’s balanced. Here is a list of milestones with some links to references: Milestones 2006: • Spot Runner officially launched in January 2006 • Spot Runner announced its television advertising platform and services in January 2006 • Received $10 million in funding from Index Ventures, Battery Ventures in January 2006 • Partnered with Realogy in February 2006  • Partnered with JWT in July 2006 • Partnered with OrthoClear in September 2006 • Received $40 million in funding from WPP, CBS and Interpublic in October 2006 • Partnered with Diamond Promotion Service in December 2006  • Won 2006 Red Herring 100 North America Award • Won 2006 Web Marketing Associations WebAward for “Best Advertising Website” • Included in AlwaysOn’s “OnHollywood” List of 100 companies 2007: • Campaign with Warner Independent Pictures in January 2007  • Expanded U.S. sales staff in January 2007 • Named one of Fortune’s “Top Innovators” in April 2007 • Partnered with LexisNexis Martindale-Hubbell in May 2007  • Created of 60Frames with United Talent Agency in July 2007 • Partnered with Stuller in August 2007 • Created Diamond Promotion Service’s co-op fund through Spot Runner in October 2007 • Won 2007 Stevie Award for “Most Innovative Company” • Won 2007 Telly Award • Won 2007 Bulldog Reporter Award – a silver in the category of “New Product Launch, Business” and a bronze in the category of “Technology, Business” • Won 2007 Web Marketing Associations WebAward for “Best Advertising Website” • Included in AlwaysOn’s “OnHollywood” List of 100 companies • Included in Business 2.0’s “Next Net 25” • Recognized with a Silver W3 Award in the Marketing Website category
2008: • Acquired GlobeShooter in January 2008 • Acquisition of Weblistic in March 2008 • Launched Spot Runner’s online offering in March 2008 • Launched Spot Runner’s Political Advertising Program in March 2008  • Hired Samuel Paisley as Chief Financial Officer in March 2008 • Promoted John Gentry to the position of President in March 2008 • Appointed Mark Rosenthal to the position of President, Media Platforms and Vice Chairman in April 2008 • Received $51 million in funding from Daily Mail and General Trust, Grupo Televisa, Legg Mason Capital Management and Groupe Arnault/LVMH in May 2008 • Won 2008 Pollie Award for Political Advertising • Won 2008 Los Angeles Venture Association’s “Best Venture Financing in Software and Media” • Included in AlwaysOn’s “OnHollywood 100” • Included in AlwaysOn’s “Global 250” • Won 2008 Web Marketing Associations WebAward for “Best Advertising Website” • Recognized with a Gold W3 Award in the Marketing Website category • Recognized with an Interactive Media Awards “Outstanding Achievement Award” for the Advertising Website category
- : http://online.wsj.com/article/SB113936855137768028-search.html?KEYWORDS=spot+runner&COLLECTION=wsjie/6month
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