Summary:

»  Social gamer Zynga is looking to raise $250 million in new funding in a deal that could value the three-year-old start-up betwe…

Morning Lowdown
photo: Corbis / Patricia Curi

»  Social gamer Zynga is looking to raise $250 million in new funding in a deal that could value the three-year-old start-up between $7 billion and $9 billion. [WSJ]

»  So now that AOL (NYSE: AOL) owns The Huffington Post, what exactly is the site, which brought in $30 million in revenue last year, really worth? Nate Silver crunches a whole lot of numbers and finds that 20 percent of the blog posts account for about 80 percent of the comments (and the associated traffic). The median blog post, on the other hand, received just 11 comments, which equates to only about 550 page views. In the meantime, the $30 million in revenue was generated on roughly 4.8 billion pageviews last year. “That means the average pageview was worth a little more than six-tenths of a cent, or that 1,000 pageviews were worth about $6.25,” Silver says. [NYT/Five Thirty-Eight]

»  Facebook is demanding app developers run advertising from a list of approved providers. There are some rules, namely that ad companies cannot use Facebook user data, and so far, that leaves Google’s AdSense and DoubleClick off the list. [Network Effect]

»  The Coalition for Innovative Media Measurement, the research initiative formed by major TV networks, agencies and advertisers, has tapped Arbitron and comScore (NSDQ: SCOR) to conduct tests of viewers who watch video across all platforms. The studies build on CIMM’s focus on set-top box TV data. [AdAge]

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