Extreme Reach Finalizes Buy Of DG TV Ad Biz; PlaceIQ Raises $15M

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Extreme Reach Closes Deal

After months of anticipation, Extreme Reach on Monday closed its $485 million acquisition of its former competitor, Digital Generation’s (DG) TV advertising business. Read the press release. DG, for its part, rebranded as Sizmek after jettisoning this line of business. So what’s next for Extreme Reach? Boston Business Journal speculates that the company might be prepping for an IPO. Extreme Reach says it will continue to pursue the “TV and online video advertising convergence” with its range of solutions.

Funding Local

Location-based data and advertising company PlaceIQ raised $15 million and announced a strategic partnership with Publicis’ VivaKi. By teaming up with VivaKi, all of the Publicis agencies will have access to PlaceIQ tech and data, says the release.

50% Programmatic In 3 Years

Marc Lomas, who was part of the executive team that started programmatic buying at IPG Mediabrands, is now managing director of IPG’s Cadreon in Australia, according to B&T. “Programmatic buying is proving highly effective and efficient for many clients, hence its explosive growth. We have some way to go to achieve the 50% of total spend in the next three years, but we are on target,” Lomas said in an interview. Read more. Also in the region, demand-side platform MediaMath opened an office in Singapore. Read the release.

Agile Marketing

Technology and data are driving mobile advertising success, says Forrester analyst Thomas Husson – but there’s more to it than that. He writes, “For mobile marketing to succeed, you must deliver your brand as a service, implementing more-personalized and more-contextualized brand experiences on mobile phones – but you can’t do it alone.” Get agile.

The Naylor Has Landed

Peter Naylor will be joining Hulu as senior vice president of sales, according to a blog post by CEO Mike Hopkins. Naylor was executive vice president of ad sales for NBC News Digital, and during his time with NBC he worked with Hulu on identifying charter advertisers. According to the blog post, 2013 was a record year for Hulu in terms of consumption. Read the rest.

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Dentsu Taps Out; Prebid Thwarts Transaction Tracking

The Mobile Movement

At the IAB Annual Leadership Meeting, mobile was front and center, and publishers are now urging advertisers to produce creative using HTML5. The group of publishers that sent a special letter to advertisers included AOL, Forbes, The New York Times and more, according to Ad Age. From the letter: “To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format. And the one open, industry-standard, universal format for building mobile-ready creative is HTML5.” Read more.

Cookie Study

A new study conducted on behalf of the Digital Advertising Alliance revealed that ads based on cookies are more valuable than those without cookies, and this is especially true with small publishers. “The study vividly demonstrates how data and relevance, based on responsible data collection and use, are increasingly essential to the existence of a thriving, ad-supported Internet,” DAA Managing Director Lou Mastria said. “The added economic value generated by the conscientious use of data directly benefits consumers by sustaining innovative services and diverse content online.” Read the release.

DoubleVerify Buys Antifraud Tech

Verification vendor DoubleVerify has snatched up the assets and IP of antifraud vendor RealTargeting. RealTargeting was founded “to uncover the sophisticated methods behind the illegal practices of online ad fraud. Its CEO Aaron Doades will join DoubleVerify’s product team. Press release.

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