Home Ad Exchange News Disney Owns Ad Tech Now; Amazon Tries Loyalty Fulfillment

Disney Owns Ad Tech Now; Amazon Tries Loyalty Fulfillment


Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

Disney’s Castle … And Walled Garden

Disney has often been discussed as a potential buyer of ad tech, but hasn’t shown much interest in the category. It bought a majority stake in the streaming video technology BAMTech in 2017, and ended up taking a $469 million write down on the deal. But now Disney is bringing on an ad tech property, TrueX, with the acquisition of 21st Century Fox. The big question for TrueX customers is whether Disney will internalize the tech, using it exclusively across Disney properties, or will retain it as a standalone ad tech business, Ad Age reports. Others major media owners face the same question, such as Comcast–Freewheel and AT&T–AppNexus. “Buyers want cross-marketplace solutions that allow us to implement in a consistent way,” says Adam Gerber, president of global media at GroupM’s Essence. “The more walled gardens that go up, the more separation that’s created, the more challenging it is for us to innovate. For us to innovate at scale we’d need to do a bunch of one-off [tests]. That’s not efficient.” More.

Seize The Moment

Amazon came out of beta with Amazon Moments, a subscription and loyalty program fulfillment solution. “Some marketers, especially in the loyalty space, created rewards programs that are points-based, and then had to figure out how to source physical products as rewards, how to get them to the customer, ship them, and so on,” Amazon’s head of digital marketing, Amir Kabbara, tells MediaPost. With Amazon Moments, a company can set requirements and their customer acquisition price, and Amazon will offer specific rewards or items that meet the price and then fulfill the delivery. It’s a way for brands and media companies to take advantage of their own research, he says. For instance, if a network knows people who watch the first seven episodes of a show tend to finish the season, it can nudge viewers by offering a reward after seven episodes. More.

Pay The Price

The EU agreed on a new copyright law Thursday that will allow publishers to negotiate licensing revenue for search results that go beyond “very short extracts” of articles, The Wall Street Journal reports. The deal was preceded by months of opposition and lobbying from both sides, and was agreed upon after France and Germany made exemptions for small internet companies that can’t afford to run licensing software. Google in particular has been lobbying hard, and even threatened to shut down Google News if the copyright law was passed. The company ran a test last year, criticized by many publishers as a ploy, that showed if the platform were to stop running text snippets below headlines, traffic from Google News would decline by 45%. More.

But Wait, There’s More!

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.