Home Ad Exchange News More M&A To Come; Super Bowl Price Tag Doesn’t Deter

More M&A To Come; Super Bowl Price Tag Doesn’t Deter


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

Long Live The Shakeout

After a year of intense M&A, in particular around DMPs and video platforms, 2015 may bring even more deal activity, Jack Marshall reports for The Wall Street Journal. Luma Partners’ Terry Kawaja is quoted, saying the current field of scaled online ad platforms is not sustainable. “I don’t know what the right number is, but it’s probably less than 10,” he said, adding, “Dialogue around M&A deals is picking up rapidly.” Translation: Some investors want exits. Read it.

M&A Review

Just how frantic was consolidation in 2014? I-banker Jordan Edmiston Group’s 2014 year-end M&A report identified 602 transactions in the marketing services and technology area, totalling $39.7 billion. That represents a 26% increase in deal volume and a 71% increase in value. In other words, deals proliferated during the year, but average price as well. Might be early to use the word “shakeout.” More. A similar year-end report from Coady Diemar Partners highlights the largest video ad tech buys of the year. Read AdExchanger’s coverage on that.

The Most Durable Game

The Super Bowl is fast approaching, and the record-high $4.4 million to $4.5 million price tag for a :30 spot isn’t dissuading brands. NBC has already unloaded 95% of the ad space. Digital Super Bowl ad sales have also been selling, and have doubled since 2012, Adweek reports. “Frankly I wish we had more capacity there,” NBC sales chief Seth Winter told the publication. “We could do a very good job.” The biggest-reach, least-targeted ad buy of all time still has a halo.

Pure Mobile Data

Street Fight talks to several mobile analytics platforms, some of which migrated to an ad network model after facing challenges scaling up their pure data businesses. “One of the biggest problems is that companies often do not have the budgets for data,” said PlaceIQ CEO Duncan McCall. “They may have budgets for media with data, but not data on its own.” And then there’s the loss of control: “We were just throwing our data over the wall to the third party and hoping all worked well.” Others, such as Placed CEO David Shim, see hope for pure-play analytics as smartphone use continues to race forward. Read it.  

You’re Hired

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.