Home Ad Exchange News Appier Raises $6M; Outbrain In Trouble

Appier Raises $6M; Outbrain In Trouble


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

Targeting Wearables

Tech startup Appier raised $6 million, TechCrunch reported Wednesday. Appier offers targeted marketing across wearables, smartphones and tablets, and works with clients such as Heineken, IKEA, Lancome and game developers. Appier will use the funding to further research its cross-screen targeting platform. Read more. Looking forward to the programmatic wearable? The Appier site touts real-time bidding tech.


Content marketing ad network Outbrain has run afoul of the ad watchdog Advertising Standards Authority (ASA) in the UK. Marketing Week reports the ASA “ruled that that the (Outbrain) ad was misleading because it did not make it clear enough that it was a marketing communication. The ASA has told Outbrain to ensure any future advertising was clearly identifiable.” See an example and read more.

Fighting Video Fraud

SpotXchange and DoubleVerify announced a partnership on Wednesday that aims to combat video fraud by eliminating non-human traffic. With the addition of DoubleVerify’s brand performance insights, SpotXchange now has the tools to block bot impressions. Read the press release.

TV Turn

In a brief Q&A, CEO Bill Demas talked to The Wall Street Journal about programmatic TV, among other topics. Among the challenges to programmatic television, Demas says, “There needs to be actual supply. I think there have been recent developments in the space where there are now companies providing actual TV inventory via an exchange and some of that is brand new.” Read more (subscription).

End Of Days

Mixing the visage of Justin Bieber and with the future of programmatic, Upstream Group’s Doug Weaver looks at his crystal ball on his company’s blog and channels: “I predict that Programmatic specialists on both sides of the table will fade away; that more than 90% of all online ad transactions will be executed programmatically; that programmatic trading and buying will become vastly de-centralized; and that the word Programmatic itself will fall out of use.” Read more from the Weaver.


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Ad Data For The Hill

Targeted Victory, which specialized in online advertising and data management for political candidates (you know, targeting victory), announced a partnership with The Data Trust on Wednesday. Targeted Victory will incorporate The Data Trust’s consumer and political data – focused on US Republicans – into its Audience Exchange. The Data Trust’s president, John DeStefano, called the partnership “the first step towards making the same high-quality data used by our partners for offline targeting available for their online ad targeting as well.” Read the release.


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.

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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.