Home Ad Exchange News Univision Buys A Stake In The Onion; A New Platform Lets Consumers “License” Their Data

Univision Buys A Stake In The Onion; A New Platform Lets Consumers “License” Their Data

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

Bloomin’ Onion

Spanish-language Univision purchased a stake in The Onion and its various channels (like the A.V. Club and ClickHole). Read the release. The move is part of a broad effort to reach a younger audience, and follows Univision’s recent acquisition of The Root, a site focused on African-American readers. The Onion generates most of its revenue through Onion Labs, its sponsored content division. NPR has more.

Has Twitter Molted?

Twitter has been fighting for a spot on the influencer marketing podium, pitching Vine against the likes of YouTube, Instagram, Snapchat and LinkedIn. There’s no shame in not being an influencer platform (Facebook isn’t, and it does just fine), but the little blue bird is hoping it can change its market perception. An Adweek story from Marty Swant gets into how Twitter is leveraging Niche, a social media content-creation tool it acquired last year, for a cross-channel influencer campaign from Comcast. There’s also the company’s newest ad product, the “brand enthusiast gallery,” which aims to convince marketers that Joe Shmo on Twitter can push as much product as some Insta-famous teen.

Value Exchange

The Drum covers the launch of People.io, a platform that lets consumers “license” their data to brands. The UK-based service is positioned as an answer to ad blocking. “We believe that putting the consumer in control of their own data, fiercely protecting how their data is used to ensure privacy and rewarding them for the data they are willing to share helps create a fairer value exchange for the consumer and therefore greater engagement.” Read it. But! People.io isn’t the first to try this approach. Remember Enliken? Maybe the world is ready this time.

Welcome Back

Yahoo’s slow-motion trainwreck is now officially tabloid fodder. A duo of NY Post writers cover a “creepy message” they claim Marissa Mayer let slip at a companywide meeting this month: “She said there are going to be no layoffs ‘this week,’ and many of the employees laughed at her,” said one unnamed source. The article is laden with anonymous venom directed at Mayer, who’s coming back to work after having twins in December. Hopefully her newborn daughters keep this whole Yahoo thing in perspective.

But Wait, There’s More!

You’re Hired!

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.