Home Ad Exchange News New Potential Yahoo Buyers Emerge; Google Maps Brick And Mortar For Better Attribution

New Potential Yahoo Buyers Emerge; Google Maps Brick And Mortar For Better Attribution


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RMX Buys Yahoo?

Former Yahoo execs Bill Wise and Ross Levinsohn have joined forces with two equity firms Bain Capital and Vista Equity Partners to submit a bid for Yahoo, Kara Swisher reports. Once upon a time, Wise came to Yahoo through the acquisition of Right Media and stayed on to run the exchange platform. Their bid might be considered a longshot, however, as Verizon appears determined.

Storing Data

Google UK and Ireland managing director Eileen Naughton says the company has mapped tens of thousands of brick-and-mortar locations. The initiative began in 2014 as an attempt to prove the value of search ads by connecting users who click on ads with in-store visits. For now, it’s a good way to look back at campaigns – Hyundai used the tool to set ROI on a campaign meant to drive dealership foot traffic – but Naughton says in the future it will allow “dynamic ads being served [in-store] and prompting decisions.” More at Business Insider.

Tying The Threads

Verizon and Hearst teamed up to buy Complex Media, an online media company geared to young men, as reported by The Wall Street Journal. Verizon and Hearst just established a joint venture, Verizon Hearst Media Partners, meant to source new video-centric content (primarily for Verizon’s free streaming service, go90). AOL will be responsible for selling the ad inventory for the new platform. “We are really diversifying our content approach here, with ownership stakes that will be a network of the digital brands of the future,” said Verizon SVP Brian Angiolet. Read on.

Feeling Outdated

The advertising industry is losing young talent to shiny tech companies. “The biggest threat … is not only attracting but retaining young talent because there are so many more options,” said David Droga, founder and creative chairman of Droga5. “We’ve lost people to Facebook. We’ve lost people to Google. We’ve lost people to Apple.” Agencies are fighting to keep their young talent by replicating startup cultures and offering fun perks, writes Sydney Ember of The New York Times, but turnover remains higher at agencies than in competitive industries like tech and management consulting. More. Fact: Data talent costs money, foosball tables won’t do the job.

Danger Ahead

Publicis Groupe reported better-than-expected earnings, with consolidated revenue up by 8.9% since last year. Sapient stole the show with organic growth of 10%. CEO Maurice Levy warned of the revenue impact of major losses such as Procter & Gamble and Coca-Cola on revenue growth. More. Omnicom also reported on Tuesday. AdExchanger coverage.


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