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AdExchanger
Articles By Staff
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Outbrain Buys Contextual Video Startup For $55M; Retailers Want To Be Amazon
Street Appeal Outbrain will acquire Video Intelligence, a contextual targeting startup focused on video and CTV, for $55 million. It’s Outbrain’s first big move since the content recommendation company IPO’d in July. The deal makes sense. Web advertising isn’t dying, despite reports you may have heard. Then again, it’s also not in an impressive growth […]
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Will Apple Let Safari Free?; Why Spotify Is All-In On Podcasts
Safari, Don’t Call It A Comeback Veteran browser developer Bruce Lawson recently penned a manifesto of sorts calling for Apple to “set Safari free.” But there is reason to believe the Safari WebKit group is being dusted off after a decade spent in storage in Apple’s attic. WebKit evangelist Jen Simmons tweeted out the group’s […]
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Volta Charges Up An Ad Network; Can Amazon Sustain Public Trust?
All Charged Up It’s a bird. It’s a plane. It’s another random company launching an ancillary ad business! Volta, which operates almost 3,000 electric vehicle charging stations, introduced the Volta Media Network on Thursday. But the rollout is less random than it seems. According to Volta, a retail media play was always part of its […]
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ATT Is A Level Setter; Private Click Measurement Comes To Safari
Un-Cornering The Market For years, the public market was quicksand for ad tech. Investors were unimpressed by early public companies like Rocket Fuel, Sizmek and Millennial Media, to name just a few. Wall Street also didn’t want to bet against advertising-dependent companies in competition with Google and Facebook. (The Trade Desk was a notable exception.) […]
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Samba Files The ACR S-1; Yelp’s ROI Pitch To CPGs
Can You Samba Alone? Samba TV filed its S-1 on Tuesday, often the precursor to an IPO (although many are filed in vain). Samba is one of a few automated content recognition (ACR) companies that are specialists in recognizing and attributing content played on a smart TV. But the ACR market is tough for independents. […]
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Was Zoom Right To Eschew Ads?; The Data Gimmicks Never End
Turn The Other Cheap Zoom CEO Eric Yuan shot down proposals to introduce ads in 2019 and again in 2020, when some executives floated a chance to capitalize on the influx of traffic and new users during the pandemic. One person who heard Yuan’s response says he called the idea of ads on Zoom “cheap […]
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Apple’s Sneaky Plan To Snag Subscription Revenue; Cord Cutting On The Decline
The Poisoned Apple Apple has been secretly buying app download ads on behalf of apps as a way to secure iOS subscription fees in perpetuity, according to a Forbes report. Google won’t delete the ads, though they’re placed without the knowledge or consent of the app developers, including Bumble, Tinder, HBO, Masterclass and Babbel, the […]
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The Fate Of IMDb TV; And Maybe Let’s All Chill About The Supply-Chain Stuff?
Whose Free Lunch? Amazon may rebrand IMDb TV, its free ad-supported streaming service, because employees fear the clunky name is a drag on sign-ups, The Information reports. The waffling between IMDb TV, Freedive or some variation of Free TV is amusing. But perhaps the most interesting morsel comes at the very end. “While the business […]
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The Peril And Promise Of Location Data; Is Creative Back In Charge?
The Location Equation Location data companies have seen an uptick in inquiries from government officials and public health groups, The Washington Post reports. It’s no surprise – health officials and local governments had to track the effects of quarantine measures as well as next-order impacts on public services, such as transportation. Though the applications are […]
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DoubleVerify Acquires OpenSlate; Supply Chain Chaos Intensifies
Trust, But DoubleVerify DoubleVerify is dropping $150 million to acquire OpenSlate, another ad verification and analytics company. OpenSlate is a specialist in digital and streaming video. Last year, OpenSlate made a risky business choice when it defied a change in the YouTube measurement program shielding accounts from brand safety vendors. (A video of violent or […]
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Coca-Cola Crowns WPP; Insta Will Start Paying Influencers More For Reels
The Coca-Cola Of Accounts WPP won the pitch of the year: Coca-Cola’s media, creative and data agency business. The new account is “unparalleled in our industry in terms of breadth and depth of capabilities,” said WPP CEO Mark Read in a release. The fusion of creative, media and mar tech is indicative of a trend […]
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IAB Europe Under Fire; The Dynamic Paywall Approach
IAB Europe; IAB You’re Up The IAB Europe published a blog post on Friday with the news that the Belgian data protection authority (the APD) will find the Transparency and Consent Framework (TCF), the industry mechanism for conveying consent signals in the bidstream, to be in breach of GDPR. The decision hinges on the IAB […]
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Can These Fortresses Be Breached?; An Ad Revenue Reality Check
The Fortresses Of Anti-Solitude It’s worth reading at length, but a Q&A between Ben Thompson of Stratechery and Eric Seufert, writer of Mobile Dev Memo, elaborates on platform advertising dynamics, particularly for self-attributing networks like Facebook, Snapchat and Apple. Will ATT and Apple’s privacy policies prove more damaging than expected to platforms like Facebook or […]
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Pubs Can Bring First-Party Data To DV360; Zuck Plans To Bypass Apple’s 30% Fees
The Power Player ID When Google said earlier this year that it wouldn’t support email-based identifiers, it also made a concession to publishers called publisher-provided IDs (PPIDs). Now, PPIDs – which are primarily based on emails collected by publishers – will be available to Google DV360 advertisers. That’s a big advantage for DV360, but Google […]
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Google’s Performance Max Is Ready For Primetime; FLoC Is Not
A Commanding Performance Google is expanding Performance Max, a product introduced last year that buys across YouTube, Maps, Search, Gmail, Google’s display network and Discover, which includes the product discovery and shopping feed. Check out the blog post. As part of the move, Google Local Marketing campaigns and Smart Shopping, a retail-sponsored product solution, will […]
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Social Nets Dream Of TV; Facebook Shuts Down DDA Beta
Screen Dreams Has social media outgrown the phone? YouTube may be the biggest player in streaming TV, but other social platforms are eager to follow, spurred on by ecommerce dollars. Late last week, Pinterest announced Pinterest TV, a content app that can be downloaded to Apple or Android TV systems. It’s a natural next step […]
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Try This Loyalty Program Growth Hack; Streaming Drama Heats Up
The Value Of Loyalty Retailers are all-in on loyalty programs – which means earmarking serious growth marketing budgets to acquire new subscribers or members. These campaigns typically target regular or high-spending customers who aren’t already part of the loyalty program. That makes intuitive sense for consumers and marketers alike … right? That’s the question at the […]
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Facebook Falls (But Not As Bad As Snap); Amazon Sweetens Its Brand Follow Feature
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Slow Burn Amid a continuous onslaught of negative headlines, Facebook reported slower revenue growth on Monday as a result of, yep, Apple’s AppTrackingTransparency framework. And Facebook warned that the road ahead will remain rocky. Facebook’s Q3 revenue grew 35% to $29.01 billion, missing expectations […]
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Brands Foolishly Ignore YouTube; Snap’s ATT Headache
Shortchanging YouTube? Are advertisers caught up in the CTV hype? Mike Shields thinks so. In a recent Substack post, he suggests advertisers ditch the various CTV walled gardens and head over to YouTube instead. There are thousands of streaming services, but YouTube and Netflix still corner about 47% of the market and haven’t lost share […]
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Blockbusters Are Back?; The Atlantic Wants A Stable Of Newsletter Writers
How Blockbusters Survive Netflix The latest Bond flick, “No Time to Die,” and the Marvel movie “Shang-Chi and the Legend of the Ten Rings” kindled hope for cinemas with blockbuster ticket sales. But Hollywood won’t return to pre-pandemic standards. For one thing, only action or horror movie franchises have performed, “particularly when they are offered […]
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Supply Chain Shortage Hitting Ad Industry Hard; Google Bans Climate Change Misinformation
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Deliver Or Delay The global supply chain crunch is hitting the ad industry, even before the Q4 holiday shopping season moves into high gear. Brands and their creative and media agencies plan campaigns months or a year ahead. But those campaign rollouts are being […]
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Amazon Bullish About Gaming; Nielsen Combines Streaming Measurement Solutions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Big Game Amazon CEO Andy Jessy (Jeff who?) issued a bold statement at the GeekWire Summit in Seattle this week. “In the case of games, we have a belief that that could end up being the largest category in entertainment over a long period […]
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Snap Launches Money-Making Tools For Creators; The Argument For Contextual Targeting
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Creative Galaxy Snap is fending off competitors with new money-making tools for creators, Variety reports. Next month, Snapchat will launch Spotlight Challenges, cash bonuses ranging from $1,000 to $25,000 for accounts with top views in categories like “Best Trick Shot.” The tool is a […]
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The CDP Wars Get Bigger; All Eyes Are On Android's EU Appeal
Begun, The CDP Wars Have The CDP startup mParticle raised $150 million, bringing its total fundraising to $272 million. mParticle is valued at $800 million, Business Insider reports. The valuation is a smidge short of the billion-dollar club – an arbitrary benchmark, though the CDPs Amperity, Tealium and Segment all recently reached unicorn status. mParticle […]
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ByteDance Looking To Take On Amazon, Alibaba; Verizon Driving Subscribers To Streaming Platforms
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ecommerce Byte? TikTok parent company ByteDance is looking to take on Amazon and Alibaba with its own global ecommerce platform, Business Insider reports. The company hopes to expand its online shopping platform outside of China, which could launch as a stand-alone app or within […]
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Instacart Ad Chief Hops To Walmart; You & Mr. Jones Acquires Brazilian Data Agency
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Instacart Exit Seth Dallaire, out! Instacart’s ad chief is jumping over to Walmart as chief revenue officer amid a shakeup in the grocery delivery service’s executive ranks, Business Insider reports. Dallaire will work to scale Walmart Connect, the retail giant’s ad platform unit – […]
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Mediabrands Thinks It Has The Kii; Will Apple Let Safari Free?
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Kii To Success? As the ad industry struggles to come up with solutions to its identity crisis, Kinesso, IPG’s data and technology unit, claims it has the key … ahem, the Kii. That’s what Kinesso is calling its new identity offering. In a world […]
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Macy's Sues Landlord Over Amazon Billboard; YouTube Bans Anti-Vaxxers
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The OOH F.U. ROI Macy’s is suing its landlord, the Kaufman Organization, to prevent the building owner from placing an Amazon billboard above the department chain’s flagship Herald Square location in New York City. Macy’s has had its own brand on the billboard for […]
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Google's Latest Salvo Against Antitrust Claims; TikTok Inks Deal With DoubleVerify, IAS
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Fine Whine Google began arguments in the appeal of its $5 billion antitrust fine from 2018, when European Commission regulator Margrethe Vestager successfully argued the company unfairly leveraged its market position to force its search app onto Android devices. Although, if Google loses the […]
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Google Eyes Search Deals With Instagram And TikTok; Streaming Wars May Benefit Social Media
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Searching Social Google is negotiating potential deals with the parent companies of TikTok and Instagram, ByteDance and Facebook, respectively, to index posts on those platforms in Google search results, The Information reports. Right now, social video search responses are almost entirely sourced from YouTube. […]