Data

The Trade Desk and Acxiom have a new product that plugs into Kokai to create a live feedback loop between UID2 IDs and real-world outcomes.

Roqad is buying Zeotap’s third-party data biz to boost its identity resolution capabilities, but also for access to key integrations with major ad platforms.

Most social platform spending comes from small businesses. And TV tech companies have been busy trying to make it easier for small businesses to apply the same tools – like data matching – they use on social media.

Most advertisers aren’t happy about the effects of tariffs. But the industry that a business operates in has a major impact on its financial security.

The biggest cloud tech companies, – namely AWS, Snowflake, Databricks and the Google Cloud Platform – are investing heavily in their own ad tech and marketing verticals. But, funnily enough, ad tech vendors themselves tend to avoid the big public clouds.

When consumers don’t feel culturally represented in online advertising, they’re less likely purchase from certain brands. Which is why some brands, including Haleon-owned over-the-counter pain medication Panadol, are making an effort to be more inclusive in their messaging.

Ad buyers agree that Nielsen’s decision to pivot from panel-only ratings is a step in the right direction for TV ad measurement. But some also suggest it may be too late for Nielsen to recover the ground it ceded to competitors.

NBCUniversal and Instacart team up to help brands use Instacart data to plan and measure audiences for NBCU campaigns.

The Trade Desk has said it will buy Sincera, a startup that aggregates and supplies metadata to ad tech companies. This is TTD’s second-ever public acquisition.

TV sales consortium Ampersand’s new measurement platform combines streaming and traditional TV data to give buyers a better idea of incremental reach and frequency.