It’s time for the next can of worms: mobile viewability. And the mobile ad vendors are already on the scene. Less than two weeks after the Media Rating Council (MRC) issued its long-awaited interim guidance on mobile viewability measurement, three separate mobile media sellers – Millennial Media, 33Across and JUICE Mobile – have announced their intention to offer a 100% […]
Wayne Gattinella, CEO of DoubleVerify, will appear at AdExchanger’s CleanAds I/O conference on June 3, an event addressing inventory quality and supply chain issues in the digital advertising ecosystem. Because of the high demand for mobile location-based data, it’s a big opportunity for fraudsters looking to game geo-coordinates. “With more money flowing to place-based advertising, […]
If Verizon closes its $4.4 billion AOL acquisition, it will mark one more marriage between a telco and an ad tech company. It’s also a harbinger of more to come. Last summer, Australian telco Telstra grabbed a majority stake into streaming video distribution platform Ooyala and then bought video supply-side platform Videoplaza. In 2012, Singapore […]
Kelly Liyakasa contributed. Verizon will acquire digital media and ad tech platform company AOL in a cash transaction valued at $4.4 billion. The deal vaults the telecommunications company into the media and ad tech sectors and gives it a “three screen” relationship with consumers across desktop, mobile, and television. “It’s really one of the moments in time where […]
Viewability and fraud will be addressed at AdExchanger’s upcoming CleanAds I/O conference on June 3, along with a host of other inventory quality and supply chain issues in the digital advertising ecosystem. Screening out fraudulent and non-viewable ads has never been easier or more popular. Last summer AdExchanger reported that the number of marketers running viewability […]
The joke is that France’s socialist roots made it easy for publisher coalitions to spring up in the country. La Place Media led the way, three years ago, followed by Audience Square in December 2012. But now the idea of cooperation among former competitors is spreading. In recent weeks, AdExchanger profiled coalitions in the UK […]
Mobile app analytics company App Annie is beefing up its Usage Intelligence product with the acquisition of mobile measurement firm Mobidia. Although terms of the deal, unveiled Wednesday, were not disclosed, App Annie CEO Bertrand Schmitt told AdExchanger it was a mixture of cash and equity. Mobidia will help App Annie developer and publishers “build a […]
Rubicon Project’s Q1 revenue grew 62% year over year to $37.2 million, thanks to increases in its mobile and orders business, as well as international expansion. As CEO Frank Addante stated in previous quarters, Rubicon will benefit from the network effect, as an influx of buyers and sellers on the platform will cause growth to snowball. […]
Twitter will pay $532.6 million – all in stock– to acquire digital ad platform TellApart, the company disclosed in an 8K filing with the Securities and Exchange Commission. It’s a large figure for an ad tech purchase, placing TellApart’s market cap above most public companies in the space and making it the spendiest merger deal Twitter has done yet. In […]
DoubleClick Bid Manager (DBM) clients can soon use the buying platform to purchase Twitter Promoted Tweets across the mobile web, in-app and desktop. Read Google’s blog post. The capability isn’t available yet, but Twitter CEO Dick Costolo anticipated a May release during the company’s earnings call. Google first needs to do some technical jiggering to […]
