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»undertone

Eric Franchi, Ad Tech Vet: The Exit Interview

If you work in ad tech, you’ve probably crossed paths with Eric Franchi, co-founder of early ad-net-turned-creative-ad-platform Undertone, somewhere on the conference circuit. Franchi has set his sights on new endeavors, as the longtime investor and startup adviser revealed late Thursday his last day at Undertone will be June 1. Franchi helped carry Undertone through... Continue reading »
by Kelly Liyakasa // May 26th, 2017 //
»
Ad Tech: Stop Calling It An Apocalypse

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Franchi, co-founder at Undertone. It seems that every single year for the past 10, someone has been playing the funeral march for the ad tech industry. Venture capitalists have... Continue reading »
by AdExchanger // September 30th, 2016 //
»
Ad Net Undertone Acquired By Perion, Israeli Performance Marketing Company

Ad tech might not be as sexy a buy as it was just a few short years ago, but that didn’t stop Israeli performance advertising company Perion from buying American ad net Undertone on Tuesday for up to $180 million in cash. Of that sum, $91 million is payable at closing and the remaining $89... Continue reading »
by Ryan Joe // December 1st, 2015 //
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Undertone Has Creative On The Brain, Snaps Up Mobile Ad Startup Sparkflow

Undertone is consolidating around creative. The programmatic ad network acquired Buenos Aires-based rich media startup Sparkflow on Thursday as part of a move to integrate data-driven creative capabilities into Undertone’s overall tech stack, which it calls Virtuoso. The deal was on the smaller side, clocking in at “less than $20 million,” said Corey Ferengul, CEO... Continue reading »
by Allison Schiff // June 18th, 2015 //
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Undertone Inks Exclusive Distribution Deal With Betaworks

Mobile native isn’t just about look, it’s also about feel – and there’s nothing more native to the mobile experience than a tap. “Brands and users are looking for an alternative to web banners squished into mobile,” said James Cooper, head of creative at New York City-based digital ads startup Betaworks, which announced Tuesday that it... Continue reading »
by Allison Schiff // June 9th, 2015 //
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How Do You Measure The Quality Of Digital Ads?

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ran Cohen, vice president of programmatic strategy at Undertone. As more ad spending follows consumers to digital channels, those channels are being monitored and reviewed more closely than ever. Advertisers... Continue reading »
by AdExchanger // December 16th, 2014 //
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How The Old Ad Nets Are Upgrading

Is the old ad network model truly dead? When Apple’s ad platform iAd went programmatic, some executives hinted it might be time to start shoveling dirt onto its carcass. “If there weren’t enough nails in the old ad network model, having Apple make the switch to programmatic is one more,” said Michael Collins, CEO of... Continue reading »
by Ryan Joe // December 3rd, 2014 //
»
Undertone Zeroes In On Its Platform With Hiring Of Former Rovi CTO

When Undertone released its programmatic platform Virtuoso in September, the goal, according to co-founder Eric Franchi, was for it to eventually become the primary console of brands and agencies that want to purchase high-impact ad units, or ads that use unique formats designed to snag the audience’s attention. The onetime ad network has hired George... Continue reading »
by Ryan Joe // November 18th, 2014 //
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MAGNA Adopts Undertone’s ‘Virtuoso,’ A Programmatic Platform With Creative Chops

Following ad network Undertone’s summer snap-up of programmatic exchange Upfront Digital Media, the company rolled out on Friday a programmatic platform called Virtuoso. The platform is part of Undertone’s developing ad stack, said cofounder Eric Franchi. The company will stagger the release of Virtuoso’s functions, first beginning with programmatic execution and workflow via the Upfront integration. There's a... Continue reading »
by Kelly Liyakasa // September 26th, 2014 //
»
Undertone Names New CEO

Ad tech company Undertone has promoted its COO Corey Ferengul to CEO, effective June 1. He replaces current CEO and founder Michael Cassidy, who will move into a chairman role. Cassidy has been at the helm of Undertone since its founding 13 years ago. "It's the right time based on where the company is," said Eric Franchi, Undertone cofounder... Continue reading »
by Kelly Liyakasa // May 20th, 2014 //
»
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