Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rage Against The Machines Last week, Meta quietly rolled out Advantage+ Shopping Campaigns, the black box ad engine it previously parceled out to some advertisers upon request. Advantage+, like Google’s Performance Max, puts creative, targeting and optimization controls fully in the hands of […]
As long as major live sports airs on broadcast and cable, linear will stay relevant to consumers and thus to advertisers. But the sports industry is now also looking to participate in high-growth areas, including streaming video and connected TV. And major streaming-first platforms are giving broadcast a run for its money, writes Scott Sottile, chief revenue officer at Unruly.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Get Connected The coveted prizes in programmatic right now are exclusive CTV contracts. In Cannes, the crème de la crème for handshakers and lunch-takers is Netflix. Google is meeting with Netflix there, Ad Age reports, and is an obvious choice as Netflix purportedly […]
Ad tech companies are partnering up left and right to aggregate as much TV data as possible. But for media buyers, TV inventory also needs to be alike and accessible across channels – which is possible through an end-to-end platform, said Jessica La Rosa, VP of partnerships and data at Tremor International.
Mergers and acquisitions, the industry’s slow-motion pivot away from third-party data and the expansion of commerce-based business dominated the headlines for media and sell-side ad tech in 2021. What does the industry predict for 2022? More of the same as these trends continue to play out in the year ahead. First-party first In 2022 and […]
Tremor Video has had a dizzying few years in ad tech. In 2017, Tremor Video sold its demand-side business to Taptica, while shortly afterward the sell-side unit rebranded to Telaria and merged with Rubicon. Once the name was available, Taptica re-rebranded as Tremor Video. In 2019, Tremor acquired RhythmOne, an ad network and exchange, and […]
Video ad tech company Tremor said Monday it will acquire the outstream video advertising platform Unruly from News Corp. In exchange, News Corp gets a 6.9% equity stake in Tremor, which is listed on the London Stock Exchange, giving News Corp about $20 million worth of Tremor stock, based on the video advertising company’s $275 […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Vote With Your Feet Mobile location data is gaining importance in US politics. Campaigns can now connect supporters at a rally or event to online audiences via mobile device IDs collected at the venue, a popular trick for campaigns with large rallies and social […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Divesting Ad Tech News Corp has hired bankers to oversee the potential sale of Unruly, a video SSP the news company acquired four years ago for about $140 million, Sky News reports. Terms of the potential deal are still unknown, but News Corp’s decision […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rebirth Of The TV Salesman Ad tech firms are hiring their way into TV advertising. The Trade Desk, TripleLift, ZypMedia and Innovid have all made recent hires from companies such as Fox, Viacom and Tegna as they seek to court TV budgets, Business Insider […]
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by StackAdapt. On the podcast this week, Unruly Media CEO Norm Johnston talks about the evolution of video ads – how they’re bought, how they’re sold and who gets to sell them. Unruly’s value proposition is to provide high-quality audiences […]
The New York Post has a love-hate relationship with pre-roll. While pre-roll typically commands high CPMs when sold directly, too often it’s hard to monetize because it’s either in short supply or locked up in private marketplaces. Sometimes the supply issue is technical. The New York Post recently found it had missed half of its […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Jeff Minsky, senior vice president of agency and client development at Unruly. It’s rarer to find multiple tech sectors applauding the Federal Communications Commission (FCC) for any action it takes than it is to […]
Premium video scarcity and the rise of in-feed mobile video have created the perfect storm for an explosion of outstream video – a format that, instead of running instream as pre-roll or mid-roll, is either embedded between article content or within a slideshow. Thus, these formats don’t need to be attached to publisher’s video content to […]
News Corp.’s acquisition of video ad platform Unruly last month is already bearing fruit. Unruly has rolled out a new in-article video format priced on cost-per-completed-view (CPCV). Out of News Corp.’s roster of publications, MarketWatch, The Sun and News.com.au in the UK and Australia will be first to deploy the format. Unruly will also sell the format directly to […]
In a move that illustrates the fast-growing importance of programmatic video, News Corp. will acquire UK-based Unruly for $90 million, the companies revealed Wednesday. News Corp. will pay as much as $86 million more for Unruly’s social video advertising platform, contingent on meeting certain performance goals. The deal gives News Corp. access to Unruly’s data […]
Rubicon Project hopes a partnership with video ad platform Virool, unveiled Wednesday, will help shore up more video supply. Rubicon will exclusively sell Virool’s new InLine format through all business lines, including auction-based and guaranteed and non-guaranteed orders. It’s difficult for third-party sellers and marketplaces like Rubicon to access more video inventory, since most premium […]
The only certainties in life are death, taxes and multiple definitions of “viewability.” The Media Rating Council (MRC) defines a video ad as viewable if half of that ad is in-view for a minimum of two consecutive seconds, but others, like media agency GroupM, are demanding all pixels be in-view with the sound on for at least 50% […]
