Ad tech saw almost 1,500 M&As between 2020 and 2021. So is this consolidation trend here to stay? It looks like it’s a resounding yes, writes Matthew Papa, SVP of business and corporate development at Captify.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Suite Smell Of Success Xandr CTO Ben John and EVP and GM Mike Welch recently shed some light on how Xandr plans to win in the CTV and video ad-serving market, which is essentially new to Xandr and a capability it’s building […]
As consumer behavior continues to evolve, so do the opportunities and challenges for today’s marketers. Consumers who used to be easy to reach are now much more challenging to connect with in a consistent, contextually relevant, privacy-compliant manner. And true business results are difficult signals to extract from the noise.
After two years of lost revenues, travel-focused publishers are eager to maximize a post-pandemic recovery. BoardingArea, a publisher network that includes more than 60 travel blogs, isn’t just banking on a return to normal, said its founder Randy Petersen. After weathering the pandemic, BoardingArea is betting on revenue diversification and a revamped programmatic tech stack for its future growth.
This article is based on interviews with participants. Martin Kihn speaks to all the main players. It was inspired by Microsoft’s supposedly surprising selection as Netflix’s ad tech partner. But driven by the acquisition of AT&T’s Xandr, that’s just the latest chapter in a breathtaking adventure of pivots, write-downs, partnerships and potential.
As audiences across all demographics continue to shift from linear viewing toward long- and short-form digital video, the continued growth of streaming was front and center during this year’s upfront presentations. And major subscription-based platforms announced their plans to add an AVOD version to their offering.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Shape Up Or Shop Out Parallel news items reinforce the massive relative advantage for Amazon and its ad business compared with Facebook and Shopify in the wake of Apple’s data privacy overhaul. For years, rumors flew that Facebook was angling to acquire Shopify, The […]
The app-based phone service TextNow, which offers free calls and texting subsidized by ads, is especially vulnerable to the ongoing deprecation of mobile device IDs. So TextNow started testing alternate IDs, turning to InMobi’s UnifID and LiveRamp’s Authenticated Traffic Solution (ATS) and RampID.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Kilar Out Outgoing WarnerMedia CEO Jason Kilar had interesting tidbits for Bloomberg about HBO Max advertising, now that WarnerMedia merged with Discovery (and is run by Discovery chief David Zalsav). Set aside the rubble of AT&T’s once-ambitious plan to build a top global […]
Imagine: You are a political trader, and it’s 7 p.m. on a Friday night in October 2022. A customer needs to launch 13 CTV-focused campaigns that target districts in four states – immediately. Do you have the tools to make it happen?
When it comes to the massive acquisitions making headlines in the video game industry, the implications run much deeper than what titles gamers can play exclusively on which systems. In Microsoft’s case, we’re talking about a sleeping giant in the ad industry with an incredibly strong subscription-based first-party data operation, Xbox Game Pass, at its disposal.
2021 brought unprecedented consolidation across ad tech. But there’s one particularly striking mini trend that’s emerging: Gaming studios are merging with ad tech platforms, writes Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile USA.
In the data-centric online ecosystem, it’s typical for app users to feel like they’re a product being sold to advertisers. Klover is betting it can flip that dynamic by offering to compensate people for their data when they use the Klover app.
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 […]
AT&T has sold its ad tech business Xandr to Microsoft. Terms of the deal were not disclosed. The acquisition marks the end of a painful and unsuccessful run for the one-time leader of the programmatic industry, AppNexus, which was rebranded Xandr but never found a home within the AT&T organization. Former AT&T CEO Randall Stephenson […]
By Samuel Seljan, Senior Director, Data Science, Xandr Digital and television advertising – once culturally and technologically divergent ecosystems – are finally converging to improve how marketers target and reach consumers. As viewership habits shifted away from traditional linear television to internet-enabled connected TV (CTV) or other video-on-demand options, advertisers struggled to reach audiences at scale. Interestingly, […]
By Ben Kneen, Senior Director, Product Management, Xandr The identity world is fragmented. The death of the third-party cookie is well publicized, but there are other dynamics in play complicating the identity landscape. The growth in video spend across multiple formats, devices and providers is also a huge challenge. Buyers and sellers must adjust to […]
Alex Chatfield, VP, Marketplace Development, Xandr Once upon a time, desktop display advertising was the central way for brands to reach digital audiences. It was a simple process: “I want to appear in The New York Times. I will target nytimes.com. My ad is live on nytimes.com.” While desktop display still plays a prominent role in digital campaigns […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Lynn Chealander, Director, Product Management, Xandr. Imagine the Air Buddies franchise churns out a 15th movie, and you’re rightly excited to see it on the big screen. But when you get to the theater, you […]
Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. On the heels of an Axios report that InMobi is in talks to acquire Xandr from AT&T, InMobi rolled out a new offering for mobile telcos. Coincidence? Called InMobi Telco, the business unit provides infrastructure for mobile carriers […]
By Aaron Martin, Director, Product Management, Forecasting and Inventory Management, Xandr This article is sponsored by Xandr. It’s a transformational time for television consumption. The entire industry is focused on finding the best ways to reach audiences across the different delivery platforms used by consumers. Success will require a technological bridge between digital and linear […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Return Of The Jedi? Google is accused of allegedly cutting a deal with Facebook (again) to “fix” ad rates in programmatic auctions, Ad Age reports. The claim is made in a new antitrust suit filed against the search giant by two Massachusetts companies. The […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Olympic Edge During the Olympic Games, Comcast will interrupt its own commercials with near-live highlights and coverage, Variety reports, taking advantage of the fact it owns NBCUniversal and Olympic broadcast rights. “This makes the viewer feel like, ‘How did that just happen? I […]
Will Xandr find a home with InMobi? As InMobi prepares for an IPO, we talk about the Axios report that the company is in talks to acquire Xandr. AT&T has been shopping the company formerly known as AppNexus around for months – so when will a buyer materialize? Ad tech’s stratospheric public market valuations should […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Née AppNexus AT&T is reportedly in a rush to offload Xandr because the company is “losing tens of millions” of dollars per year, Axios reports. Xandr, formerly AppNexus, has been “grossly mismanaged” by AT&T, and InMobi is in talks to pick up the company […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The connected TV streaming boom is drawing a traditionally conservative group of marketers in healthcare and pharmaceuticals, who are attracted to CTV’s targeting and customization capabilities. Healthcare and pharma marketers’ digital advertising spend grew over 14% in 2020 and is expected to […]
Glewed TV is ramping up its connected TV (CTV) monetization efforts by adopting Xandr’s Monetize Ad Server. CTV programmers and distributors often work with multiple partners to monetize their video ad inventory. By adopting Xandr’s ad server, the ad-supported streaming service can connect to all of its demand sources in one place and have them […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tim Talks Move over Epic, it’s Tim’s turn. The Apple CEO had his say in federal court on Friday as part of a lawsuit Epic filed after its hugely popular game Fortnite was removed from the App Store last year for flouting Apple’s requirement […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Swan Song? Telcos rushed headlong into the ad tech business, but will they survive it? Verizon washed its hands of ad tech with the sale of Verizon Media to Apollo; And Xandr is in limbo following AT&T’s mega-spinoff of WarnerMedia. But three’s a trend. […]
AT&T dropped a bombshell on Sunday when it announced it would combine the media assets of WarnerMedia with Discovery Inc. to create a new publicly traded company, unwinding the telco’s big bet on its acquisition of Time Warner in 2018. The deal, however, does not include the sale of Xandr, the ad tech division formerly […]
