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 […]
