Technology

Data matching and cookie syncing aren’t verboten under the General Data Protection Regulation (GDPR) but getting the consent to do it is another story altogether, since consumers need to know exactly what they’re signing up for when they provide unambiguous and specific consent. Like most vendors in the ad tech ecosystem, companies that onboard data […]

Header bidding-enabled ad spend is on the upswing thanks to mobile. And though it’s still early days for in-app header bidding adoption, that train’s just about ready to leave the station. The number of mobile impressions transacted through unified auction technology increased more than 110% year over year in the first quarter of 2018, according […]

Google soon expects to join the IAB Europe’s Transparency and Consent Framework, which transmits consent across the ad tech ecosystem to serve data-driven ads under GDPR. Google said it will join once it has resolved technical and policy details so parts of its ad tech can operate with the framework. “We absolutely want to be […]

More brands are bringing the strategic functions of programmatic buying in-house, relegating their agencies to specialized roles. Sixty-five percent of brands are either completely or partially buying programmatic media in-house, according to a white paper released Tuesday by the Interactive Advertising Bureau’s (IAB) Data Center of Excellence. The white paper surveyed marketers at 119 US […]

Shopper marketing, a longtime favorite of CPGs typically used for in-store signage or to get products on eye-level shelves, is undergoing a massive transformation thanks to the spread of ecommerce and online shops. Of the $178 billion marketers spend annually on in-store marketing, $55 billion could shift from traditional retail trade marketing to online ads, […]

Adobe said Monday it will buy the ecommerce platform Magento for $1.68 billion. Magento’s 2017 revenue was $150 million, and the deal is expected to close by the end of August. Ecommerce has long been a big hole in Adobe’s tech, even as competitors spent heavily to acquire Magento’s competitors. SAP has owned hybris since […]

Verizon’s Oath wants advertisers to know that although it shuttered its programmatic TV offering OneTV, its addressable TV business based on Fios households – which launched in late 2016 – is here to stay. Verizon knows that for addressable inventory, it’s later to the game than Dish network as well as AT&T and its DirecTV […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Story Time Advertising is coming to Facebook Stories, a sleeper hit on the Facebook platform that draws 150 million daily active users. Ads will be 15- to 20-second videos that users can skip and are for now limited to branding initiatives, TechCrunch reports. Click-throughs […]

Acxiom intends to sell its marketing solutions division before moving to a potential sale of LiveRamp, because it believes selling them separately will drive more shareholder value, said sources close to the company. Interest in Acxiom and LiveRamp in particular heated up in March, after Salesforce bought the middleware tech company MuleSoft for $6.5 billion, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Onboarder Offloaded? Acxiom is shopping LiveRamp, a linchpin of data-driven advertising, Mike Shields reports for Business Insider. LiveRamp, the strongest player in the data-onboarder category, would have many suitors, with marketing tech giants like Adobe, Oracle, Salesforce and IBM likely to make a bid. […]