|
Other Notable Headlines
Verve Acquires Jun Group, a Mobile-First Digital Advertising Firm - Commerce Tech company Advantage Solutions will sell subsidiary Jun Group to mobile-centric digital advertising holding company Verve for $185M. Jun Group is a mobile video and gaming ad platform. Jun's mobile-first demand-side business is a great complement to Verve's US-centric mobile SSP. Adding Jun will create "a more balanced sales model" for Verve with 30% coming from its demand-side business and the remainder from its supply-side business. Jun will add 23% more revenue for Verve, which projects about $480M in combined annual revenue. Although Jun served some retailers and CPG companies, it largely had a different customer base, including publishers and health care companies. Verve's big vision to become an omnichannel, buy-side and sell-side platform over the next few years.
Oracle Will End All of Its Ad Products by Sept. 30 🔒- A week after Oracle said it was shutting down its ad business, it appears that Oracle will sunset six of its ad products on September 30th. They include Moat Analytics; Oracle Contextual Intelligence (formerly known as Grapeshot), Oracle Cloud Data Management Platform, which includes BlueKai; Data Append, Data Enrichment & Optimization; Digital Audiences, including OnRamp, Offline Targeting/DirectMail, Moat Reach, and Cross-Device services. Oracle stopped writing new agreements for these products on Monday. Oracle customers using data associated with these products will need to keep paying, but Oracle urged customers to ween itself off of their data as quickly as possible.
Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs - Mozilla and Anonym are kindred spirits in their commitments to privacy and beliefs that advertising and privacy can co-exist without the need for massive data collection. Two-year-old Anonym provides privacy-centric measurement, targeting, and optimization. It will operate as a stand-alone business within Mozilla, whose Firefox browser has blocked third-party cookies since 2019. No word on how Mozilla will integrate Anonym's tech into Firefox, but the partners will initially focus on building out Anonym's team, products, and go-to-market strategy. Graham Mudd and Brad Smallwood launched Anonym in 2022; it currently employs 13. Terms of the deal were not disclosed.
Recognizing the Power of Creative, Yahoo Lets Marketers Serve Tailored Ads Via Its DSP 🔒- Yahoo dropped a new product at the Cannes Lions Festival called Yahoo Creative. Advertisers can use the data-driven solution to tailor their ad creative based on real-time insights from sources like Yahoo Mail data. Tweaking creative elements such as headlines and image placements according to signals for shopping habits or purchase history can increase their relevance, Yahoo says. Yahoo Creative works across CTV, mobile, display, and DOOH and will be available as a managed service to advertisers using its DSP.
Yahoo Launches New Data Partnership with VideoAmp - Yahoo will integrate its cookieless identifier ConnectID with VideoAmp's big data tech engine called VALID. VideoAmp is sitting on viewership data from nearly 40M households and 63M devices, while the Yahoo DSP reaches more than 108M households. Combined, VALID and Yahoo ConnectID can provide a first-party data network with more than 205M authenticated US users. Advertisers can use that scale to create segments based on whether audiences have seen ads and how often, track frequency, and measure incremental reach. VideoAmp was recently certified for advanced audiences and household measurement from the U.S. Joint Industry Committee.
Pinterest Is the Latest to Offer an AI-Powered Media Buying Tool, Called (Naturally) Performance+ 🔒 - The tool uses AI to make it easier for advertisers to set up their campaigns to maximize performance. It's similar to Meta Advantage+ and Google Performance Max in that it's a black box that trades some control for performance at a time when signal loss is accelerating. In early testing, Performance+ delivered a 10% improvement in cost per acquisition for conversion and catalog sales campaigns. Campaign set-up times can be reduced by 50%, according to Pinterest. Advertisers can choose parameters for budget, country, age, or product groups, and Performance+ will handle the rest. Often times, marketers are not on board with these tools due to the lack of transparency about where their ads are running. The good news with Pinterest's tool is that Pinterest is generally considered to be a highly brand-safe social platform. In related news, Pinterest is pushing deeper into shoppable ads with a collage format to make content more discoverable.
Amazon unveils cookieless ad-targeting solution at Cannes Lions - Amazon's Ad Relevance product uses AI and billions of browsing, purchasing, and streaming data points from across Amazon's properties for ad targeting without cookies or identifiers. Ad Relevance has been tested on Amazon's Audiences, Contextual Targeting, and Performance+ ad products. Early results showed that it can improve addressability on up to 65% of previously anonymous impressions, while lowering CPMs by as much as 34%. Ad Relevance is available through Amazon's DSP and can serve ads across devices, channels, and content types. The product comes a few months after Amazon launched Performance+, an AI-powered ad buying tool powered by machine learning. Amazon's ad revenue is booming, growing 24% in Q1 to reach $11.82B.
Inside CVS’s retail media ad deal with The Trade Desk 🔒- CVS Media Exchange is giving advertisers more control by enabling self-serve campaigns through a new partnership with The Trade Desk. For the first time, brands will be able to take the reins of their ad campaigns and gain some transparency rather than relying on CVS Media Exchange's managed service. CVS has a loyalty program with 74M members, in addition to offline sales data on millions of customers. The Trade Desk has made significant inroads to the growing ecosystem of commerce media networks, with deals with Walmart, Kroger, Albertsons, and Walgreens. As commerce media matures, self-serve capabilities will follow.
Pandora Integrates With UID2 To Raise The Volume On Programmatic Audio - It's the first time that a digital audio platform will integrate with The Trade Desk’s Unified ID 2.0 (UID2) alternative ID, which is meant to be a replacement for third-party cookies and other traditional IDs. Advertisers will be able to use UID2s to target logged-in Pandora users on desktop and mobile web, in addition to its app. With streaming audio attracting just 9% of audio ad budgets but 31% of audience time spent, digital audio represents a programmatic channel with loads of potential. Addressability might be a key to unlocking some of that potential.
Omnicom and The Trade Desk co-develop new data solutions to optimize CTV budgets 🔒- The solutions include one in which The Trade Desk’s TV and streaming data will be combined with Flywheel’s commerce data through Omnicom’s operating system Omni to help optimize planning and eliminate redundancies. Omnicom Media Group has used the tool this upfront season for video planning on behalf of 40 clients in order to marry CTV investments to outcomes. This solution will eventually be applied to audio and out-of-home planning too.
Yippee-Ki-Yay, MFA: Advertisers Dump Bogus Sites - The digital ad industry has made significant progress in weeding out made-for-advertising sites from their campaigns. Spammy, low-quality MFA sites account for just 4% of ad spend, down from 15% a year ago, according to the Association of National Advertisers (ANA). The trade group and Trustworthy Accountability Group's TrustNet examined log-level data for 31B programmatic ad impressions, representing $211M in ad spending by 11 major advertisers between January and May. Advertisers have also reduced the number of supply-side platforms and ad exchanges they work with, as well as sites on which their ads appear, which declined from 44,000 websites to 23,000 for the average programmatic campaign.
|
