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Wednesday, July 14, 2021

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today’s must read

Mediaocean Buys Flashtalking For A Reported $500 Million
Tony Rifilato
Mediaocean will acquire independent global ad server Flashtalking to create what it described as a neutral tech platform with a combined $200 billion in annual media spend. It will pay $500 million to snap up the New York-based company, which brings in annual revenue of between $100 and $150 million, according to The Wall Street Journal…more

More from AdExchanger

Amperity Raises $100 Million As The CDP Category Grows Up
James Hercher
The customer data platform (CDP) craze isn’t over yet. The CDP startup Amperity raised $100 million on Tuesday at a valuation of a little more than $1 billion dollars. The new round brings Amperity’s total funding to $187 million. Amperity last raised $50 million in Series C funding in 2019…more

The Digital Ecosystem Is Changing. So Should The Way Ecommerce Merchants Calculate CAC
AdExchanger Guest Columnist
We've seen an absolute explosion in independent ecommerce entrepreneurship over the past year. But the industry is confronting headwinds on two fronts: a dramatic impact on measurement caused by Apple’s iOS 14.5 and acquisition costs that continue to increase unabated, writes Cary Lawrencemore

The Future is Wide Open
Here’s today’s news round-up...

W3C Meets Ad Tech Drama

The W3C is negotiating a tricky influx of members and attention as it becomes an increasingly important stakeholder in online advertising. That’s because browser operators like Chrome, Apple’s Safari WebKit group, Microsoft Edge and Mozilla are the W3C natives, and are asserting more control over digital advertising by disabling cookies and web tracking with default ad-blocking tools. Of late, ad tech companies, web publishers and data vendors have flooded the W3C (the Improving Web Advertising Business Group, in particular) to lobby browser developers. There’s simmering tension in these working groups. Ad tech and publisher advocates are frustrated because they don’t have real power to affect change, and can only voice their opinions. All these new dues-paying W3C members also change its composition, just like when the IAB changed from a publisher-first trade body to one that represented all online advertising constituents. So browser developers and privacy advocates need to work harder to elevate their opinions. The W3C’s spirit of transparency, with precise public minutes and recordings, also spices things up. IAB disputes happened mostly in discrete meeting rooms, whereas W3C feuds are aired like dirty laundry. Protocol has more.

Pay The Newsies

Google was supposed to work out deals with French new publishers when it showed snippets of their articles in search results. But it didn’t. So France’s competition authority fined Google $593 million for the violation and ordered it to strike deals with news publishers. Recently, Google has inked deals with Le Figaro and Le Monde, but not with Agence France-Presse. Google told The Wall Street Journal it was “disappointed” with the decision and had acted in “good faith.” Australia passed a similar law in February that requires Google and Facebook to pay publishers when news content appears on their platforms.


Data-driven optimizers are finding reasons to prefer diversity- and inclusivity-themed ads over traditional stock imagery. According to data from Clear Channel and JCDecaux, two large OOH ad operators, in a test using the gum brand Trident and auto company Buick, ads with diverse models and inclusive messaging saw a 21% improvement in purchase intent following the campaigns, Campaign reports. “Brands should get some attitude and not just plan on physical demographics,” according to Jennie Roper, head of insight at the OOH agency Kinetic. “Inclusive marketing isn't just the right thing to do, it also drives purchasing intent and unlocks the spending power of, currently, largely ignored audiences in advertising.”

But Wait, There’s More!  

Sharethrough launched dynamic video captions for programmatic video ads. [release]

Facebook’s ad targeting is buoyed by Apple’s iOS 14.5 AppTrackingTransparency framework. [MediaPost]

NBC tapped ad server Innovid for ad management and measurement services during the Tokyo Olympics. [release]

Tribeca Enterprises acquired creative brand studio M ss ng P eces. [release]

Federated Learning: the next big step ahead for data sharing [Medium]

Brands are proceeding with caution following a Supreme Court ruling on NCAA athlete sponsorships. [The Drum]

You’re Hired

Mediastruction appointed Jenna Umbrianna as partner and Chief Development Architect. [release]

Facebook hired former ACLU attorney Manar Waheed to join its Civil Rights Team. [Law360]

Faster website. More accurate data. Increased conversions.
This week’s adexchanger podcasts
The Trade Desk Does VC

The Trade Desk made waves this week with the release of Solimar, its new beach resort brand. Psych! Solimar is real, but it’s the company’s new DSP dashboard. In addition to the updated UI, The Trade Desk also launched a venture capital arm called TD7 – named for the $7 million seed investment that got The Trade Desk on its feet almost 15 years ago. Its first investment is in the bidding software startup Chalice Custom Algorithms.

Check out all episodes of The Big Story here.
Outside Inc. Gears Up For Membership, With CEO Robin Thurston

Outside Inc. has, through a string of acquisitions, assembled more than two dozen active lifestyle brands into a single portfolio. The company now owns Backpacker, Women's Running, Yoga Journal, Outside Magazine, Outside TV, Gaia GPS, SKI, Peloton Magazine, the event registration company athleteReg and about 20 other media products. This week on the podcast, CEO Robin Thurston discusses Outside’s audience opportunity and its plan to grow subscriptions to 50% of revenue.

Get More AdExchanger Talks Episodes here.
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