​​​​​​​​​​​​​​​​​         

Physical Address

304 North Cardinal St.
Dorchester Center, MA 02124

2024’s Biggest Adtech Deals Show the Industry’s Shift to Strategic M&A

The merger offers a strong point of differentiation between Outbrain and its main rival, Taboola. Outbrain is focused on cementing improvements to video-on-demand operations while Taboola has doubled down on display and performance marketing, according to the sources speaking. Digiday.

October: Zeta Global buys LiveIntent for $250 million

In a nod to the growing importance of first-party data, Zeta Global, an AI-Powered marketing cloud platform that uses AI and first-party data to help brands analyze pre-purchase customer actions and behavior, has access to the assets of LiveIntent, the network of publishers with 2000 publisher relations, and the identity chart. LiveIntent’s technology helps publishers sell ads in email newsletters with an identity graph that includes 235 million hashed email addresses.

Several weeks after the acquisition announced, LiveIntent laid off 35 peopleroles that “were duplicated with existing Zeta resources.”

November: Mediaocean buys Innovid for $500 million

Last month’s big strategic acquisition news — that ad solutions platform Mediaocean will merge adtech platform Innovid with Mediaocean subsidiary Flashtalking — had onlookers excited by the new entity’s potential to challenge the adtech supremacy of Google.

Mediaocean says the deal will give advertisers more control over their data and where they spend their advertising budgets.

With the majority of ad spending concentrated on Google, Amazon and Meta, Mediaocean’s Wise believes there is “power in independence, power in neutrality, and power in scale,” he told ADWEEK. Wise believes that based on recent conversations he’s had since the announcement, there’s more evidence that “big marketers don’t always want to work with Google.”

December: Experian buys Audigent for an undisclosed amount

In December, data giant Experian announced was welcome activation of data and identity signed Audigent to his family. In doing so, the firm demonstrated how the latest darling of adtech, cure-or process of selecting quality inventory for targeted specific audiences – influence the market.

Audigent has been a leader in curation, moving audience targeting to the sell side, as the slow death of third-party cookies makes broad audience targeting through DSPs less viable. The companies have been working together since 2022, including integrating Experian data into Audigent SmartPMP. Audigent launched in 2015, and its executives have been looking for an exit for some time.

But the recent rush of brands and tech companies supporting healing products is adding more heat to the buzz.



Source link

Leave a Reply

Your email address will not be published. Required fields are marked *