Data Plus Math, the company that helped A+E Networks and NBCUniversal offer some of the first TV-related business outcome guarantees to marketers, has been acquired by LiveRamp, the data-management platform company for marketers. The deal is for $150 million — $120 million in cash and $30 million in “time-based” equity.
While total traditional linear TV advertising is forecast to continue a lackluster performance over the next two years, nonlinear TV will show strong double-digit gains. Magna, the intelligence unit of IPG Mediabrands, says nonlinear TV advertising sales — on Hulu, full-episode players, and other digital areas — will increase by 22% to $2.6 billion in 2019. This will represent 6% of total national TV ad revenues.
Walmart and Target are taking bold steps into the advertising world, with aggressive pitches to both advertisers and agencies.
Amazon confirmed on Friday that it agreed to acquire Sizmek’s ad-server business and dynamic creative optimization platform, ending months of speculation since Sizmek declared bankruptcy in March. The deal will help Amazon strengthen its position in the ad industry, digging into Google’s and Facebook’s respective ad businesses, experts say.
The Senate Judiciary Committee took a hard look at digital advertising Tuesday (May 21), both from a standpoint of privacy and whether edge providers who are supported by the use of data for ads are too big to be trusted not to abuse that power and not to allow foreign entities to abuse it, either.
From 2018 to 2019, the percentage of six-second ads on YouTube declined by 20% YOY to 16.5% of all ads. By comparison, the number of 30-second ads rose by 19% YOY to 24% of all ads.
Tegna, Tribune, Scripps, Fox and Graham are among a growing number of TV broadcasters who are exploring adding audio content and advertising platforms. A study from the Interactive Advertising Bureau and PricewaterhouseCoopers puts podcast ad revenues at $313.9 million in 2017, and projects that it will more than double, to $659 million, by next year.
End-to-end automated buying within the Strata platform removes common barriers to buying premium OTT video. It opens up access to OTT marketplace for all Strata clients, from agency holding companies to independent media buying shops.
AT&T’s advanced advertising and analytics subsidiary Xandr will roll out a new video advertising marketplace and enhanced addressable TV offerings during its upfront week event Tuesday. The new video ad marketplace will be called “Community” and will be cross-platform, encompassing OTT, CTV, digital and mobile.