Tag: ad tech

Business Insider has reported ad-industry insiders’ views on Omnicom’s $13.25 billion bid to acquire IPG, sparking speculation of further consolidation in the $70 billion advertising sector. The merger reflects pressures from concentrated ad spending by tech giants, AI disruptions, and…

Mediaocean has agreed to acquire Innovid for $500 million, merging it with its 2021 acquisition Flashtalking to create a leading independent ad tech company focused on creative, CTV, and ad delivery across multiple channels. The deal, closing in early 2025,…

Comscore has been awarded a U.S. patent for its "Personifying Viewership Data" solution, which uses Big Data and predictive modeling to estimate person-level TV viewership, including co-viewing. This technology, integrated into Comscore's measurement tools, enhances demographic targeting accuracy for marketers…

Viant Technology has acquired IRIS.TV to strengthen its position in the CTV advertising ecosystem. This acquisition will allow Viant to expand IRIS.TV's CTV content identification service, IRIS_ID, to more publishers, enhancing standardized content classification, contextual targeting, and brand safety for…

Netflix has reached 70 million monthly users on its ad-supported tier, driven by affordable pricing and premium feature additions. Over half of new sign-ups in ad-enabled regions choose the ad tier, and Netflix expects ad revenue to surpass $3 billion…

Madhive has partnered with Samba TV for ACR-based audience targeting, enhancing its CTV advertising platform by enabling clients to target audiences based on TV viewing behaviors. Samba TV tracks 38 million U.S. TV devices, providing Madhive with over 1,000 audience…

In his latest column, Jack explores the transformative impact of artificial intelligence (AI) on Ad Tech, highlighting key trends such as programmatic advertising, personalization, creative optimization, and predictive analytics. AI's ability to process large datasets and deliver real-time insights is…

Greg Peters discusses Netflix's strong competitive position despite rivals like Disney and Paramount struggling with profitability in streaming. Peters highlighted Netflix's rapid growth and significant cash generation, projecting confidence in the company's future. He discussed a new strategic advantage: a…

Netflix is launching its own ad tech platform, significantly expanding its ad-supported tier to 40 million users. Discover how new partnerships, enhanced measurement capabilities, and a foray into live sports position Netflix for substantial ad revenue growth.

The TV measurement market is experiencing significant changes ahead of this year’s upfront negotiations. Recently, Comscore and VideoAmp received seals of approval for their measurement currencies. Comscore earned MRC accreditation for its national and local measurement methodologies, though not for…