ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: AppNexus and WPP ink landmark deal; Even more consolidation in the mobile sector; Facebook mooted to unveil new Atlas platform, and more transparency in ad tech called for by brands.
AppNexus mulls further buys after WPP deal This week’s major development was the announcement that WPP will invest $25m in AppNexus, while the ad tech firm will acquire Open AdStream for [...]
Millennial Media has agreed to acquire mobile supply-side platform (SSP) Nexage in a deal worth $107.5m, in the latest round a period of unprecedented M&A activity in the programmatic advertising sector.
The deal announced today (23 September) will see the publicly-listed Millennial acquire Boston-based Nexage for $107.5m in cash and stock, with Michael Barrett, Millennial Media, CEO and president, claiming the purchase formed part of his ambition to offer a “full-stack solution” to advertisers, as well as [...]
AppNexus and Xaxis have announced a two-part deal that will see the ad tech firm acquire Open AdStream for an as yet publicly undisclosed fee, while Xaxis’ parent company WPP will invest $25m in AppNexus.
The pair today (22 September) announced that AppNexus will acquire Xaxis’ premium ad-serving technology, Open AdStream (OAS).
In addition, Xaxis’ parent company has announced it will take a stake in AppNexus in return for a $25m investment, building on the $85 million in funding [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: Landmark Conversant purchase tops record period of M&A for ad tech; Mega stacks spur debate; Twitter and Microsoft step up their ad services, and European programatic market valued at over €2bn.
Alliance Data’s purchase of Conversant tops record period of M&A
The biggest story in the last few days in ad tech has been the announcement [...]
Danny Hopwood, Vivkai, head of platform, EMEA, gives his assessment of the current programmatic landscape in light of recent industry consolidation.
At the risk of overusing the latest buzzword, we are in a period of serious consolidation. It was inevitable due to the impressive explosion of new technology companies and also the many pivots made by the old guard into the programmatic space.
The effects of consolidation are essentially just different forms of pressure. Pressure to perform on a plan, pressure to [...]
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAudience BuyingBehavioural TargetingBidderCross-ChannelDataDigital MarketingDisplayMarketermarketing cloudMarketing TechnologyMedia BuyingProgrammaticStackStrategic InvestmentTrading Desk
One of ExchangeWire’s ‘inside sources’ shares their views on how the fragmented LUMAscape means media teams cannot possibly evaluate suppliers in every category, plus the commonality of the history of ad tech and the rail network, including how consolidation under large media owners, or ‘cloud’ providers, could have a similar affect to nationalisation.
There’s no denying that the online advertising landscape has become increasingly fragmented over the past 10 years. Arguably, it is within programmatic buying that we [...]
Tags Ad TradingAdvertiserATSAudience BuyingCross-ChannelData Management PlatformEnterprise MarketingFacebookgoogleMarketermarketing cloudMarketing TechnologyMedia BuyingOnline MarketingPlatformProgrammaticStrategic Investment
Even with some unscrupulous publishers, negligent networks and careless agencies, brands can have as much safety as they are willing to pay for, writes Dan de Sybel, director of technology and operations, Infectious Media.
The drive towards more transparency in online advertising has revealed an ugly truth. There is a lot of bad quality inventory out there and many big name advertisers are appearing on it. How have we come to this, why is it so prevalent and [...]
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Facebook tests mobile ad network 1. It’s been yet another eventful week in the ad tech industry with some of the industry’s largest names continuing to make waves, with Facebook revealing that it is testing an in-app mobile ad network with a select number of advertisers. This means that advertisers will be able to use Facebook targeting data to target mobile app users outside of [...]
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Xaxis has announced the full integration of 24/7 Media to create “the world’s largest” programmatic outfit, with Caspar Schlickum being elevated to the newly-created role of EMEA CEO, crowning a series of high-level moves within the WPP trading desk.
This also mirrors recent developments within the Publicis fold, ExchangeWire reviews the changes at two of the industry’s biggest trading desks, and assesses the potential impact upon the European market.
Xaxis leadership line-up post integration Some of the top lines [...]
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgencyAgency Trading DeskBrandDemand Side NetworkDemand Side PlatformDisplayExchange NewsMarketing TechnologyMedia BuyingOnline MarketingProgrammaticRTBStackStrategic InvestmentTrading Desk
Leading Early-Stage Ad Tech Investor, Project-A, Discusses its Incubator Offering & Investment Strategy
You could argue that European VCs and early-stage investors are clueless about ad tech – and tech in general. You could say that, and you’d be right. A lot of companies continue to struggle to get risk-averse European investors to invest in their solutions. There are some exceptions, and they are mostly based in Germany. Project-A is a good example of a progressive ad tech investor, with a number of strategic investments already made in the space. [...]