AOL Eyes Millennial Media in $300m Swoop; Google's Programmatic Brand Spend Nears 3/4 of Total Budget
In this week’s ExchangeWire European Weekly Roundup: AOL reportedly in $300m swoop for Millennial Media; Google’s programmatic brand spend nears three-quarters of total budget; TubeMogul publishes “cheat sheets”; and Speculation over next Twitter CEO.
AOL & Millennial Media $300m Deal Mooted
Just weeks after it was purchased by US mobile operator Verizon Wireless, AOL is reportedly in talks to buy mobile advertising specialist Millennial Media with a price tag of $300m, touted by sources allegedly close to the negotiations.
The talks first began [...]
There’s been some interesting press releases sent out this week. Two in particular stand out, and both involve Microsoft, with AOL and AppNexus playing their part. In this piece, ExchangeWire will leverage its industry-leading analysis team to ask what this ultimately means for Microsoft, as well as join the dots between the manoeuvring.
The big news item for this week is that AOL and Microsoft have announced a deal – meaning AOL will assume responsibility for all of Microsoft’s display, mobile, and [...]
Tags Ad ServerAd TradingAdvertiserDigital MarketingDisplayEuropeExchange NewsgoogleMarketermarketing cloudMarketing TechnologymeasurementMedia BuyingOnline MarketingProgrammaticSearchStackStrategic Investment
Six months after its formal launch, ExchangeWire Research has increased its headcount with the appointment of its first full-time research analyst, Anya Fenge-Davies. Fenge-Davies joins head of research and analysis Rebecca Muir and will assist in the rollout of the new division.
Regular readers of ExchangeWire will know that over the last few months Muir has been busy setting up a new division that focuses on the ad tech and martech sectors. ExchangeWire Research is focused on providing advertising, marketing, and [...]
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things adtech, martech and programmatic.
Germany has two conferences focused exclusively on programmatic – one of which is a joint venture between ExchangeWire and Adzine, for full disclosure. Both have been going now for nearly five years. It’s quite incredible really given how slow the market has been in the area of automated buying and selling during that time, in Germany.
The volumes of inventory being traded this way remain [...]
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAudience BuyingBrandDigital MarketingDisplayEuropeFacebookGerman Sales HouseGermanygoogleMarketerMarketing TechnologyMedia BuyingMedia ValuationProgrammaticRTBStackStrategic Investment
Email marketing firm LiveIntent has announced a major funding injection of $32.5m, as it seeks to bolster its global footprint, with private equity firm FTV Capital leading the round. This funding round stands out from most for both the colossal sum, plus that fact it has arrived during a period of reputed hardship for ad tech firms in the hunt for further investment.
LiveIntent, which matches publishers’ and advertisers’ respective data bases to serve more relevant ads to audiences via email, [...]
AppNexus has outlined its intention to be considered as one of the forces to be reckoned with in ad tech, with the purchase of RealMedia Latin America (RMLA), according to its president Michael Rubenstein.
In this piece, he speaks to Gabriela Stripoli, ExchangeWire, editor, LATAM, over how the purchase brings it into direct contention with Google in the region, plus how its increased Latin American footprint means it will eclipse other ad tech providers there.
AppNexus announced the news of its purchase [...]
AppNexus is to purchase Brazil-based RealMedia Latin America (RMLA) for an undisclosed fee – bringing its acquisition-count to five in the last year – in a bid to further its share of the regional market; which is forecast to undergo triple-digit growth in the coming years. ExchangeWire assesses the local market’s potential for growth, with original reporting by Gabriela Stripoli.
Rubicon Project is furthering its automated guaranteed push, post the purchase of iSocket and Shiny Ads, with the dual announcement of its Guaranteed Orders UK launch, plus the appointment ex-Guardian and CBS Interactive executive Steve Wing to head it up.
Rubicon first launched Guaranteed Orders in the US earlier this year, following the purchase of both Shiny Ads and iSocket for an estimated $30m late last year, and has since secured 20 premium publishers as partners, including: Condé Nast, Daily Mail, [...]
In this week’s ExchangeWire Weekly European Roundup: ExchangeWire Research debut; ADTRADER Berlin; Cxense acquires Maxifier; Xaxis launches Light Reaction; Rubicon Project beds down in native.
ExchangeWire Research debut
The majority of marketers believe believe programmatic advertising adds value to their campaigns, but there remains underlying concerns about marketplace quality, according to ExchangeWire Research’s debut study.
Tags Ad NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskATSClick FraudContent verificationCross-ChannelDataDisplayEuropeExchangeWire ResearchGerman Sales HouseGermanyMedia BuyingMobileNative AdvertisingNordicsOnline MarketingOnline videoProgrammaticPublisherStrategic Investment
The sale of Berlin-based Fyber to RNTS Media last year for $190m was touted as one of the biggest exits for a European ad tech company, demonstrating that Silicon Valley is not the sole domain for tech innovation. ExchangeWire caught up with Janis Zech, Fyber co-founder and chief revenue officer, to discuss the company’s transition since then, plus the prospects for programmatic advertising in Europe’s biggest advertising market.
EW: In light of the recent acquisition of Falk Realtime, it has been [...]