Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sandboxers In The Ring The Trade Desk is saying farewell to the Chrome Privacy Sandbox, and it’s firing parting shots on the way out. In its view, the APIs in the Privacy Sandbox will devalue open internet advertising, while Google’s ad tech business […]
One emerging alternative to the use of third-party cookies is predictive modeling that optimizes targeting using privacy-compliant data signals, such as weather and time of day. Mercedes-Benz recently worked with Merkley + Partners to test this type of cookieless targeting solution against both cookie-based targeting and contextual targeting.
By Todd Cohen, Vice President of National Video/CTV Strategy at Undertone This article is sponsored by Undertone. The first TV commercial aired 80 years ago. The 10-second ad cost only $9 and looked every bit the price. It included shaky camera work and five sparse words: “America runs on Bulova time.” Advertising has changed significantly […]
If you work in ad tech, you’ve probably crossed paths with Eric Franchi, co-founder of early ad-net-turned-creative-ad-platform Undertone, somewhere on the conference circuit. Franchi has set his sights on new endeavors, as the longtime investor and startup adviser revealed late Thursday his last day at Undertone will be June 1. Franchi helped carry Undertone through […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Franchi, co-founder at Undertone. It seems that every single year for the past 10, someone has been playing the funeral march for the ad tech industry. Venture capitalists have […]
Ad tech might not be as sexy a buy as it was just a few short years ago, but that didn’t stop Israeli performance advertising company Perion from buying American ad net Undertone on Tuesday for up to $180 million in cash. Of that sum, $91 million is payable at closing and the remaining $89 […]
Undertone is consolidating around creative. The programmatic ad network acquired Buenos Aires-based rich media startup Sparkflow on Thursday as part of a move to integrate data-driven creative capabilities into Undertone’s overall tech stack, which it calls Virtuoso. The deal was on the smaller side, clocking in at “less than $20 million,” said Corey Ferengul, CEO […]
Mobile native isn’t just about look, it’s also about feel – and there’s nothing more native to the mobile experience than a tap. “Brands and users are looking for an alternative to web banners squished into mobile,” said James Cooper, head of creative at New York City-based digital ads startup Betaworks, which announced Tuesday that it […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ran Cohen, vice president of programmatic strategy at Undertone. As more ad spending follows consumers to digital channels, those channels are being monitored and reviewed more closely than ever. Advertisers […]
Is the old ad network model truly dead? When Apple’s ad platform iAd went programmatic, some executives hinted it might be time to start shoveling dirt onto its carcass. “If there weren’t enough nails in the old ad network model, having Apple make the switch to programmatic is one more,” said Michael Collins, CEO of […]
