Latest Gartner Hype Cycles for Digital Marketing: 2009 – 2021

Latest Gartner Hype Cycles for Digital Marketing: 2009 – 2021

Evaluating technology options for innovation in marketing – do you know your Hype Cycles? If you’re involved in marketing strategy development, you will be constantly making judgments and doubtless reviewing with colleagues which digital technology innovations are most relevant to …..
The post Latest Gartner Hype Cycles for Digital Marketing: 2009 – 2021 appeared first on Smart Insights. …

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Digital Turbine On Why Fyber Is The “Cherry On Top” Of Its Ad Tech Strategy

<!– –> On Monday, on-device media technology company Digital Turbine bought app monetization platform Fyber for $600 million. Digital Turbine has become one of the most prolific acquirers of mobile ad tech over the last two months – beginning with its $400 million acquisition of mobile ad network AdColony in late February, followed by its early March purchase of mobile DSP Appreciate for $22.5 million in cash. Fyber, its third acquisition, is what Digital Turbine’s EVP of corporate development Matt Tubergen calls a “cherry on top” of the company’s vertical…

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AdColony Is Being Acquired For $400 Million By Digital Turbine

<!– –> Apparently ad tech is so hot right now that ad networks can get acquired in the year 2021 for hundreds of millions of dollars. On Friday, Digital Turbine acquired AdColony for $400 million from its parent, Norwegian internet company Otello Corp. (formerly Opera Software). The transaction is expected to close in March. Otello and Digital Turbine are both public companies. LUMA served as the financial advisor on the deal, and Hogan Lovells served as legal advisor to Otello. Digital Turbine helps apps and advertisers build relationships with mobile…

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FreeWheel Buys Beeswax

The DSP Beeswax, founded in 2014 by ad tech gadfly Ari Paparo, is off the market. Comcast’s video ad tech company FreeWheel said Thursday it will acquire the “bidder-as-a-service” for undisclosed terms. Over the last couple of years, FreeWheel has increased its buy-side capabilities, building out a more advanced exchange, hosting upfronts and integrating with third-party demand-side platforms. And now FreeWheel has its own. FreeWheel GM Dave Clark said the company pulled the trigger on Beeswax in particular because it’s “a customizable demand-side buying service that’s designed to leave control…

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Verve’s New Parent Company Sees Potential, Despite Obvious Privacy Challenges

Location data is a privacy landmine. But there are still buyers out there for providers, including Media And Games Invest (MGI), the public German conglomerate that acquired mobile location company Verve earlier this week. The last few years haven’t been kind to Verve. The company experienced multiple rounds of layoffs last year and closed its European business in April 2018, a month before the General Data Protection Regulation took effect. Verve had also raised $63.5 million – and investors were getting antsy. But Verve “fits the profile for the type of company…

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Aki Buys Video Personalization Tech From Distressed Eyeview, Will Reopen The Company

After running out of money and closing its doors in mid-December, video ad tech company Eyeview has a happy ending of sorts. Mobile ad platform Aki Technologies on Thursday completed its acquisition of Eyeview’s assets, which include a DSP and bidder, an ad server that ingests data signals to inform which video creative to deliver and a video creation module that enables dynamic video creative optimization. Scott Swanson, Aki’s CEO and co-founder, declined to share how much his company paid for Eyeview’s assets and patents. Four other companies were also…

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