Adelaide Raises $2 Million From Angel Backers To Develop Its Attention-Based Ad Metric

The online ad tech startup Adelaide raised $2 million its first investment round from a crew of industry angel investors to build out its attention-based advertising currency, the Attention Unit [AU], as an alternative to campaigns determined primarily by viewability. Adelaide’s AU factors in the context of the ad placement and the likelihood that the viewer is engaged and will spend time on the page, said CEO Marc Guldimann. Last year, Adelaide spun out of the ad tech startup Parsec Media, which works with publishers to sell attention-based ad campaigns…

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Cloud Data Company Snowflake Gives Ad Tech A Boost By Joining UID2

The Unified ID 2.0 (UID2), the programmatic industry’s open web advertising identifier, has steadily added to its partnership roster of brands, agencies, ad tech vendors and publishers in the past couple years, becoming the most-used ID aside from walled garden platforms like Google, Facebook and Amazon. But UID2’s newest addition is perhaps its most interesting and ambitious yet – the cloud data service Snowflake. Typically, Snowflake operates on top of the company’s cloud infrastructure, namely Amazon Web Services (AWS), Microsoft Azure or the Google Cloud Platform (GCP), to layer in…

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Amperity Raises $100 Million As The CDP Category Grows Up

The customer data platform (CDP) craze isn’t over yet. The CDP startup Amperity raised $100 million on Tuesday at a valuation of a little more than $1 billion dollars. The new round brings Amperity’s total funding to $187 million. Amperity last raised $50 million in Series C funding in 2019. The billion-dollar valuation mints Amperity as the second unicorn CDP, after Segment was acquired by Twilio last November for $3.2 billion. “When everything went down last year during the pandemic, I would have sworn that many of these massive customers…

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The Trade Desk Launches Solimar, Its Pitch For The Open Internet Vs. The Walled Gardens

The Trade Desk introduced its latest DSP dashboard, Solimar, on Wednesday, as well as a venture capital arm called TD7. The company’s first startup investment is in the ad-bidding software company Chalice Custom Algorithms. Solimar consolidates The Trade Desk’s data marketplace for targeting and measurement into a single interface, with data onboarding and identity resolution built in as well. By bringing together data onboarding, targeting and measurement, The Trade Desk is trying to spur more brands to plan campaigns based on specific KPIs – for instance, Walmart or Home Depot…

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Merkle Acquires LiveArea, A $250 Million Bet On Commerce Integrations

Dentsu-owned Merkle has acquired LiveArea, an experiential commerce agency, for $250 million, the companies said Tuesday. Merkle will add LiveArea’s 590 employees to its roster. LiveArea works with retailers and brands, though mostly retailers, on commerce and marketing. It provides design and creative strategy, but its primary offering integrates customer data with ecommerce tech such as order management systems (OMS) and marketing clouds. A few of its clients include Adidas, Advance Auto Parts and Barbour. Brands and retailers’ customer data tends to exist in siloes that support individual business functions,…

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FreshDirect Turns To OOH Attribution As It Refines Post-Pandemic Media Strategy

Out-of-home advertising has long been an important category for FreshDirect. It allows the grocery delivery service to reach city dwellers en masse — particularly in New York where it’s based.  But once the pandemic took hold, the company had to rethink its OOH campaigns, as subway riders and use of public transport dwindled while demand for grocery delivery skyrocketed, said Katie Zapata, FreshDirect’s head of brand marketing.  “You can’t assess with one TV commercial that you’re going to reach all of New York City, but a subway campaign reaches a…

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The Online Advertising Industry Reacts To Chrome’s Cookie Deprecation Delay

Following Google’s announcement on Thursday that Chrome would be delaying its third-party cookie phaseout by almost two years, the overwhelming sentiment across the industry is … relief. Though agency, ad tech and programmatic publisher execs spun confident stories about plans for digital advertising without third-party cookies, that reality was more like a train rushing along an unfinished track, and everyone knew it would end in disaster – at least in terms of ad rates and performance – without such a reprieve. By early next year, Google’s Privacy Sandbox, where developers…

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EU Opens Google Antitrust Probe – Including YouTube’s Barring Of Third-Party DSPs

<!– –> Another shoe has dropped. On Tuesday, the European Commission, which is the main executive body of the EU, opened a formal investigation into whether Google unfairly advantages its own ad tech services. The Commission, which was rumored late last week to be on the verge of launching an official probe, will focus on display advertising, where Google offers multiple services to both advertisers and publishers. “Google is present at almost all levels of the supply chain for online display advertising,” said Margrethe Vestager, EVP of the European Commission…

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Antitrust Regulators Are Turning Up The Heat On Big Tech. Here’s Your Cheat Sheet

<!– –> From Ohio to DC and from London to Paris, regulators and consumer privacy advocates are sharpening their pencils and their knives. If you don’t have time to keep track of all the actions underway, the biggest takeaway is not to expect a quiet summer. Regulators are increasingly convinced that scaled data collection can harm competition. And the collaboration between data protection authorities (DPA) and competition bureaus, as we’re seeing in the UK and France, will only continue. Here’s a rundown of the most significant moves in the past…

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Google Still Dominates Advertiser Perceptions SSP Report, But The Field Has Toughened

The recent Advertiser Perceptions survey of the SSP market shows that (drumroll ….) Google is still the dominant gateway for online advertising, though publishers are testing and adding other SSPs more than ever. The survey was fielded in February and March of this year, and encompasses 151 publishing execs, each of whom represents a site with at least three million unique monthly visitors and sells inventory using an SSP. One important trend is the steady growth in the average number of SSPs per publisher. A year ago, programmatic publishers used…

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