Roku And Shopify Bring Ecommerce To CTV; WaPo’s Zeus Launches A News Publisher Advertisement Network

Here’s today’s AdExchanger.com news round-up … Want it by e-mail? Register here. Purchase What You Know Shopify and Roku revealed a collaboration to bring a Roku app for CTV advertisement production and project management to the control panel of all Shopify merchants. The concept is to split into the $16.4 billion that medium-sized and little organizations invest… Continue reading »
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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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T-Mobile Hires Ad Tech Vet Mike Peralta As It Pushes Into Programmatic

The “un-carrier” is getting into programmatic. T-Mobile has hired ad tech vet Mike Peralta, former CEO of AudienceScience, EVP at Criteo and CRO of Future, as VP of Marketing Solutions, an ad tech and analytics business unit that uses the company’s first-party mobile data. “Everyone’s watched what’s going on with AT&T and Verizon,” Peralta said, and those telcos folding on their programmatic ambitions dampened the idea of a mobile provider entering the world of data-driven online advertising. T-Mobile’s plan is less ambitious, but more realistic. “We’re not trying to be…

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Mobvista Acquired One Of The Companies That Made The China Advertising ID

One of the companies that created the technical specifications for the China Advertising ID (CAID) was acquired last month by Chinese mobile ad tech company Mobvista. One can think of Reyun, which helped developed the code for CAID on behalf of the state-backed China Advertising Association (and whose name in Chinese – 热云数据 – roughly translates to “Hot Cloud Data”), as the equivalent of third-party mobile measurement firm Adjust, but specifically focused on the China market. Adjust was itself recently acquired by AppLovin in a deal worth $1 billion. Mobvista…

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Verve Group Launches ATOM Targeting By Cohort For iOS

On-device is so in. On Friday, the mobile ad tech business Verve Group launched an in-app targeting product for Apple devices that uses on-device data to aggregate cohorts of users rather than targeting individuals. The product, dubbed ATOM (Anonymous Targeting on Mobile), collects data from the device and the app when it’s in use, but strips out the identifiers. For instance, Verve’s SDK can pull information about the time of day, the device type and operating system, whether the device is in dark mode and even accelerometer data that shows…

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Apple Is Rejecting Apps That Use Third-Party Code For Alleged Privacy Infractions

And so it begins. Apple started rejecting app updates on Thursday that conflict with its AppTrackingTrackingTransparency (ATT) framework. ATT prohibits user tracking without explicit consent and bans developers from using fingerprinting to try and identify a device or user. The news was first reported by independent analyst John Koetsier in Forbes. Specifically, some developers using a software development kit from the mobile attribution firm Adjust received a rejection message from Apple stating that their app “uses algorithmically converted device and usage data to create a unique identifier in order to…

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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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Massive Changes In The Mobile App Ecosystem Will Mean More – Not Less – Consolidation

AppLovin’s recent acquisition of mobile attribution provider Adjust for $1 billion is evidence that M&A doesn’t necessarily decline in times of uncertainty. The mobile advertising ecosystem may be in a holding pattern waiting for Apple to release its AppTrackingTransparency (ATT) framework, which should finally happen by March or early April. But the fact that Apple’s iOS 14 changes will prompt mobile consolidation “is all but guaranteed,” said Matt Barash, SVP of global publishing and platform partnerships at Zeotap. “I expect to see a handful of industry roll-ups start to take…

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Despite Two Upcoming Features, SKAdNetwork Is Still Designed To Be Limited

SKAdNetwork is entering its final form, though details are scant. Apple recently updated its page dedicated to user privacy and data use to reflect its plan to add support for view-through attribution for video, audio and interactive ads in apps by “early spring” 2021. Apple will tie these attribution capabilities to creative measurement, so developers can see which of their creatives are most effective. Early spring is also when Apple will implement the AppTrackingTransparency (ATT) framework on iOS 14 devices. Under ATT, apps must get each user’s permission before using…

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