AD NETWORKS
Mediaocean, Flashtalking | July 19, 2021
Mediaocean will buy independent global ad server Flashtalking to establish a "neutral tech platform" with a combined annual media spend of $200 billion.
According to The Wall Street Journal, it will pay $500 million for the New York-based company, which has annual revenue of between $100 and $150 million.
Mediaocean provides advertising workflow software that drives $70 billion in television advertising in the United States, but it is also actively pursuing programmatic opportunities. The deal with Flashtalking comes exactly a year after it paid $200 million for programmatic buying platform 4C. 4C has integrations with Facebook, LinkedIn, Twitter, Amazon, and other platforms, placing Mediaocean squarely in the programmatic arena.
The acquisition will combine Flashtalking's ad serving, creative, identity, and verification capabilities with Mediaocean's media planning and buying capabilities across desktop, mobile web, in-app, and CTV/OTT. It is expected to close in the third quarter of this year. Integrating Flashtalking's dynamic creative optimization with the 4C solution, in particular, will enable marketers to utilize dynamic creative in both open and walled gardens. In addition, the merged platform will have over a trillion monthly ad impressions.
In 2018, Mediaocean and Flashtalking partnered to connect ad serving data with media buying.
As CTV adopts some of the features of new media's walled gardens, the companies emphasized the independence of their integrated tech platform as an alternative to Big Tech providers such as Google's ad server.
Read More
AD NETWORKS
Adverty | July 07, 2021
Adverty AB (publ), a leading in-game advertising specialist, announced a partnership with TapNation, as the French hypercasual publisher incorporates Adverty's seamless in-game ad formats into several current and upcoming titles - the result of a successful Q1 trial with clear positive uplift on all key metrics.
TapNation, a Paris-based producer of hyper-casual games, has incorporated Adverty's seamless In-Play advertising technology into many of its products and plans to utilize Adverty's unique formats in future releases.
"We've been interested in in-game advertising for a while, so we began our initial testing with Adverty in our game Cornhole League in Q1. We thoroughly examined the impact of in-game advertising and discovered that it had a clear net positive uplift on all of our key KPIs "says Vincent Férvier, TapNation's VP of Monetisation.
"Given the encouraging results so far, we have chosen to include seamless in-game advertising into more of our games, beginning with Web Master 3D and Rock Crawling. In the future, we will continue to include in-game advertising in any and all titles as appropriate."
Adverty CEO Tobias Knutsson adds: "We are thrilled to welcome TapNation to the rapidly expanding field of in-game advertising. We've had the pleasure of participating in company-wide Cornhole League events in recent months, and we can attest to the quality of the games. TapNation is also one of our largest publishers to date, providing our advertisers with a new level of reach." TapNation has had phenomenal growth, with over 230 million downloads of its game releases since 2020. Every day, millions of people across the globe play its titles.
Adverty has also recently partnered with InMobi and Verizon on the demand side, in addition to current successful partnerships with PubMatic and Smaato, allowing a wide range of partners and advertisers to access its inventory, with supply-side interest growing exponentially as more people understand the power of in-game executions to maximize brand exposure and p With interest in in-game advertising rising, not to mention Adverty's recent partnership with Moat by Oracle Advertising for third-party verification and its recent US patents granted for its work on viewability, the collaboration comes at an exciting time.
Adverty is presently looking to expand its workforce and is actively recruiting for various positions across all aspects of the business.
About Adverty
Adverty, the leading in-game advertising platform, uses innovative and patented technology designed for games to offer seamless In-Play and In-Menu advertisements that connect brands and people. The platform provides real in-game ad inventory at scale and enables content creators to monetize the whole experience through unobtrusive, easy-to-integrate, immersive advertising. Adverty, which was founded in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv and works with advertisers, agencies, and developers to unlock audiences and revenue streams in gaming.
Read More
BRAND MARKETING
Instagram | November 27, 2020
Instagram is giving advertisers to distribute supported posts from users' records through an update to branded content ads.
Branded content advertisements were presented a year ago as a path for influencers to recognize when their posts are sponsored by a company or brand.
The ads look simply like organic posts distributed from the user’s record, just they have a tag reading: “Paid partnership with [brand name].”
Making the ads required a lot of coordination between the influencer and the brand. The content had to be published as an organic post first, and then the brand would experience Instagram to promote the post as an ad.
Read More