Dan Rayburn’s Post

The Mediaocean acquisition of Innovid is another headwind for agency holding companies [^1]. Mediaocean, an effective monopoly for backoffice tech, is already slow to innovate. This is set to get worse as it turns its attention to integrating Innovid. Many (most?) pending integrations are already behind by *years*. Today, agencies relying on Mediaocean products, cough *prisma* cough cough, pay dearly in velocity. Thousands of hours are spent on mindless activities. No surprise many have been moving away from holdcos [^2].  The best time to move away from decrepit tech was 20 years ago, the second best time may be ... [^3] [^1]: https://lnkd.in/gNPWpXGB [^2]: https://lnkd.in/gWcVsjH8 [^3]: https://lnkd.in/gvdRCieX

While the OMG-IPG merger grabbed the headlines, LoopMe’s acquisition of Chartboost from Zynga is a big deal for the mobile ad space 📱. This move boosts LoopMe’s mobile ad scale by improving SDK integrations and expanding its advertiser base 🌍. With more direct connections, LoopMe aims to drive more brand dollars into mobile and CTV 📺. This acquisition could be a game-changer in bridging gaps between supply and demand in digital advertising.

The adtech landscape just got a major shakeup with the announced merger, creating one of the largest independent advertising marketplaces globally, with stakeholders of both advertisers and media owners. This merger strengthens the independent adtech space, providing a compelling alternative to the dominance of "walled gardens." The combined entity boasts a wider range of services, including advanced TV, server-side ad insertion, and audience-based targeting solutions. This comprehensive offering empowers advertisers to reach audiences more effectively across various platforms. This merger is a strategic move that positions the new entity as a major player in the independent adtech space. It will be interesting to see how they leverage their combined resources to innovate and disrupt the market. #AdTech #Merger #Leadership #media

Together, the combined organisation will provide a broad array of complementary offerings, including ad delivery, creative #personalisation, #measurement, and #optimisation across channels, including digital, social, CTV, and linear TV. “Today’s advertising landscape needs independent technology companies who can provide a neutral alternative to Google and interoperate effectively across big tech platforms,” said Bill Wise, Co-Founder and CEO of Mediaocean. “From the start, when we founded Innovid 17 years ago, we have been driven by the belief that advertising can be made better for all, and this merger represents a key milestone on that journey and the people, teams, and passion behind it,” said Zvika Netter, CEO and Founder of Innovid, in a statement. https://lnkd.in/dnftXY4G

While the OMG-IPG merger grabbed the headlines, LoopMe’s acquisition of Chartboost from Zynga is a big deal for the mobile ad space 📱. This move boosts LoopMe’s mobile ad scale by improving SDK integrations and expanding its advertiser base 🌍. With more direct connections, LoopMe aims to drive more brand dollars into mobile and CTV 📺. This acquisition could be a game-changer in bridging gaps between supply and demand in digital advertising.

#2024 #AdTech main M&A. 2024 the year that #CTV went #programmatic and became a digital performance channel. Over $30B ad spend for ctv in 2024, a 22.4% increase from 2023. This growth has intensified competition among streaming platforms, leading to significant advancements in programmatic advertising and measurement solutions. Notably, the year witnessed a surge in mergers and acquisitions aimed at enhancing CTV capabilities: Cadent acquired performance marketing platform AdTheorent in April. Seedtag, a contextual ad platform, purchased Beachfront, an SSP, in June. Equativ , buys Sharethrough, an ad exchange with a strong N. America demand in June.   Outbrain bought Teads in August to strengthen ties with TV publishers. Connatix acquired JWP (JW Player) in October for video monetization. Samba TV purchased contextual targeting platform Semasio in October. Zeta Global, buys LiveIntent, a Zeta Global Company, a publisher netwrok with over 2K publisher relationships in October. Mediaocean bought Innovid, a video ad server and measurement platform, in November. Viant Technology acquired IRIS.TV, a CTV data platform, in November. Walmart finalized its acquisition of VIZIO, initially announced in February. I belive these strategic moves reflect a collective effort to meet the increasing demand from performance advertisers seeking scale, programmatic access, and reliable measurement in the streaming arena. Feel free to add other deals I missed in the comments. The Media Sense by Leap4Leap4 Group #adtech

🚀 Big news in the ad tech world! Outbrain and Teads have announced a gigantic merger valued at $1 billion, setting a bold new direction in the advertising landscape. This move isn't just about scaling up—it’s a strategic play to forge a full-funnel advertising powerhouse, melding Outbrain's performance technology with Teads' prowess in video and branding solutions. 💡 Imagine this: Your ad campaigns seamlessly integrated from performance metrics right up to high-impact video branding, all under one roof. The possibilities for targeted, effective, and comprehensive advertising could redefine our strategies and ROIs. With a $725 million upfront payment and significant share exchanges, the deal not only exemplifies confidence in the combined potential but also marks a significant commitment to evolving how advertising technology can drive business success. Outbrain's CEO, David Kostman, will take the helm of the merged entity, while Teads’ leaders step in as co-presidents, ensuring a blend of vision and expertise. 🤔 What do you think this merger will mean for the future of digital advertising? Could this be the beginning of more integrated ad solutions across the industry? #digitaladvertising #adtech #mergersandacquisitions Need help improving your ads? Let's chat.

Outbrain merges with Teads, combining performance and video platforms to offer expansive reach and innovative ad experiences. Discover the transformative impact. Read the Latest full News - https://lnkd.in/dWDy7QWT #MarTech #MarTechedge #Outbrain #Teads #DigitalAdvertising #AdTech #VideoAdvertising #MarketingInnovation #ConnectedTV #IndustryTransformation

Discover more about Jun Group's acquisition by Verve in AdExchanger and explore the synergies between our companies that will create new opportunities for brands, agencies, and app developers. #verve #jungroup #adtech #digitaladvertising #acquisition #letsmakemediabetter

Is programmatic buying still so messy? Auction dynamics seem as complex as ever, even in CTV, where fragmentation is significantly less than in the open web. ADWEEK’s latest article raises concerns: Pluto TV is under scrutiny for allegedly using bid duplication to inflate ad prices. This practice involves sending multiple bid requests for a single ad, creating the illusion of higher demand and scale. In just one day, Pluto TV reportedly sent out a staggering 9.4 billion bid requests, far surpassing competitors like Tubi and Roku. Is this just the tip of the iceberg? Do brands have visibility of what’s going on behind the scenes? I’ve recently discussed some of these issues with Joe Zawadzki and now I better understand why he’s so enthusiastic about his new startup, FxM (Finance x Media), which aims to help marketers optimize their programmatic supply chain. I’ve learned how custom algorithms, traffic shaping, log-level data transparency, and supply path optimization can all work together to tackle these issues in an automated and scalable way. As an advertiser at heart, I’m always eager to learn more about how brands are addressing these challenges and what solutions they use to maximize ROI on media investments. #advertising #media #tech