Behind Headlines: 180 Seconds in Ad Tech — New Partnerships & Privacy Developments

3
at
3
minutes
Technical Level
July 9, 2021
Benoit Skinazi
SVP Marketing & Communications
Vanessa Purchio
Marketing Communications Specialist

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Roku latest addition of Apple TV’s button on its hardware, Merkle’s acquisition of LiveArea, Trade Desk’s latest moves to ensure the continuance of the open internet, as well as Apple’s latest rollout of Private Relay.

Hey there! This is Ben and Vanessa at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of June 14th in ad tech, in 180 seconds. Let’s go!

A surprising development happened under the radar last Wednesday, when many noticed a new addition on Roku’s latest remote of a well known rival: Apple TV Plus. Although surprising, given the fact no formal announcement of the addition was made, its presence on Roku’s remote comes as no great shock to many who understand Apple’s predicament, given the streaming service has been struggling to retain and increase subscribers since its launch in November 2019. As LightShed Partners analyst Rich Greenfield suggests, the deal is a clear sign that Apple cannot sustainably operate within its walled garden afterall. The move itself also opens up an opportunity for Apple TV to rebrand itself in the market; as a competitive alternative content provider alongside Hulu, Netflix and Disney Plus. (Source: New York Post, AdExchanger)

Earlier this week, Merkle announced they have entered an agreement to acquire LiveArea for $250 million. The integration is meant to strengthen Merkle’s commerce offering to brands, leveraging LiveArea’s customer data platform with brands and retailers. This integration follows a growing trend for companies looking to hone in on customer data and build their commerce integrations, banking on the expansion of the ecommerce market that rose by 30% in 2020. (Sources: AdExchanger, Merkle)

As part of the rollout in their privacy plan, Apple has announced that they plan to obfuscate IP addresses with Private Relay. Since an IP address isn’t the only component that makes up a fingerprint, this initial version won’t deter fingerprinting altogether in the short run. However, it’s still a clear indication that Private Relay’s evolution will only serve to break fingerprinting identifiers in the future, as privacy changes continue down the line. (Source: Digiday)

Big news! Renowned DSP Trade Desk announced its launch of its new UI Solimar, as well as its venture capital ‘TD7’’s first startup investment in Chalice, an ad-buying software powered by AI algorithms. Both announcements serve as moves to further support the sustainability of an independent and open internet. Solimar will act as the DSP’s commitment to “position itself as the ad-buying platform of the open internet” bringing together data onboarding, targeting and measurement. This offers marketers an alternative choice, allowing them to plan campaigns built on KPIs rather than relying on “clicks and reach estimates”. The Trade Desk’s investment in Chalice further supports this mission, given the latter’s reputation of being an outspoken critic of the “one-size-fits-all products” offered by walled gardens such as Google and Facebook. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Vanessa and Ben at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Roku latest addition of Apple TV’s button on its hardware, Merkle’s acquisition of LiveArea, Trade Desk’s latest moves to ensure the continuance of the open internet, as well as Apple’s latest rollout of Private Relay.

Hey there! This is Ben and Vanessa at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of June 14th in ad tech, in 180 seconds. Let’s go!

A surprising development happened under the radar last Wednesday, when many noticed a new addition on Roku’s latest remote of a well known rival: Apple TV Plus. Although surprising, given the fact no formal announcement of the addition was made, its presence on Roku’s remote comes as no great shock to many who understand Apple’s predicament, given the streaming service has been struggling to retain and increase subscribers since its launch in November 2019. As LightShed Partners analyst Rich Greenfield suggests, the deal is a clear sign that Apple cannot sustainably operate within its walled garden afterall. The move itself also opens up an opportunity for Apple TV to rebrand itself in the market; as a competitive alternative content provider alongside Hulu, Netflix and Disney Plus. (Source: New York Post, AdExchanger)

Earlier this week, Merkle announced they have entered an agreement to acquire LiveArea for $250 million. The integration is meant to strengthen Merkle’s commerce offering to brands, leveraging LiveArea’s customer data platform with brands and retailers. This integration follows a growing trend for companies looking to hone in on customer data and build their commerce integrations, banking on the expansion of the ecommerce market that rose by 30% in 2020. (Sources: AdExchanger, Merkle)

As part of the rollout in their privacy plan, Apple has announced that they plan to obfuscate IP addresses with Private Relay. Since an IP address isn’t the only component that makes up a fingerprint, this initial version won’t deter fingerprinting altogether in the short run. However, it’s still a clear indication that Private Relay’s evolution will only serve to break fingerprinting identifiers in the future, as privacy changes continue down the line. (Source: Digiday)

Big news! Renowned DSP Trade Desk announced its launch of its new UI Solimar, as well as its venture capital ‘TD7’’s first startup investment in Chalice, an ad-buying software powered by AI algorithms. Both announcements serve as moves to further support the sustainability of an independent and open internet. Solimar will act as the DSP’s commitment to “position itself as the ad-buying platform of the open internet” bringing together data onboarding, targeting and measurement. This offers marketers an alternative choice, allowing them to plan campaigns built on KPIs rather than relying on “clicks and reach estimates”. The Trade Desk’s investment in Chalice further supports this mission, given the latter’s reputation of being an outspoken critic of the “one-size-fits-all products” offered by walled gardens such as Google and Facebook. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Vanessa and Ben at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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