Behind Headlines: 180 Seconds in Ad Tech — Streams, Mergers & Acquisitions

3
at
3
minutes
Technical Level
December 17, 2021
Ari Belliu
Marketing Communications Specialist
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This week in Behind Headlines: 180 Seconds in Ad Tech we cover Tubi’s projected revenue growth. Samsung Ads expanding their tools for advertisers. Two media companies have merged, and one tech company acquired another. Vox Media acquiring Group Nine & GumGum merging with Playground XYZ.

Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a 180-second recap of what happened the week of December 13th in ad tech. This will be our last episode of the year, and so, we thank you, our loyal listeners, for your continued support and admiration. We wish everyone happy holidays and a safe and exciting new year. Without further ado, let’s go!

First up, Tubi. The free, ad-supported streaming service grew it’s viewership share to 13% between 2019 and 2021 and is expected to hit $700 million in revenue this upcoming year. Tubi was acquired by Fox last year and leads their digital ad portfolio in revenue. Although Fox keeps a hands-off approach, the company invested a significant amount of funds to grow Tubi, adding 15,000 titles to its content library. While Tubi and Fox are targeting more niche audiences, they’re amongst other AVOD streaming services that have seen an increase in viewership as subscription streaming services decline. (Source: Axios)

Speaking of ad support, Samsung is expanding its ad tools for advertisers. Advertisers can onboard their first-party data sets to plan, buy, and execute their AVOD strategies. With the Samsung Partner Onboarding tool built with data management platform partners, advertisers can predict the scale, reach and frequency of their ad buys for their curated audiences using Samsung’s Audience Insight tool and a combination of first-party and third-party data. Enabling advertisers to optimize their AVOD strategy using consumer insights to increase their ROI. (Source: AdExchanger)

Could it be… another merger?? Yes, Vox Media officially acquired Group Nine. Vox Media’s editorial network owns publisher brands like The Verge, Polygon and Eatery, while Group Nine’s portfolio of publications consists of NowThis, The Dodo, and PopSugar. The merger is one of numerous other mergers and acquisitions that occurred recently, like Buzzfeed acquiring Complex. Vox and Group Nine aim to combine their data and content offering to scale their first-party data available to advertisers, and provide a more privacy-centric contextual understanding of their audiences. The two companies will now cover every supply path in the digital advertising space, from social media, web, to connected TV and everything in between. (Source: Axios)

And while we’re at it, how about one more merger? The contextual intelligence specialist GumGum recently acquired the AI-powered attention measurement platform, Playground XYZ. Playground XYZ measures the amount of time users spend looking at and paying attention to ads using a mix of AI, machine learning, and eye-tracking tools. The merger will provide advertisers more data on attention patterns and the effectiveness of contextual advertising, ultimately lowering advertisers reliance on third-party data. However, the platforms won’t be fully integrated until 2023, just in time for when, if ever, Google removes support for third-party cookies. (Source: AdExchanger)

And last but not least, Twitter is finally catching up to the growing consumer expectations that all videos have captions by adding an auto captions feature to videos posted to Twitter. The Twitter feeds move fast, but the company was one of the last social media platforms to allow users to add auto captions to their videos. The change would also make it easier for users to scroll through their new TikTok-like feed redesign. However, the caveat here is that Twitter users won’t be able to edit the auto captions generated by Twitter. (Source: TechCrunch)

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 Ari at Sharethrough for our weekly 180 second-recap in Ad tech. Happy holidays and see you next year! 

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 cover Tubi’s projected revenue growth. Samsung Ads expanding their tools for advertisers. Two media companies have merged, and one tech company acquired another. Vox Media acquiring Group Nine & GumGum merging with Playground XYZ.

Hey there! This is Ari at Sharethrough. In this episode I'll be giving you a 180-second recap of what happened the week of December 13th in ad tech. This will be our last episode of the year, and so, we thank you, our loyal listeners, for your continued support and admiration. We wish everyone happy holidays and a safe and exciting new year. Without further ado, let’s go!

First up, Tubi. The free, ad-supported streaming service grew it’s viewership share to 13% between 2019 and 2021 and is expected to hit $700 million in revenue this upcoming year. Tubi was acquired by Fox last year and leads their digital ad portfolio in revenue. Although Fox keeps a hands-off approach, the company invested a significant amount of funds to grow Tubi, adding 15,000 titles to its content library. While Tubi and Fox are targeting more niche audiences, they’re amongst other AVOD streaming services that have seen an increase in viewership as subscription streaming services decline. (Source: Axios)

Speaking of ad support, Samsung is expanding its ad tools for advertisers. Advertisers can onboard their first-party data sets to plan, buy, and execute their AVOD strategies. With the Samsung Partner Onboarding tool built with data management platform partners, advertisers can predict the scale, reach and frequency of their ad buys for their curated audiences using Samsung’s Audience Insight tool and a combination of first-party and third-party data. Enabling advertisers to optimize their AVOD strategy using consumer insights to increase their ROI. (Source: AdExchanger)

Could it be… another merger?? Yes, Vox Media officially acquired Group Nine. Vox Media’s editorial network owns publisher brands like The Verge, Polygon and Eatery, while Group Nine’s portfolio of publications consists of NowThis, The Dodo, and PopSugar. The merger is one of numerous other mergers and acquisitions that occurred recently, like Buzzfeed acquiring Complex. Vox and Group Nine aim to combine their data and content offering to scale their first-party data available to advertisers, and provide a more privacy-centric contextual understanding of their audiences. The two companies will now cover every supply path in the digital advertising space, from social media, web, to connected TV and everything in between. (Source: Axios)

And while we’re at it, how about one more merger? The contextual intelligence specialist GumGum recently acquired the AI-powered attention measurement platform, Playground XYZ. Playground XYZ measures the amount of time users spend looking at and paying attention to ads using a mix of AI, machine learning, and eye-tracking tools. The merger will provide advertisers more data on attention patterns and the effectiveness of contextual advertising, ultimately lowering advertisers reliance on third-party data. However, the platforms won’t be fully integrated until 2023, just in time for when, if ever, Google removes support for third-party cookies. (Source: AdExchanger)

And last but not least, Twitter is finally catching up to the growing consumer expectations that all videos have captions by adding an auto captions feature to videos posted to Twitter. The Twitter feeds move fast, but the company was one of the last social media platforms to allow users to add auto captions to their videos. The change would also make it easier for users to scroll through their new TikTok-like feed redesign. However, the caveat here is that Twitter users won’t be able to edit the auto captions generated by Twitter. (Source: TechCrunch)

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 Ari at Sharethrough for our weekly 180 second-recap in Ad tech. Happy holidays and see you next year! 

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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Ari Belliu
Marketing Communications Specialist

About the Author

Ari is an experienced digital marketer with a demonstrated history of multi-tasking and working in health and tech on small teams. He's skilled in copywriting, community building, email and social media marketing, and building brand awareness.

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