Behind Headlines: 180 Seconds in Ad Tech — The Acquisition Hype Continues

3
at
3
minutes
Technical Level
July 16, 2021
Lauralyn Lamarche
Director of Brand & Communications
Marie-Claude Gosselin
Digital Designer & Marketing Coordinator

This week in Behind Headlines: 180 Seconds in Ad Tech we’re shining light on 3 big acquisitions in ad tech: Mediaocean & Flashtalking; Verve Group & Smaato; and Sovrn Holdings & Proper Media. Also, tune in to hear the latest development on the continued crackdown of big tech platforms from Washington, as well as an update on the collective boycott against Facebook - a year later.

Hey there! This is MC & Lauralyn 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! 

This week, Mediaocean announced its plans to acquire Flashtalking for $500 million. The deal follows Mediaocean’s merger with the programmatic buying platform ‘4C’ last year for approx. $200 million. Where 4C first pushed the company into the programmatic landscape, Flashtalking now cements its position by bringing advanced capabilities to marketers and equipping them with better use of “dynamic creative in both the open web and walled gardens”. Following the lucrative deals, the platform is expected to bring in between $100 and 150 million in annual revenue. (Sources: AdExchanger, AdExchanger)

Cookies aren’t the only thing that’s been delayed this year. After failing to suppress hate speech and misinformation on their platform, advertisers organized a collective boycott against Facebook last year, by suspending all paid ads towards the tech giant platform. In response, Facebook publicly committed to an audit to be completed by the MRC by the end of June of this year. With the deadline come and gone, Facebook has decided to postpone the deadline to the end of this year instead. However, with no formal contract signed with the MRC, no specifics for what the audit will entail, nor any reason given for the delay in the first place - how they will be able to meet this new deadline remains unclear. (Source: Digiday)

Promising news for the mobile ad tech market! Verve Group acquired Smaato, a mobile SSP gaming company, for $170 million on Tuesday. With increased competition in the mobile ad tech space, the acquisition cements Verve Group’s position as one of the top global mobile ad exchanges providing brands and agencies with premium inventory, and new tools for ad monetization for publishers. (Sources: AdExchanger, ExchangeWire)

Last Friday, President Joe Biden signed an executive order to crackdown on Big Tech for the purpose of “protecting competition in the American economy”. The move follows a series of antitrust scrutiny cases aimed at tech giants in Washington. The order seeks to curb anticompetitive practices, particularly M&A deals among big tech giant platforms. In addition, it seeks to limit the platforms’ ability to hoard consumer data by pushing the FTC to adopt rules and regulations barring them from doing so, while also focusing their efforts towards promoting net neutrality. (Sources: Business Insider, AdExchanger)

Sovrn acquires San Diego-based ad tech platform Proper Media. According to their press release, the combined entity will strengthen its commitment in bringing publishers greater revenue, lowering costs via “high-yielding advertising with insightful unified reporting”. (Source: Yahoo)

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 MC & Lauralyn 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 shining light on 3 big acquisitions in ad tech: Mediaocean & Flashtalking; Verve Group & Smaato; and Sovrn Holdings & Proper Media. Also, tune in to hear the latest development on the continued crackdown of big tech platforms from Washington, as well as an update on the collective boycott against Facebook - a year later.

Hey there! This is MC & Lauralyn 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! 

This week, Mediaocean announced its plans to acquire Flashtalking for $500 million. The deal follows Mediaocean’s merger with the programmatic buying platform ‘4C’ last year for approx. $200 million. Where 4C first pushed the company into the programmatic landscape, Flashtalking now cements its position by bringing advanced capabilities to marketers and equipping them with better use of “dynamic creative in both the open web and walled gardens”. Following the lucrative deals, the platform is expected to bring in between $100 and 150 million in annual revenue. (Sources: AdExchanger, AdExchanger)

Cookies aren’t the only thing that’s been delayed this year. After failing to suppress hate speech and misinformation on their platform, advertisers organized a collective boycott against Facebook last year, by suspending all paid ads towards the tech giant platform. In response, Facebook publicly committed to an audit to be completed by the MRC by the end of June of this year. With the deadline come and gone, Facebook has decided to postpone the deadline to the end of this year instead. However, with no formal contract signed with the MRC, no specifics for what the audit will entail, nor any reason given for the delay in the first place - how they will be able to meet this new deadline remains unclear. (Source: Digiday)

Promising news for the mobile ad tech market! Verve Group acquired Smaato, a mobile SSP gaming company, for $170 million on Tuesday. With increased competition in the mobile ad tech space, the acquisition cements Verve Group’s position as one of the top global mobile ad exchanges providing brands and agencies with premium inventory, and new tools for ad monetization for publishers. (Sources: AdExchanger, ExchangeWire)

Last Friday, President Joe Biden signed an executive order to crackdown on Big Tech for the purpose of “protecting competition in the American economy”. The move follows a series of antitrust scrutiny cases aimed at tech giants in Washington. The order seeks to curb anticompetitive practices, particularly M&A deals among big tech giant platforms. In addition, it seeks to limit the platforms’ ability to hoard consumer data by pushing the FTC to adopt rules and regulations barring them from doing so, while also focusing their efforts towards promoting net neutrality. (Sources: Business Insider, AdExchanger)

Sovrn acquires San Diego-based ad tech platform Proper Media. According to their press release, the combined entity will strengthen its commitment in bringing publishers greater revenue, lowering costs via “high-yielding advertising with insightful unified reporting”. (Source: Yahoo)

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 MC & Lauralyn 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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