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☆ Snowflake is doubling down on data clean room tech as it forges deeper ties with the ad industry
▼ + stars: | 2024-03-28 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +6 min

"Our expectation in the next year is that people will be talking less about the tech and actually understand the value," of Snowflake's data clean room, Stratton said. The clean room space is competitive and marketers intend to spend more on the techUltimately a data clean room is only as valuable as the customers who share data within it — even when it's being offered for free. "Clean rooms are no longer competing against other clean rooms only," said Wayne Blodwell, the CEO of the programmatic advertising company Impact Media. AdvertisementThe global data clean room market has accelerated in the last two years. The report found that these companies, on average, spent $879,000 on data clean room tech in 2022.

Persons: —, influencers, Kamakshi Sivaramakrishnan, Samooha, AdExchanger, Sivaramakrishnan, Snowflake, Bill Stratton, Snowflake's, Time Warner, Stratton, it's, Wayne Blodwell, Sridhar Ramaswamy Organizations: Service, Business, Amazon Web Services, Microsoft, Snowflake Ventures, LinkedIn, Google, Time, Impact Media, Deloitte Digital Locations: Snowflake, Samooha

☆ Find your brand's 'love language' to secure diverse talent, says a chief people officer
▼ + stars: | 2024-03-12 | by ( Tim Paradis | ) www.businessinsider.com time to read: +9 min

I think a lot of times, companies start by immediately bringing in diverse talent. To be able to fill all these future roles — even with AI — you're going to have to tap into diverse talent. I can't just show up at Georgia Tech and expect all the diverse talent to want to come to my organization. A false narrative is the talent just isn't there, or you're too small to attract the talent. Whatever the love language is for your company, grasp that and utilize that to push DEI forward.

Persons: Sharawn Tipton, hasn't, you've, George Floyd, that's, Let's, It's, —, That's Organizations: Micron Technology, College, —, National Society of Black Engineers, Society of Hispanic Professional Engineers, Georgia Tech Locations: San Francisco, Tech

The new missionDeveloping and scaling this cookie replacement has become the new mission for The Trade Desk, one of adtech's greatest independent success stories. While many other adtech companies offered this service, The Trade Desk over the years proved it could do it better. The Trade DeskWith cookies disappearing, The Trade Desk is approaching its first big test. These deals are typically cut with major advertising agency holding companies and don't usually include adtech platforms like The Trade Desk. "These next 12 months for The Trade Desk are going to be difficult and not the experience that you're used to," this person said.

Persons: Jeff Green, Andrew Casale, Brian Wieser, Samantha Jacobs, hasn't, There's, Tom Triscari, It's, they're, Greg Doherty, Jeff, Green, Criteo, Megan Clarken, Dan Salmon, they've Organizations: Trade, Universal, Google, Business, Exchange, Company, BI, Disney, The Washington Post, Yahoo, Wall Street, Projects, CTV, CBS, The, Arete Research, Intelligence, Variety, Street Research

Publicly listed data company LiveRamp's $200 million acquisition of data clean room provider Habu looks set to fire the starting pistol for a more buoyant year of adtech and martech M&A, experts have predicted. He noted that while ad teams aren't using these clean rooms en masse, many have activated them, which bodes well for the Habu acquisition. ID5's technology is deployed by the most online publishers of any identity service, according to Sincera , which measures which adtech companies are used across the industry. LiveRamp, also, could be an acquisition target, Salmon noted, as it builds out new data offerings like the clean rooms it will inherit from Habu. But not everyone is predicting the Habu acquisition will necessarily lead to an influx of M&A around cookieless adtech.

Persons: Conor McKenna, Luma's McKenna, Shailin Dhar, Dhar, Mathieu Roche, who've, InfoSum, Myles Younger, Dan Salmon, Wayne Blodwell, ID5, Roche, " Roche, Salmon, Elgin Thompson, hasn't, Thompson Organizations: Business, LUMA Partners, FIT Holdings, Companies, New, Research, Impact Media, Citizens JMP Securities, Walmart Locations: adtech, LiveRamp, Habu

☆ LiveRamp says it will acquire data startup Habu in $200 million deal
▼ + stars: | 2024-01-17 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Read previewPublic data company LiveRamp has agreed to acquire five-year-old startup Habu in a cash and stock deal valued at $200 million. LiveRamp CEO Scott Howe said the deal will help LiveRamp scale and grow partnerships with the cloud companies and platforms that Habu works with — like Google, Meta, and Disney. Habu will help LiveRamp expand its base of small and midsize clients. Habu's capabilities extend beyond marketing, and its clients use its technology to support applications around supply-chain data, healthcare data, and financial services data. Howe said these use cases could help LiveRamp expand its business beyond marketing to help companies manage data more broadly.

Persons: —, LiveRamp, Clark, Habu, Matt Kilmartin, Scott Howe, Howe, Vihan Sharma Organizations: Service, Business, Danone, Google, Asics, PepsiCo, Wing Venture Capital, Snowflake Ventures, Disney Locations: Kimberly

☆ Check out the pitch deck that helped adtech metadata startup Sincera raise $4.2 million in seed funding
▼ + stars: | 2023-10-13 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +3 min

Adtech startup Sincera, which offers metadata to other adtech firms, raised $4.2 million in funding. The company plans to grow its team and access more compute through its cloud providers. AdvertisementAdvertisementSincera, a startup that uses metadata to help adtech companies improve their offerings, just raised a $4.2 million seed round. Customers to date have included LiveRamp, identity company ID5, and publicly traded adtech company The Trade Desk. Check out the key slides from the pitch deck that helped Sincera raise its $4.2 million seed funding round.

Persons: —, Mike O'Sullivan, Ian Meyers, Meyer, O'Sullivan, Mike Rowe, Jobs, cera, Sincera Organizations: NextView Ventures, Service, Discovery, Trade, LiveRamp Ventures Locations: New York

☆ Australia's competition watchdog puts data brokers on radar
▼ + stars: | 2023-07-10 | by ( ) www.reuters.com time to read: +2 min

REUTERS/Brendan McDermid/File PhotoJuly 10 (Reuters) - Australia's competition watchdog on Monday asked consumers, businesses and other relevant stakeholders to provide their views about the business practices of data brokers in an attempt to regulate the country's digital platform services sector. Data brokers generally gather information like personal details of customers including their browsing and purchasing behaviour from a wide range of sources such as mobile applications, social media sites and card payment providers. The report will explore how third-party data brokers collect and use information to create products and services and if there may be competition and consumer issues arising from this, the ACCC said in a statement. The regulator's digital platforms branch has been conducting a five-year inquiry till 2025 to inquire into the markets for the supply of digital services. The report will focus on businesses that collect information from third-party sources and share or sell data to other organisations and, on the off chance that there might be competition and customer issues emerging from it.

Persons: Brendan McDermid, Gina Cass, Gottlieb, Rishav Chatterjee, Rashmi Organizations: Oracle Corp, New York Stock Exchange, REUTERS, Australian Competition, Consumer Commission, Oracle, Thomson Locations: New York, U.S, Ireland, Australia, Bengaluru

☆ Data giant Snowflake is building a marketplace for retail media data
▼ + stars: | 2023-06-12 | by ( Ryan Joe | ) www.businessinsider.com time to read: +4 min

Data giant Snowflake is building a marketplace for retail media data. Data giant Snowflake is building a marketplace for retail media data as it tries to grab a bigger piece of the $80 billion retail media market. Investing in retail media is a top priority for Snowflake, said Rosemary DeAragon, the company's global head of retail and CPG. There's sharp competition in the ad industry to grab as much retail media share as possible, while the market is still relatively nascent. While tech giants like Amazon and Google have their own clean room offerings, they don't field a retail media data marketplace.

Persons: Snowflake, Chase cardmembers, Rosemary DeAragon, Myles Younger, Damian Garbaccio, who've, haven't, Morgan Stanley, Criteo, Shiv Gupta Organizations: Affinity Solutions, Affinity, IRI, Nielsen, Walmart, Google, Amazon Locations: Snowflake

☆ Lawmakers press companies that collect U.S. consumer data to reveal how they buy and sell it
▼ + stars: | 2023-05-10 | by ( Lauren Feiner | ) www.cnbc.com time to read: +3 min

In the letters, 10 lawmakers asked the companies for detailed responses on the types of sensitive information they gather, such as health, location and phone data, including apps consumers download to their devices. The companies were also asked what information they collect on minors. Last month, the subcommittee on oversight and investigations held a hearing with expert witnesses to examine "the role of data brokers in the digital economy." In that report, the regulator recommended that Congress force brokers to give consumers greater control over their data, but the "data brokers can easily circumvent existing rules and laws," the letter said. Here's the full list of data brokers who received the letter::AcxiomAtDataBabel StreetCoreLogic SolutionsEpsilon Data ManagementEquifaxExperianGravy AnalyticsInteliusKochavaLiveRampMylifeOracle AmericaPeopleConnectPlacer.aiRELXSafegraphSpokeoThomson ReutersTransUnionVerisk AnalyticsWhitepagesSubscribe to CNBC on YouTube.

☆ Amazon just poached a longtime Meta veteran to lead its growing adtech division
▼ + stars: | 2023-05-04 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +2 min

Amazon Advertising has hired Kelly MacLean as its VP of its ad buying platform. MacLean, who joined Amazon late last month, previously spent more than 11 years at Meta. Amazon Advertising has poached a longtime Meta executive to lead a key adtech division, Insider has learned. The Amazon DSP uses automation to let advertisers buy ads on Amazon properties like Amazon.com, Twitch, and IMDb, as well as elsewhere on the web. The Amazon DSP recently underwent an overhaul that was 18 months in the making to improve its machine-learning and predictive algorithms.

☆ Retail media will be a $130 billion industry next year, and adtech firms Criteo and The Trade Desk will win big, according to Morgan Stanley
▼ + stars: | 2023-04-06 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Retail media will make $130 billion globally by 2025, according to a new Morgan Stanley report. Criteo and The Trade Desk stand to benefit the most, according to the report. They have opportunity to grab the most share of the retail media market, compared to other indie adtech players. However, this push to expand offsite is a big challenge, and there's no guarantee The Trade Desk can seize this market. To be sure, neither Criteo nor The Trade Desk are positioned to be the dominant player in retail media.

☆ Retail advertising will make $45 billion this year — here are 3 ways companies like Nordstrom and Albertsons are looking to cash in
▼ + stars: | 2023-01-17 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Many big retailers are building ad businesses this, which Insider Intelligence predicts will be a $45 billion opportunity in the US this year. Leaders from Albertsons and Nordstrom spoke during the panel about how they plan to grab that money. But retailers also need to grow their advertising businesses beyond those companies to so-called non endemic advertisers, like automakers and insurance companies. Argyilan said Albertsons is also working on a tool to help advertisers plug Albertsons' measurement into their broader measurement efforts. "I think measurement needs to grow up quite a bit in retail media space," she said.

☆ Google will soon kill the cookie, and 2023 will be the year to show whether the technology invented to replace it can save the ad industry's revenue
▼ + stars: | 2022-12-22 | by ( Ryan Joe | ) www.businessinsider.com time to read: +7 min

The loss of the cookie and other ways to identify people online has caused ad revenue to crater. "Too soon to say, but the platforms don't like it," said David Temkin, a Google executive who focuses on ads privacy. "Clean rooms we think are promising because they can respect user privacy," Temkin said. He notes that clean rooms can be slow and expensive. The prevalence of retail media already jumpstarted the need for clean rooms in 2022, said Scott Howe, CEO of LiveRamp, which provides clean rooms and identifiers.

Layoffs have been hitting the ad industry as marketers trim spending amid a softening economy. Insider is tracking which ad and marketing companies have laid off staffers, and how many. Layoffs have been hitting the ad industry since early this year as marketers reined in their spending over growing economic concerns. Marketing is typically the first expense companies cut in downturns and times of uncertainty, and the industry's biggest trend forecasters have revised down their estimates for global ad revenue growth next year. Insider is tracking which companies across the ad industry are cutting staff and how many.

☆ Privacy restrictions will hit the ad industry hard in 2023. These 16 privacy tech companies will make sure brands like McDonald's and Disney can still find customers online.
▼ + stars: | 2022-11-23 | by ( Business Insider | ) www.businessinsider.com time to read: +2 min

A new wave of companies is helping marketers get consumers to share their data and manage the information. Insider identified the top 16 privacy tech vendors in the space. Insider has identified the top 16 privacy tech vendors that work in the advertising industry, based on nominations and our own reporting. It includes established giants like LiveRamp, which offers a data cleanroom where advertisers and publishers can share data. There also are new players like TerraTrue, a startup founded in 2019 by two Snap vets, which automates the process by which advertisers audit their tech vendors for privacy violations.

☆ Data-management company InfoSum has laid off staff as its tech struggles to gain traction in the US, sources say
▼ + stars: | 2022-10-19 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

Sources said the company had struggled to gain traction in the US and missed revenue targets. Data-management company InfoSum had a recent round of layoffs, the company confirmed. Founded in the UK in 2016, InfoSum is a software-as-a-service platform that offers companies tools to store and manage their data. Another person familiar with the matter estimated the layoffs hit 12% of Infosum's staff, or about 20 employees. The company didn't hit its revenue goal last year and these people said it was unlikely it'd hit its 2022 target either.

☆ Here's an exclusive look at the 10-slide pitch deck commerce startup Fermat used to raise a $12 million supergiant seed round from Greylock
▼ + stars: | 2022-09-19 | by ( Stephanie Palazzolo | ) www.businessinsider.com time to read: +4 min

Fermat raised a $12 million seed round, led by Greylock and QED with participation from Courtside. With Fermat, brands can collaborate with influencers to embed shopping experiences directly into influencer content on any social media platform. However, with Fermat, influencers can access analytics to understand what types of content drives the most engagement and sales. Fermat's recent $12 million funding round is an example of a "supergiant" seed round, in which startups raise more than $10 million. Here's an exclusive look at the 10-slide pitch deck that influencer-driven commerce startup Fermat used to raise $12 million in seed funding from Greylock and QED.

☆ Streaming services are in a land grab for TV ad dollars. Here's a rundown of what HBO Max, Peacock, and others are offering and what they charge.
▼ + stars: | 2022-06-13 | by ( Lauren Johnson | Lindsay Rittenhouse | ) www.businessinsider.com time to read: +8 min

Competition for streaming TV ad dollars is heating up. The battle for streaming TV dollars is heating up. Amazon wants to make a big push into TV advertising, and recently hosted its first in-person NewFronts event to pitch its streaming TV offerings. Two ad buyers said that Hulu is looking to up its ad prices this year and compete for larger budgets. Ad prices vary significantly based on the amount of data and targeting that advertisers use, according to ad buyers.

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