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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

☆ Amazon to Launch Privacy Tool for Advertisers in Europe
▼ + stars: | 2024-02-02 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +1 min

Amazon's data clean room for European advertisers is meant to comply with an upcoming EU regulation. Companies are racing to build data clean rooms that solve for the loss of third-party cookies. Amazon is set to launch a new privacy tool for advertisers that competes with Google and data firms. The clean room will allow advertisers to independently vet the performance of campaigns that use Amazon's data, the company said in the post. An Amazon spokesperson declined to say whether the tool would be made available in the US.

Organizations: Google, Markets, Amazon, Business Locations: EU

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

☆ TikTok is building a data-sharing solution called 'PrivacyGo' as it looks to grab ad dollars
▼ + stars: | 2023-08-03 | by ( Dan Whateley | Lauren Johnson | ) www.businessinsider.com time to read: +3 min

TikTok is building a solution that works like a data clean room called PrivacyGo. PrivacyGo may boost TikTok's pitch to brands as regulations and privacy rules weaken ad targeting. TikTok is developing a new privacy-tech solution for advertisers called PrivacyGo, a company spokesperson confirmed to Insider. Though TikTok is a much smaller ad seller compared to Google, Meta, and Amazon, it has been building solutions to entice advertiser budgets. In February, it rolled out new ad tools for small businesses — the types of companies that account for the most ad revenue on Meta and Google.

Persons: TikTok, PrivacyGo, Myles Younger Organizations: Apple, Tech, Google, Meta, United, Government, National Intelligence Law Locations: United States, Beijing

☆ Apple is looking for a top sales executive to spearhead a giant advertising push in sports and streaming. Here are 16 execs who could score the job.
▼ + stars: | 2023-01-19 | by ( Claire Atkinson | Lucia Moses | Lara O'Reilly | ) www.businessinsider.com time to read: +15 min

Netflix also conducted a search before hiring two Snap executives, Jeremi Gorman and Peter Naylor, to lead its new ads business. XandrLesser, a longtime digital ad executive, has extensive experience working on issues around the future of digital marketing. McDonald has a ton of other digital ad sales and publishing experience. She helped launch Modi Media, ad buying giant GroupM's addressable TV business, before joining TV adtech startup Cadent. UnivisionValentino runs Disney's digital ad business as EVP, client and brand solutions.

☆ From Amazon to The Trade Desk, experts predict these companies will be the most active acquirers of advertising businesses next year
▼ + stars: | 2022-12-27 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

There's a strong interest from acquirers in hot trends like commerce media and data consultancy. Experts predicted the companies most likely to be acquirers of advertising businesses in 2023. Many industry observers expect advertising industry M&A deal volume and value to be down next year due to volatile macroeconomic conditions. Experts across the advertising industry — from consultants, to agency executives, analysts, investors, and adtech leaders — named the companies likely to be active in the advertising M&A market in 2023 and why. Apple could make an under-the-radar adtech acquisition for its sleeping giant advertising businessIndustry insiders predict Apple has big plans for its $5 billion-and-growing advertising business next year.

☆ 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.

☆ Digital ad firm Integral Ad Science is laying off 13% of staff
▼ + stars: | 2022-12-07 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Integral Ad Science is going through a round of layoffs — bringing the company's headcount down to 800 people. The firm is the latest adtech to make layoffs due to economic uncertainty. Integral Ad Science plans to lay off 13% of staffers — or 120 people — as the ad industry reacts to an economic downturn. IAS CEO Lisa Utzschneider said that the layoffs bring the company's headcount to 800 people, a similar size to February 2022. Despite the layoffs, IAS slightly increased its expected fourth-quarter revenue from $110 million to $113 million, according to the 8-K form.

☆ 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.

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