CEO of Bidease, an AdTech startup whose project is to bring fully transparent and value-based advertising to the cellular world.
AdTech startups have stood out from the crowd. As soon as you become a pioneer and not only exceed your customers’ expectations, but also put into effect various cutting-edge functions in your daily life, your merit over other players in the market will begin to grow exponentially.
In these endless attempts to locate the most effective and ordinary tactics to achieve the company’s goals, it is very vital not to lose your business acumen and to be the first to recognize and download a masterpiece of development. As the leader of an ambitious company, you will try to develop your functions and seize the opportunities.
Until now, 2020 had been filled with all sorts of surprises: the Covid-19 pandemic came out of nowhere, the OPEC agreement needed to help ease tensions, and the inventory market collapsed, to name a few. Overall, they have wraged the world economy, so many investors are expected to have followed a wait-and-see attitude and not be in a hurry to take decisive action or take more risks.
According to Luma’s first quarter market report for 2020, AdTech recorded a low in transactions in all areas, with approximately 50% fewer transactions compared to the first quarter of 2019. However, despite the major global reorganization, there were notable AdTech agreements, which participated in the first part of 2020.
Here they are:
Twitter has won CrossInstall, a cellular-only DSP and one of the leading creators of interactive programmatic cell ads. The value of the transaction is not revealed. CrossInstall uses its own internal bidder to win users and is well known for its varied artistic opportunities.
SiriusXM has announced the acquisition of Simplecast, a fashionable podcast and distribution platform that also provides the ability to measure content. With SiriusXM’s AdTech subsidiary, a monetization platform called AdsWizz, Simplecast becomes an all-in-one solution that remains the easiest way for podcasters to create, publish, analyze content, and generate revenue.
Tremor International, a leader in video advertising technologies, has acquired Unruly, a programmatic video advertising network, from News Corp.
Media and Games Invest (MGI) has acquired the assets of Verve, a location-based cellular marketing platform that combines high-end location and stock intelligence with video advertising experiences.
And here are some AdTech offers from 2019:
Blackstone, one of the world’s leading investment firms, has acquired Vungle. This agreement is a perfect synergy between the world-renowned investment company and the specialized functionality marketing platform for embedded application advertising.
IronSource raised between $400 million and $450 million in funds. IronSource is one of the leading video advertising networks and a well-known UA source for mobile app publishers. The cash invested through CVC, which secured a minority stake in the company as a component of the transaction, valued the company at more than $1 billion.
Two new AdTech companies, Taboola and Outbrain, which run on publisher advertising content advisory engines, merged into an $850 million deal. The combined audience scale and the highest success will give them the opportunity to continue generating advertising gains on their own sites and outside the networks of corporations such as Google, Facebook and Amazon.
Nike has acquired celect’s expected artificial intelligence platform for its direct-to-customer strategy. The integration of this generation into Nike’s cellular programs and online page will help the world-class shoemaker who most expect customer preferences. Like what exactly, when and where (through the store, app or site) an express visitor can buy.
Previous agreements once they verify the main trends in the AdTech industry. So here they are:
As everything in advertising is strictly similar to consumers and a larger target audience, brands recognize certain expansion issues and draw their attention to them.
The use of third party knowledge may have unpleasant consequences, since the obtaining of this data is not done with the consent of the consumer. In this sense, the collection, systematization and garage of user knowledge are taking it to a new level, and first-person knowledge is even more vital due to existing and long-term privacy regulations.
ML and AI technologies are gaining even more popularity to make the most of visitor data. These technologies not only offer programmatic advertising and optimize offers, but also automate customer behavior tracking. And knowing that your audience shows them the highest ranked ads applicable to the applicable maximum fonts.
Creating unique, high-quality creations is already as vital as getting users. Consumers are exposed to advertising 24 hours a day, 7 days a week. While brands improved their AU sources, the artistic component forgot and became monotonous, leading to banner blindness. Many advertisers are aware of this challenge and seek to give new life to creativity.
The merging of CDP and unnamed DMP is a priority and will hopefully give brands and marketers a greater share of the visitor journey.
The AdTech marketplace will have anything to offer brands and advertisers. And there is no doubt that it will continue to grow exponentially. One of the main reasons is that Facebook and Google have been monopolies for too long and that corporations are now looking to diversify their advertising spending and are open to new (i.e. programmatic) expansion opportunities.
In the United States, programmatic advertising spending in the United States is expected to reach $78.943 billion by 2020, or 85% of all spending on virtual advertising.
Compared to 2019, 2020 faces some kind of impediment in the AdTech area in terms of transactions. However, wherever there is uncertainty, there is an opportunity. In the coming months, I think we can expect to see a series of mergers and acquisitions. As the market becomes more complex and sophisticated, it turns out that more and more corporations are looking to join forces and become more powerful and larger together. I think that will be the main trend by 2020: more consolidation and mergers and acquisitions rather than large investments.
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CEO of Bidease, an AdTech startup whose project is to bring fully transparent and value-based advertising to the cellular world. Read Boris Abaev’s full control profile here.
CEO of Bidease, an AdTech startup whose project is to bring fully transparent and value-based advertising to the cellular world. Read Boris Abaev’s full control profile here.