Advertising
3 mins read

What’s new in adtech this October

pumpkins and candles

October jumped to a start, with what Digiday dubbed as “the Ross and Rachel online advertising story of our times”. That’s right, native advertising company Taboola acquired its biggest competitor Outbrain in a bid to fight the triopoly by attracting more advertisers to the open web.

The “Taboolabrain” has an opportunity to create a scaled first-party data business for its publishers. However, as concerns over brand safety and fake news remain rife, and as Taboola and Outbrain weren’t particularly known for their premium content, the new Taboola has a lot of work to do.

This drive for premium media was once again brought to the spotlight as global media platform Teads, unveiled its Campaign for Real Media. The campaign is backed by a study that found 54% of Chief Marketing Officers (CMOs) believe premium digital media delivers the best ROI in the digital advertising space. The number increases to 63% with CMOs at larger brands, believing premium media environments are more effective. Once again it reinforces the notion that real media provides real results.

Also trying to fix the industry this month, adtech company MediaMath pledged to clean up the digital supply chain by the end of 2020 with the launch of SOURCE. With SOURCE, MediaMath claims to be righting the wrongs of the industry’s rapid growth with a new supply chain which is pure, transparent and efficient for all. Companies from across the ecosystem have signed up to the initiative including publishers Business Insider and News Corp, and SSPs Rubicon Project and Telaria to name a few.

The launch of SOURCE – or at least any initiative which aims to clean up the supply chain – has arrived just in time. The latest IPA Bellwether report revealed a rather bleak picture, as for the first time in seven years marketing budgets have had the chop. Click here to read more about the latest findings as we covered the news and reported on how the industry reacted.

The month continued with more acquisitions, as supply-side platform Xandr announced it will be acquiring adtech company Clypd – a TV-focused start-up. The move comes as parent company AT&T has signaled it’s laying the groundwork for its TV offering. With Clypd, programmers will be able to serve targeted ads which will bolster Xandr’s assets to accelerate its cross-screen TV buying offering, The Drum reports.   

This month also saw publisher News UK turn Westminster station into a jungle as part of their “Politics. Tamed” campaign as Brexit uncertainty continued. As part of the campaign to promote titles The Times and The Sunday Times, the underground station was renamed ‘Westminster Jungle’ with vines surrounding the outside of the station.

Photo courtesy of News UK

Lynne Fraser, Head of Brand and Campaigns at The Times and The Sunday Times said: “This activity has taken our political animals out of the zoo and into the jungle: something that we feel represents the shift in the political landscape since we launched the campaign six months ago. Reflecting the mood of the nation in a refreshing way we want to reach out to audiences and reassure them that The Times and The Sunday Times are here to guide them through.”

And finally, bringing this month to a close as British Summer Time officially ends, new research unveiled how the digital world and emerging technology is changing the consumer journey in the beauty and skincare sector. The study by Teads and Global Web Index found sustainability, suitability, and inclusion were the three top drivers of the purchase path, and a further 64% of beauty consumers said they would take action after seeing a beauty or skincare video ad by either searching for more or by visiting the brand’s website. Time to launch those winter skincare campaigns!  

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