Ah, first-party data. Everybody loves you. That’s why programmatic adtech company TripleLift just spent a reported $150 million to purchase 1plusX, which enriches publisher first-party to create enhanced audience profiles. TripeLift itself was bought one year ago by Vista Equity Partners.
Now, on its 9th installment, the ACM has levied €45 million (of a maximum €50 million) in fines against Apple, payable if its demands are not met.
First-party data is also the punchline of this Advertiser Perceptions study on cross-screen video advertising, for Pubmatic. Most (54%) of the publishers they surveyed said that advertisers care more about targeting audiences across screens than targeting on specific screens. First-party data is what lets that happen. Related: just 28% of programmatic ads are bought on the open market; others go through private marketplaces or negotiated deals, where more data is available.
T-Mobile will allow advertisers to target more than 20,000 screens in 11,000 store locations. That’s a lot of screens, but how much foot traffic does the average T-Mobile store get? It’s also linking up with streaming media company Plex as a CTV partner.