Only two years after embarking on an initiative to enable advertisers to manage and measure ads across online and offline channels, the ANA has declared the system independent. The new company, Aquila, will continue to help marketers manage reach and frequency across all media platforms. It is already working with Accenture on technical requirements and Kantar Media on developing a new cross-media consumer panel for calibration.
Following a dramatic decline in revenues from its advertising business, Oracle announced it was exiting the space during its fiscal Q4 2024 earnings call. The decline was precipitous, from $2 billion in 2022 to $300 million in fiscal year 2024. The decision comes despite a history of costly adtech acquisitions.
Nielsen is partnering with data collaboration platform LiveRamp to power audience planning and measurement in Nielsen ONE. The partnership will connect first- and third-party data sources via LiveRamp to Nielsen’s advertising suite. The deal includes LiveRamp’s RampID identity graph, enabling advertisers to build and evaluate audiences at scale for cross-platform campaign planning and measurement.
CDP and marketing automation platform Bloomreach announced the availability of a next generation version of Bloomreach Engagement. Deploying Bloomreach’s Loomi AI capabilities, campaign creation within Bloomreach Engagement will become something “one marketer can complete in minutes.” Campaigns can be scaled across fifteen-plus channels.