AppsFlyer Buys oolo for Live Campaign Optimization

Consolidation does happen.  App analytics vendor AppsFlyer just bought oolo, a user acquisition platform that analyzes live app data to forecast campaign performance and identify opportunities.  The deal comes just one month after AppsFlyer bought app analytics provider devtodev.    Both products will help to populate AppsFlyer’s new Privacy Cloud Marketplace.

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Tech Stacks Continue to Grow: Heap Survey

December 8, 2023

Composability plays a starring role in Scott Brinker and Frans Riemersma’s latest analysis of the martech universe.   While other observers regularly predict a consolidation that still hasn’t come, Brinker and Riemersma remain bullish on industry growth.  This report from digital analytics vendor Heap supports their view: 40% of respondents are using more tools in their tech stack this year while just 22% are using fewer.  Budgets are up at 32% and down at just 16%.

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VideoAmp Offers Commingled Identity Solution for Larger Ad Audiences

December 7, 2023

If you wonder why we write about so many obscure ad audience products, it’s to show how the industry is struggling to solve the loss of data from third party cookies and mobile devices.  Today’s entry comes from adtech firm VideoAmp, which is launching a solution that commingles identity data from multiple suppliers to build larger audiences than any one source can provide.  The mingling happens in VideoAmp’s data clean room, so proprietary information is not exposed.

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Ad Fontes Media Partners with The Trade Desk to Support Brand Safe Advertising

February 23, 2024

Ad Fontes Media, a company that rates news sites for reliability and bias, has announced the integration of its rating data with The Trade Desk’s programmatic advertising platform. This will allow the screening out of highly partisan, AI-generated and clickbait sites, preferentially serving ads to sites containing quality journalism. Directing ad spend to low quality sites not only wastes dollars and threatens brand safety but de-monetizes quality news operations.

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