Podcasting powerhouse Audacy (formerly Entercom) is simplifying life for companies that buy audio ads on its programs with a digital audience network that will let them buy audience segments rather than individual programs. The company says the segments will include more than 60 million consumers.
There’s a definite trend towards advertisers buying directly from media companies, but there’s also still a lot of value in being able to buy through a single source. The addressable TV industry is especially fragmented. Invidi Technologies, which provide ad tech to many networks, has launched a unified campaign solution called Conexus to help.
LinkedIn has purchased advertising analytics startup Oribi, which helps companies to measure website conversions. The move will support LinkedIn’s burgeoning “marketing solutions” business, which the company said grew 43% year-on-year. I think “marketing solutions” means advertising.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.