Video and connected TV adtech vendor Tremor International has purchased Amobee, which offers its own cross-channel ad platform.  The seller was Singtel and the price was $239 million, considerably less than the $321 million that Singtel paid for Tremor in 2012.  But that was long ago and far away.

Industry-specific CDP packages are one of the industry’s major trends.  Tealium advanced in that direction today with release of Tealium for Pharma, which includes tight integrations with widely-used pharma tech vendors Veeva, Doceree, and DMD.  The package also includes pharma-specific data models, segmentations, and use cases.

In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.