CELUM manages content creation, management, distribution, and monetization. Its core business is digital asset management but it has just added project management and a content marketplace that lets creators and marketers buy, sell, and share content. They call the extended offering a Content Productivity Platform, which would be CPP if they used the abbreviation. Which they don’t.
Let’s talk local marketing. eRelevance is a “marketing automation service” whose staff uses proprietary technology to run retention and upsell programs for small business clients. The company just took $5.1 million more funding, bringing its total to $13.7 million since 2013. With nearly 800 customers and $4 million annual run rate, it costs about $5,000 per year: reasonable but still more than many small businesses will spend.
Advertisers might be dragging their feet on privacy, but fraud has their full attention. Here we have programmatic platform AcuityAds announcing a partnership with Fraudlogix to expand protection. AcuityAds says they currently block 27% of all digital inventory due to fraud and quality issues. Yikes.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.