Google Ad Manager will serve programmatic and reserved ads as part of email newsletter inventory (it’s in beta). This will be an additional revenue source for newsletters that had previously only sold direct buy ad placements. Also, of course, it doesn’t rely on cookies.
Instacart will extend its first-party retail media data to YouTube powering instant shoppable experiences for its advertisers. Shoppable video campaigns from partners like Clorox and Publicis will leverage Instacart data to target high intent consumers. Viewers will be able to click directly from the videos to an Instacart product page.
Advertising on websites known for misinformation is pervasive across companies in a range of industries, a new study by Nature finds. Taking a sample of around 5,500 such websites, the study found over 40,000 companies engaged in advertising on them with well over nine million instances of ads. A survey of decision-makers showed them largely unaware of their brands advertising on such websites, with 62% saying they were “surprised.”
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)