High profile adtech DSP MedaMath, which filed for bankruptcy in 2023 and was acquired by Infillion, has been relaunched within Infillion’s global media buying platform. Infillion will deploy MediaMath’s AI performance model, omnichannel inventory segments according to advertiser verticals and KPIs, and the MediaMath Academy for adtech certification. Infillion will provide performance measurement and attribution.
It’s deal-making time for generative AI model builders and publishers who can provide them with quality data. Germany publishing giant Axel Springer is trading access to its data for Microsoft adtech, AI, and Azure hosting solutions. Meanwhile, The Financial Times has struck a deal with OpenAI to license its content with attribution of summaries and quotes.
Advertisers are understandably reluctant to accept performance measurements from ad platforms like Meta. Marketing analytics agency Kantar is providing more credible reporting through a “direct integration” with Meta. The integration retrieves ad exposure information and measures lift for a sample of opted-in panelists from Kantar’s 100 million-strong Profiles Network.
The second half of 2024 saw the CDP industry continue its shift towards embedding CDPs in customer-facing systems, according to the CDP Institute’s latest Industry Update report. Nearly all firms new to the report had added a CDP to an existing product, and major acquisitions including ActionIQ, Lytics, and mParticle were all made by customer management vendors. The new report adds coverage of composable CDP vendors, which is still a much smaller sector than conventional CDP systems.