Outside Interactive plans to create a new social network based on the 80 million plus users of its just-acquired MapMyFitness app. Total reach will exceed 100 million including Outside’s own audience. The data will also make Outside Interactive the largest advertising network in the outdoor and active experience space.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.
Ad agency network Dentsu and The 614 Group are working to establish a new (as yet unnamed) coalition to encourage advertisers to spend with credible news outlets. This would fill the gap created when the Global Alliance for Responsible Media was shuttered in the face of an Elon Musk antitrust lawsuit. Dentsu has not said which brands have joined to date.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.