tvScientific also measures and optimizes ad results, specializing in Connected TV performance marketing. Their tech automatically optimizes CTV campaigns by matching ad exposure to website visits. They just raised a $20 million Series A.
Marketing measurement is the topic du jour, Cher Lecteur. We’ll start with marketing analytics giant Kantar, which just bought Copenhagen-based Blackwood Seven. Blackwood provides technology for cookieless ROI measurement and media plan optimization. It’s Kantar’s sixth acquisition since Bain Capital took control in December 2019.
Readers who are deeply engaged with TV measurement may be excited that Xandr used multiple TV currencies in its upfront ad sales. The rest of us will be more interested in this eMarketer study, which offers a good overview of ad measurement in general. It turns out that just 50% of marketers are satisfied with measurement in the best of channels, and video is the least measurable of all.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.