Bits and Bobs from around the industry:
Advertising automation platform Simpli.fi has acquired contextual and native demand-side platform Bidtellect to enhance its product offerings and roadmap. Simpli.fi’s platform executes over 140,000 campaigns for over 30,000 advertisers each month, and with the acquisition of Bidtellect, the integration of their solutions will increase scalability, efficiency, and profitability for clients. The acquisition accelerates Simpli.fi’s ability to execute and scale performance for contextual and native campaigns, leveraging Bidtellect’s proprietary suite of contextual capabilities including targeting, optimization, and addressability. Existing Bidtellect customers will also gain access to Simpli.fi’s programmatic solutions, including CTV, mobile, and display, as well as omnichannel managed services and workflow software.
The article discusses how the rise of header bidding has impacted supply-side platforms (SSPs) in the programmatic advertising industry. While some SSPs have struggled to adapt to the changes brought about by header bidding and have experienced declining revenues, others have found success by offering differentiated services that cater to specific needs of publishers and buyers. The article also notes that the shift toward a more transparent and efficient programmatic marketplace has led to increased consolidation within the industry.
Automattic, the parent company of WordPress, has announced the launch of Blaze, a new ad network that will allow advertisers to reach millions of sites on WordPress.com and Tumblr. The ad network will be powered by Jetpack Ads, which uses data to target relevant ads to users. Automattic expects the Blaze network to be the largest in the world, with the potential to reach 1 billion monthly users across the two platforms. Advertisers will be able to run display and native ads, and will have access to advanced targeting and reporting tools. The network is set to launch in late 2022.
Blockthrough and AAX, both subsidiaries of eyeo, have merged to become a single business unit under the eyeo group. AAX will be renamed Blockthrough, and the companies will combine their offerings to help restore a fair value exchange between ad-filtering users, publishers, and advertisers. Together, Blockthrough and AAX manage monetization for more than 15 billion available ad impressions per month for their partners, serving the majority of the Top 100 Comscore publishers and thousands of independent websites. The merger will allow both companies to share proprietary knowledge and best practices to continue building the most advanced programmatic solution for Acceptable Ads monetization.
Japanese marketing tech firm Geniee, part of SoftBank Group, has acquired revenue optimization platform Zelto (formerly known as AdPushup) for about $70 million in cash. Zelto faced near-death experiences twice in its journey but has been profitable for several years and raised less than $2.5 million in external funding during its startup journey. The acquisition will not significantly change how Zelto operates, but the company plans to invest more in its growth and expand to Southeast Asian markets. Geniee’s CEO said he invested in Zelto seven years ago and looks forward to promoting the globalization of Geniee.