Bits and Bobs from around the industry:
Exclusive: Aditude Acquires Hashtag Labs
Aditude has acquired Hashtag Labs, merging two ad tech firms that support publisher monetization. The deal, which closed on August 16, reflects publishers’ need for efficient revenue solutions amid growing competition. Hashtag Labs, founded in 2014 by John Shankman, will integrate its technology into Aditude’s platform. Shankman will become Aditude’s chief strategy officer. Both companies collectively support over 200 publishers, and all 25 Hashtag Labs employees will join Aditude. Aditude, which raised $15 million last year, plans to expand through more acquisitions while building additional products, including analytics tools for publishers.
Google’s second antitrust trial could help shape the future of online ads
Google is back in court facing a second antitrust trial from the Department of Justice, this time focusing on its advertising business. The DOJ argues that Google’s ad tools monopolize the market, leading to higher ad prices and limiting competition. If the DOJ succeeds, Google could be forced to divest its Google Ad Manager suite. The case follows an August ruling that declared Google a monopolist in internet search. The DOJ claims Google unfairly leveraged acquisitions like DoubleClick, while Google argues its practices promote innovation and competition. The trial could last several weeks.
OpenX CEO John Gentry On Why SSPs Don’t Deserve The Flack They Catch
OpenX CEO John Gentry highlights how SSPs (Supply-Side Platforms) have evolved beyond being “dumb pipes,” investing in data, identity, and sell-side curation. Gentry emphasizes that direct relationships with buyers, clean ad supply, and innovations in CTV (Connected TV) have driven growth. OpenX has differentiated itself by cutting out low-quality CTV inventory and focusing on premium content. Video, including CTV, accounts for 35% of its business, with CTV growing 80% in the first half of the year. While OpenX isn’t currently pursuing acquisitions or an IPO, Gentry remains focused on steady growth.
The Deal With Demand Gen; The Brokerages Might Be Broken
Google’s Demand Gen now attributes all conversions to its campaigns, potentially misrepresenting its performance compared to Meta’s Advantage+ Shopping Campaigns. Consumer data brokers like Acxiom and Experian face criticism for outdated and inaccurate data, unlike more reliable profiles from Amazon and Google. The Trade Desk is developing a new TV OS to compete with Roku and Google TV, aiming to enhance addressable device reach and cross-platform measurement. Additionally, Reddit lacks a formal publisher program but is being tested by publishers, while Twitter investors face losses since Elon Musk’s acquisition. NaNoWriMo’s new AI policy has confused writers, and generative AI is found less effective than humans at summarizing information.
