Data Will Empower AdTech To Turn the Tide
More venture-backed adtech firms than ever before are feeling the pressure to sell and are bearing the pressure which will push many of these adtech firms into play. Companies like AdRoll, RadiumOne, PlaceIQ, Factual, Localytics, NinthDecimal etc., that offer data analytics, location-based marketing, data management platform and that operate in a differentiated niche will find it easier to get bought.
Ve Interactive, the adtech startup which had 500 individual investors many of them high-net worth individuals and which had attracted £50M prior to last cash injection and claimed a valuation of £1bn has gone into administration. It has managed to secure fresh cash to keep going from a consortium led by Aston Ventures, early investor Mark Pearson and a group on significant shareholders.
AppNexus, MediaMath and LiveRamp, these three tech companies are working to essentially pool their data together to create a common cookie, pieces of code that track users across websites to help brands to targets ads using more information gleamed from multiple publishers. Index Echange, RocketFuel, LiveIntent and OpenX are also participating in the consortium.
Yieldify, a London-based company announced a new round of $6 million with its new chairman, John Giuliani backing the funding, along with a new VC called Binomial Ventures. New Look founder Tom Singh was also part of this round and previous investors Hoxton Ventures and Data Point Capital also participated. With the new round of funding the company is looking to focus on leveraging live data to create better insights.
Tom Gatten, CEO of GrowthIntel, the Adtech/Martech startup-of-the-year talks about how one day when IBM came to them and said, can you find us 25 companies that are like these ones, our best prospects,” did they come with the idea of GrowthIntel. They knew that IBM couldn’t find those companies using traditional data sources (Experian, Dun & Bradstreet, credit reference agencies_ because they were too small and were doing something that didn’t fit into a standard industry classification code. And that’s when they had the idea that may be they could use some sort of technology to identify which companies were the best prospects for IBM and built it from there and turned it into a software company.
PubGuard, a mobile-first digital ad verification and malware detection tool for publishers, is set for growth following investment from Mercia Fund Management. Founded in 2015, PubGuard has quickly established itself as a leading solution for the largest global digital publishers, helping them to improve ad quality and user experience. With Mercia’s investment, PubGuard aims to continue growing its client base while expanding into the US to provide greater support for its clients across the Atlantic.