Header Bidding and Adtech Powerhouses
With its new cloud-based header bidding, Amazon is taking another step toward building ‘an adtech powerhouse’
It is no secret that Amazon has been quietly building an adtech powerhouse. Its header bidding services, which sales intelligence firm MediaRadar has estimated, was used by about 100 publishers. Now with launch of cloud-based header bidding through a Transparent Ad Marketplace, and a new Shopping Insights Service which makes its shopper’s data available to website publishers means that the retailing giant is now getting deeper into the business of helping publishers sell ads, as well as helping them buy targeted ad space.
Snap, the parent company that owns Snapchat, has acquired San Francisco based ad tech company Flite. It is unknown how much Snap is paying for Flite, but one source described the deal as an “aqhire,” meaning it was likely more about bringing in ad tech talent than any specific technology itself.
Despite being a trend, Adtech still needs to be pushed and adapted, in order to further improve. And there are some companies leading the way on this, by developing and deploying their products and innovations. So here are the top 5 adtech startups to watch in 2017.
Header bidding has perhaps been one of the buzziest terms of 2016 with players like Amazon, Google and Facebook in the game. Here’s a look at why that buzz is perhaps justified – and why header bidding is more than just an inventory accessibility play.
Neustar, the advertising technology company is being taken private by a consortium headed by Golden Gate Capital, rather than splitting into two companies.
The two New York City-based companies, Bombora and Dstillery, announced a partnership to create B2B ad targeting by employing machine learning to optimize campaigns via layers of intent data. Bombora makes its living by tracking what products B2B users’ research on the web, and Dstillery, on the other hand, offers a targeted B2C ad platform that uses machine learning to optimize its targeting combining a DMP and DSP.