Outbrain has finalized its $900 million acquisition of Teads, merging both companies to form a robust omnichannel outcomes platform. This strategic alliance aims to enhance contextual and audience-targeting capabilities, connecting TV experiences to digital environments. In a contrasting development, UK betting firms face scrutiny over marketing practices after a court ruling deemed their targeting of a vulnerable gambler as unlawful. The judgment stresses the necessity for consent and the protection of high-risk individuals, indicating potential repercussions for the broader gambling sector in terms of advertising regulations.
The deal between Outbrain and Teads, valued at approximately $900 million, merges branding and performance offerings to create an omnichannel outcomes platform for the open internet.
The UK's high court ruling highlighted unlawful ad targeting practices of betting companies, emphasizing that targeted marketing without proper consent is legally impermissible, especially for vulnerable customers.
The judge concluded that while the gambler did not opt-out, his understanding of data usage was insufficient given his gambling issues, thereby ruling the ad targeting as unlawful.
This landmark ruling could significantly impact the UK gambling industry's advertising practices and data handling, compelling a reevaluation of marketing strategies that rely on precision targeting.
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