Speaking at the Internet Advertising Bureau's (IAB) video conference Holmen said people can easily recognise the "standard TV ad recipe", with the result that they suffer from the same fate as online ads and "banner blindness". "Brands need to hear that. It's about authenticity and playing to the tune of the platform rather than against it, and being native so being and living within the environment," he said.
Despite industry discussions around channel convergence, "most marketers' playbooks are actually not that diversified," said Albert Thompson, director of digital innovation at Walton Isaacson. "They have the appearance that they're diversified," Thompson said, "but, in reality, there's no intersection between their heads of investment." Instead, they deal discretely with agency teams that handle broadcast TV, streaming, social video, etc. Many marketers buy what's familiar or "what they think makes sense," Thompson said, partly because they're beholden to traditional agency holding company structures.
Let's make a deal The news marks Cadent's third acquisition and fourth M&A deal in as many as three years. In 2023, the company bought EMX's SSP technology in a bankruptcy auction, just a few months before getting itself acquired by private equity firm Novacap for $600 million. Last year, Cadent also spent $324 million acquiring AdTheorent, a performance-based DSP that represented a further push on Cadent's part to become a more omnichannel marketing company.
AdPlayer.Pro, a global provider of digital video advertising technologies, has enriched its video ad format suite with the performance-driven Interstitial Video Ads 2.0. According to the company's announcement, the full-screen, fully closable upon viewer action, Interstitial video format can deliver maximum ad viewability for advertisers, while maintaining a non-intrusive user experience with the ad. The newly introduced Interstitial Video Ads 2.0 are also completely customisable and fully configurable on a publisher's end, in line with their specific monetisation tactics and technical setups,
The way we see it, the real race for AI video hasn't begun. Our new identity, Mirage, reflects our expanded vision and commitment to redefining the video category, starting with short-form video, through frontier AI research and models, CEO Gaurav Misra told TechCrunch.
Roku's video advertising business has been booming, with video advertising growth surpassing overall platform revenue during the second quarter, reflecting a robust demand diversification strategy.
