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Mergers & Acquisitions
Integral Ad Science acquires mobile analytics company Simplytics
Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and
sellers of digital media, announced that it has acquired a UK based mobile ad serving and analytics
company, Simplytics. This strategic acquisition allows Integral to add mobile verification for both inapp and mobile web campaigns to its suite of solutions. For more
Equity
Ad platform PubMatic working on IPO. Offering Will Aim for Price Valuing Firm at More
Than $1B
The company is working with Credit Suisse Group AG and Citigroup Inc. on the offering, which could
come later this year, the people said. It will aim for a price that values the company at more than $1
billion, they added. For more
Online ad company iSocket raises $5M round led by Time Warner
iSocket, which offers tools for selling online ads, is announcing that it has raised $5M in new
funding. The round was led by Time Warner Investments, with participation from Condé Nast, R&R
Venture Partners, and investor Vivi Nevo. For more
Location-focused ad startup PlaceIQ raises $15M more
PlaceIQ, a startup that uses location data for mobile advertising, announced that it has raised $15M
in Series C funding. The company was founded in 2010, back when most of the interest in locationbased ads was focused on geofencing. For more
Technology
Google updates its enterprise search appliance with more flexible search options
The Google Search Appliance (GSA) is a rack-based server for enterprises that allows them to bring
Google's search technology in-house. Google is launching a software update to GSA (version 7.2)
that allows companies to more easily manage how unstructured content is indexed and gives users
access to new search features, including wildcard queries. For more
Did anyone look at that ad?
comScore announced a partnership with Google to help advertisers figure out who is looking at their
ads - in real time, while an ad campaign is going on - so brands can make adjustments on the fly
and perhaps entice more people to click. For more
PubMatic works with Advance Digital on multi-screen solutions, appoints Terri Walter as
CMO
PubMatic announced that Advance Digital is taking a major step forward and leveraging market
efficiencies by expanding its cross-platform programmatic strategy beyond display to include mobile,
tablet and video. Advance Digital engaged with PubMatic to address its need for a unified, crossplatform approach to selling by instituting a proprietary approach. For more
Advertising.Com founder launches new native ad platform, taps ex-AOL/Mail.Com exec as
CEO
Bidtellect, a new game-changing company committed to bringing the next generation of real-time
bidding (RTB) and high-yield technology to Native Advertising, announced that it has appointed
interactive media pioneer Lon Otremba as CEO. For more
InMobi launches interactive video ad platform to help advertisers boost sales on mobile
InMobi is making its biggest push so far in capturing a larger share of the $11.9B mobile advertising
market, as it launches its new video ad platform. The new mobile video platform also underscores
InMobi's growing ambitions beyond being a pure ad network, and seriously challenge Google and
Facebook as a more broad-based rival in the ecosystem. For more
Mozilla will sell ads in Firefox to create a new revenue stream
Open-source browser Firefox announced in a blog post that it is considering selling ads for its new
tab page. Publishers will be able to purchase sponsored tiles that will appear alongside normal tiles,
with a clear "promoted" label. At first, Mozilla just wants to pre-populate the new tab page. For
more
AppScotch exits stealth to make mobile ads playable
Founded 6 months ago but running in stealth mode until now, ad tech startup AppScotch is pulling
back the curtain. The company has developed technology to enable advertisers to offer a new kind of
interactive ad unit that turns the humble banner ad into something that is actually playable. In fact, a
more accurate description might be that AppScotch turns games into ads. For more
Industry News
Facebook's Sandberg and Ebersman say they're not planning to flood the news feed with
ads
Judging from recent earnings reports, Facebook's mobile ad strategy is paying off, but CFO David
Ebersman said that doesn't mean you'll see an ever-increasing number of ads in your News Feed.
For more
Facebook cuts mobile ad ties with HasOffers, Kontagent
Facebook has dropped two of its Mobile Advertising Partners, HasOffers and Kontagent, for allegedly
violating their T&Cs by holding on to customer data too long and failing to notify users of their data
collection through updates to their privacy policies. For more
InMobi reports 759M active mobile users, second only to Facebook
InMobi, the world's largest independent mobile advertising company, announced its network growth
numbers for the period ending December 31, 2013. InMobi now reaches 759M active users per
month through their mobile devices, providing advertisers with the largest global reach, after
Facebook. For more
Research reveals advertisers pay 3X more for cookie-based ads
A new study released on Monday at the IAB Annual Leadership meeting by the Digital Advertising
Alliance is stoking the debate a bit more, revealing that advertisers will pay up to 3 times more for
cookie-based ads. The premium rises to 7X if the cookie is 90 days old. For more
Using big data techniques to explode the keyword targeting myth
Keyword targeting is held up as the gold standard for understanding content. But is it true? This is
also a story about using Big Data techniques and how you can employ them yourself for fun and
profit. For more
How Apple burned the ad industry again
Last week, Apple pulled another wild card, leaving the mobile industry in disbelief. The mobile app
industry is again abuzz with news that apps are being rejected from Apple's app store for accessing
the Identifier For Advertising (IDFA) without serving ads inside their apps. For more
Microsoft: We don't censor search outside China
Bing censors search results in China in accordance with Chinese law. But does it do so in the US
and elsewhere around the world for Chinese users? That disturbing proposition was raised yesterday
in an article appearing in The Guardian. For more
Advertiser claims Facebook benefits from fake likes, but Facebook says, "fake likes don't
help us"
A report in The Washington Post yesterday claims Facebook is benefiting from click farms used to
boost Followers and Likes, even though the social media site penalizes any advertisers they find
using click farm services. For more
IAB Chair: Time to take ad fraud seriously
The digital media industry is gearing up to tackle the advertising fraud problem that's helped fuel
much of its growth in recent years. Speaking at the IAB's Annual Leadership Meeting, Ziff Davis
CEO Vivek Shah, called on the industry to recognize the problem and clean up its act. For more
Marketers begin aligning content with the buyer journey
Recent research has brought to light the importance of customizing content to the buyer's journey
stage, something that few B2B content marketers feel adept at doing. A new study from Oracle
Eloqua and LookBookHQ, conducted among the Oracle Eloqua community, suggests that content
marketers are trying to get better on this front, though. For more
Most requested marketing automation features
B2B marketers using fully integrated marketing automation are more likely than their peers to report
being highly efficient and effective at marketing, per a recent report. The outlook for the marketing
automation industry certainly looks bright; according to a recent forecast from Raab Associates, the
market could grow by 60% this year to reach $1.2B. For more
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