Outbrain Buys Contextual Video Startup For $55M; Retailers Want To Be Amazon – AdExchanger

Outbrain Buys Contextual Video Startup For $55M; Retailers Want To Be Amazon – AdExchanger
Written by publishing team

street call

Outbrain will acquire Video Intelligence, a content targeting startup focused on video and CTV, for $55 million. It’s Outbrain’s first big move since the content recommendation company’s IPO in July.

The deal makes sense. Web advertising doesn’t die, despite reports you’ve probably heard. Then again, it’s also not in an impressive growth phase. Many of the publishers Outbrain works with are indexing more videos and platforms, such as Rakuten TV, Pluto TV, and Samsung TV Plus. Free ad-supported video services contain software inventory that can be associated with advertising identifiers or contextual targeting data, Digiday reports.

Digital advertising and marketing technology IPOs have fared well this year, despite the ridiculous number of new bells ringing. But Wall Street is a fickle lover, and the tide can Will be back again. This is partly why mid-sized companies like LiveRamp, DoubleVerify, Magnite, IAS, Tremor, Zeta Global, and Criteo (to name a few) are such a passion. Mergers and acquisitions is a way to take advantage of your available money while at the same time getting more credit with investors.

Speaking of, CTV and e-commerce are two of the most important categories that investors want ad technology companies to move into. Shortly after Taboola went public this year, for example, it acquired its e-commerce and marketing affiliate. bonding for $800 million.

Take it as flattery

Retailers such as Walmart, Target, and Instacart are almost copying Amazon’s playbook of ads. They mimic practically every feature of the Amazon platform, from second-price auction dynamics and pay-per-click ad units (when commission per sale is intuitive) to focusing primarily on third-party sellers rather than demand-side consumer brands.

Sponsored product ads and search e-commerce are dominated by Amazon, so these small online players (to be fair, huge retailers in their own right) emulate Amazon’s rules because it’s the easiest and perhaps the only way to win advertisers’ favor. But there are opportunities to stand out from the Amazon advertising platform.

For example, the self-attribute of online platforms depends on e-commerce sales so that, in the case of Instacart, their ads are attributed to Instacart sales. But brands want to know, for example, whether a person who saw an in-store display of Harry’s machines at Target was likely to get the product from Instacart.

It boils down to the question: Do people who are behind on a particular product to sell groceries online try a different brand while shopping at the store? If retailers can “crack that nut and be able to demonstrate in-store exposure and its impact online and online exposure and its in-store impact, that would be a very powerful proposition to engage with Amazon,” Travis Johnson, CEO of e-commerce agency Bowden, said. from the inside.


Companies with dial-up customer service numbers should realize how chatbots, now ubiquitous on service calls, end up irritating part of their customer base. Overall, the evidence is clear that chatbots outperform human reps in customer service and even sales calls, The Wall Street Journal reports.

But one instance where chatbots tend to fail is when companies try to overly humanize technology, yet the bot representative still reads as not human. (Unfamiliar valley, anyone?) Research shows that angry clients balance the relatively benign benefits of chatbots by getting off the handle when they have to deal with an AI rather than a human. An angry or angry caller who was given a chatbot to talk to is more likely to leave a low rating or decide to stop sponsoring the company.

It doesn’t take all that many highly vetted reviewers to crowd the online seller or company ratings and prospecting path, fill it with people who visit the product listing or the app download page… and then bounce back immediately after reading the negative reviews.

But wait there is more!

Amazon lobbyist who handles state and federal privacy regulations. [Reuters]

Zenith expects travel ad spend to grow 36% in 2022. [The Drum]

Nielsen rolls out individual commercial metrics, calling it a big upgrade to the widely used C3 ratings. [Deadline]

Toolkits: Cryptocurrency coverage is a great opportunity for brand publishers. [blog]

Authentic Brands Group, whose portfolio includes Forever 21, Aeropostale, Brooks Brothers and Sports Illustrated, is suspending its initial public offering with plans to sell a large stake to private equity firms at a valuation of $12.7 billion. [CNBC]

Facebook: Three insights into business opportunities in the metaverse. [blog]

By the end of 2021, spending on CTV advertising will increase by 59.9% to $14.44 billion, along with other fun facts about connected TV advertising. [eMarketer]

TuneIn is now partnering with C-SPAN so that users can stream and listen to live radio coverage. [MarTech Series]

You are Tenant!

Scott Mills from BET has been promoted to CEO. [Variety]

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