Salesforce recently announced its acquisition of Datorama, an Isreali global marketing intelligence platform, for an estimated $800 million. This news comes after a summer stream of ad tech acquisitions, from agency group IPG acquiring the biggest division of Acxiom for $2.3 billion, to Vista Equity taking a majority stake in a digital ad measurement firm, Integral Ad Science for $850 million. Forecasted as a top trend for Adtech in 2018 by ADTEKR, this consolidation seems likely to continue throughout the second half of 2018, in particular as those holding data look to vertically integrate with those monetising it.
Adtech has always been a dynamic, evolving industry that is constantly changing. As we move into 2018, here are 5 top trends that we think will be seen in the adtech market this year.
The consolidation wave in adtech continues with the announcement that Oracle is to buy ad measurement specialist Moat for an undisclosed fee.
We are fast moving into a brave new world where artificial intelligence is becoming omnipresent, whirring in the background and making vital decisions affecting our everyday lives. These algorithms have been in control for some time, although hidden behind the scenes. As we become increasingly reliant upon machines to run our lives, the question becomes: “How do we make sure that we remain in control?”
Designed to be a bite-sized insight into the advertising industry, ADTALKR, the new podcast from ADTEKR, will feature interviews of thought leaders across many different sectors, speaking on advertising within their sector, the developments and changes they have seen and their predictions for the future. In this episode, we pick the brains of John Enser, a commercial partner in Olswang’s leading media law practice with over 30 years’ experience in the TV sector to see how TV advertising has changed over the past 30 years and what his visions are for the future.
CAP has published new guidance on affiliate marketing for “social influencers” and brands. The new guidance is largely in response to the bloggers, vloggers, instagrammers and other so-called “social influencers” who use social media, Youtube and blogs to generate income through affiliate links. CAP is clear that this is advertising and so must subscribe to its rules.
With the GDPR on the horizon, the EU is now overhauling the more specific privacy rules which relate to direct marketing and cookies within the European Commission’s newly proposed ePrivacy Regulation. This article sets out some key impacts of the draft Regulation and includes a recording of Olswang and ADTEKR’s webinar on this topic from 19 January 2017.