PMG Digital Made for Humans

The Year of…?

2 MINUTE READ | March 6, 2015

The Year of…?

Author's headshot

Maddie Marney

Maddie Marney has written this article. More details coming soon.

Within the digital marketing world, we often hear industry dignitaries provide “year of” predictions – 2015, the year of video? The year of native? Year of cross-device? Or will this finally be the year of mobile? One that could potentially make a run for its money is the year of acquisitions. As company acquisitions are a commonplace among partners we utilize on a daily basis, it is vital to understand how these companies are working together and the impact it might have on our campaigns. With this, I thought I would highlight a few of the company acquisitions that have already been announced so far this year:

Integral Ad Science acquires Veenome: With many tech companies putting more of an emphasis on video inventory and targeting capabilities, we will start to see a shift in the way brands analyze their video campaigns. The acquisition of Veenome is a step for Integral to provide additional analytics into video impressions such as how long or how much each video was in-view on the page, whether sound was turned on, and how a user engaged.

Rubicon Project acquires iSocket and Shiny Ads: In this case, both of these acquisitions were focused on programmatic direct buying, which aligns with Rubicon Project launching its own programmatic direct platform in earlier 2014 and investing more in the automated programmatic space. This will allow Rubicon to offer more automated buyer/seller deals, which continues to be a growing market within the industry.

Nielsen acquires eXelate: With cross-device targeting continuing to dominate conversations with brands, this acquisition aligns with the idea of TV ad sales shifting to a more programmatic market. Having eXelate will give Nielsen access to audience segmentation tools that could be utilized to target users for programmatic TV buys. This comes shortly after comScore has made pushes into cross-device and TV buy platforms.

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

Related Content

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & MediaDigital Marketing

Google Performance Max Campaigns Now Available to All Advertisers

4 MINUTES READ | November 2, 2021

thumbnail image

Consumer TrendsSocial MediaSEO & Paid SearchPlatforms & MediaDigital Marketing

Third Quarter Big Tech Earnings Shed Light on Privacy Impact

5 MINUTES READ | October 28, 2021

thumbnail image

Campaigns & Client WorkSocial MediaProgrammatic AdvertisingCreative DesignStreaming & VideoStrategyDigital MarketingCompany News

PMG Partners with Old Navy to Create a Fully Inclusive Shopping Experience with BODEQUALITY

4 MINUTES READ | August 20, 2021

thumbnail image

Consumer TrendsSEO & Paid SearchAI & MarketingData & TechnologyPlatforms & MediaDigital Marketing

Google Doubles Down on Automation, Consumer Privacy at Google Marketing Live

5 MINUTES READ | June 4, 2021

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & Media

Google Simplifies Smart Bid Strategies

2 MINUTES READ | April 23, 2021

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & MediaDigital Marketing

Google Paves the Road Ahead for Responsive Search Ads

3 MINUTES READ | February 18, 2021

thumbnail image

SEO & Paid SearchAI & MarketingB2B MarketingPlatforms & Media

Google Phases Out Broad Match Modifiers

4 MINUTES READ | February 4, 2021

thumbnail image

Consumer Trends

The Road to Recovery for the Travel Industry

5 MINUTES READ | November 19, 2020

thumbnail image

Company NewsDigital Marketing

Price Glomski Talks to Hospitality Technology

1 MINUTE READ | October 28, 2020

thumbnail image

SEO & Paid SearchPlatforms & MediaDigital Marketing

The United States of America v. Google & What Comes Next

5 MINUTES READ | October 22, 2020

thumbnail image

Social MediaSEO & Paid SearchStreaming & VideoData & TechnologyPlatforms & Media

A Closer Look at the Congressional Big Tech Market Power Report

6 MINUTES READ | October 19, 2020

thumbnail image

SEO & Paid SearchData & TechnologyPlatforms & Media

Auction Time versus Intraday tROAS Bidding Strategies

4 MINUTES READ | October 5, 2020