Welcome to the Advertising and Media Insider newsletter. I’m Lauren Johnson, a senior advertising reporter filling in for Lucia this week. If you got this email forwarded, sign up for your own here. Send tips or feedback to me at [email protected]
After a year of nearly constant rumours about digital media mergers, the past few weeks have proved that the consolidation trend is real.
Lucia dug into the story behind Refinery29 and how it raised $US133 million after starting in 2005 as a site to highlight up-and-coming designers and creative types. Lucia’s reporting is packed with juicy details, including a meeting where a spaceship was used to symbolise the company’s growth, its move into hard news and a distribution strategy heavily reliant on social platforms.
Lucia also looked into eBay’s ambitions to grow advertising to a $US1 billion business by pitching it as an alternative to Amazon. The company has reworked its teams and hired Scott Kelliher, a veteran of publishers like Time and Yahoo, as its first head of brand advertising and partnerships.
My colleague Tanya Dua reported on content-recommendation company Taboola’s merger with longtime rival Outbrain. The companies have paid publishers for years in exchange for sending traffic to sites through sponsored posts that appear at the bottom of article pages. Taboola founder and CEO Adam Singolda said Outbrain shareholders would receive shares representing 30% of the combined company and $US250 million in cash under the combined company.
Tanya also spoke with Dell CMO Allison Dew about the computer giant’s focus on first-party data amid upcoming privacy laws like the California Consumer Privacy Act and its experimentation with an in-house agency.
I covered ad-tech company Samba TV’s newest acquisition: A first-party data firm called Wove. As more ad-tech companies prepare for privacy laws in the US, Samba TV CEO and co-founder, Ashwin Navin, said that the acquisition will let advertisers use first-party data like web visits to target TV ads.
Meanwhile, agency correspondent Patrick Coffee reported that ad agency FCB ended its partnership with the London International Awards after ousted Droga5 exec Ted Royer gave a surprise talk at a Las Vegas event this week. Attendees at the event said that they felt like they would be penalised and not reimbursed if they chose to not attend Royer’s talk.
Patrick also got his hands on holding company IPG’s internal memo announcing a new mar-tech group called Kinesso. IPG chairman and CEO Michael Roth said it would build on the holding company’s $US2.3 billion acquisition of Acxiom last year.
Here are other great stories from media, marketing, and advertising. (You can read most of the articles here by subscribing to BI Prime; use promo code AD2PRIME2018 for a free month.)
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