What you need to know in advertising today

Adtech lumascape

It looks like ad tech consolidation is in full swing.

The ad tech company Sizmek said Tuesday it had reached an agreement to acquire rival ad tech firm Rocket Fuel for $US125.5 million.

To read more about the deal, click here.

In other news:

A $US1.3 billion tech upstart struck a deal to ‘leapfrog’ competitors like Adobe and Oracle. The marketing tech company Zeta Global has acquired the artificial intelligence startup
Boomtrain, in a deal that is said to be valued between $US35 and $US40 million, according to people familiar with the matter.

There’s now a ridiculous number of companies competing in the hottest area of ad tech. Header bidding has shaken up online advertising in recent years.

Ad tech can no longer handle all the ads available for sale. There are so many ads for sale on the web that ad tech firms can barely even process all of the volume of inventory.

Delta is winning the social media war against Ann Coulter. According to data crunched by social listening firm Brandwatch, Coulter’s online sentiment is 55.9% negative, whereas Delta’s sentiment is 52.3% positive.

Arby’s CEO explains why having only a fraction of the McDonald’s fortune was key to its hugely successful brand overhaul. The brand relied on insights from Michael Lewis’ “Moneyball” to craft its strategy.

Netflix crushed its growth targets, adding more than 5 million new subscribers for its second quarter. Revenue and earnings per share were in line with analyst guidance, and the results sent the firm’s stock up 8%.

Amazon registered a trademark application for “prepared food kits”, suggesting the firm’s about to take on the likes of Blue Apron in meal kits
. Blue Apron’s stock sank 11% on the news.