The advertising industry is going through seismic changes – and we may just be at the beginning.
From budgets being crunched and brands takingadfunctions in-house, to consulting firms swooping in on agencies’ turf, the marketer-agency relationship is being transformed at an unprecedented scale.
These changes mean that ad holding companies need to adapt. But it also means that new stakeholders, suppliers and economics are entering and shaping the industry – with potentially plenty of deals to follow.
AT&T’s acquisition of AppNexus may be the most prominent recent example of new players jumping into the fray, but it surely won’t be the last, according to a new report by market research company Forrester.
To read more about the potential deals that will shake up the advertising industry, click here.
In other news:
‘It is critically important for Facebook to get this right’: Publishers say Facebook’s rollout of Watch ads is methodical but picking up speed. Publishers say that they’re beginning to see revenue potential from Facebook’s ad breaks within Watch but stress that it’s been an intentionally slow process.
‘That model is behind the times’: Activist investor Elliott thinks Nielsen dropped the ball on data and tech – and needs to sell fast. Elliot Management Corp., has taken an 8.5% stake in Nielsen, and is urging the company to sell to private equity.
Facebook vehemently denies report that its head of news told publishers that without its help, ‘I’ll be holding your hands with your dying business like in a hospice.’A report from The Australian alleged that Campbell Brown made the remarks in a recent off-the-record meeting with media executives.
Supreme fans are paying more than 10 times the cost of The New York Post for copies of the paper with a front-page ad for the brand. The New York Post featured an ad for the streetwear brand on its front page on Monday and fans are paying $US20 or more for a copy.
Amazon is testing video ads in mobile search results, reports Digiday. The ads are in a limited beta test right now and have come up in discussions between the online behemoth and ad industry, according to two separate sources who have had those meetings.
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