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Prebid Pulse – Week of 8/5/24

August 6, 2024 by The Prebid Marketing Team

Outbrain confirms Teads purchase in a $1 billion deal

Outbrain has confirmed its acquisition of Teads for just over $1 billion, marking a significant merger in ad tech. The deal involves a $725 million upfront payment and a $25 million deferred payment, financed by Outbrain’s cash and $750 million in debt from Goldman Sachs, Jefferies Finance, and Mizuho Bank. Outbrain will issue 35 million shares to Altice, which acquired Teads in 2017. The transaction, approved by both companies’ boards, is expected to close in early 2025. Outbrain’s CEO David Kostman will lead the combined entity, aiming to merge performance and brand-focused advertising strengths.

Video ad tech firms Connatix and JW Player are holding merger talks

Connatix and JW Player are reportedly merging, supported by Connatix’s majority stakeholder, Court Square Capital Partners. While JW Player’s valuation remains undisclosed, the merger announcement is expected soon. Both companies, specializing in video monetization, have grown through private equity interest during the COVID-19 pandemic. Court Square’s significant 2021 investment in Connatix and JW Player’s $100 million Series E funding from LLR Partners fueled their expansion. This merger aims to combine their strengths and revive growth, reflecting a broader trend of mergers and acquisitions in the ad tech sector amid potential interest rate decreases and political developments.

How Bid Shading and the $12 Billion Political Ad Boom Could Impact Publishers

Bid shading in political advertising, a technique where algorithms suggest lower bids based on historical data to optimize spending, significantly impacts publishers during high-budget election cycles. While the 2024 election cycle’s $12 billion spend boosts demand and potential revenue for publishers, bid shading introduces challenges like revenue volatility and inventory devaluation. Publishers can mitigate these risks by implementing dynamic price floors, enhancing auction strategies, leveraging advanced analytics, and fostering strong relationships with advertisers to maintain stable and beneficial outcomes. By adapting to bid shading, publishers can thrive in the competitive political advertising landscape.

 Even If Third-Party Cookies Had Vanished, We Would Have Been OK

The digital advertising industry has often overreacted to changes like the delayed deprecation of third-party cookies in Chrome. Historically, regulations and technological shifts, such as the CAN-SPAM Act, ad blockers, FTC Endorsement Guides, GDPR, CCPA, and Apple’s App Tracking Transparency, have refined rather than destroyed the industry. These changes have led to more ethical, transparent, and privacy-focused practices. Marketers should prioritize first-party data strategies and reassess data partnerships to thrive in an increasingly privacy-focused landscape, ensuring their strategies are sustainable and adaptable to future disruptions.

Category: Blog, Prebid Pulse

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