Behind Headlines: 180 Seconds in Ad Tech — Dismiss, Amend, Repeat!

3
at
3
minutes
Technical Level
August 27, 2021
Lauralyn Lamarche
Director of Brand & Communications
Vanessa Purchio
Marketing Communications Specialist

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Liftoff & Vungle’s merger announcement, Vizio Ads Upfront $100 million deal for 2022, a class-action lawsuit to LinkedIn, dismissed GDPR case against PubMatic, and the FTC’s revised suit against Facebook. 


Hey there! This is Vanessa & Lauralyn at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 23rd in ad tech, in 180 seconds. Let’s go! 

This week, mobile app platforms Liftoff and Vungle announced their intention to merge. Together, the two companies will form the largest independent mobile growth platform on a global scale. The combined company will reduce their marginal cost of production and boost efficiency on both the buy and sell side of their in-app ad spending. With this change in place, they will also be better equipped to handle the problem of tracking, specifically given the obstacles faced for apps on Apple devices. The deal is expected to close by the end of September.
(Source: Business Wire, Digiday)


Tech company TopDevs & recruiting company Noirefy have filed an amended complaint in their class action lawsuit to LinkedIn; originally filed last year. The two companies are calling foul over inflated metrics that are causing advertisers to pay for fake clicks, stating LinkedIn is violating the California consumer protection laws in the process. After dismissing their claims - with the judge citing a lack of “specific facts” - the new complaint gives examples on specific ad campaigns Noirefy ran where the “misrepresented ad metrics” provided by Linkedin affected the former’s ability to make “informed business decisions” on its digital strategy. (Source: MediaPost)


Vizio ads made headlines this week after it closed its upfront deal for 2022, securing $100 million with brands and agencies. The company’s success is due to its growing direct advertising business, increased by the rise in CTV advertising and Smart TVs. Vizio also benefits from Inscape’s audience content recognition technology; this offering alone puts them in demand with many agencies and brands. (Source: AdExchanger)


A GDPR suit from UK citizen Hugo Elliott against ad tech company PubMatic was dismissed earlier this week by a US judge in court. The claim alleged that PubMatic violated GDPR by tracking Elliott over the web - as well as others across England & Wales. Despite the outcome, the case remains “the first time that a British or EU citizen brought a suit against an American company in a US court based on GDPR.” (Source: AdExchanger)


After the federal court dismissed its original suit back in June, the FTC has since re-filed its antitrust case against Facebook this week. The FTC maintains that the social giant’s acquisitions of Instagram & WhatsApp further its claims that Facebook is currently operating as a monopoly in social networking, and have since bolstered their revised suit with “new facts and analysis” to support said claim. Facebook countered by mentioning the existence of other competitors in the space, such as TikTok, Twitter & Youtube. However, the FTC claims they stand apart, insisting that content on such platforms aren’t directed at specific individuals but the broader public - whereas Facebook’s content is aimed amongst families and friends. (Source: AdExchanger, The New York Times)


Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Vanessa & Lauralyn at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week! 

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Liftoff & Vungle’s merger announcement, Vizio Ads Upfront $100 million deal for 2022, a class-action lawsuit to LinkedIn, dismissed GDPR case against PubMatic, and the FTC’s revised suit against Facebook. 


Hey there! This is Vanessa & Lauralyn at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of August 23rd in ad tech, in 180 seconds. Let’s go! 

This week, mobile app platforms Liftoff and Vungle announced their intention to merge. Together, the two companies will form the largest independent mobile growth platform on a global scale. The combined company will reduce their marginal cost of production and boost efficiency on both the buy and sell side of their in-app ad spending. With this change in place, they will also be better equipped to handle the problem of tracking, specifically given the obstacles faced for apps on Apple devices. The deal is expected to close by the end of September.
(Source: Business Wire, Digiday)


Tech company TopDevs & recruiting company Noirefy have filed an amended complaint in their class action lawsuit to LinkedIn; originally filed last year. The two companies are calling foul over inflated metrics that are causing advertisers to pay for fake clicks, stating LinkedIn is violating the California consumer protection laws in the process. After dismissing their claims - with the judge citing a lack of “specific facts” - the new complaint gives examples on specific ad campaigns Noirefy ran where the “misrepresented ad metrics” provided by Linkedin affected the former’s ability to make “informed business decisions” on its digital strategy. (Source: MediaPost)


Vizio ads made headlines this week after it closed its upfront deal for 2022, securing $100 million with brands and agencies. The company’s success is due to its growing direct advertising business, increased by the rise in CTV advertising and Smart TVs. Vizio also benefits from Inscape’s audience content recognition technology; this offering alone puts them in demand with many agencies and brands. (Source: AdExchanger)


A GDPR suit from UK citizen Hugo Elliott against ad tech company PubMatic was dismissed earlier this week by a US judge in court. The claim alleged that PubMatic violated GDPR by tracking Elliott over the web - as well as others across England & Wales. Despite the outcome, the case remains “the first time that a British or EU citizen brought a suit against an American company in a US court based on GDPR.” (Source: AdExchanger)


After the federal court dismissed its original suit back in June, the FTC has since re-filed its antitrust case against Facebook this week. The FTC maintains that the social giant’s acquisitions of Instagram & WhatsApp further its claims that Facebook is currently operating as a monopoly in social networking, and have since bolstered their revised suit with “new facts and analysis” to support said claim. Facebook countered by mentioning the existence of other competitors in the space, such as TikTok, Twitter & Youtube. However, the FTC claims they stand apart, insisting that content on such platforms aren’t directed at specific individuals but the broader public - whereas Facebook’s content is aimed amongst families and friends. (Source: AdExchanger, The New York Times)


Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Vanessa & Lauralyn at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week! 

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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