Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here.
Rubicon Project said it will launch automated private marketplaces to bring more automation and scale to direct buys. “It brings the scale and predictability of guaranteed buying, executed via private marketplaces, over the [open] RTB, Deal ID infrastructure that every major buyer and seller are using today, all within an automated workflow between buyer and seller,” said Josh Turner, VP of project management at Rubicon. More. Rubicon is under some pressure after the company admitted on its second-quarter earnings call that it had been “slow to react” to the header bidding trend [AdExchanger coverage].
"The New York Times tradition is not to fail," says assistant masthead editor Clifford Levy in a Recode podcast. "But I don’t think, in this new era, we can hew to that kind of tradition. We have to be willing to try new things, and if they fail, that’s fine." It’s a lesson Levy learned from tech platforms, where revenue streams are often opened, tested, iterated and then shut down (if they ever leave beta). It may feel awkwardly #trendy for the Gray Lady to mail Google Cardboard VR headsets to subscribers or cyclically produce and shut down apps for devices, platforms and use cases that evaporate, but it’s what staying ahead looks like. More.
Watson’s Right Brain
Maria Winans, CMO and chief of commerce at IBM, has a third title: chief supervisor of storytelling. Huh? As the tech company creeps into agency territory, it’s acquiring rather than outsourcing more of the creative skills it needs to compete. One strategy: poaching Hollywood screenwriters from the lure of the big screen to use their talents for marketing. Of course, data will drive that storytelling – to an extent. "Data informs the story, how we talk to you, what we share and when we share it," Winans said. "Ultimately, our goal is really to make an emotional connection, and we think we can do that better by being personal without, of course, being creepy." We’ll see about that, IBM. More at Ad Age.
Little more than a year after Zeta Interactive notched $125 million in debt and equity funding [AdExchanger coverage], the mar tech company once known as XL Marketing has secured $45 million from FS Investments, GSO Capital Partners (owned by Blackstone) and others. Last year’s round was meant to spur organic growth and strategic investments, like the acquisition of eBay Enterprise’s CRM business and the $50 million purchase of Acxiom’s email services unit, Impact. Its most recent round will fund the integration of Impact and catalyze growth in the US, UK and other international regions. More.
Across The Pond
But Wait, There’s More!
- How Tech Giants Are Self-Regulating AI - NYT
- Ligatus Acquires LiquidM To Expand Programmatic Business - release
- EU Looks To Rein In Alleged Excesses Of US Tech Giants - WSJ
- GoPro Wants To Be A Media Company - Variety
- Smith & Beta Survey Reveals Gap In Agency Readiness - release
- More Marketers Turn To Proximity Tech, Beacons - eMarketer
- Apple Shows Off First Siri-Powered Apps - TechCrunch
- Ve Interactive Acquires Video Ad Specialist Optomaton For €5.13 - release
- Reuters Looks For An Agency To Help It Sell Ad Space - The Drum
- Opera TV Launches Certification Program For OTT Apps And Connected TV Devices - release
- Introducing New Ways To Monetize Live Content On Twitter - blog
- AT&T Lectures Google Fiber About Broadband Investment - Ars Technica