Cadreon CEO Moorcroft On Google's Acquisition Of Invite Media

Mediabrands’ Cadreon CEO Brendan Moorcroft offered his reaction to the recent acquisition of Invite Media by Google which was announced last week:

“Google’s purchase of Invite Media marks an exciting time for the digital technology and media marketplace. One of the leading technology powerhouses in the industry has now solidified their commitment to an open and dynamic ecosystem, completing their trifecta by adding a DSP in Invite Media to their existing ad server (Doubleclick) and Exchange (AdX) businesses. Both Google and Invite Media have been important partners to Cadreon and Mediabrands, and we look forward to continuing and furthering that partnership as a result of this acquisition. As we work to deepen our relationships with strategic partners across our ecosystem, we find it crucial to engage with companies that have a shared vision of the future, and are willing to invest substantial resources to achieve its goals. Google continues to show its commitment to that shared vision, which is something the whole industry should be excited about and equally prepared to support.”

By John Ebbert

Tagged in:

cadreon

display advertising

google

invite media

media buying

Must Read

CTV

Why Media Mergers And Spin-Offs Don’t Always Keep Their Promises

With media megamergers, acquisitions and spin-offs left and right, the media landscape is changing at a pace that is difficult to keep up with. Behind all this change is a unanimous desire to capitalize on the rapid rise of on-demand streaming, according to Scott Schiller, adjunct professor of the entertainment, media and technology program at the NYU Stern School of Business.

Publishers

Why Major UK Publishers Are Finally Joining Forces To Curate Ad Inventory

Atria’s collective approach is a response to growing monetization challenges and the need to protect the value of human journalism in the AI era.

Toronto Canada pride parade includes a crowd waving pride flags

Marketers

Ad Performance And Politics Steered Brand Dollars Away From LGBTQ+ Communities – But The Pendulum Will Swing Back

The current administration has discouraged many marketers and organizations from showing support for the LGBTQ+ community, including during Pride month.

CTV roundup

How AI Can Enhance Content Without Generating It

As much as consumers complain about AI-generated content, advertising experts say AI still has an important place in video creation and production, including for ads. But using AI in content without turning off consumers is a tricky dance.

Marketers

How Tovala Banks On Subscriptions And Incrementality – But Not Ads – To Profit From Its Oven

Smart TVs, refrigerators and other home appliances may pester you with marketing, but at least the hardware is cheap. Another startup taking a different approach to the same theory is Tovala, which was founded in 2015 and combines a standalone countertop oven with a weekly meal kit subscription.