LinkedIn snaps up Oribi to accelerate attribution technology capabilities

LinkedIn on a smartphone.

LinkedIn has entered into an agreement to acquire Oribi, an Israel based marketing analytics company, to further help customers gain actionable insights, make smarter decisions and drive business results.

Through the integration of Oribi’s technology into our marketing solutions platform, LinkedIn said its customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.

As part of the agreement, LinkedIn will also open a...

1 March 2022 | Advertising

Quartile creates ‘largest cross-channel e-commerce advertising platform’ with Sidecar takeover

Quartile, an ad optimisation platform for top e-commerce marketplace sellers, has acquired Sidecar, a performance marketing technology provider for e-commerce retailers and brands.

The two companies will combine under the Quartile name, growing the brand into the world’s largest cross-channel e-commerce advertising platform. Both platforms apply machine-learning and natural-language processing to provide data-driven strategies and best practices to brand marketers while also...

15 December 2021 | Advertising

TVSquared launches cross-platform analytics solution in UK and Germany

TV Streaming

TV analytics firm TVSquared has launched its cross-platform measurement and attribution platform for all forms of TV, ADvantage XP, in the UK and Germany.

The scalable solution brings continuous and impression-based measurement of ad exposure and outcomes to TV campaigns across linear, streaming, and addressable TV.

By using smart TV viewership data and direct publisher integrations, TVSquared has a vast coverage of global converged TV, now including millions of British...

2 November 2021 | Advertising Technology

Cavai raises more than £6.5m for international expansion

A pound coin.

Cavai, a conversational ad tech provider, has raised £6.5m from a range of prominent investors including Norway’s two largest venture players, Investinor and Idekapital, and ad tech industry specialist FirstPartyCapital. 

The company plans to use the funds to bolster its offering in existing markets, develop its product portfolio, and expand in the US as it gets IPO-ready.

Alex Rahaman, a London based partner at Idekapital, who will join the board, said:...

19 August 2021 | Advertising Technology

Alfi research shows promising growth for programmatic advertising

Half of senior advertising executives expect spending on programmatic advertising to increase dramatically over the next three years.

This is according to a survey by the Florida-based artifical intelligence (AI) advertising SaaS platform, Alfi. The research also found that, when asked to pick the three most important benefits of programmatic advertising, 94% of those asked cited automation.

Programmatic advertising involves the automated purchasing and management of...

9 August 2021 | Advertising Technology

HubSpot: Chatbot usage more than doubled during the pandemic

Hello Sign

Chatbot usage in the UK has more than doubled since 2020, with a third of all marketers now using them to engage with customers.

The findings come from marketing software provider HubSpot’s 2021 Not Another State of Marketing Report, which surveyed 1,500 marketers globally, and found that marketing and social media priorities are shifting to match developing technologies.

Part of a wider trend in the use of automation, the report reveals the acceleratory effect of the...

23 July 2021 | Advertising Technology

Vimeo becomes first video software company to partner with TikTok

TikTok Logo

Video SaaS company Vimeo has joined TikTok Marketing Partners, a group of specialist companies that create, implement and measure ad campaigns on TikTok’s video-based social media app.

The partnership gives small and medium businesses (SMBs) access to Vimeo’s suite of video creation tools whilst simultaneously enabling them to take advantage of TikTok’s broad userbase.

Pre-release tests of both company’s capabilities saw participants able to double the number of...

20 July 2021 | Advertising

Omnichannel ad platform Mediaocean takes over Flashtalking

People shaking hands.

Omnichannel advertising specialist Mediaocean has confirmed it has acquired ad management platform Flashtalking.

The combined entity will infuse Flashtalking’s best-in-class solutions for primary ad serving, creative personalisation, identity management, and verification with Mediaocean’s modern system of record used by the world’s leading brands and agencies.

The announcement comes at a critical inflection point for the advertising industry as marketers seek...

15 July 2021 | Advertising

Google delays Chrome tracking cookies ban until 2023

Google Chrome

Google has pushed back its planned blocking of third-party cookies on its Chrome internet browser from 2022 until 2023.

Cookies are used by websites to track users' browsing activity to enable digital publishers to better target their adverts.

Many of Google’s competitors, including Apple, Microsoft and Mozilla, have already blocked them. 

Vinay Goel, privacy engineering director for Google's Chrome browser, said: "While there’s considerable progress...

29 June 2021 | Advertising

Most consumers are happy for advertisers to use personal data to personalise adverts

A happy toy with a smiley face.

As many as 61% of UK consumers are happy for companies to use their personal data to personalise ads and offers for them.

Personalisation specialist A Million Ads, in collaboration with research company, Attest, recently conducted global consumer and marketer research identifying perceptions and preferences around personalised advertising.

The results revealed that 77% are very or somewhat annoyed when seeing or hearing exactly the same ad many times over. Moreover, 61%...

18 June 2021 | Advertising