Ad Tech News

The Trade Desk (TTD) has announced plans to acquire Sincera, a startup specializing in aggregating and supplying advertising metadata and media telemetry data to ad tech companies. This marks TTD’s second public acquisition, following its purchase of Adbrain in 2017. Sincera, co-founded in 2022 by Mike O’Sullivan and Ian Meyers, has established itself as an independent source of ad tech metadata, providing insights into website code, identifiers in bid requests, ad refresh rates, inventory quality, and consent collection. Post-acquisition, Sincera aims to maintain its objectivity, with O’Sullivan reporting directly to TTD CEO Jeff Green. The acquisition is expected to close later this quarter, enabling Sincera to access additional valuable signals, including transaction data on bids, to enhance its insights into the ad tech supply chain.

Amazon is launching the “Amazon Retail Ad Service,” offering its powerful advertising technology to other retailers—a move that raises concerns about data privacy and competitive risks. While Amazon controls nearly 75% of retail media spend, its advanced ad tools and access to a vast advertiser network could appeal to small and mid-sized retailers aiming to grow their retail media presence. However, larger retailers like Walmart and Target may avoid partnering due to fears of Amazon leveraging data for competitive advantage. This strategy could disrupt retail media tech providers and reshape the market, depending on Amazon’s ability to balance value with retailer independence.

Chinese officials are reportedly exploring the possibility of selling TikTok’s U.S. operations to Elon Musk, according to Bloomberg. This comes as TikTok faces a likely unfavorable ruling from the U.S. Supreme Court regarding a potential nationwide ban. One scenario involves Musk’s platform X acquiring TikTok’s U.S. business, though TikTok has dismissed these reports as “pure fiction.” No decision has been made, but pressure is mounting. Meanwhile, TikTok users are flocking to the Chinese app RedNote, which became the most downloaded app on Apple’s U.S. App Store on Monday.

The UK’s Competition and Markets Authority (CMA) has launched an investigation into Google’s search and search advertising services to assess whether the company holds strategic market status (SMS) and if its practices harm consumers and businesses in the UK. The probe will evaluate Google’s market power and its impact on advertisers, news publishers, and rival search engines. Under the digital markets competition regime, firms designated with SMS could face conduct requirements or pro-competition measures aimed at improving market outcomes for UK consumers and businesses.

T-Mobile plans to acquire Vistar Media, a digital out-of-home (DOOH) ad platform, for $600 million in cash, with the deal expected to close in the coming months pending regulatory approval. This move allows T-Mobile to leverage its first-party data with Vistar’s OOH technology to deliver more targeted and personalized ads. DOOH advertising is rapidly growing, projected to account for over one-third of the $10 billion OOH media spend by 2027. While other telecoms have exited ad tech, T-Mobile continues to invest, following its acquisitions of Octopus (2022) and PushSpring (2019). Whether T-Mobile will keep Vistar long-term remains uncertain, but this marks 2025’s first major ad tech acquisition.

Experian has introduced its first-ever third-party data marketplace at CES 2025, aiming to address gaps in the data ecosystem despite skepticism around third-party data. The platform builds on Experian’s Third-Party Onboarding service launched in 2024, integrating data from partners like Attain, Circana, and Dun & Bradstreet.

Primarily targeting TV advertising, the marketplace enables precise audience forecasting by combining advertiser, broadcaster, and third-party data. While third-party data has faced criticism for low quality, Experian emphasizes its importance for campaign reach and lookalike audience creation.

The marketplace could expand to other sectors, including retail media and B2B marketing. However, incorporating first-party data sellers remains unlikely due to concerns about associating with aggregated data platforms. The launch highlights the ongoing need for reliable data solutions in a fragmented ad ecosystem.

Google is updating its platform policies to address two key advertising trends: advancements in privacy-enhancing technologies (PETs) and the rapid growth of ad-supported platforms like Connected TV (CTV). PETs, such as on-device processing and secure multi-party computation, enable businesses to securely use first-party data while safeguarding user privacy. Meanwhile, the rise of CTV highlights the need for innovative solutions to measure and target audiences across fragmented platforms.

The new policies prohibit deceptive practices like simulated system warnings and refine data usage requirements, emphasizing responsible handling of IP addresses. By integrating PETs and fostering transparency, Google aims to support businesses in adapting to technological changes while maintaining high privacy standards and user trust.

Meta will end its fact-checking program, replacing it with a community-driven moderation system inspired by Elon Musk’s X. The change impacts Facebook, Instagram, and Threads, focusing on free speech and less intrusive content labeling. Meta aims to rebuild relations with President-elect Donald Trump, adding his ally Dana White to its board and aligning policies to appease conservatives, raising concerns among liberals and advertisers.

POLITICO has teamed up with GeoEdge to elevate the quality and efficiency of its advertising operations, emphasizing its commitment to reader-first experiences. Using GeoEdge’s SpecHub QA platform, POLITICO has automated ad compliance, ensuring all ads align with strict creative standards. This partnership has improved trafficking accuracy to 99.6% and eliminated external trafficking errors over six months, enabling faster campaign launches while maintaining high ad integrity. By leveraging GeoEdge’s scalable quality control solutions, POLITICO continues to deliver trusted, reader-focused advertising that aligns with its journalistic values.

EX.CO has expanded its video ad server capabilities to support Connected TV (CTV) and Digital Out-of-Home (DOOH) channels, leveraging advanced machine learning for smarter, automated programmatic auctions. This solution addresses inefficiencies in these environments caused by fragmented technologies and outdated auction dynamics. By dynamically optimizing ad placements and CPMs in real-time, EX.CO’s Ad Server increases fill rates and revenue for media owners. Originally designed for online video, the server now empowers CTV and DOOH operators to maximize results through intelligent, unified auction technology, promising a transformative impact on the industry.

Innovid and IRIS.TV have partnered to enhance contextual targeting in connected TV (CTV) advertising. By integrating IRIS.TV’s content identification technology into Innovid’s platform, advertisers gain actionable insights to optimize campaigns based on content relevance. This privacy-focused approach enables efficient ad placement, reduces waste, and aligns with evolving regulations, redefining video advertising standards in the streaming era.

A U.S. federal court has approved a law requiring ByteDance, TikTok’s Chinese owner, to sell the app by January 19 or face a ban, sparking debates about free speech and national security. With 170 million American users, TikTok’s potential exit has influencers and advertisers on edge. ByteDance opposes the law, citing unfair targeting and resistance from China. While TikTok may appeal to the Supreme Court, the outcome is uncertain. The ban could reshape digital habits and disrupt TikTok’s role as a key advertising platform, especially among younger audiences. For now, it’s a tense waiting game.

OpenAI has launched Sora, its AI-driven text-to-video generator, now accessible to ChatGPT Pro subscribers at $200 per month. Sora enables users to create 1080p videos up to 20 seconds long from text prompts. The release is part of OpenAI’s “12 days of shipmas” event, which began on December 5th. Sora’s development has faced challenges, including a recent protest by artists who leaked the model in opposition to its use for unpaid research. Despite these issues, OpenAI has proceeded with the public release, aiming to democratize video content creation through AI technology.

As 2025 approaches, contextual advertising is set to dominate digital marketing, driven by privacy concerns and regulatory changes. Advertisers are shifting from cookie-based strategies to context-focused approaches that prioritize relevance and user privacy. Advances in contextual technologies will allow advertisers to better interpret content and improve targeting precision.

The article from Digiday explores the implications of Omnicom’s acquisition of IPG, suggesting it could trigger a new wave of mergers and acquisitions in the advertising industry. As advertisers face increasing pressure to adapt to market changes, this consolidation may lead agencies to enhance their capabilities and offerings. The piece highlights the cautious approach brands are taking, weighing the potential benefits of such mergers against the risks of becoming less competitive in a rapidly evolving landscape. Ultimately, this acquisition could reshape the competitive environment, prompting other agencies to consider similar strategic partnerships to remain relevant.

The IAB Tech Lab is redefining seller-defined audiences (SDA) to enhance programmatic advertising effectiveness. This initiative aims to create a standardized framework that allows publishers to define their audiences based on first-party data, improving targeting and measurement capabilities. By establishing clear guidelines and a common language for audience definitions, the IAB Tech Lab seeks to facilitate better collaboration between publishers and advertisers, ultimately driving more efficient ad campaigns. The article highlights the importance of transparency and trust in the digital advertising ecosystem, as well as the need for innovative solutions to address challenges posed by increasing privacy regulations. As the landscape evolves, the success of this initiative could significantly impact how audiences are defined and targeted in programmatic advertising.

Mirakl has acquired the adtech company Adspert to strengthen its position in the retail media market. This acquisition aims to enhance Mirakl’s capabilities in providing retailers with advanced advertising solutions, allowing them to better monetize their marketplaces. Adspert’s technology will enable retailers to optimize their ad spend and improve campaign performance through data-driven insights. 

Nielsen and TikTok have launched a new cross-media measurement solution aimed at providing advertisers with a comprehensive view of ad performance across different platforms. This collaboration seeks to address the challenges of measuring the effectiveness of advertising campaigns that span multiple media channels, including digital and traditional formats. By integrating Nielsen’s measurement capabilities with TikTok’s unique engagement data, the initiative aims to deliver insights that help brands optimize their marketing strategies and allocate budgets more effectively. This move reflects the growing demand for accurate measurement tools in an increasingly fragmented media landscape, allowing advertisers to better understand audience behavior and campaign impact.

Skyscanner has introduced its own advertising platform, aiming to support travel partners in connecting with new audiences while prioritizing privacy. The Skyscanner Ads Platform utilizes first-party data from its extensive audience of over 110 million global monthly users. Advertisers can take advantage of the Skyscanner Ads Manager, which offers tools for campaign planning and management, performance tracking, and access to valuable market insights, among other features.

Global ad spend is forecasted to rise by 6.8% in 2024, reaching $772.4 billion (£610 billion), according to Dentsu. The UK is expected to see even higher growth at 7.5%, driven by digital media. In contrast, the EMEA region is projected to grow at 5%, with APAC seeing a similar 5.8% increase. Digital remains the fastest-growing channel worldwide, with a 9.2% rise anticipated in 2025. Retail media is predicted to be the key driver of new advertising investments next year.

Walmart has finalized its $2.3 billion (£1.8 billion) acquisition of VIZIO and its SmartCast Operating System. This move aims to improve the shopping experience for Walmart customers while providing advertisers with expanded opportunities to reach audiences and enhance product discovery. Walmart initially announced the deal to acquire VIZIO, founded in 2002, in February. VIZIO has experienced substantial growth in recent years, with its smart TV ecosystem and operating system now boasting over 19 million active accounts.

The advertising landscape is evolving, particularly for emerging platforms like Bluesky. Despite having only 24 million users—significantly less than competitors like Threads and X—Bluesky’s traffic is outperforming referral numbers from X, with The Guardian noting increased conversions to paid subscribers. This shift reflects publishers’ frustrations with algorithmic suppression on traditional social media, making Bluesky’s decentralized, ad-free model appealing. However, concerns about its longevity persist, as advertisers remain cautious, fearing it may follow the fates of past platforms like BeReal and Clubhouse. While some marketers hesitate, publishers see Bluesky as a chance to reclaim audience relationships without toxic environments. As Bluesky positions itself as an alternative to X for media, the critical question remains: can it sustain growth without the ad revenue that typically supports scaling?

OpenAI is exploring an ad-based model to address its massive cash burn of $5 billion, despite CFO Sarah Friar’s claims of no “active plans” for advertising. The company is learning from Perplexity’s approach, which prioritizes transparent sponsored content. As OpenAI enters the search space and hires ad industry veterans, CEO Sam Altman remains cautious about “enshittifying” the platform.

The potential ad strategy could help support journalism through revenue sharing, addressing challenges posed by zero-click searches and AI-driven tools. The key challenge is maintaining ChatGPT’s clean interface while generating revenue, without compromising user trust or platform quality.

The broader question remains: How will ads reshape AI-powered ecosystems and their relationship with publishers and users?

Experian has acquired Audigent, a DMP and curation vendor, as part of the ongoing ad tech consolidation trend, following recent acquisitions by Zeta Global, Mediaocean, and Viant. Experian’s move aligns with its strategy to streamline the supply chain, leveraging its Tapad identity graph to reduce reliance on third-party vendors like LiveRamp. Audigent brings expertise in managing identity data without extensive third-party tracking, complementing Experian’s offline and online data integration. This acquisition reflects the shift away from traditional deterministic ID matching towards more sustainable identity solutions.