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OutBrain acquired Zemanta, a native dsp that buys across most native providers, opening up OutBrains data exposure to right across the industry. Smart.
Gameloft makes some noise about their native offering, as we see TV consumption continue to evolve emerging advertising channels like in-game are going to become more and more compelling.
Notable Stories this Week
- Massive growth at Google. It appears brand safety concerns didn’t hold back growth on their owned platforms, maintaining growth at 21%.
- Massive earnings at Facebook.
- GoPro slowly building out their content business with QuikStories.
- Why sponsored content is a must have for challenger brands like Monster.
- OutBrain acquires Native DSP Zemanta.
- Gameloft bets on native advertising, part of a wider initiative to launch fewer games and develop new monetization techniques.
- How Match is thinking about native.
- Paying to promote news stories is the ad world’s favorite new tactic.
Deals/M&A
Smartest commentary
- “I believe that in a world where millennials are not willing to accept any form of interruption by marketers, the industry will have to shift to pulling audiences by providing real value adding messages and content through native experiences. Native is not just a new type of placement—it’s an opportunity actually engage with consumers” – Gilad de Vries, SVP of Strategy, OutBrain
Datapoints of note
- Gameloft’s game ‘My Favorite Villain’ has 60-70m female users. A compelling reason to explore in-game advertising.
- By 2020, half of the population will be single [on why Tinder native is relevant].
Thanks, we’re also on the hunt for Account Exec roles, if you know anyone please send them our way, and/or any retweets appreciated.
Ta,
Ben
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