News and Analysis
Mediaocean Acquires 4C Insights. What’s Next for Ad Tech?
The coronavirus pandemic and ensuing recession have forced tech vendors to step up their games and make a stronger case to advertisers as to why their products and services are essential amid tightening budgets. The year of Covid-19 is also fostering a favorable environment for mergers and acquisitions, as solo players team up to emerge stronger on the other side of a stormy season.
Last week, ad tech got a fresh acquisition, as Mediaocean acquired 4C Insights. I checked in with Aaron Goldman, CMO of 4C Insights, to find out what the acquisition portends for the two companies and how it matches up with broader trends in ad tech.
Retail Prepares for a Covid-Inflected Holiday Season
The coronavirus pandemic has accelerated the shift from brick-and-mortar commerce to digital transactions. It has also forced brick-and-mortars resisting the hybridization of their own businesses to adopt digital methods, turning restaurants and apparel stores alike into both brick-and-mortar establishments and online sellers.
Against that backdrop, retail’s biggest quarter will present novel challenges this year. Retailers will need to optimize for online transactions and contend with fragmented national and global landscapes where it may be safe to go to stores in New York but not in Los Angeles.
Coronavirus Boosts OTT Viewership and Opens New TV Ad Opportunities
To be sure, kids are not the only ones spending more time staring at the TV screen. The coronavirus has catalyzed a golden age for TV viewership and non-traditional formats such as over-the-top viewing in particular, said Sean Buckley, COO of global video advertising platform SpotX.
SpotX announced a strategic investment in CTV and OTT-focused ad serving platform SpringServe Monday. I checked in with Buckley to find out how the partnership will benefit both companies and how the coronavirus year has affected TV viewership as well as video advertising.
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