Taboola and Outbrain are banding together to take on the tech giants.
The future of big data, what a first-party ad economy will look like, Twitter admits to misusing personal data (again), and how brands can keep up with changing ad fraud tactics.
Big data is advancing at a rapid rate and is expected to reach 163 trillion gigabytes by 2025. Seven tech experts weigh in on where big data technologies will be in 2021. Some predictions include an increased demand for data scientists, easier access, and automated data cleansing.
According to Taboola Founder, Adam Singolda, the merger will help them reach more marketers, provide advertising efficacy, and give advertisers a choice beyond Facebook and Google. If approved, Taboola will acquire Outbrain for $250 million in addition to 30% stake in the new company.
What does this merger mean for publishers? One publishing executive stated the risk for them is seeing a downward price pressure while another executive is more concerned about quality control. Taboola and Outbrain stated that the combination of their technology will increase revenue for publishers.
Third-party ad structures are becoming a thing of the past as the industry moves towards a first-party ad economy. ExchangeWire shares their predicted outcomes of this shift including the importance of single sign-on, the rise of vertical ad nets, and brands buying data-rich publishers.
Twitter continues to struggle with properly handling consumer data as they admitted to matching user email addresses and phone numbers against marketing lists uploaded by advertisers. The tech company made a similar mistake in August when they shared more personal data with advertisers.
As new technologies in the fight against ad fraud emerge, fraudsters are always finding new loopholes around them. Here is what brands can do to keep up with changing fraud tools and stay ahead of fraud altogether.
Consumers, law makers, and industry professionals have had enough of the unfair advantages big tech has. Chief Marketing Officer of Verve, Julie Bernard, shares her views on the big tech problem and how it can be solved.