Right here’s in the present day’s AdExchanger.com information round-up… Need it by e mail? Enroll right here.
Lyft Off
The newest non-advertising firm to launch an advert enterprise comes as no shock.
Trip-hailing app Lyft has launched Lyft Media, to be helmed by Kenan Saleh, co-founder and former CEO of Halo Automobiles. Halo, a startup that locations digital billboards on rideshare vehicles, was acquired by Lyft in 2019.
Lyft Media will serve advertisements to screens on prime of vehicles, to tablets inside vehicles, alongside bike-charging stations – Lyft operates the NYC and San Francisco bike-share packages – in addition to inside the primary app, after all, The Wall Road Journal reviews.
Somewhat than being focused to particular people, Lyft Media stock will likely be focused based mostly on time and placement, in accordance with Saleh, and an undisclosed share of advert income will go to drivers.
Lyft has already dabbled in promoting. (It purchased Halo three years in the past, in spite of everything.) However the class has heated up since then.
Final September, Uber employed Mark Grether, former director of Amazon Promoting and former CEO of Sizmek, as GM of its new advert enterprise. In January, T-Cell acquired Octopus Interactive, which locations advertisements on tablets in ride-share autos.
And Volta, an electrical automotive charging station producer, made promoting an vital a part of its worth proposition, together with throughout cellular, out-of-home and retail media. Is sensible, since grocers can arrange Volta charging stations of their parking heaps.
Measure Up
Relating to Nielsen measurement options, the TV advert business has been caught in will-they-won’t-they mode. New rankings gamers have been all the craze in 2021 and into this 12 months, however didn’t handle to tug all that a lot upfront spending away from Nielsen.
Adoption, nevertheless, is beginning to develop, regardless of predictions that alt currencies wouldn’t be viable till subsequent 12 months’s upfronts.
The bulk – 85% – of respondents to a current VAB Measurement Innovation Job Drive survey, say they’ve elevated the variety of measurement suppliers they use. And greater than 1 / 4 of TV networks say that between 25% and 49% of upfront advertisers now use or are testing measurement options.
The VAB’s report claims to cowl programmers that account for 90% of all TV advert spend.
“These outcomes reveal an advert market embracing newer measurement choices with escalating urgency,” VAB CEO Sean Cunningham stated in a launch.
Contemplating that TV publishers have gotten extra reliant on streaming providers and non-linear advert buys, the quickening tempo away from Nielsen is sensible.
Ok Road Over Wall Road
Axios, a 5-year-old Washington, DC-based information startup, was offered to Cox Enterprises for $525 million, The New York Occasions reviews.
Cox was already a minority proprietor, having invested in Axios final 12 months at a $430 million valuation.
The favorable valuation for Axios comes at a time of marked pessimism available in the market.
A portfolio of big-name digital information firms tried to SPAC their means onto the inventory alternate with out nice success. BuzzFeed’s itemizing final December was so painful that it put the kibosh on potential SPAC plans for Vice, Vox and Bustle Digital, which owns Mic, Gawker and Elite Each day, amongst different titles.
Digital publishers will likely be pleased with a brand new benchmark to level to within the type of Axios. BuzzFeed earned $400 million in 2021, and its market cap proper now could be about $265 million. Axios, then again, was offered for 5 instances its $100 million income run fee.
Bustle Digital CEO Bryan Goldberg stated he purchased a “f**k-ton” of BuzzFeed inventory at $6 per share within the hopes that it might attain a 4x income a number of, thus enhancing Bustle’s worth by comparability.
TBD on whether or not that transfer will repay. Proper now, although, BuzzFeed’s a number of is beneath 1x, and shares commerce for about $2.
However Wait, There’s Extra!
Google sues Sonos, as the 2 firms proceed their back-and-forth circumstances over sensible speaker IP. [The Verge]
How Apple’s secretive advert tech technique is shaking up the business. [Ad Age]
Adam Singer shares finest practices that the highest digital advertising and marketing companies use to report on digital advertising and marketing success. [blog]
As soon as recognized for its fast-fashion partnerships, the “Love Island” actuality present is forging forward with eBay as its provider for “pre-loved” clothes. [Marketing Brew]
You’re Employed!
Steve Teixeira leaves Twitter to change into Mozilla’s chief product officer. [tweet]
TripleLift promotes Kama Ostoya to normal counsel, succeeding Julia Shullman, former normal counsel and chief privateness officer. [release]
Jon Werther returns to Simulmedia as EVP of operations and enterprise improvement. [release]
Emodo brings on a brand new CTO and chief buyer officer. [release]
Ben Lewis joins Pontiac Intelligence as VP of gross sales. [LinkedIn]
