Home Marketing automation 2022 Mergers & Acquisitions Remain Crazy; Apple’s App Privacy Report Lifts...

2022 Mergers & Acquisitions Remain Crazy; Apple’s App Privacy Report Lifts the Hood on Trackers – AdExchanger


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The “solid” in consolidation

Are you already tired of hearing about M&A?

SHAME! We still have several offers announced regularly.

On Wednesday, publisher services company OpenWeb — known for exploiting comment sections and targeting ads by user account IDs — lost $60 million to buy Hive Media Group, a data and distribution company. publishers, Initiated reports. OpenWeb had just completed a $150 million fundraising round in November of last year.

Also on Wednesday, Precisely, a data integration and enrichment company, acquired the location data provider PlaceIQ. Terms of the deal were not disclosed by Clearlake Capital and TA Associates, the two private equity firms that bought Precisely last year. But PlaceIQ marks Precisely’s fifth acquisition since then.

A day earlier, a handful of small deals emerged: Kantar took over retail marketing analytics firm MindIT; Salesforce marketing automation specialist Datarati went to OSF Digital; and The Arena Group (formerly Maven Inc.), an ad tech and digital media owner, bought Parade magazine title — not to mention Microsoft’s $70 billion acquisition of Activision Blizzard. It wasn’t that small, but it was a good deal.

Don’t ask and tell

Apple’s privacy march didn’t stop with the IDFA opt-in. With iOS 15.2, released in mid-December, device owners have an App Privacy Report that shows which apps are accessing their data — and which third-party domains those apps are contacting.

In many cases, apps contact potential trackers even when permission is not granted.

According to a study published Thursday by URLGenius deep linking platform, the average app contacts 15 third-party networks, and in many cases information is shared whether or not the app has consent.

This is not beautiful. The question is: are the apps themselves aware of what’s going on? Yes and no, said Brian Klais, CEO and Founder of URLGenius.

“To me, it’s somewhere between blissful ignorance — not wanting to know how the sausage is made — and plausible deniability,” Klais told AdExchanger.

Apps have always been “a bit of a black box,” he says. “The tools just don’t exist to see what kind of third-party network contacts an app is making when opening or using it, [but] now, for the first time, any of us with iOS 15.2 can do the equivalent of right-clicking “view source” and see what’s going on under the hood.

The pitfall of venture capital-backed marketing

Gorillas Technologies, the fast delivery service startup, has appointed Luanne Calvert as CMO, The Wall Street Journal reports.

Gorillas needs to stand out and build brand awareness as it competes in a suddenly crowded category alongside Gopuff, Jokr, Getir, Fridge No More and Buyk.

Rapid delivery finds itself in a classic VC marketing stalemate, in which too many well-backed companies are chasing a market that could support one or two (maybe), but not half a dozen direct competitors who compromise themselves by acquiring new users at unsustainable prices. marketing prices. So what happens next? Well, no profitability. And what happens after that? No doubt they will all launch advertising platforms as soon as they reach a minimum viable threshold of users. Gopuff has already done this.

The same dynamic played out in other categories, such as home meal kit delivery services and ride-sharing apps.

A New York-based fast-delivery startup, Fifteen Twenty Inc., already threw in the towel in December, writes the Journal. Its app now prompts users to “transfer your grocery service” to former rival Getir.

But wait, there’s more!

Media optimization shows diminishing returns, so programmatic companies try to improve creative. [Digiday]

Microsoft’s Activision Blizzard deal is proof of its gaming Netflix ambitions. [WSJ]

A bug causes Safari and iOS browsing activity to be exposed in real time. [Ars Technica]

Three options marketers and managers should consider to deal with potential inflation. [HBR]

Instagram is launching an early test of creator subscriptions in the United States. [TechCrunch]

You are engaged!

Shoppertainment startup Firework appoints four executives to its management team. [release]

Essence Global promotes Tim Irwin to global COO. [MediaPost]

Disney appoints new Hulu leadership as it revamps its streaming and DTC businesses. [Adweek]

Ascential is hiring Sharon Harris and Mark Mannino as SVP and EVP, respectively, for its digital commerce group. [release]