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-- 9.3700 Digital ad tech industry is booming
Digital ad opportunities and capital spur investor interest in ad tech.
The industry, once shunned by investors, has regained its mojo, fueled in part by a rise in digital ad spending.
Recent deals
Content recommendation company $Outbrain (OB.US)$announced its IPO, ad verification company Inc. made its debut on the stock market and $Magnite (MGNI.US)$, a business focused on helping media companies sell ads, closed an acquisition of connected TV ad server SpringServe.
Ad- and marketing-tech companies including $Pubmatic (PUBM.US)$, $Viant Technology (DSP.US)$, $Applovin (APP.US)$and $DoubleVerify (DV.US)$have already completed public offerings in recent months. More recently, ad-tech firm Innovid Inc. announced plans to go public through a merger with a special-purpose acquisition company. And Outbrain competitor $Taboola Com (TBLA.US)$began trading earlier this week following a SPAC deal.
Advertising-technology company AdTheorent Inc. is nearing a combination with a special-purpose acquisition company to go public in a deal that would value the firm at about $1 billion, people familiar with the matter said this week.
Deals in ad tech and martech are growing in number following a lull during the pandemic, meanwhile, and were up 174% in the second quarter from the same period last year, according to a report released by Luma on Thursday.
Company bets
Media companies betting on streaming TV services to connect advertisers with cord-cutters have helped boost deal making. Last year, NBCUniversal parent company $Comcast (CMCSA.US)$ acquired Beeswax and $Roku Inc (ROKU.US)$this March agreed to purchase Nielsen’s advanced video ad unit.
Content recommendation company $Outbrain (OB.US)$announced its IPO, ad verification company Inc. made its debut on the stock market and $Magnite (MGNI.US)$, a business focused on helping media companies sell ads, closed an acquisition of connected TV ad server SpringServe.
Ad- and marketing-tech companies including $Pubmatic (PUBM.US)$, $Viant Technology (DSP.US)$, $Applovin (APP.US)$and $DoubleVerify (DV.US)$have already completed public offerings in recent months. More recently, ad-tech firm Innovid Inc. announced plans to go public through a merger with a special-purpose acquisition company. And Outbrain competitor $Taboola Com (TBLA.US)$began trading earlier this week following a SPAC deal.
Advertising-technology company AdTheorent Inc. is nearing a combination with a special-purpose acquisition company to go public in a deal that would value the firm at about $1 billion, people familiar with the matter said this week.
Deals in ad tech and martech are growing in number following a lull during the pandemic, meanwhile, and were up 174% in the second quarter from the same period last year, according to a report released by Luma on Thursday.
Company bets
Media companies betting on streaming TV services to connect advertisers with cord-cutters have helped boost deal making. Last year, NBCUniversal parent company $Comcast (CMCSA.US)$ acquired Beeswax and $Roku Inc (ROKU.US)$this March agreed to purchase Nielsen’s advanced video ad unit.
Retailers are also entering the fray as they grow their digital commerce operations and compete with $Amazon (AMZN.US)$. $Walmart (WMT.US)$this year agreed from Thunder Industries, for example, while Amazon itself in 2019 bought Sizmek’s ad-targeting and automated ad creation technology.
U.S. digital advertising spending is expected to increase 25% this year to over $191 billion, according to a forecast from research firm eMarketer.
Stock performances
$Snap Inc (SNAP.US)$, $Twitter (Delisted) (TWTR.US)$, with ad business as the core source of their revenues, both posted better-than-expected financial results last week.
Snap reported quarterly earnings of 10 cents per share, which beat the consensus estimate by 11 cents. The company reported quarterly sales of $982.11 million, which beat the analyst consensus estimate of $844.98 million by 16%.
Stock performances
$Snap Inc (SNAP.US)$, $Twitter (Delisted) (TWTR.US)$, with ad business as the core source of their revenues, both posted better-than-expected financial results last week.
Snap reported quarterly earnings of 10 cents per share, which beat the consensus estimate by 11 cents. The company reported quarterly sales of $982.11 million, which beat the analyst consensus estimate of $844.98 million by 16%.
Twitter announced 74% year-over-year revenue growth to $1.19 billion in the second quarter, which beat the analyst consensus estimate of $1.06 billion by 12%. Twitter reported adjusted quarterly earnings of 20 cents per share, which beat the analyst consensus estimate by 13 cents.
After the reports, their share prices surged on earnings beats, with $Meta Platforms (FB.US)$, $Alphabet-C (GOOG.US)$, $Roku Inc (ROKU.US)$shares also trading higher.
After the reports, their share prices surged on earnings beats, with $Meta Platforms (FB.US)$, $Alphabet-C (GOOG.US)$, $Roku Inc (ROKU.US)$shares also trading higher.
Source: WSJ
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