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Ad Tech Stories You Don't Want to Miss This Week

1. Gravity4 Attempts to Acquire Rocket Fuel…Again

Following its first failed attempt to acquire its rival Rocket Fuel, Gravity4 made a second offer. Interestingly, this bid is almost $100m less than the previous offer, sitting at an estimated $260m.

Apparently, Gravity4 is extremely interested in Rocket Fuel’s marketing cloud and “integrated stack.”

There is speculation that Rocket Fuel will reject this bid as well, seeing as the company’s current market cap is roughly the same amount. However, considering recently reported losses of $23.7m and stock hitting a 52-week low, this acquisition may not be completely out of the question. (The Drum)

2. AOL Acquires Millennial Media

AOL continues to beef up ad tech — most recently, acquiring mobile tech firm, Millennial Media, for $238 million. The most recent acquisition solidifies AOL’s growing stake as a leading provider in cross-platform programmatic technology for marketers and publishers. This deal also gives the tech giant better footing against competitors like Facebook and Google.

After being acquired by Verizon and striking a deal to handle Microsoft’s global ad sales, it appears that AOL is now looking to better position itself in the mobile marketplace as well… (Campaign Live)

3. Announces Launch of StickyDirect, the leading provider of private exchange software for programmatic video, plans to reinvent the landscape with StickyDirect, its new promotional tool for publishers.

According to Ad Tech Daily:

“StickyDirect utilises programmatic direct to enable publishers to promote their offerings and media packages to buyers. It provides buying intelligence and an engaging interface on which media buyers can easily find product offerings, without the need to scrutinise lists of unappealing URLs.” (Ad Tech Daily)

4. The Changing Role of CMO

Traditional silos just don’t work for modern marketers these days. CMO’s are now playing a larger role as tech buyers, and to a certain extent, acting as consumer advocates.

“CMOs have to help break down silos and integrate their teams so they can better leverage and manage the technologies that exist to provide value and connective tissue across an organization,” Matt Goddard, CEO of digital marketing agency R2integrated, told Marketing Dive.

Goddard went on to say that “CMOs are faced with a need to transform and mature their organization while not losing current execution momentum. They have to be implementing and integrating new technologies so they can deliver personalized and measurable campaigns and typically do not have a background in technology. They also have to be able to track and show the ROI of that investment.” (MarketingDive)

5. 15 Things You Didn’t Know about the Internet of Things (

1. In 2008, there were already more “things” connected to the Internet than people. By 2020, the amount of Internet-connected things will reach 50 billion, with $19 trillion in profits and cost savings coming from IoT over the next decade.

2. Connected homes will be a huge part of the Internet of Things. By 2019, companies will ship 1.9 billion connected home devices, bringing in about $490 billion in revenue. Google and Samsung are already ahead of the pack. Google bought smart thermostat maker Nest Labs last year for $3.2 billion, and Samsung purchased connected home company SmartThings for $200 million.

3. Right now, most IoT smart devices aren’t in your home or phone; they are in factories, businesses and health care. By 2025, the total global worth of IoT technology could be as much as $6.2 trillion–most of that value coming from devices in health care ($2.5 trillion) and manufacturing ($2.3 trillion). (

6. The Potential Downside to Google & Apple Banning Flash Ads

For most of us, Flash Ads are nothing more than an irritating disruption, making the ban on these irritations a welcomed change. However, for digital publishers, “the death of Flash” could represent significant inventory loss, decreased sales revenue and more.

If Flash ads are no longer reaching target audiences then advertisers will likely shift that ad spend to Google Adwords or one of the other growing programmatic options. As Flash options become increasingly limited, publishers — especially smaller digital publishers — will be forced to pivot their sales strategy if they want to attract and retain advertisers’ spend. (Wired)