VideoAmp

Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.

A new startup called BranchLab, which was launched earlier this year by three ad tech vets, wants to help pharma brands and health care providers apply more targeting to their TV ad campaigns – but without using actual identifiers. On Thursday, BranchLab announced the completion of a seed funding round.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Alternative TV currencies are ready for prime time from a technology standpoint. But media buyers aren’t quite there yet when it comes to adoption, says Josh Chasin, VideoAmp’s former chief measurability officer.

In today’s newsletter: The CMA still has a bone to pick with the Chrome Privacy Sandbox; the FCC fines mobile carriers for selling customer location data to data brokers; and the Financial Times is the latest publisher to strike a licensing deal with an AI company.

In today’s newsletter: Google’s cookie deprecation delay hurts Chrome Privacy Sandbox supporters; mall chains go for broke with their DTC efforts; Warner Bros. Discovery launches a first-party data product.

The democratization of media mix modeling is the main idea behind the launch of marketing analytics platform FutureSight.online.

Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.

Big streamers aren’t joining the JIC, which could spell trouble for the broadcaster-backed organization; Spotify raises prices again; Chase gets into retail media.

The broadcaster-backed joint industry committee announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s upfront negotiations.