Magna Upgrades US Ad Revenue Forecast

Via MediaPost The gist: Magna has upgraded its U.S. ad revenue forecast with 6.3% growth expected in 2016. More information: U.S. ad revenue will rise 6.3% to $179 billion in 2016, according to an upgraded forecast from Magna, reported on by MediaPost. That will mark “the strongest growth rate since 2010,” per MediaPost. “The research unit had previously forecast 6.2% …

Xaxis Buys Trial Retail Media

Via Wall Street Journal The gist: WPP’s Xaxis has acquired Trial Retail Media, a digital ad company focused on helping retailers. More information: “WPP ’s digital ad-buying group Xaxis has acquired Triad Retail Media, which helps retailers sell ads on their websites,” reported the Wall Street Journal. “Triad helps retailers like Wal-Mart create ad units to sell ads on their …

Magna Update: RTB Spend Dominates Programmatic Market

Via MediaPost The gist: Most programmatic ad spend is done via real-time bidding (RTB). More information: According to MediaPost, citing an update on the programmatic marketplace from Magna, “The programmatic media-buying marketplace is projected to expand 27% this year to about $18.7 billion, according to a just-released update from Interpublic Mediabrands’ Magna Global unit.” “Magna estimates that only about 16% …

Cross-Platform Video Ad Buying Emerging As The New Normal

Via eMarketer The gist: Cross-platform video ad buying is emerging as the new normal, but some hurdles remain. More information: “Well over half of US internet users multitask with smartphones or computers while watching TV,” wrote eMarketer. “eMarketer estimates that the share of internet users who will use smartphones simultaneously with TV at least once per month will reach 68.0% …

The Future Of Cross-Screen And Addressable TV

Via AdExchanger The gist: A Q&A with AT&T president Rick Welday shows that AT&T sees a future at the intersection of cross-screen and addressable TV. More information: “…AT&T is doubling down to understand the network effect of its merged mobile carrier and pay TV footprint. And it plans to up its investment in video programming by acquiring more of the …

Salesforce Buys DMP Krux For $700 Million

Via Advertising Age The gist: Salesforce has acquired DMP Krux for $700 million. More information: “The move should allow Salesforce to provide its customers with uniquely tailored solutions for its Salesforce Marketing Cloud platform, which already includes social and audience tools, among other things,” reported Advertising Age. The article added: “Marketers use data-management platforms, more commonly known as DMPs, to …

TV, Digital In ‘Dead Heat’ For U.S. Media Dollars

Via eMarketer The gist: Digital ad spend has caught up to TV ad spend in the U.S., and digital is primed to become the primary channel soon. More information: “July 2016 data from Magna Global found that US digital and TV ad spending were in a dead heat for share of advertising dollars, with each medium expected to garner about 38% …

ANA Calls For More Transparency From Facebook

Via Wall Street Journal The gist: The ANA wants Facebook’s measurement system to be audited. More information: Following reports that Facebook had been overestimating video viewing measurement for two years, “The Association of National Advertisers is urging Facebook to offer marketers greater transparency into how it measures ads on its service,” reported the Wall Street Journal. “Specifically, the ANA has called …

Most U.S. Digital Video Ads Will Be Bought Via Programmatic In 2016

Via eMarketer The gist: About 60% of U.S. digital video ad spend will come via programmatic channels in 2016. More information: “Advertiser adoption of programmatic video has finally taken off, with 60.0% of US digital video ad spending expected to be transacted through programmatic channels this year,” wrote eMarketer in a blog post. “This will be a substantial increase from …

Criteo Buys HookLogic For $250 Million

Via AdExchanger The gist: Retargeting firm Criteo bought retail-focused ad tech company HookLogic for $250 million. More information: “French performance marketing company Criteo will acquire HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers,” reported AdExchanger. “HookLogic’s performance marketing exchange enables these consumer brand manufacturers to bid on sponsored product ads on ecommerce and publisher sites, including …