undertone Archives | AdExchanger

Adelaide Raises $1.4 Million From Aperiam And Acquires Data Marketplace Rita

Anthony Vargas — Tue, 20 Aug 2024 04:45:06 +0000

Attention measurement vendor Adelaide keeps attracting the attention of big-name ad industry investors. On Monday, Adelaide announced it raised $1.4 million as an extension of its seed funding round. The investment was led by Aperiam Ventures, the venture capital firm launched by MediaMath Founder Joe Zawadzki and Undertone Co-Founder Eric Franchi. New investors included GOAL […]

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How Government Agencies Use Ad Tech; Can Reddit Get Out Of The Red?

AdExchanger — Thu, 29 Feb 2024 05:03:33 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad Tech’s Open Intel Starting in 2019, a government technology contractor named Mike Yeagley went on a roadshow of sorts, demonstrating to US intelligence agencies how ad tech data might be used to compromise Americans. He was also a “scout” for US agencies […]

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The Trade Desk Ditches The Sandbox; An Epic Battle

AdExchanger — Wed, 13 Dec 2023 05:03:51 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sandboxers In The Ring The Trade Desk is saying farewell to the Chrome Privacy Sandbox, and it’s firing parting shots on the way out. In its view, the APIs in the Privacy Sandbox will devalue open internet advertising, while Google’s ad tech business […]

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Mercedes-Benz Takes Cookieless Targeting For A Test Drive

Anthony Vargas — Mon, 17 Oct 2022 10:15:14 +0000

Brands like Mercedes-Benz are reevaluating their approach to targeting as the clock (supposedly) ticks down on third-party cookies in Chrome. One emerging alternative to the use of third-party cookies is predictive modeling that optimizes targeting using privacy-compliant data signals, such as weather and time of day. Merkley + Partners, Mercedes-Benz’s agency, has been prioritizing this […]

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How High Impact CTV Makes Ads More Engaging, Relevant — and Unmissable

AdExchanger Content Studio — Fri, 04 Feb 2022 19:23:59 +0000

By Todd Cohen, Vice President of National Video/CTV Strategy at Undertone This article is sponsored by Undertone. The first TV commercial aired 80 years ago. The 10-second ad cost only $9 and looked every bit the price. It included shaky camera work and five sparse words: “America runs on Bulova time.” Advertising has changed significantly […]

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Eric Franchi, Ad Tech Vet: The Exit Interview

Kelly Liyakasa — Fri, 26 May 2017 17:02:52 +0000

If you work in ad tech, you’ve probably crossed paths with Eric Franchi, co-founder of early ad-net-turned-creative-ad-platform Undertone, somewhere on the conference circuit. Franchi has set his sights on new endeavors, as the longtime investor and startup adviser revealed late Thursday his last day at Undertone will be June 1. Franchi helped carry Undertone through […]

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Ad Tech: Stop Calling It An Apocalypse

AdExchanger — Fri, 30 Sep 2016 13:31:49 +0000

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Franchi, co-founder at Undertone. It seems that every single year for the past 10, someone has been playing the funeral march for the ad tech industry. Venture capitalists have […]

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Ad Net Undertone Acquired By Perion, Israeli Performance Marketing Company

Ryan Joe — Tue, 01 Dec 2015 16:24:01 +0000

Ad tech might not be as sexy a buy as it was just a few short years ago, but that didn’t stop Israeli performance advertising company Perion from buying American ad net Undertone on Tuesday for up to $180 million in cash. Of that sum, $91 million is payable at closing and the remaining $89 […]

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Undertone Has Creative On The Brain, Snaps Up Mobile Ad Startup Sparkflow

Allison Schiff — Thu, 18 Jun 2015 14:15:50 +0000

Undertone is consolidating around creative. The programmatic ad network acquired Buenos Aires-based rich media startup Sparkflow on Thursday as part of a move to integrate data-driven creative capabilities into Undertone’s overall tech stack, which it calls Virtuoso. The deal was on the smaller side, clocking in at “less than $20 million,” said Corey Ferengul, CEO […]

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Undertone Inks Exclusive Distribution Deal With Betaworks

Allison Schiff — Tue, 09 Jun 2015 14:30:55 +0000

Mobile native isn’t just about look, it’s also about feel – and there’s nothing more native to the mobile experience than a tap. “Brands and users are looking for an alternative to web banners squished into mobile,” said James Cooper, head of creative at New York City-based digital ads startup Betaworks, which announced Tuesday that it […]

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