TechInk: Ad Deals, Rescinded Apps, and Connected TVs

/ Aug 16, 2013


TechInk is a weekly series that rounds up the important and interesting things you need to know when it comes to digital video tech, from new product launches to product updates; the latest happenings in ad tech, analytics, and measurement; and, of course, research. At the end of the day, we just want you to be informed if some crazy guy walks up to you and says: “Hey! Can you believe people own Windows Phones?” Enjoy.

Connected TVs

A survey of 10,000 U.S. Broadband users by Parks Associates revealed that the percentage of households in possession of a connected TV device (Apple TV, Roku, etc.) doubled since 2011 to hit 14%. But among those households, 37% own a Roku streaming device and only 24% use an Apple TV. Analysts who produced the study expect the sale of connected TV devices to nearly double by 2017.


The YouTube app returned to Windows phones on Tuesday, only to be pulled from the Windows Marketplace yesterday once again. This isn’t the first time the app’s had problems, as it was first pulled from the Marketplace back in May for not showing ads. The newest version of the app featured the ability to upload videos, but a YouTube spokesperson says the re-released app did not have the required browser upgrades and violates the YouTube Terms of Service.

Ad-Tech Deals

Just barely a week after being purchased by AOL, Adap.TV announced a new partnership with Magna Global today. It will combine Adap.TV’s programmatic technology with Magna’s Audience Measurement Platform to significantly increase multiple-platform measurement and accuracy.

The Kellogg Company has embraced a new digital advertising platform to reach connected TVs, mobile devices, computers, and so on and selected BrightRoll yesterday to exclusively expand its brand online. Kellogg has been a BrightRoll customer since 2009, but impressive statistics — 37% increase in completion rate, 24% increase in targeting efficiency, eCPM decrease of 6%, 143% increase in targeting children viewers, etc. — led the company to buy programatically only through BrightRoll.

Extreme Reach, Inc. put the wheels in motion on Monday to buy the TV business (collectively called Video Fusion, and including the advertising distribution unit) of Digital Generation, Inc. (DGIT) for $485 million in cash. The deal’s expected to come to a close in the first quarter of 2014, pending approval form DGIT’s shareholders. DGIT will continue on with its non-broadcast-related services and focus on its online media and service businesses, including MediaMind. Extreme Reach plans to use the acquisition to expand its reach in connected TV, online, and mobile advertising management, delivery, and analytics.

Millennial Media signed a deal to buy Jumptap in a predominantly stock transaction set to come to a close in the first quarter of 2014. Millennial Media specializes in mobile advertising and data and Jumptap is a mobile advertising platform with expertise in programmatic and mobile-first plans for audience access. Jumptap currently maintains an audience profile library with over 100 million profiles, 44 million of which reach across both online and mobile. As part of the transaction, Jumptap shareholders will receive about 24.6 million shares of Millennial Media.

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