2022年10月19日

2022年1月5日Ad-Tech公司巧妙。io以超过1亿美元收购Google-Focused公司购买即兴演出。io潇洒地将帮助。io从付费社交媒体产品扩展到谷歌平台营销路线更多的美元数字广告广告技术提供者巧妙。io Oy说购买即兴的解决方案。io,公司为各种谷歌提供了创造性的工具平台,为超过1亿美元,因为它试图扩大其产品超出社交媒体。Helsinki-based巧妙。io以前主要关注在元付费社交媒体广告平台公司Facebook和Instagram的属性,以及Pinterest TikTok Snapchat。其技术在一定程度上是为了帮助品牌了解创意元素最好的各种观众产生共鸣和自动产生一些创造性的资产。它还寻求帮助品牌提供一个广告一次特定的观众和在一个平台上可以是最有效的。“结合了社会上Facebook和谷歌一起似乎是一个完美的适合我们的客户作为一个整体,“说Kristo Ovaska,潇洒地。io首席执行官和创始人之一。潇洒地。io’s customers include Uber Technologies Inc., Under Armour Inc. and eBay Inc., according to Smartly.io. The company said it processes more than €3 billion, the equivalent of $3.4 billion, in marketer spending each year and collects more than €100 million in annual revenue. The acquisition comes as marketers route more money into digital advertising, a trend that picked up speed as the pandemic kept consumers at home more and encouraged the growth of online shopping. Digital advertising was expected to account for 64.4% of total advertising in 2021, according to a December forecast from GroupM, which houses the media-buying agencies and data operations of ad giant WPP PLC. Digital comprised 60.5% of the total in 2020 and 52.1% in 2019, according to GroupM. The proportion of ad dollars going to Facebook and Google is climbing higher as well. Somewhere between 80% and 90% of digital advertising outside of China will go to Google parent Alphabet Inc., Meta and Amazon.com Inc., GroupM estimated in the forecast. The acquisition of London-based Ad-Lib.io will help Smartly.io continue to move beyond its social-media roots and into programmatic advertising, connected TV and other parts of Google’s advertising ecosystem, said Mr. Ovaska. Ad-Lib.io offers marketers tools for use with YouTube, Google ad-buying system DV360 and the Google Ads advertising platform. In late 2019, Providence Equity Partners LLC took a majority stake in Smartly.io as the private-equity firm bet that brands would spend more marketing dollars on Facebook and other social platforms. Smartly.io board chair Laura Desmond, an operating partner for Providence and former Publicis Groupe executive, said marketers often test and learn digital ad strategies with a range of technologies or partners, but then seek to consolidate their business with a partner that can help them work effectively across different channels. The addition of Ad-Lib.io helps Smartly.io serve brand and performance marketers “to bring the best creative to their audience and personalize it so that it’s relevant, and that they buy,” Ms. Desmond said.