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      <p>
        Sovrn, an ad marketplace that connects publishers with advertisers, has announced its publisher first approach to tackling the problem of made-for-advertising (MFA) sites in its inventory.
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      <p>
        MFAs are websites that are designed primarily to display advertisements rather than provide valuable content or services to users. They often use various tactics to attract advertisers and generate ad revenue, but the quality of the content and user engagement on these sites is typically low.
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    </li>
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      <p>
        Sovrn has created a framework to audit and remove MFA sites from its inventory and provide programmatic tools and data insights to help publishers reconsider their business practices.
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      <p>
        Sovrn aims to deliver a safe inventory, provide a path to quality for publishers, and secure a better return on investment for media buyers.
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  </ul>
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  <p>
    <a href="https://www.sovrn.com/blog/press-release-mfa/">
      Press release&nbsp;
    </a>
  </p>
  <p>
  </p>
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Marketing Automation

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Sovrn, an ad marketplace, is taking a "publisher first" approach to tackle the issue of made-for-advertising (MFA) sites in its inventory. MFAs are websites that prioritize displaying ads rather than offering valuable content. Sovrn has developed a framework to audit and remove MFA sites, and to provide tools and data insights for publishers to improve their practices. The goal is to create a safe inventory, help publishers improve quality, and ensure better returns on investment for media buyers.

Sovrn’s private ad exchanges are now 100% free of MFA sites

MediaMath, a demand-side platform (DSP) that filed for bankruptcy in June, has been acquired by Infillion, a video AdTech company, for an undisclosed amount. Infillion aims to enhance its own products and technology by integrating them with MediaMath's platform, providing more value to customers and expanding its media buying platform. Additionally, Infillion plans to relaunch MediaMath's DSP in early 2023 and rehire employees while reinstating business agreements with SSP partners and data vendors.

Infillion acquires MediaMath; planned relaunch for next year

Ometria, a customer data and experience platform, has raised EUR 9.2 million in growth capital from CIBC Innovation Banking. The funding will aid the company's growth and expansion plans. Ometria's specialized platform for retailers offers a unified view of customer data and uses AI-powered insights to deliver personalized multichannel customer experiences. The company's clients currently include Sephora, Steve Madden, and Hotel Chocolat.

UK’s Ometria raises EUR 9.2 million to enhance its Customer Data and Experience platform

Advertising intelligence and management platform, VideoAmp, has raised $150 million in a Series G funding round, led by Vista Credit Partners. The startup, which specializes in linear and digital TV, plans to use the funds to accelerate its growth and improve its advanced media currency solution. VideoAmp uses Big Data to offer data and software solutions for clients across platforms. Its methodology combines Set-Top Box data with Smart TV data to create a more accurate dataset, covering 40 million households and 60 million devices in the US. The company's measurement and currency solutions have been adopted by 13 publishers, media holding companies, and more than 75 advertisers.

VideoAmp raises USD 150 million in Series G for further platform development

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AdTech solution provider Criteo has launched its Commerce Max demand-side platform, giving brands and agencies access to retail media inventory. The platform offers a unified retail media ecosystem, allowing users to access data and inventory from multiple retailers and marketplaces and measure campaigns' effectiveness. Criteo has also unveiled its retailer monetization solution suite, which combines various solutions obtained through acquisitions. This move by Criteo aims to streamline the retail media landscape, capitalize on first-party data, and position itself as a key player in the growing retail media sector, challenging industry giants like The Trade Desk and Amazon.

Criteo launches Commerce Max DSP in general availability and unveils retailer monetization solution suite

German customer data platform, Zeotap, has partnered with global data consulting service specialist, Artefact, to enhance economic outcomes for businesses. The collaboration aims to provide data-driven marketing solutions that prioritize consumer privacy and security and enable companies to execute digital transformation strategies. Zeotap has already delivered successful projects in France and Germany and plans to expand across Europe in various industries. This partnership with Artefact is part of Zeotap's broader European expansion strategy, alongside existing partnerships with Digitl and e-dialog, to offer comprehensive solutions to customers in the DACH market and beyond.

Zeotap and Artefact partner to improve economic outcomes for enterprises

Google has announced the general availability of its relevance and measurement APIs for Privacy Sandbox in its Chrome browser. This milestone brings the company closer to its goal of phasing out third-party cookies by the end of 2024. The Privacy Sandbox APIs allow developers to assess readiness for the deprecation of third-party cookies, and Chrome users can manage Privacy Sandbox features with new ad privacy controls. Google plans to expand the availability of the APIs to all users and introduce an "opt-in testing mode" for developers. This move by Google highlights its dedication to user privacy but also raises concerns about its dominance in the AdTech market.

Google’s cookie-replacing Privacy Sandbox reaches general availability

Demandbase has introduced a multi-language intent solution that supports 133 languages, including non-Latin alphabets. This platform uses natural language processing (NLP) to gather accurate intent signals from global markets. It can understand context and relevance and supports commonly used online languages. Demandbase states that the solution enables customers to effectively analyze and target customers and prospects in multiple languages with the same level of precision as in English.

Demandbase unveils comprehensive multi-language intent solution for global B2B customers

Marketing cloud provider Act-On has launched a new feature called Act-On AI Predictive Lead Score. This feature helps marketers to prioritize leads with a higher likelihood of converting. By integrating with the user's existing CRM workflows, Act-On uses machine learning to analyze customer behavior and assign conversion likelihood scores to prospects. This allows users to efficiently analyze leads, adjust campaigns, and prioritize leads that are most likely to convert and generate revenue.

Act-On unveils AI-powered Predictive Lead Scoring for marketers to target high-value leads

German customer data platform (CDP) Zeotap has partnered with TikTok for Business to enhance targeting capabilities and broaden audience reach for advertisers on the platform. The collaboration allows advertisers to gain a deeper understanding of their target audience, execute more effective campaigns across programmatic and social channels, and access unique audience assets for improved campaign outcomes. This partnership aligns with Zeotap's strategy of delivering precise targeting and robust data privacy, while also showcasing the company's ability to meet diverse client needs through data insights and advanced management solutions.

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