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Advertising Technologies

ComScore and Datalogix partner to close the Loop between Digital Ad Exposure and In-Store Sales

Datalogix, a consumer data collection company, has announced a strategic partnership with Comscore .The partnership allows comScore’s U.S. clients to supplement validated Campaign Essentials™ (vCE) analytics with Datalogix offline sales measurement, including DLX ROI, to measure the offline sales of brand advertisers’ campaigns.This will help brands gain new insight into the offline sales performance of ads that were seen by users.

Google adds live-streaming company Twitch to its video empire

Google is about to buy game-livestreaming firm Twitch for US $1 billion. Although further terms of the deal were not disclosed, the acquisition will definitely  expand Google’s video ad inventory beyond YouTube. The deal underlines the value of live Internet streaming and the rise of competitive gaming as a spectator sport — something that attracts millions of viewers and provides millionaire opportunities for advertisers.

Extreme Reach buys digital video ad platform BrandAds

Extreme Reach, the video platform for integrated TV, digital and mobile video advertising , has bought video ad intelligence company BrandAds based in Emeryville, Calif.The company had already invested US $485 million when it bought DG (now Sizmek’s) TV ads business,which expanded significantly its market share on the TV side.