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Amplified Intelligence Expands to US & Appoints Alex Khan as EVP, Global Partnerships - ExchangeWire.com

Amplified Intelligence expands into the United States with a New York office, extending its omnichannel attention measurement platform to US clients. It already collaborates with major agency holders via API feeds and has built US data through partnerships with Yahoo, Snap, Twitter, Bacardi, and Volkswagen. The company unveiled a US headquarters to accelerate growth for existing and future clients. It also appointed Alex Khan as EVP, Global Partnerships, reporting to founder and CEO Karen Nelson-Field, with the goal of scaling the business globally through key distribution partnerships alongside Chief Growth Officer Phil Townend. Khan brings nearly three decades of ad tech and partnership experience from roles at Unruly, AOL/OATH/Verizon, ADAP.TV APAC, and Yahoo. Amplified Intelligence’s attention-based products include attentionPLAN and a plan to launch three more products in Q1 2023 to deliver an end-to-end ecosystem for planning, buying, and measurement. The company currently operates from Adelaide and London.

Adap.tv’s Tech Stack Overhaul Attempts To Mirror The ‘iTunes Path’

Adap.tv, a video marketplace operator, is overhauling its technology and branding after its $405 million sale to AOL. Co-founder and chief product officer Teg Grenager said the renaming reflects both internal changes and industry shifts: the platform becomes Pathway, the demand-side platform is renamed Audience Path, and the supply-side platform gains new functions as Demand Path. The move follows an iTunes-inspired model—distinct buy- and sell-side tools that remain interoperable across inventory sources—to appeal to trading desks and demonstrate a media-agnostic approach. The overhaul comes as Tremor Video and YuMe pursue IPOs and AOL has acquired Adap.tv, signaling a maturing programmatic video space. Magna Global, IPG’s media unit, will integrate its Audience Measurement Platform into Adap.tv’s dashboard to help secure linear TV inventory. Adap.tv traces its roots to 2007, when it built the SSP and ad server, laying the groundwork for Pathway/Demand Path/Audience Path. The emphasis remains on cross-source interoperability, including with DoubleClick Ad Exchange.

‘Smart TV’ Ad Strategies Are Smarter For Online Video Publishers, Marketers, YuMe Says

A YuMe-Nielsen study of 500 consumers in June finds that more than half of connected TV users rely on smart TV apps to view free online video and browse the web, while about half of those viewers also access paid subscription programming such as Netflix. Nielsen reported that full-package ads register more positively with viewers than pre-rolls or banners. The YuMe report notes roughly 12.7 million smart TVs were shipped in Q1 2013, underscoring the convergence of IP-delivered video with traditional TV. About 70% of smart TV viewers have engaged or would consider engaging with a smart TV ad. The study also highlights category preferences (entertainment top, followed by weather and news) and mentions cross-device viewing and a set of emerging and established vendors—TubeMogul, Tremor, BrightRoll, Videology and Adap.tv—exploring how to make smart TV advertising work.