Singtel

TrustPid: The Future of Privacy-First Ad Targeting?

ExchangeWire's MadTech Sketch explores how TrustPid, pitched as a privacy-first identity solution, might operate in the ad-tech landscape. The piece recalls telcos' mixed success in ad tech, citing AT&T, Singtel, and Verizon, and notes a new joint venture among four of Europe’s largest telcos as a potential path forward. TrustPid is presented as an attempt to create a persistent first-party signal that could enable behavioral targeting while prioritizing privacy. The author outlines opportunities and potential pitfalls, stressing that execution will be the key challenge for making TrustPid work. Overall, the article frames TrustPid as a significant, but still uncertain, development in addressability and invites reader input on its viability and the issues it raises.

MediaMath's Struggles Highlight AdTech's Shifting Landscape

AdExchanger's March 2, 2023 roundup centers on MediaMath's exit from its decade-long VC tether after selling a stake to private equity firm Searchlight Capital, wiping out the equity of founders, early investors and employees. Insider's deep-dive portrays a path from near-greatness to diminished prospects, with CEO Joe Zawadzki pursuing a billion-dollar exit; potential buyers including IBM and Singtel were close to a deal, but none materialized. The DSP market was framed as The Trade Desk's race, with others expected to finish behind. The piece also notes iOS ad spend fell in 2021 due to Apple's ATT, then recovered in 2022; Singular says iOS now accounts for roughly half of UA budgets on its platform, after a 2020 split of about 55% iOS/45% Android and a 36% iOS share by January 2022 as developers adapt via SKAdNetwork. The roundup closes with references to ketamine/ADHD ads on social media and several executive hires across the ad tech ecosystem.

How Tremor International Is Using Amobee To Boost Its Programmatic Supply

AdExchanger reports Tremor International’s 2022 acquisition of Amobee from Singtel to boost Tremor’s programmatic TV and video stack with stronger self-service tools and access to broader omnichannel inventory, including linear TV. As integration progresses, Amobee is set to become Tremor’s primary DSP, with plans to connect Amobee to Unruly and to fold Tremor Video components into the platform. Tremor previously acquired Unruly SSP, and its technology has been used to enhance media planning—advertisers can plan against audiences, generate Unruly deal IDs, and buy them via Amobee. Tremor also announced a partnership with Hisense for exclusive access to automatic content recognition (ACR) data through VIDAA OS to inform targeting. Separately, Tremor launched a cross-channel spend-allocation tool to optimize streaming versus linear budgets, integrated into Unruly, currently in beta with some clients.