TACTIC™ Real‑Time Marketing

Company Leadership and Structure Update

TACTIC™ Real-Time Marketing is now identified as a BrandMaster company, indicating a structural change in ownership. Key personnel have been listed, including Eva-Lill Amundsen as VP Customer Success, Anton Gorodnyanskiy as Head of Integrations, and Alexander Moon as Head of Development.

AdTech Shakeup: Roku Partners with TTD, Instagram Revamps Content

AdExchanger's daily round-up covers several high-impact adtech moves. Roku and The Trade Desk announced an expanded partnership timed to the NewFronts, enabling The Trade Desk buyers to leverage Roku audience and behavioral data via Roku Media in a private marketplace. Access to the Roku ID remains unclear. Instagram is overhauling its content recommendations to privilege original creators: it will stop promoting reposted content, replace reposts with original posts in recommendations, and label reposts with credit and a link to the original creator. The ranking algorithm will also adjust to favor small creators by first showing content to a smaller audience before widening distribution. The European Commission has opened formal proceedings into possible Meta violations of the Digital Services Act, focusing on deceptive advertising and political content, and may consider automatic or preemptive flagging and the absence of an effective real-time civic discourse tool. Apple plans to unveil an AI-enabled Safari browser with new operating systems, and T-Mobile Advertising Solutions launched its retail media network.

Why Contextual Targeting Is The Most Inclusive Ad Targeting Tactic

Contextual targeting is presented as the most inclusive form of ad targeting, argued as a response to the demise of third-party cookies. The Sell Sider column by Michael Schwalb, JW Player's GM of Data and Advertising, argues that advertising has become more inclusive overall, but reliance on third-party cookies persists due to outdated demographic assumptions. With cookies fading, contextual targeting—rooted in the content surrounding media—offers a path forward. The piece notes progress from broad categories to precise, AI- and NLP-powered categorization of video content, enabling brands to target with keywords like 'grilled cheese' or 'best dip recipes' and place ads at scale across the web. It emphasizes that ads can be served based on video content rather than URL, expanding inventory, and asserts that this approach helps reach interested audiences while respecting privacy. The article frames contextual targeting as a win-win for advertisers and audiences.