Brief:
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AdColony, a cell video ad company, cut more than 20 percent of its work force and also exited the ad-serving and mediation firm to concentrate on programmatic advertisements, which uses software for media buying and ad placements. Approximately 125 people are now losing their jobs along with the 100 workers who were cut from July, leaving AdColony using a headcount of approximately 400, AdExchanger reported.
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AdColony closed most of AdMarvel, a cell adtech company obtained in 2010, while keeping its ad exchange performance. AdMarvel will operate before May as AdColony migrates publisher spouses to its stage.
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AdColony CEO Will Kassoy said the firm wishes to expand the portion of its programmatic earnings to 50 percent of overall sales from 20 percent as it opens up its mobile video inventory. Programmatic movie in mobile, especially for in-app advertisements, is in the first phases of development and presents an opportunity because of his business’s future growth, he explained.
Insight:
The information points to continuing consolidation in adtech while indicating that mobile video programmatic buying may be poised for growth. According to eMarketer earlier this year, more than half of U.S. digital movie ad dollars traded via programmatic for the very first time in 2016. By 2019, nearly three-quarters of video ad dollars are predicted to experience programmatic. When there are challenges with programmatic around the shortage of control brands have more than where their ads appear, the AdColony news suggests this could be an area of opportunity.
AdColony has had to reinvent itself in response to changing market circumstances since being set in 2008 as an cellphone ad network. Mobile mediation is in a long-term decrease with the change to programmatic marketing, while ad serving has gotten more commoditized with a few publishers bringing the support in-house.
AdColony now wishes to concentrate on fulfilling the need for mobile programmatic marketing. Its software development kit (SDK) is integrated in many of the best 1,000 apps, according to Metamarkets information mentioned by AdExchanger. That user base gives a significant ad inventory, including vertical proprietary and video AdColony formats. The firm’s earnings dropped in Q2 from a year earlier but did grow from the prior quarter, and CEO Kassoy reported the aim is to generate profits going forward.
Norwegian software company Opera bought AdColongy from 2014 to support its mobile advertisement arm, Opera Mediaworks. The device this year was spun off into another company that changed its name back into AdColony.
Recommended Reading:
AdExchanger
Mobile Marketer
Mobile Marketer
Source
http://mobilemarketer.com/news/adcolony-cuts-125-jobs-exits-ad-serving-business/510844/
source http://www.sandiegojobsondemand.com/adcolony-cuts-125-endeavors-exits-ad-serving-company/
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