IronSource goes public; Amazon makes big demands on suppliers

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Here is the recap of today’s AdExchanger.com news… Want it by email? Register now here.

SPAC attack

Mobile game monetization and advertising technology provider IronSource began trading on the New York Stock Exchange on Tuesday through a special purpose acquisition company (SPAC), with the aim of raising $ 2 billion in capital for a valuation. of $ 11 billion. The IPO comes three months after IronSource announced its acquisition by Thoma Bravo, a public company specializing in PSPC transactions. Trade has begun at $ 11.25 a share, but was down 1.79% by noon. The company affected the Approximately $ 2 billion in IPO capital for potential mergers and acquisitions to expand its platform for app developers, according to Reuters. Performance based marketers who grow their business on games or mobile apps have exploded in popularity and ad spend. Ico-founder and CRO of ronSource Omer Kaplan said Ad exchanger in April that investors now realize that mobile gaming is fueling significant growth in mobile data and marketing.

Where is your mandate?

It’s no secret that Amazon acquires many brands of products that operate in its market, and for others, it sometimes offers benefits to sellers such as inventory and advertising guarantees in exchange for a contribution. But Amazon has taken this strategy a step further by requiring warrants – the right to buy shares of a public company at a specific price in the future – for companies that wish to be an Amazon supplier, The Wall Street Journal reports. Grocery distributor SpartanNash, for example, had its contract with Amazon Fresh changed last year with a new condition: If Amazon buys $ 8 billion over seven years, it can buy up to 15% of the business. at a potentially advantageous rate. And Amazon has the right to review and counter any takeover offer. Warrants are typical of a company supporting another financially troubled public company. Amazon’s warrants are hard to dismiss, as the mere news that the seller is working with Amazon can raise the share price by double-digit rates. But that means that in five to ten years, Amazon could be the largest or second largest shareholder for many of the seemingly independent vendors it works with for grocery supplies, shipping, call center management, and more. ‘other business operations.

Validation

The IAB Tech Lab makes it easier to spot blatant fraud in the online supply chain, with a new tool that sheds light on dark programmatic pipes. The organization has launched an automated tool called Supply Chain Validation that publishers can use to validate sellers by ‘cross-checking’ the information listed in the two main transparency specifications from the IAB Tech Labs, ads.txt and sellers.json, Reports of the week. Ads.txt allows publishers to declare which intermediaries are allowed to sell their inventory, while SSPs and exchanges use sellers.json to validate their sales relationships with ad buyers.. The new tool eliminates manual processes (i.e. checking whether ads.txt and sellers.json ads are legitimate) and human errors, as it checks the ads.txt and sellers.json directories daily, according to the Release. Publishers will also be able to identify irregularities if intermediaries reference them in the sellers.json files.

But wait, there is more!

A black-owned media collective was launched on Tuesday with a $ 75 million pledge from WPP. [WSJ]

Tech startup Forum Brands has raised $ 27 million to fuel its ecommerce acquisition platform during an online shopping boom. [TechCrunch]

Marriott Bonvoy, its travel loyalty program, uses TikTok to promote post-COVID travel plans [Campaign]. Meanwhile, the abbreviated video platform is so popular right now that publishers and agencies want a chunk of TikTok ad dollars as more brands try to reach Gen Z. [Ad Age]

Verizon Media and buyer intelligence provider Catalina have teamed up to integrate buyer marketing and in-store purchase data into Verizon’s advertising identification solution. [Digiday]

Predictive analytics firm Retina, which measures LTV for brands, raises $ 8 million [Insider]

You are engaged

Nundu Janakiram joined Cameo to lead its product team. [Twitter]

MRM has hired Maggie Connors as Director of Global Growth. [CampaignUS]

S4M appoints Cameron V. Peebles as Global Marketing Director. [release]



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