Marketing Featured Global

Magnite acquires Carbon to accelerate publisher audience activation

New York – Independent omnichannel sell-side advertising platform Magnite has announced their acquisition of Carbon, a first-party platform that consolidates revenue and audience analytics to enable publishers management in real-time.

Through the acquisition, the publisher-first audience technology that the Carbon team has built and leveraged with Magnite’s scale and global footprint will create meaningful opportunities for media owners and advertisers to further their reach and enhance the value of their advertising.

In addition, the acquisition accelerates Magnite’s goals of seller-first, privacy-focused identity and audience solutions focused around first-party segments and bolsters the product and engineering teams in this critical area. The buyout between the two organisations was completed through an asset purchase.

Adam Soroca, chief product officer at Magnite, said, “We believe seller-defined audiences will be a core part of the future of identity and addressability. CTV sellers have valuable viewer data that makes them well-positioned to create unique first-party data and we expect their demands around addressability to become more pronounced. As it relates to the open web, the likely deprecation of the third-party cookie means publisher-centric identity solutions are foundational to the future of advertising.”

Meanwhile, Pete Danks, CEO and founder at Carbon, commented, “Helping publishers be more profitable by providing them with technology to unlock the opportunities within their data has always been core to our mission. We’re excited to further this goal as Magnite and continue to work with publishers to lay the groundwork for a new audience-based advertising paradigm built on sell-side data.”

Marketing Featured South Asia

India-based Chimp&z Inc enters western market with expansion to New York, Toronto

Mumbai, India – Chimp&z Inc, the full-service digital advertising alliance from Merge Infinity Network, has announced its global expansion in New York and Toronto.

Through the expansion, Chimp&z Inc will be able to accelerate the growth of its international clientele and cater to partners on their roster on the American market. Moreover, the expansion will enable Chimp&z Inc to provide digital integration, martech solutions, and performance marketing services globally. It will also help drive the brand presence of its new ROI-driven social media arm – Yellophant Digital.

Under the leadership of Chimp&z Inc’s co-founder, Lavinn Rajpal, the agency will immediately undertake efforts to hire a full-stack agency structure and release open positions for talents across technology, digital marketing, and creative, as well as design verticals in New York and Toronto offices.

Rajpal and Angad Singh Manchanda, Chimp&z Inc’s co-founder, shared that the expansion is aligned with the agency’s ambition to create a truly global entity with a diverse team of professionals to bring the true power of integrated marketing to their partner brands. 

“With these two offices, we intend to work with brands across the spectrum with a specific focus on lifestyle and luxury brands, which has been our forte in India. The sheer magnitude of this market will provide enormous scope for our creative & tech services,” they said.

This August, Chimp&z Inc has won India-based skincare brand The Derma Co‘s social media mandate, and was tasked to drive the brand’s digital sales.