Deals & Moves

Walmart Connect expanded its retail-media reach beyond its own DSP by partnering with Yahoo DSP (and Magnite) to activate Walmart first-party audiences across offsite CTV inventory.

Choozle launched self-service Amazon DSP access directly within its omnichannel programmatic advertising platform, letting marketers buy Amazon ad inventory without a third-party provider.

CallTrackingMetrics (CTM) released a Google Local Services Ads integration that ties call and lead activity to LSA campaign performance as part of its new ad-platform attribution suite.

CallTrackingMetrics (CTM) released a Reddit Ads integration that sends offline conversion events from CTM to Reddit Ads to connect calls and lead activity to campaign performance.

CallTrackingMetrics (CTM) launched a LinkedIn Ads integration that feeds call, SMS, and offline-conversion data into LinkedIn’s Conversions API to attribute phone calls to LinkedIn campaigns.

Genius Monkey announced a programmatic integration with CallTrackingMetrics (CTM) connecting impression-level programmatic ad data to inbound calls via CTM’s multi-touch attribution model.

Kinective Media by United Airlines joined Yahoo DSP’s roster of commerce-media partners, letting advertisers activate United’s travel-driven audience signals programmatically.

Reddit signed a data-licensing deal with Google (reported worth ~$60M/year) in February 2024, giving Google access to Reddit’s content API to help train its AI models.

On May 16, 2024, OpenAI and Reddit announced a partnership giving OpenAI access to Reddit’s content via its Data API and making OpenAI a Reddit advertising partner.

Kroger partnered with Instacart to expand its retail media network reach, allowing CPG brands to advertise across both Kroger's owned properties and Instacart's marketplace. The partnership connects Kroger's first-party data with Instacart's delivery platform to create new advertising opportunities.

AdThrive and Cafe Media, two leading ad management platforms for digital publishers, merged to form Raptive, creating one of the largest independent ad management companies serving over 5,000 creators and publishers. The combined entity focuses on helping content creators monetize through programmatic advertising, sponsorships, and commerce.

Albertsons Media Collective partnered with Roku to launch shoppable TV advertising, allowing viewers to add products directly to their Albertsons cart via their Roku remote. The integration connects CTV advertising with direct e-commerce conversion.

Walmart Connect formed a strategic partnership with TikTok to enable shoppable video ads directly linked to Walmart's e-commerce platform. The integration allows TikTok users to purchase Walmart products without leaving the app, combining social commerce with retail media.

Paramount Global and Walmart announced a strategic partnership to integrate Walmart's shopper data with Paramount's streaming advertising on Paramount+. The partnership enables closed-loop measurement from ad exposure to in-store and online purchases at Walmart.

Yahoo and Taboola announced an exclusive 30-year partnership making Taboola the exclusive native advertising provider across Yahoo's digital properties. The partnership combines Yahoo's premium content inventory with Taboola's native advertising technology, creating one of the largest native advertising networks globally.

Video personalization platform IRIS.TV formed a strategic partnership with Magnite to bring contextual targeting to programmatic video advertising at scale. The integration allows advertisers to target video content based on context rather than user identity.