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Sovrn's Signal, TTD's Vibes and Chrome Spin-out
Newsletter is taking a week off for Marketecture Live
Ari Paparo
March 17, 2025
News round-up, back next week
Marketecture is having its first big event today in New York. We’ll be bringing you highlights of the event in the pod and newsletter in the coming weeks. You’ll excuse us if we take a week off from the newsletter while getting prepped for the big day.
There was a lot of interesting news this week, so here’s some things to catch up on.
Scope3’s big pivot
Brian O’Kelley will be on stage at Marketecture Live talking about the new suite of products he announced at his own conference last week. Is this a pivot from carbon, or is that too cynical a take? We’ll find out. One thing we know is that the traditional verification companies better get their AI stories straight ASAP or they are DOA.
TBH, the best coverage of the event was my tweet storm (X storm?), so here you go:
Scope3 is announcing AI-driven brand suitability. I’m grokking this as a central intelligence that can plug in to curation or custom bidding.
I’m at their event today and will add to this 🧵 as I learn more.
— Ari Paparo (@aripap)
3:33 PM • Mar 13, 2025
DOJ still wants a Chrome spin-out
If you thought the Trump admin was going to take it easy on Google you may want to reconsider. The DOJ is pushing for a split up in the search trial (we are still waiting for the ad tech trial verdict) as well as various restrictions on AI, etc.
TTD bad vibes
The week started off with the AdWeek piece that interviewed customers and found widespread discontent with the Kokai product (link).
Then the TV operating system, which seems like a non-core initiative for the company, lost its one and only customer, Sonos (LightShed’s take).
Then, to make it really bad, they got roasted so hard in this tweet by Ad Tech Explained author Trey Titone:
This is the ideal DSP user interface. You may not like it, but this is what peak UX design looks like.
— Trey Titone (@TreyTitone)
4:33 PM • Mar 13, 2025
More news
We reported on the pod that LG Ads has lost its final appeal in the Delaware supreme court and now the original investors in Alphonso can force them to IPO. I’ve never seen a shotgun wedding S-1 and am looking forward to it!
Other quick hits:
Chartbeat acquires FatTail (link)
‘Brutalist’ director made 3 ads for Bloomberg Media, called ‘The Contexualist’, and they are really good (link)
Interesting piece on AI buying platforms (PMax et al) (link)
Google relents and gives PMAX buyers 10,000 negative keywords capabilities (tweet from @adsliason)
Scopely (Monopoly Go! Stumble Guys) buys Niantic (Pokemon Go) for $3.5B (link)
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