Pre-Dmexco update: Tremor rebrands as Telaria; Glispa’s M&A; Adobe’s new EMEA advertising boss; cue the product launches…

The trade show is widely seen as the flagship event in the industry

The whirlwind development in the adtech sector has been reflected by the slew of announcements ahead of this week’s two-day Dmexco trade show in Germany, where 60,000-plus industry representatives will pack the halls of Koelnmesse.

Among this year’s pre-show announcements are: Tremor Video’s Telaria rebrand; Glispa’s fifth purchase in two years; Adobe Advertising Cloud naming Phillip Duffield EMEA chief; plus a glimpse inside Reads’ product portfolio post-exit.

Tremor becomes Telaria

Telaria

After the sale of the demand-side platform (DSP) side of its business, Tremor Video has rebranded as Telaria as a reflection of it doubling-down on the sell-side areas its business, with a renewed focus on software revenues, plus its intended leadership in the connected TV/OTT sector.

The publicly-listed outfit has used what is arguably the adtech sector’s biggest trade show to make the reveal, which will include the replacement of its NYSE ticker messenger TRMR with TLRA and a new logo (see main image).

Telaria chief executive officer Mark Zagorski, said the rebrand marked an important step in the evolution of the company which now wants to position itself as a “fully programmatic, sell-side software platform” and leader in the over-the-top (OTT) and connected TV sector.

“With our platform’s unparalleled speed, diagnostic capabilities, and complete pricing transparency, our publisher clients have never been better positioned to unlock the full value of their video content,” he added.

Telaria’s marketing chief Jen Catto said the new name of the company was derived for the winged sandals worn by the ancient Greek messenger god Hermes.

Glispa buys justAd

Elsewhere, Glispa yesterday (September 11) announced the latest M&A activity in the sector, with the purchase of creative advertising platform justAd for an undisclosed fee – the company’s fifth such move in 24 months.

JustAd’s solutions will integrate into a variety of existing Glispa products including Glispa’s native programmatic ad exchange Avocarrot as well as Glispa’s performance network.

It will also integrate with Glispa’s proprietary Data Management Platform (DMP) to gather and provide high quality first party data and provide the most up-to-date consumer insights.

The company claims justAd lets brands quickly create lightweight interactive ads, including playable ads, and hopes the latest purchase will help cut through the current “banner blindness” malaise in the industry.

Philip Duffield is the new Adobe Advertising Cloud chief for EMEA

Meanwhile, Adobe has named industry veteran Philip Duffield as its EMEA general manager for its Advertising Cloud business – a move that comes almost a year after it added video capabilities to its stack with the purchase of video demand-side platform (DSP) TubeMogul.

Having debuted the Adobe Experience Cloud earlier this year, Adobe has appointed Duffield to the role where he will focus on driving growth across the region by continuing engagement with both advertisers and agencies.

Duffied brings with him over 14 years experience of the industry, having previously held multiple senior roles at AOL. He added: “Each European market is unique and Adobe’s strategic perspective, as well as a depth of experience and expansive product portfolio will truly support the ongoing development of the customer experience.

“Every business is challenged with different needs, but with cross-channel transparency and wider marketing technology coming together at Adobe, the opportunity to lead the European business is really exciting for me.”

Post its Altice-purchase, Teads roll out new inRead ad formats

One of the high-profile developments of the year has been the purchase of out-stream video advertising outfit Teads by Altice, which today (September 12) announced the launch of the ability to create interactive, viewable display units which can be placed at the heart of editorial content.

Teads’ new suite of inRead display products, includes: Scroller; Canvas; Swing; Slideshow and Carousel; and are the first “viewable by design” display formats, which it claims guarantees viewability for advertisers, plus creative in a brand-safe environment.

With the launch of the new display offering, Teads’ viewable marketplace becomes the only solution in the industry that enables advertisers to run sequential targeting campaigns across both display and video, within the same platform, reads a release announcing the launch.

Advertisers can buy Teads’ viewable display units either through managed services, with guaranteed inventory, or through programmatic private marketplace deals. Several of the industry’s leading DSPs are certified to run Teads’ viewable display formats, including AppNexus, MediaMath, Centro and DoubleClick Bid Manager.

Teads’ chief executive officer, Bertrand Quesada, said: “Current display offerings in the industry provide a poor user experience and low viewability, so we saw a huge opportunity to transform the ecosystem.

"Our new viewable display formats coupled with our hugely successful inRead video products now allow us to offer advertisers a first of its kind viewable marketplace, ensuring viewable, brand-safe, and fraud-free ad experiences.”

The Drum will be reporting from the floor of Dmexco, click here for more coverage

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Sean Larkin

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