What was new in adtech, in May

What's New in Publishing 27 May 2020 06:25

The adtech Pac-Man gobbled up more tech companies last month as Twitter acquired mobile ad company CrossInstall. The mobile-only DSP was founded in 2012, has received no outside funding, and boasts gaming clients such as Machine Zone, Jam City, SGN, and PuzzleSocial, according to AdExchanger.

Following the acquisition, CrossInstall will operate as a stand-alone business which will be owned and operated by Twitter as all 70 of CrossInstall’s employees join the social media giant.

Yet in the same month, Kantar’s Dimension study revealed distrust from consumers in social media platforms. According to The Drum, social media – which takes $84bn of global ad budgets – is the least trusted source for news and information, as only 17% of respondents claimed Facebook and Twitter as reputable sources. In total, 70% of those surveyed said they don’t trust a lot of what they see on social media, including information from brands.

In other social media news, in the UK, Barclays has partnered with Nextdoor to help UK businesses communicate directly with new and existing customers. As a result of the partnership, companies will be able to publish two posts a month for free to disclose new opening hours, delivery options and special offers.

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