Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
April 17, 2025 Spotify launched its ad exchange (SAX) after six months of pilot testing with The Trade Desk. SAX integrates with Magnite, Google’s DV360, and other partners, supporting addressability through audio, video, and display units. Spotify also updated its Ad Manager with custom audiences, enhanced tracking pixels, and generative AI audio ads. Podcast ads will be added later this quarter.
See full article on AdExchanger
Zynga’s research reveals that 27% of mobile gamers purchase new products after seeing in-game ads. Additionally, 43% research products they discover through these ads. Mobile gamers are active shoppers, spending significantly on retail and groceries, and are more likely to engage with digital payments and online shopping. This highlights the effectiveness of in-game advertising in driving consumer behavior.
See full article on Marketing Dive
Amazon has made a last-minute bid to acquire TikTok ahead of the U.S. government’s deadline for ByteDance to sell the app or face a ban. This move aims to leverage TikTok’s social commerce potential to expand Amazon’s product listings and sales. Oracle remains the lead bidder due to its existing infrastructure support for TikTok and connections with the Trump administration.
See full article on Marketing Dive
A recent study by Edison Research reveals that 64% of Americans spend most of their daily audio time with ad-supported sources, compared to 36% with ad-free options1. Older listeners (55+) prefer ad-supported audio, while younger listeners (13-34) split their time more evenly between ad-supported and ad-free audio. This trend highlights the enduring appeal of ad-supported audio for reaching consumers and increasing brand awareness.
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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