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.
February 19, 2025 Kevel has acquired Nexta, a Copenhagen-based startup, enhancing its on-site retail media offerings with off-site platform integrations. This acquisition, which adds 30-40 employees, allows Kevel to expand its ad solutions to platforms like TikTok and Meta. Kevel aims to provide retailers with a unified interface to manage campaigns across multiple platforms. Both companies share expertise in open web ad tech and programmatic retail media standards.
See full article on AdExchanger
Meta has updated its Advantage+ AI ad targeting tools to streamline campaign setup and enhance performance. New features include a unified campaign setup, an “Advantage+ on” label for optimized elements, and expanded use for leads campaigns. Additionally, Meta introduced an “Opportunity Score” to provide feedback on campaign setup, helping advertisers improve results. Early tests show a 10% lower cost per qualified lead with Advantage+.
See full article on SocialMediaToday
TikTok is negotiating to avoid a ban in the U.S. under the Protecting Americans from Foreign Adversary Controlled Applications Act. Potential buyers like Oracle, Amazon, and Microsoft are involved, while ByteDance explores a joint venture with U.S. investors. Vice President J.D. Vance is overseeing the negotiations, with just 52 days remaining before the deadline, leaving TikTok’s future in the U.S. uncertain.
See full article on MarketingDive
Google has updated its ads quality systems to emphasize the importance of relevant and easy-to-navigate landing pages for search ads. The new prediction model helps ensure users land on expected and helpful pages, reducing frustration and improving search experiences. Advertisers are encouraged to enhance their landing page navigation to drive long-term value and better align with user expectations.
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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