Another Big Day in Ad Tech News – SingTel, Instagram

AcquisitionMaybe it’s because Cannes is kicking off but the Big News from Ad Tech land continues to pour in. In a week that already saw the announcement of French startup Alenty by behemoth AppNexus, we can now add:

  • SingTel’s acquisition of not one but two tech companies: Adconion and Kontera.
  • Instagram expanding advertising internationally

SingTel has added both Adconion and Kontera to their stable, adding to their recent buys of other ad tech companies of Amobee and Gradient X. According to ReCode the company:

will spend around $150 million on San Francisco-based Kontera, which helps advertisers track and place content on social networks, and $235 million for ad platform Adconion’s U.S. assets, but not its European operations. The Adconion deal includes another $20 million in potential incentive payouts, sources say.

The muddled world of Native Advertising took a lurch forward with Instagram announcing that they will be supporting ads internationally. According to the company:

"We’ll work closely with a handful of advertisers in each country who are already great members of the Instagram community," a spokesperson told Mashable. "That could mean it’s a global brand with a strong presence in one of the countries, or a regional/local brand specific to that country."

It’ll be interesting to see if any other Big News comes out as we are just moving into the Cannes Lions. I’m sure some of these guys are sitting on big news. Will 2014 be the Summer of Consolidation?

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