By Lauren Johnson, Business Insider
2019 was the year the adtech industry was forced to adapt to sweeping new privacy laws and a rapidly changing media business.
Growing concerns about privacy and the death of cookies that fuel digital advertising; the advent of the California Consumer Privacy Act (CCPA) and Europe's General Data Protection Regulation (GDPR); and tech giants Apple and Google clamping down on how marketers use third-party cookies required many adtech companies to change their pitches to marketers.
Amazon's nascent advertising business gained steam with a new cottage industry of e-commerce-minded firms helping marketers use the platform. Adtech firms also had to join the chase for the $70 billion TV-advertising market.
We identified a handful of companies that were best positioned to survive these challenges and thrive in the year ahead.
TVision: Wants to measure when people actually watch TV
Star to know: Tristan Webster, the vice president of data and analytics
2019 revenue: $9 million
Total funding to date: $24.7 million
Comment: TVision wants to compete with the old-school measurement firms Comscore and Nielsen by tracking how people watch TV. The TV-tech firm has a panel of 5,000 households that agree to share their viewing data and install a small device next to their TVs at home in exchange for a small payment. TVision tracks people's movement to detect if someone was in the room or looking at the TV when a program or commercial airs. TVision then sells the data about who's watching what and when to networks like Disney-ABC and The Weather Channel, and advertisers such as Pepsi that use it to inform their ad planning and buying.
Read the full article on Business Insider.
