ADOTAS – The last independent holdout from the dynamic creative space has found itself a home at a bigger ad tech firm. Tumri has been acquired by digital and video ad services company Collective, which powers the AMP exchange and platform for publishers.
Tumri was looking like the perpetual bachelor of the dynamic display space as John Ebbert at AdExchanger notes that most of its brethren have been gobbled up by bigger companies: Teracent by Google (which Tumri commented validated dynamic display), Dapper by Yahoo and Adroit Interactive by MediaMath are just a few acquisitions.
Dynamic creative always seemed like more of an add-on service rather than a standalone operation. In fact, it seems Tumri has spent the last year partnering with the likes of AppNexus to bring dynamic display to its RTB platform; Magnetic to bring its tech to search retargeting; and [X+1] for its retargeting efforts.
Collective recently bolstered its video offering with the purchase of the unfortunately named video platform Oggifinoggi. Just last month, the company partnered with AppNexus to to launch the AMP Exchange sell-side platform featuring real-time bidding.