Interviews, insight & analysis on digital media & marketing

New Business Bulletin: The Trade Desk, Toblerone, TikTok and many more

Disney Advertising and global advertising technology company The Trade Desk have reached a landmark agreement to power greater audience activation at scale programmatically. This expanded deal marks yet another step toward transforming how advertisers access Disney’s portfolio of premium supply, rooted in secure data collaboration and powered by automation through Disney’s Clean Room technology. By offering clients more flexibility, choice and control across all deal types, Disney is delivering on its commitment to support addressability at scale. This agreement will enable a first-of-its kind integration between Disney’s proprietary Audience Graph and the open-source identity framework, Unified ID 2.0, within a secure environment. As a result, buyers will be able to discover more addressable, biddable inventory across the Disney portfolio, all validated by Disney’s proprietary Audience Graph.

Toblerone has unveiled a new brand story and visual identity redesign for its iconic chocolate bar to encourage uniqueness in all its forms, empower individuals and pay tribute to the importance of being stubbornly triangle in a world of squares. Conceived through collaboration between Toblerone and strategic brand creative agency Bulletproof, Toblerone’s new brand story pays tribute to the importance of being stubbornly triangle in a world of squares. It draws on the brand’s heritage of being different in the traditional world of chocolate – its shape as well as its original signature taste of smooth chocolate, chewy nougat and crunchy almonds. The Toblerone team, Bulletproof and Media Monks collaborated to create a new direct-to-consumer UK ecommerce website that shifts the conventional online gift shop towards a more unexpected user experience. offers a curated assortment of personalised gifting ideas and content that amplify and celebrate the uniqueness of relationships, and events that chime with the purpose of celebrating individuality.

TikTok has announced the TikTok Inventory Filter, an innovative brand safety and suitability solution that provides advertisers with more control over the content that appears adjacent to their In-Feed Ads on the For You page. Now available in 25 countries and 15+ languages, the TikTok Inventory Filter is both a major milestone for brand safety and suitability on TikTok and a foundational technology for future advertising offerings. Powered by advanced machine learning technology, the TikTok Inventory Filter gives advertisers access to three distinct tiers of video inventory – Full, Standard and Limited – which are informed by TikTok’s own policies and the industry-standard GARM Brand Safety Floor and Brand Suitability Framework. The desired tier can be selected within the TikTok Ads Manager when setting up a campaign.

finnCap Cavendish, the M&A advisory team at finnCap Group plc, is pleased to announce it has advised Barburrito, the 16 site national chain of burrito bars, on its sale to The Restaurant Group plc (“TRG”). The sale to TRG will enable the business to expand its footprint across the UK and strengthen its offering. The deal was led by Henry Wells, Head of Consumer and Mark Stoddart, Director.

Adverty AB has unveiled a global partnership with Swedish technology company SeenThis, a partnership that enables streamed video advertising to be delivered into live-gaming environments for the first time. The groundbreaking collaboration will allow advertisers to stream video creative programmatically through their preferred DSPs into Adverty’s gaming inventory of IAB standard display banners, setting a new standard for immersive, smooth, high-quality in-game video advertising.

Extended reality (xR) technology company, disguise, has acquired Atlanta-based immersive entertainment specialists Meptik, to empower the global deployment of trailblazing immersive productions, studios and installations delivered by Meptik and powered by disguise. While both companies will continue to operate as separate entities, disguise will be leveraging Meptik’s expertise to expand its global reach, helping creatives build the next generation of extended reality and metaverse experiences. Meptik’s teams will work with disguise to workshop new solutions, create product roadmaps, and drive new standards in entertainment technology.

BWT Alpine F1 Team and Yahoo are delighted to confirm a strategic partnership, which will see Yahoo continue as a valued technical partner. The distinctive Yahoo logo will appear on the BWT Alpine F1 Team A522 cars, bringing its global footprint to new audiences. The team will leverage this huge platform as Yahoo builds its future vision of news, sports, entertainment, lifestyle, finance, media and communications tools. Yahoo, a global media and technology company that reaches nearly 900 million people around the world, has been a valued partner since 2019. In an extension of the collaboration, both BWT Alpine F1 Team and the wider Renault Group will have access to Yahoo’s industry-leading ad technology stack, enabling the brands to reach millions of people across the world through its advertising and content distribution platforms, Yahoo’s own News, Sport and Finance brands, as well as access to Yahoo’s XR Studios where the companies will be able to build 3D, immersive and interactive content experiences together through motion capture, volumetric capture and XR Stage technologies. 

Riskified, Ltd. (NYSE: RSKD), a fraud management platform enabling frictionless Ecommerce, and Axerve, an Italy-based payments hub that has developed a platform for orchestrating payments worldwide, have launched an extended strategic partnership to offer Riskified’s machine learning solutions, including PSD2 Optimize, to Axerve’s portfolio of customers. One of Axerve’s first clients to implement PSD2 Optimize, KIKO Milano, saw an exemption of nearly 99% of orders from Strong Customer Authentication (SCA) using Transaction Risk Analysis (TRA), and a more than 10% increase in approval rates for transactions. 

Amplience, the commerce experience platform, has been instrumental in the successful launch of the unique online cosmetic treatment destination, selfologi, which – for the first time – connects consumers directly with specialist clinics and practitioners. Key to the success of the launch was a technology stack that could deliver agile content management. Amplience’s unified commerce experience platform, which includes Dynamic Content, Dynamic Media and Content Hub were deployed at the start to create a dynamic sitemap and frontend navigation allowing selfologi to shape its offer and soft-launch the site before its official go-live. The company had the opportunity to grow its audience, generate leads, and build rankings on Google prior to launch six months later.  

Hootsuite created the social media management space in 2008 and has cast a new way to ‘be social’ with the launch of its rebrand. To personify the ethos of the new identity and foster engagement with the Hootsuite brand, the company has appointed its beloved icon, Owly, as Chief Connection Officer. Owly will now play a larger role as the friendly, approachable, and expressive guide for brands that are leveraging social. To ensure the rebrand effectively connected with, and reflected, its people, Hootsuite built its rebrand activation in-house, leveraging the expertise of its creative, social and functional teams. The company also collected and incorporated thoughtful feedback from its customers and a diverse array of stakeholders, ensuring the new approach signified the humanity and connection that makes up social.

eDesk, the eCommerce customer support software provider, has announced that it has partnered with Mirakl, the industry’s first and most advanced enterprise marketplace SaaS platform. The partnership means eDesk now natively integrates with over 300 Mirakl-powered marketplaces, and brings a customer support solution to Mirakl sellers to help them grow into new sales channels without compromising customer satisfaction. This partnership strengthens eDesk’s position as the eCommerce customer support helpdesk software provider with more marketplace integrations than any other vendor.

Index Exchange Inc. (Index), one of the world’s largest independent ad exchanges, has announced a partnership with Scope3, a specialist in supply chain emissions data, in order to help marketers make data-driven decisions that reduce their carbon footprint. Index is committed to continuous research and investment in green innovation that will help customers reduce their emissions and move closer to achieving their sustainability goals. Through this strategic partnership, Index will offer Green Media Products (GMP), powered by Scope3, to accurately map, measure, and compensate for the end-to-end emissions in the programmatic ad supply chain. GMPs are net zero carbon media, offering the same inventory and performance as Index campaigns to date plus a commitment to contribute the exact cost of carbon to a portfolio of high-quality carbon removal projects ranging from reforestation to direct air capture.

Hawk Platform, the fully multi-channel demand-side platform (DSP), has announced a global partnership with Azerion’s proprietary SSP, Improve Digital. The collaboration with the digital entertainment and media platform will enable marketers to reach Azerion’s audiences at scale, via impactful rich media formats, as well as native, video and display advertising across Azerion’s premium games and leading publishers. This new partnership will make it easier for Hawk’s customers to access a brand-safe and highly diversified inventory, including a portfolio of AAA titles and 17,500 games that allow marketers to connect 425 million monthly active users through immersive advertising experiences. Through this transparent integration, Hawk’s clients will leverage the Azerion SSP’s cutting-edge advertising solutions that enable the buying of high-impact ad formats (rich media), native advertising, video, display, and in-game ads across all digital media channels (i.e. mobile, tablet, desktop, and connected TV). The collaboration covers major markets including the UK, France and Germany.

Car buying site, heycar and automotive media business, Autovia have announced a new commercial partnership for Autovia’s BuyaCar platform. BuyaCar customers can now browse heycar’s quality used stock from dealers on the BuyaCar website or buy directly from heycar by paying a deposit. It’s a fantastic deal for customers who will be able to browse a greater choice of 100K quality used vehicles when looking for their dream car. To make things even easier, buyers will be able to contact heycar’s network of dealer partners to make any enquiries about listed stock which have caught their eye. The partnership will open up a wealth of heycar customer benefits and services such as the ten day money-back guarantee and full warranty on each car – buying a car never felt so good.

First Artists Management (FAM)—the international talent agency representing composers and music supervisors—has announced the launch of its inaugural Composer Assistant and Mentor Programme (C.A.M.P.). In partnership with Youth Music, the initiative welcomes aspiring music makers aged 18-25, based in England, Scotland or Wales. With a focus on underrepresented groups, it aims to create opportunities to break into the music for screen industry. Upon entry into the programme, mentees will gain knowledge of the industry, build a portfolio and grow their network – providing important steps to a career in composing for media. Level one, commencing end September 2022, over five weeks, includes an online educational series, practical advice and tips on the industry as well as one-to-one mentoring with experienced composer mentors including David Arnold, Alex Baranowski, Anne Chmelewsky, Benji Merrison, CJ Mirra, Ré Olunuga, Paul Saunderson, Will Slater, Gazelle Twin, and Joe Wilson.