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Adtech is going native on steroids, hyper-personalization and consolidation

iAngels’ adviser Kfir Moyal reflects on 2015’s Adtech correction and the opportunities for investors in 2016 After years of VC exuberance, 2015 marked the end of an investment cycle for the adtech industry. Quite a few companies with high valuations stumbled, downsized, restructured and pivoted in order to achieve, or at least progress on a […]

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iAngels’ adviser Kfir Moyal reflects on 2015’s Adtech correction and the opportunities for investors in 2016

After years of VC exuberance, 2015 marked the end of an investment cycle for the adtech industry. Quite a few companies with high valuations stumbled, downsized, restructured and pivoted in order to achieve, or at least progress on a path toward, sustainable profitability.

Yet, despite the contraction in VC investments, the industry is growing dramatically, fueled by agencies and advertisers competing for digital real estate across billions of screens, with billions more forthcoming in the next few years. 2015’s correction sets the stage for adtech to “grow up” in 2016, especially in terms of ad quality and industry structure.

The first trend I expect in 2016 is a spike in contextually relevant ads (CRAs), like native advertising, that blend well with the user experience. Nearly 200 million ad blockers cost publishers $22 billion in 2015, an impact far from trivial. If consumers continue to face harassment from unwanted ads, this figure could double or triple in the upcoming years.

The antidote: CRAs. We’ve witnessed Google command significant premiums from advertisers for more than a decade by serving CRAs along the search dimension, while Facebook’s dominance derives from the wealth of personal data it collects on each user and its ability to seamlessly integrate relevant advertising in the newsfeed experience. In the last few years, Outbrain and Taboola have leveraged content consumption patterns to create an entirely new category of CRAs known as sponsored content/native advertising.

Even today, I find myself still clicking on sponsored content, thinking it’s native. It’s not that I’m being tricked, like with pop-up ads or clickbait; rather, the contextual relevance of the ad suits my interests. It’s nicely integrated in the page and is truly relevant. Contextual intelligence is a meaningful point of differentiation that leads to higher ROI for advertisers and publishers, and thus, the adtech companies that improve the marketer’s ability to provide the right message to the right person at the right time will attract substantial investment.

The second trend we will see is hyper-personalization, with a special focus on what I will call the “smart creative.” During the last few years adtech has focused on data collection and analysis in order to better target consumers, optimizing yields for both advertisers and publishers. Yes, we’ve improved on many different fronts, but the ad creative has remained flat and static. Thanks to the death of privacy, we now have an abundance of data that can be used to make each creative hyper-personalized and much more engaging for the consumer.

In 2016 we will see creatives that change on-the-fly based on each user’s unique characteristics rather than fixed images that are mass-distributed, and smart programmatic creative will become the standard.

The third trend to consider is consolidation. The artificial silo between adtech and martech is crumbling. Despite the pace of advertising innovation the past 15 years, the complexity of adtech as a technology stack inhibits brands, agencies and marketers from seamlessly integrating digital advertising into their full marketing stack.

In 2016, we’re going to see companies like Oracle, SAP, Salesforce, AOL, Google and Facebook beefing up their martech war chests. These incumbents will snap up new entrants to enhance and complete their martech stack in a way that they can really become a one-stop shop for marketing and adverting in a digital manner. This trend is buoyed by increasing demand for accountability from premium brands (after the 2015 AppNexus’ cleanup that shined a spotlight on the pervasive fraud affecting marketers’ ROI).

We’re going to see the CRM technology, the marketing automation technology integrated into the DMP and the DSP and the attribution solutions, the tracking vendors, all coming together into one platform that makes it much easier for the marketers to execute multi-channel, orchestrated campaigns that take advantage of data.

On the monetization side, we’ll see more and more consolidation. Adtech and martech is, in particular, an industry where size is a major advantage. We’re seeing it even with Israeli companies like Taboola and Outbrain that are discussing a merger among themselves. I bet we’re going to see it more. We’ve seen AOL buying Millennial Media, Vidible and Convertro to make it easy for brands and agencies to advertise across their destination properties like TechCrunch, Huffington Post and MapQuest.

We’re going to see that further into 2016, all across the board, either where the marketing players are going to buy the adtech players or the adtech players are going to buy the marketing players.

As an iAngels advisor and general partner at Cyhawk Ventures, I am evaluating companies in the context of the themes outlined above. In light of adtech’s 2015 correction, startups that “face the mirror” will grow fast in 2016, in a much cleaner and accountable environment. This means they will be well poised to attract investments from multiple funds, and the adtech financing environment will get back on track.

This article originally appeared on Techcrunch

Source: https://www.iangels.com/2016/04/adtech-going-native-steroids-hyper-personalization-consolidation/

Private Equity

Alternative Investments: Accelerate’s Alt ETFs Now On RBC Dominion Securities A+ Platform

Accelerate Financial Technologies Inc announced this week that its alternative ETFs have been added to the RBC Dominion Securities A+ platform. RBC Dominion Securities describes the A+ as the next level of wealth management.

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Alternative Investments: Accelerate’s Alt ETFs Now On RBC Dominion Securities A+ Platform

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The A+ is for you if “you require serious investment management for your serious money.”

Accelerate Financial Technologies Inc announced this week that its alternative ETFs have been added to the RBC Dominion Securities A+ platform.

RBC Dominion Securities describes the A+ as the next level of wealth management.

For select clients with serious money, the platform provides greater convenience, customization, RBC’s Unified Managed Account technology, access to elite money managers worldwide, and tax efficiency.

Accelerate’s Alt ETFs on RBC A+

The range of alternative ETFs from Accelerate allows investors to diversify beyond stocks and bonds by including alternative asset classes in their portfolios.

The firm is known as a pioneer in institutional caliber alternative ETFs including hedge fund and private equity ETFs. It claims it is “disrupting the asset management industry by offering performance-oriented alternative investment strategies previously reserved for wealthy investors at a fee significantly lower than competitors.”

“We are pleased to be chosen by RBC Dominion Securities, a global leader in wealth management, as one of the select group of high-quality investment managers on the exclusive A+ platform for RBC Dominion Securities advisors and their clients,” said Accelerate CEO Julian Klymochko. “In an era of rock-bottom interest rates and record-high stock market volatility, we are pleased to provide investors with diversification, alternative yield, and alpha generation solutions through alternative investment strategies including absolute return, arbitrage, enhanced equity, and private equity replication.”

Selected ETFs

The alternative ETFs on the RBC Dominion Securities A+ platform include:

  • Accelerate Absolute Return Hedge Fund (TSX: HDGE) – a diversified, liquid, and performance-oriented long-short equity hedge fund
  • Accelerate Arbitrage Fund (TSX: ARB) – provides exposure to SPAC arbitrage and merger arbitrage investment strategies
  • Accelerate Enhanced Canadian Benchmark Alternative Fund (TSX: ATSX) – combines exposure to the S&P/TSX 60 plus a long-short Canadian equity overlay
  • Accelerate Private Equity Alpha Fund (TSX: ALFA) – designed to provide investors with private equity-like investment returns

Related Story:  Liquid Alt ETF Provider Accelerate Offers Ready-Made Alternative Investment Strategy                                                

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Source: https://dailyalts.com/accelerates-alt-etfs-now-on-rbc-dominion-securities-a-platform/

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Private Equity

Venture Capital: AgTech Startup Benson Hill Lands $150M

Benson Hill, an agtech startup based in St. Louis, announced Thursday its close of a $150 million Series D round led by Wheatsheaf and GV (formerly Google Ventures). It uses biotechnology and data science to enhance the nutritional qualities and sustainability of crops.

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Venture Capital: AgTech Startup Benson Hill Lands $150M

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Benson Hill uses biotechnology and data science to enhance the nutritional qualities and sustainability of crops.

Benson Hill, an agtech startup based in St. Louis, announced Thursday its close of a $150 million Series D round led by Wheatsheaf and GV (formerly Google Ventures).

The company said other strategic and ESG focused investors also participated. These included Argonautic Ventures, Caisse de dépôt et placement du Québec (CDPQ), Emart, GS Group, Louis Dreyfus Company, iSelect Fund, Fall Line Capital, Mercury Fund, Prelude Ventures, Prolog Ventures, S2G Ventures, and additional strategic and family office investors.  (FOOD navigator-USA.com)

Benson Hill technology

Benson Hill uses biotechnology, data science, and AI to enhance the nutritional qualities, flavor, and sustainability of crops and vegetables.

The firm’s “Cloud Biology” is the fusion of data, machine learning, and AI techniques with biology. Its “CropOS” is a proprietary platform that facilitates the accessibility and actionability of Cloud Biology.

The CropOs platform uses plant phenotyping, predictive breeding, and environmental modeling algorithms to better control the plant breeding process and realize these advantages:

  • Produces plants that are highly productive, highly nutritious, and better tasting
  • Better texture
  • Reduce the number of processing steps
  • Reduce the need for additives
  • Grow plants that “do more with less,” thus boosting sustainability

The company’s work so far has been concentrated around soybeans.

Its new, ultra-high-protein (UHP) soy products spiked the interest of investors. They come from a highly productive non-GMO soybean that is rich in oleic oil content.

Use of funds

Benson Hill plans the commercial launch of the first Ultra-High Protein soybean varieties in 2021, among other product launches.

It also plans to expand its team by adding top talent and continue the development of Cloud Biology and CropOS.

“As a society, we’re at a crossroads made more evident as the pandemic has revealed strengths and vulnerabilities in our food system,” said Matt Crisp, Benson Hill CEO. “Food choices that create enjoyment, make us stronger, and help preserve our environment need to be accessible to everyone, and the power of plant diversity and technology innovation can help fuel that evolution.

Related Story:   Smart Farm Technology To Take The Drudge Out of Plant Breeding

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Source: https://dailyalts.com/agtech-startup-benson-hill-lands-150m/

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FinTech: Alliance Data Buys BNPL Fintech Bread For $450M

Alliance Data Systems (NYSE: ADS) said Thursday that it will acquire Bread and its digital platform for $450 million of which $100 will be paid through Alliance stock. The transaction would expand Alliance Data’s own digital offerings by including buy-now-pay-later (BNPL) products.

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FinTech: Alliance Data Buys BNPL Fintech Bread For $450M

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Alliance Data will pay in cash and stock for the acquisition.

Alliance Data Systems (NYSE: ADS) said Thursday that it will acquire Bread and its digital buy-now-pay-later (BNPL) platform for $450 million of which $100 will be paid through Alliance stock.

The transaction would expand Alliance Data’s own digital offerings by including BNPL products. BNPL is a major trend now that consumers have embraced the interest-free, zero-fee facility to pay in installments. Alliance is a provider of data-driven marketing, loyalty, and payment solutions. (Alliance)

Digital BNPL is particularly popular with millennials and the younger set. They prefer not to run up credit card debt and like the speed and convenience. The technology and products acquired from Bread will address this segment of the population.

Bread already has tie-ups with merchants such as online jewelry seller Noémie, the luxury watch seller Hublot and Newton Baby, the crib mattress provider.

BNPL customer experience

“Bread’s flexible, easily-integrated payment solutions, coupled with Alliance Data’s Enhanced Digital Suite, will improve the digital customer experience and support increased acquisition and checkout rates, offering the best payment product to the right consumer at pivotal moments in the customer’s online shopping journey,” Alliance said in a statement.

Alliance intends to leverage Bread’s solutions along with its own existing private label, general-purpose and commercial products.

COVID-19

Its brand partners will therefore get another advantage in the eCommerce channel, with online businesses already getting a boost from COVID-19.

“With the timing of the holiday season upon us, the COVID-19 pandemic has accelerated the adoption of digital technologies, and perhaps nowhere as significantly as in financial services and payments,” said Val Greer, chief commercial officer, Alliance Data.

BNPL is now crowded with cash-rich players

Payments giant PayPal (NASDAQ: PYPL) announced in August that it would begin offering BNPL services, recognizing that COVID-19 had triggered a dramatic increase in their popularity.

Other players in the BNPL field include Klarna, Affirm, Afterpay, and Quadpay.

In a recent study, Tech Crunch found that PayPal had the highest retailer coverage with a presence of 65% retailers. Afterpay was a distant second at 10%, then Affirm 6%, Klarna 5%, and QuadPay 2%.

The study concluded that PayPal was primed to dominate the BNPL wars.

Related Story:   PayPal Challenges Klarna In U.K. BNPL Tussle                                                

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Source: https://dailyalts.com/alliance-data-buys-bnpl-fintech-bread-for-450m/

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