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BizReport : Advertising : December 01, 2016

Ad Roundup: Acquisition, launch to add layers of control

In today's advertising roundup, a new acquisition and a platform launch that should give brands more control over their ad spend, creative, and monitoring.

by Kristina Knight

Meanwhile, ReturnPath has acquired Email Copilot; the move will give ReturnPath clients more email optimization tools, as well as monitoring and alert tools.

"As a leader in the deliverability space, our goal is to provide the industry's best and most comprehensive email optimization solution. With this new technology, our clients and partners will be able to connect disparate data sources to understand when deliverability problems occur, what's causing those problems, and how to fix them--all in real time," said Matt Blumberg, Return Path's CEO. "We are firmly committed to helping marketers and their technology partners grow their business through the email channel, and this acquisition directly supports that commitment."

And Connatix has partnered with GeoEdge to improve ad management and the user experience for publishing sites. The move will also improve the publisher security by helping to monitor and block malware and low-quality ads.

"As bad actors have exploited the adtech space recently, online security and user safety is of the utmost importance to publishers. Last year alone Google was forced to disable over 780 million infected ads," said David Kashak, founder and CEO of Connatix. "We've identified the need for better protection for our publishers, and are excited to partner with GeoEdge to offer this new functionality for our clients. We're willing to take a revenue hit, as opposed to offending site visitors, and this partnership exemplifies that drive."

Tags: advertising, advertising tools, Connatix, email marketing, ReturnPath

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