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AdTheorent (ADTH) – More Tools in the Toolbelt

Media and Entertainment
0 min read


Wednesday, January 24, 2024

Michael Kupinski, Director of Research, Equity Research Analyst, Digital, Media & Technology , Noble Capital Markets, Inc.

Patrick McCann, CFA, Research Analyst, Noble Capital Markets, Inc.

Refer to the full report for the price target, fundamental analysis, and rating.

Key partnerships announced. The company kicked off 2024 with two important announcements this month regarding technology partnerships, one with Jounce Media and one with Adelaide. The partnerships will help the company focus on high quality ad inventory and increase its performance measurement capabilities.  

Inventory quality. Through its partnership with Jounce, a media consulting group, the company will access key bid stream data. This data will allow the DSP to avoid made for advertising (MFA) sites. MFAs are clickbait websites that exist to sell ads and, as such, represent low quality ad inventory. Excluding such sites should enhance the DSP’s effectiveness.


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