SCA launches LiSTNR AdTech Hub after rejecting ARN offer
SCA has followed up its rejection of rival ARN’s takeover bid by launching the LiSTNR AdTech Hub, a new advertising technology suite.
The LiSTNR AdTech Hub launched on Friday and offers “market-leading commercial opportunities” with its 1.8 million-strong user base. The suite promises increased personalisation and targeting; extensive dynamic creative optimisation; and an Australian based CDP and first party data clean room solutions and services.
In addition, LiSTNR has updated its app, improving functionality, and refreshing the design.
SCA’s chief commercial officer, Seb Rennie, said: “LiSTNR’s new and advanced LiSTNR AdTech Hub brings together the massive reach and audience of digital audio across LiSTNR’s owned and partner brands, without geographic boundaries. LiSTNR’s AdTech Hub will enable the measurement of every campaign’s ROI across an unrivalled audio ecosystem.
“This will ensure our advertiser’s budgets go further, and engage more people, more effectively. It is a game-changer for the audio industry, business owners, marketers and media agencies.”
Executive head of LiSTNR commercial, Olly Newton, said: “When it comes to advertising to digital audiences in 2024, times have never been more challenging for brands. As the industry adapts to the discontinuation of third-party cookies, advertisers must explore alternative privacy-preserving data solutions to anticipate the evolving digital landscape.
“LiSTNR’s new app, along with its new AdTech Hub and advanced technology capabilities and services, will offer a frictionless universe of advertising options that deliver ROI for brands and add value for advertisers and listeners.”
SCA chief John Kelly told Mumbrella last week he believed LiSTNR was grossly undervalued in ARN’s takeover offer, which was rejected yesterday.
LiSTNR revenue increased by 27% during the final six months of 2023, and is on target to become profitable by June. This wasn’t factored into the offer, which was made in October.
“Increasing our shareholder value has happened absent of the 18th of October offer, so not included in that offer,” Kelly told Mumbrella.
“Both cost out, and the acceleration of profitability of LiSTNR: we don’t think it’s been factored in appropriately.”
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