ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: More ad space on Tumblr; Rubicon Project teams up with SuperAwesome; Adyoulike tops USD$20m run rate; Integral Ad Science cooperates with Flashtalking; and Matomy launches full-service mobile advertising agency.

Tumblr takes ads to user blogs

More ad space on Tumblr: the Yahoo subsidiary has just announced a new advertising program that will allow its regular users to earn money with their blogs – and provide new ad space for advertisers. Instead of displaying ads only on influencer blogs and commercial sites, any eligible blog will, in the future, be a canvas for ads, the company announced on their blog.

To participate in the programme, users must register with Tumblr, a process which will begin later this year, the network says, with details currently still being hashed out behind closed doors. However, Tumblr has already disclosed that ads will appear on the blog home pages, via mobile app and the mobile web.

The displaying of ads is activated on user pages by default – benefitting Tumblr’s monetisation effort on the back of 65 million users with more than 306 million blogs.

The announcement comes a few days after the news that parent company Yahoo has just been snapped up by Verizon for just under USD$5bn (£3.8bn).

Rubicon Project facilitate programmatic in kids’ sector

Rubicon Project team up with SuperAwesome, a digital marketing platform for kids, for the launch of REX, a COPPA and GDPR-compliant advertising private exchange aimed at kids advertising.

Acting as exclusive ad tech partner for the real-time exchange for video, mobile and desktop advertising, Rubicon is facilitating SuperAwesome’s private exchange, enabling marketers to use Rubicon's automated tools to buy advertising that is targeted at children under the age of 13 online.

“Children are increasingly influencing their parents purchasing decisions, and we are excited to be working with a leader like SuperAwesome to bring the power of automation to COPPA-compliant advertising”, says Harry Patz, Jr., CRO, Rubicon Project. “We look forward to offering SuperAwesome's inventory exclusively to the thousands of quality buyers we have on our platform.

Content review technology by SuperAwesome makes sure that ads in the exchange are safe, while COPPA and GDPR compliance is guaranteed by only using platforms which do not utilise profile or cookie-based targeting.

According to SuperAwesome, the ad platform reaches more than 250 million children each month. Advertisers are brands such as Disney, Nintendo, Hasbro, Lego, and Warner Bros.

Adyoulike UK records USD$20m run rate

UK-based native advertising platform Adyoulike has been busy in the past year. After launching a programmatic native exchange with AppNexus and integrating solutions with MediaMath and AOL, the London startup has now recorded 200% growth for their UK native advertising revenue in H1 2016. The European group as a whole is currently at a $20m (£15m) run rate for 2016.

UK managing director Francis Turner comments: "Our UK business continues to thrive in a booming native advertising space. 200% comparative growth for the first half of 2016 is a phenomenal achievement for our team, coming as it has on exceptional growth in 2015 as a whole.”

For the whole year 2015, Adyoulike posted 300% growth for its UK business.

After recently inking a partnership with Headway and expanding in the LATAM market, Adyoulike is planning to continue its expansion in 2016.

Integral Ad Science cooperates with Flashtalking

With users surfing across multiple devices, attribution modeling has become a central aspect of measuring campaign effectiveness. Thus, the majority of marketers are planning to make use of a cross-channel attribution model in the future. Instead of performing such measurements separately, the cooperation between Flashtalking and Integral Ad Science is aimed at enabling the combination of this technology.

Integral Ad Science and Flashtalking have announced a partnership, expanding the scope of Flashtalking’s attribution offering 'Encore' to include viewability measurement. The ad serving, tracking and technology provider is incorporating data by Integral Ad Science – which may improve attribution forecasts used by advertisers as a basis for campaign planning.

"Verification and attribution represent dual efforts to make advertising more transparent and accountable", said Scott Knoll, CEO of Integral Ad Science. "This partnership brings them together in a way that is impactful and seamless for our mutual clients."

The scope of the new technical cooperation is currently being beta-tested with a number of selected customers of Flashtalking.

Matomy launches mtmy

Media company Matomy launches a full-service solution. Under the moniker of mtmy, Matomy introduces their mobile advertising agency. Integrating with Matomy’s DMP, mtmy promises global media targeting and cross-channel optimisation.

"mtmy is a holistic agency where advertisers enjoy a high level of strategic planning, creative cross-media optimisation, and the true power of Matomy's existing technology to not only meet current needs, but also plan and prepare to execute for future needs”,  says Mor Meroz, VP clients, Matomy.

mtmy generates data on app-specific user behaviour and uses it for the optimisation of audience-targeting between channels. According to Matomy, this approach identifies high lifetime-value and 'lookalike' users and matches them with behavioural patterns in the existing customer base, ultimately maximising the return on investment for RTB buys. Last but not least, the full service approach streamlines the process of working with multiple media partners.