Skydance Reportedly Exploring Entry Into Ad Tech 'Free' Agency Space
· 51m ago · Originally reported by Next in Media | Mike Shields
Skydance is reportedly considering a move into the ad tech sector, specifically targeting the 'free' agency model. Details about the company's plans or potential partners have not been disclosed.
Why it matters
If Skydance enters ad tech, it could signal growing interest from entertainment companies in digital advertising technology, potentially shifting competitive dynamics.
Explain it like I’m new here
It's like a movie studio thinking about opening its own shop to help brands show ads online for free.
Read the original at Next in Media | Mike Shields
Terms in this story
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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