Denstu to Acquire Tag in £533m Deal; Washington Post Launches Game to Boost Subs

In today’s ExchangeWire news digest: Dentsu to buy Tag for £533m; Washington Post launches new game to boost subscriber base; and the US JIC moves towards new measurement standards for premium video.

Denstu strikes deal to purchase Tag

Japanese marketing behemoth Dentsu will reportedly acquire British-based content production group, Tag. The £533m deal is believed to be one of the largest UK deals of the last 15 years. In purchasing the marketing content creator, whose clients include Calvin Klein and Heineken, Denstu advances its challenge to competitor firms such as WPP, Omnicom, and Publicis Groupe.

Washington Post launches “On the Record” game

The Washington Post has announced the launch of its first in-house gaming product. “On the Record”, a Sporcle-esque news quiz testing readers’ knowledge on weekly news stories, has been in development since spring 2022 and is intended to bolster the paper’s subscriber base.

US JIC moves to renew measurement standards

The US Joint Industry Committee (JIC), a collaborative body centred around the measurement of premium video, has announced the publication of new requirements for premium video cross-platform currencies. The move signals a prominent milestone in establishing common standards for premium video advertising.

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Fact of the Day

~3 million - the number of global subscribers to The Washington Post.

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