Ad technology company Vurve has rebranded as Lexity and announced the launch of an intent-driven platform for e-commerce advertisers.
The ad tech industry has focused on building elaborate systems of targeting and insight-gathering without recognizing that brands don’t really care about the gee-whiz elements, according to Lexity CEO Amit Kumar.
“We were as guilty as anyone of being tech-centric,” said Kumar. “Customers asked what does that really mean for my brand when we would talk about all of these complex elements of ad tech. They wanted to know what kind of effectiveness exists for one tool over the other.”
More in Media

Here are the biggest misconceptions about AI content scraping
An increase in bots scraping content from publishers’ sites represents a huge threat to their businesses. But scraping for AI training and scraping for real-time outputs present different challenges and opportunities.

How Future is using its own AI engine to turn deeper engagement into ad dollars
Future is betting on AI to boost recirculation – and make that stickier audience more appealing to advertisers.

Substack’s video bet could be a growth hack for small creators
Video is helping smaller creators on Substack grow their subscriber numbers faster — but larger creators aren’t experiencing the same boost.