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PROGRAMMATIC I/O San Francisco, April 10-11, sponsored by The Trade Desk—Day 2, 12:10pm: “Omnichannel Buying Remains More Promise Than Reality”— Joanna O’Connell, VP and analyst at Forrester, takes a deeper look at the Q2 2017 Omnichannel DSP Wave.

Today's Must Read

Publishers Adapt To The New Realities Of The Facebook News Feed
while pubs might be able to A/B test their way to success within the Facebook environment, those who’ve relied heavily on referral traffic from the social media giant could have a tough time weaning themselves completely. More.

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AdExchanger Politics...Political Targeting In A Post-Cookie World
In this campaign season, if political advertisers are only cookie targeting a voter file, they’re in trouble. Unlike some commercial targeting, politics relies stringently on a specific set of vote history and polling data. More.

The Sell Sider...Attribution Blind Spots Are Eating Your Performance
Many media companies have attribution blind spots. Their inventory's true performance is underrepresented in marketer attribution systems because the IDs associated with impressions incorrectly appear to be different from the IDs associate with sales. More.

News Round Up


The dispersal of location data across the digital ad ecosystem exposes the industry to legal liability and backlash should it ever face a breach, Christopher Mims writes for The Wall Street Journal. Most consumers aren’t aware that even if they opt out of location tracking, companies can still monitor where they are. Telcos, for example, know where consumers are at based on the cell tower they’re connected to, and can sell that data anywhere under US law. Open Wi-Fi hotspots, in-store beacons and code baked into apps also track consumer location. And while the data is anonymized, it’s often sold to companies like LiveRamp, who can match it to personally identifiable information from Acxiom. “Imagine the Equifax breach, except instead of your Social Security number, it’s everywhere you’ve been, including your home, your workplace and your children’s schools,” Mims writes. More.

In The Box

The ecommerce subscription market has exploded – with billions in venture capital, acquisitions and IPOs. It’s an appealing business, but a treacherous one as well. “Only 55 percent of those who consider a service ultimately subscribe,” according to a recent McKinsey report on consumer subscriptions. And 40% of sign-ups churn early on, often before the company earns back the costs of delivery, free samples and an expensive customer acquisition funnel. For now, at least, the ecommerce subscription market is limited to mostly white urbanites in coastal cities. Retailers are taking a targeted approach. Gap launched a baby box (a category where regular clothes kits makes a lot of sense), and its subsidiary Old Navy followed up with quarterly boxes for kids aged 5-12. More on the brick-and-mortar set at CNBC.

The Room Where It Happens

President Trump’s decision last week to name Brad Parscale, digital media director from his 2016 campaign, as manager for his 2020 re-election effort created a stir among restless Democratic digital operatives. “If you’re a digital staffer, the highest you can get is digital director,” says Democratic digital media consultant Tim Lim to Politico. Republican campaigns in 2016 spent on average 25-30% of their ad budgets online, while digital media was about 5% of Democratic ad spend. And Republicans spent much, much more on Facebook and gave the social platform more control over targeting and audience construction. More (for subscribers). Related in Politics: Fake news sites are evading detection by frequently switching domain names, a practice known as “domain hopping.” More in BuzzFeed.

But Wait, There’s More!


AdExchanger Talks Episode 66: Visto's Kerry Bianchi
AdExchanger Talks Episode 65: Forrester's Joanna O'Connell
AdExchanger Talks Episode 64: BrightLine's Jacqueline Corbelli
AdExchanger Talks Episode 63: Roku's Scott Rosenberg
AdExchanger Talks Episode 62: Hearst's Troy Young
AdExchanger Talks Episode 61: Tune's Peter Hamilton
AdExchanger Talks Episode 60: EA's Belinda Smith
AdExchanger Talks Episode 59: Simulmedia's Dave Morgan
AdExchanger Talks Episode 58: CafeMedia's Paul Bannister and Rachel Parkin
AdExchanger Talks Episode 57: Salesforce's CSO Jonathan Suarez-Davis
AdExchanger Talks Episode 56: one2one Media's Michael Bologna

Get More AdExchanger Talks Episodes >>

PROGRAMMATIC I/O, San Francisco, April 10-11, 2018
PROGRAMMATIC I/O, New York, October 15-16, 2018
Industry Preview 2019, NYC, January 23-24, 2019 

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