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PROGRAMMATIC I/O San Francisco, April 10-11, sponsored by TripleLift and OpenX—Day 1, 9am: “How To Understand Differences Between Data Types Of Usage” - Jackie Stewart and Evan Herman from The 614 Group give best practices on putting a data strategy into place from a seller perspective.

Today's Must Read

Reddit Woos Advertisers With In-App Native Ads
Unlike regular promoted posts, Reddit users will be able to upvote, downvote and comment on native ads just like anything else posted in the feed. More.

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IPG's Erica Schmidt Becomes Cadreon's Global CEO
Schmidt takes over the role from Arun Kumar, chief marketing and data technology officer of IPG Mediabrands, who oversees the group’s central media, data and technology practice as well as the media agency Reprise. More.

Condé Nast’s Chief Data Officer On Making Data More Accessible Across Its Footprint
“All our customers are building marketing or data science teams and we wanted to create an environment where insights are shared in a more frequent way, in more real time,” Chief Data Officer Karthic Bala said. “We’re building this vertical specialization to enable brands and agencies to get to the right person and find the answers they need as fast as possible.” More.

Data-Driven Thinking...GDPR And The Confounding Question Of ‘Legitimate Interest’
A regulation that threatens to upend several multibillion-euro businesses should be clear and prescriptive in its guidance – but the GDPR is decidedly not. More.

The Sell Sider...As More Brands Demand Transparency, Publishers Must Answer The Call
Publishers must first commit to delivering high-quality content – and the best way to ensure this is human curation and content approval. More.

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News Round Up

Take That

Rubicon Project reported Q4 and full-year 2017 earnings Wednesday. As expected, eliminating buy-side fees took a serious bite out of its revenue. For the quarter, revenues were $31.4 million, down from $72.7 million in Q4 2016, and full-year revenues fell to $155 million from $278 million. Its take rate was 11.6%, which has remained consistent since the company eliminated buyer fees in November. Previously, take rates had been as high as 25%. “Our desire was that by eliminating buy-side fees, it would put competitors that still charge buy-side fees in an uncomfortable position and have them eliminate it as well,” Rubicon CEO Michael Barrett said on the earnings call. “We are not seeing pressure from the sell side from a rate standpoint.” Rubicon also cut $44 million in annualized spending by consolidating back-office functions, eliminating 100 positions and reducing $20 million in capital expenditures. Read the release. Its stock price jumped in after-market trading.

Tales From The Crypto

Six weeks after Facebook banned cryptocurrency-related keywords, Google has taken a similar step. Its ban on crypto-related terms and advertisers will take effect in June and will cover search, display and YouTube ads as part of a new initiative targeting “speculative financial products” including binary options and foreign exchange markets. Read the blog post by Scott Spender, Google’s director of sustainable ads. More in The Wall Street Journal. The change comes a week after the SEC called out online platforms for enabling unlawful digital trading of assets and information.

Trade Wars

Digital Content Next, an online publishing trade group, sent an email cautioning members from participating in the GDPR cookie consent framework opened to public review last week by the IAB, which finalizes next month [AdExchanger has more on that]. The framework “was clearly designed by ad tech companies and included endorsement from 23 ad tech companies and, most notably, zero publishers,” writes DNC CEO Jason Kint in the email, obtained by AdExchanger. The IAB framework envisions publishers opting in to a program where advertising intermediaries could target users across sites under a single consent agreement. Limiting ad personalization and targeting would bring down inventory rates, argue IAB proponents. The DCN is pushing publishers to try building “new demand through context and true relevance.”

Throwing A Bone

To help publishers retain more paying readers, Google will prioritize news organizations to which users subscribe higher in their search results, Bloomberg reports. Google’s parent, Alphabet, will also share search data with publishers to help them target users most likely to buy a subscription. The news follows Google’s decision to abandon its “first click free” policy, which penalized publishers with paywalled articles in their search rankings. Publishers are increasingly pushing platforms to help them gain paying subscribers but are still struggling to make meaningful revenue through their distribution. More.

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AdExchanger Talks Episode 67: Goodway Group's Jay Friedman
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AdExchanger Talks Episode 65: Forrester's Joanna O'Connell
AdExchanger Talks Episode 64: BrightLine's Jacqueline Corbelli
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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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