Sponsor Message
Accurate and deterministic identity resolution + onboarding.
AdExchanger | Optimizing the News
 Today from AdExchanger
  Wednesday, March 21
Join Us

PROGRAMMATIC I/O San Francisco, April 10-11 - sponsored by FreeWheel - Day 2, 3:45pm: “Investor And Acquirer Perspectives On Programmatic” - Learn how the investing and strategic acquirer community views the programmatic space with Elgin Thompson, Managing Director, Digital Capital Advisors.

Today's Must Read

Verizon’s In-House Agency, 140, Is On A Quest To Balance Creativity And Technology
Although Andrew McKechnie’s team is primarily focused on creative, he regularly sounds off with Verizon’s experience team, which just acquired the design agency Moment, and CMO Scotti, to help convert creative ideas into media, marketing and experience strategy. More.

Facebook Twitter LinkedIn

More from AdExchanger

Publicis Reveals Strategic Plan With Sapient, Aims For 4% Organic Growth By 2020
Publicis’ plan will better leverage the technology and business transformation capabilities it gained from Sapient back in 2014. It also involves the reorg of its business around single P&Ls for client and country leaders and eliminating costs by offshoring talent and creating back-office savings. More.

Moen Consolidates Its Social Stack – And Creates A Unified Ads Manager
“My goal was to find a tool that would allow us to bring all of our different needs together from a social perspective and create efficiencies,” Brittany Neish said. Moen also wanted to create more transparency in its paid advertising program. More.

Data-Driven Thinking...How Change Blindness Diminishes Advertising Effectiveness
In real-world experiments, I’ve seen creative with a generic corporate animation tacked onto the beginning perform 25-35% worse than creative that presented products right away. Due to change blindness, a remarketing creative that presents interesting products catches the eye of the consumer much better than the generic holiday animation. More.

Sponsor Message
4C Advanced TV Week
Get smart on audience buying in time for the Upfronts
News Round Up

Viewability Budge

The Media Rating Council (MRC) will review its digital viewability standards, which require 50% of a display ad’s pixels be in view for one second and that a video ad play for two continuous seconds. Four years ago, big brands and agencies like Unilever and GroupM pushed industry bodies to raise the bar on viewability criteria, demanding an ad be 100% in view to be deemed “viewable.” Now, the MRC is considering a move toward 100% pixels in view and dedicating resources from its cross-media working group to figuring it out. On the video side, it will examine “duration weighting.” It’s early stages: So far the group has only issued a “call for research.” More.

Big Bucks In Connectivity

Salesforce has agreed to acquire MuleSoft, valued at $6.5 billion. Just as a point of reference, Salesforce’s last big acquisition was the ecom platform Demandbase for $2.8 billion. So what is MuleSoft and why is it worth more than twice as much? It’s an API-building platform that lets users connect different enterprise applications. It’s easy to see why this would come in handy for Salesforce, given all its enterprise clouds and its rich developer ecosystem. Moreover, given that customer data platforms have become the buzzword of the year, MuleSoft’s offering seems to present a way for Salesforce to execute on that potential. More.

Good News Bearer

Google debuted a series of products for news media on Tuesday, along with a $300 million, three-year commitment to develop tools for publishers. Check out the Google blog post by Chief Business Officer Philipp Schindler. Google is also expanding its media subscription services to help users remember and bundle their subscriptions, as well as to surface content they subscribe to at the top of news-related searches. Many news publishers beefed up on subscriptions last year (often by targeting readers unhappy with Donald Trump’s presidency), but those numbers will eventually churn. If Google can offer a way to sustain that subscriber connection, news companies will be grateful.

Radio Waves

Can terrestrial radio survive another generation without, well, the next generation? While 93% of American adults tune into a radio program every week, the number of under-18s who listen to radio has declined about 50% over the past 10 years, Larry Miller, director of NYU Steinhardt’s music business program, tells Axios. "Generation Z, which is projected to account for 40% of all consumers in the U.S. by 2020, shows little interest in traditional media, including radio, having grown up in an on-demand digital environment.” Meanwhile, radio advertising share is forecasted to flatten to 0.4% by 2021 from 1.6% in 2016. Those downward trends have forced iHeartMedia and Cumulus Media to file for bankruptcy within the past year. More.

But Wait, There’s More!

You’re Hired!


AdExchanger Talks Episode 68: 4C Insights' Lance Neuhauser
AdExchanger Talks Episode 67: Goodway Group's Jay Friedman
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

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 

Share This Email:  Facebook  Twitter  LinkedIn  Google+   | Forward To A Friend
AdExchanger | 41 E. 11th Street, Floor 11 | NYC | 10003
Update your email preferences
Facebook Twitter LinkedIn Blog