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PROGRAMMATIC I/O San Francisco, April 10-11 (Almost Sold Out) — Day 1, 3:25pm: “Using Programmatic To Amplify Influencer Marketing” – Kolin Kleveno, 360i and Allison Holbrook, DSW, lead a workshop on how programmatic can prove the value of influencer marketing.

Today's Must Read

Facebook Kills Off Third-Party Data For Targeting
Although advertisers will likely balk at this curtailment of targeting options, getting rid of partner categories probably won’t change their Facebook buying strategies all that much, considering the volume of data Facebook still has at its disposal for targeting. More.

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Politico: ‘Politics Are Unavoidable – Just Be Smart About Who You’re Reaching’
"If people are worried about being near news content, they cut themselves off from being relevant. The NFL wasn’t political in its own right before, but now if you go to the front page of ESPN, it’s riddled with political content," said Politico’s VP and GM of audience solutions, Cally Stolbach Baute. More.

NBCUniversal CEO Steve Burke On The Facebook Fallout And Snapchat Success
"We prefer Snap for a variety of reasons, [one being that] Snap values professionally produced content and they really try to curate premium content," NBCUniversal CEO Steve Burke told an intimate audience of big brands and agencies. More.

An Inside Peek At Insider Inc.'s Plan To Woo Advertisers
"We think about audience less through a demographic lens and more through a psychographic lens," Jenifer Berman, SVP of marketing at Business Insider, said. "The brands remain distinct, but the audience attributes are the same." More.

Essence’s Oscar Garza Predicts The Programmatic In-Housing Trend Won’t Last
"I think we'll have a swing toward in-housing, advertisers will understand how hard it is and they’ll come back and have a better understanding of the value an agency provides," Garza said. More.

Data-Driven Thinking...Is CRM The Future Of Agencies?
If digital media ate traditional media, people-based marketing is now eating traditional digital marketing. More.

The Sell Sider...Programmatic’s Crisis In Confidence: More Rumor Than Reality
While it may appear that confidence in programmatic is wavering, programmatic is growing fast. It’s not just display, it’s digital radio, TV, mobile, video and more. Mobile display is gigantic. More.

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News Round Up

Over-The-Top Growth

TV ad spend will shrink in the US this year by 0.5% to $69.9 billion, according to eMarketer’s updated forecast. TV’s share of US media spend will decrease as a result, from 33.9% in 2017 to 31.6% this year. TV ad spend will rise slightly in 2020 thanks to the Tokyo Olympics and presidential election, but will be back in the red the following year and dwindle to less than a quarter of total US ad spend by 2020. TV’s decline is thanks to digital, which will grow 18.7% this year to $101 billion, and to OTT, which  “is changing the climate of the TV ad market,” writes eMarketer senior forecasting director Monica Peart. Roku’s US ad revenues will surpass $293 million this year, a 93% increase from 2017, while Hulu sees ad revenue increase 13% to $1.2 billion. More.

Neither Human Nor Bot

Twenty-eight percent of all website traffic shows “non-human signals,” according to a study by Adobe, but not all of that traffic is fraudulent. Software that scrape websites for information, such as search engines or travel aggregators, can register as web traffic. Marketers often use web traffic to measure the success of their campaigns, and those who don’t know what they’re measuring could be misevaluating spend or overpaying vendors. “In the long term, real humans at real browsers will be a diminishing portion of traffic,” said Dave Weinstein, director of engineering for Adobe Experience Cloud. More at WSJ.

Damage Control

Facebook is adjusting its privacy tools to make it easier for users to access their data and manage their ad preferences. The changes, announced Wednesday, come in the wake of Facebook’s ongoing Cambridge Analytica data scandal. Facebook is mostly just streamlining existing controls into a centralized hub, but there is one new thing: a feature called Access Your Information lets users view, download and delete all of the data they’ve shared with Facebook, like photos and comments, and all the data that’s been generated as a result of the things they’ve done on Facebook, like searches and location history. The tweaks will roll out in the coming weeks, as will a revamped data policy that Facebook says will “better spell out what data we collect and how we use it.” But these features don’t address what’s already slipped away into the ether. And no word yet on how Facebook will implement Zuck’s promise to investigate third-party developers and crack down on unauthorized data sharing.

Turn The Screws

Turner Broadcasting chief John Martin was questioned by the Department of Justice on Wednesday over whether Turner networks like CNN and TBS could be used to drive up prices of pay-TV competitors. The government focused on Turner sports rights, like March Madness and NBA games, which according to The New York Times have more influence than news or scripted programming to drive people from subscription packages. Martin argued that distribution is more important than the marginal potential subscriber pick-up if basketball viewers ditch rival Dish Network. Cord cutters are undermining subscription revenue, making distribution more important, and with AT&T data, Turner will improve the value of its ads – further increasing the relative value of distribution over subscriptions. The DOJ countered that Turner can improve its own advertising, pointing to internal data showing the cable company was considering buying startups for its own ad services before entering negotiations with AT&T. More.

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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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