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 Today from AdExchanger
  Tuesday, April 24

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Today's Must Read

Ansira Chief Daina Middleton On Being A Female CEO: 'It’s Not About A Paycheck, But Being In A Position To Make Change'
This is the latest installment in "PII," a series featuring the talent that makes the wheels turn in our data-driven advertising world.  Daina Middleton rose to the top at a time when there weren’t many female leaders in marketing. Before her current role as CEO of CRM agency Ansira, Middleton spent… More.

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Hopper Doesn’t Play By The Book On Mobile User Acquisition
Airfare and hotel prediction app Hopper is different from other travel booking services. When you download Hopper, the app tells you not to buy anything. And that’s because Hopper acquires users at the top of the funnel. “We’re looking for people who are just browsing on social, people who aren’t… More.

Taking Control Of Your Publisher Reputation
“The Sell Sider” is a column written by the sell side of the digital media community. Today's column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Imagine if every impression could find its perfectly matched buyer. Demand-side platforms (DSPs) are the ultimate gatekeepers for… More.

Post-GDPR, Clients Will Own Data And Agencies Must Get Creative
“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Snyder, CEO at Grapeshot. The upcoming General Data Protection Regulation (GDPR) provides impetus for brands to take a stronger hand in the stewardship of… More.

News Round Up

Safe Or Sorry

YouTube still has a brand safety problem. The media world has had its eyes trained on Facebook for the past month, but CNN reports that more than 300 brands recently ran against YouTube channels featuring violent extremist content, white nationalism, pedophelia and North Korean propaganda. US tax dollars may have contributed to these channels too, as ads from US government agencies were also found in the mix. Brands like Amazon, Nordstrom, Netflix, Hershey and Adidas said they were unaware where their ads were running, but only Under Armour is pausing spend on the platform. "If brands want to make sure this stops, the only way for that to happen is for them to stop spending [on YouTube] until it's fixed," says eMarketer senior analyst Nicole Perrin. More.

Fools Rush In

The ANA is irked that Facebook’s Cambridge Analytica scandal could lead to GDPR-style privacy regulation in the US. Proposed regulation coming out of the US government, like the CONSENT act and California’s Consumer Right to Privacy Act, could require companies to gain explicit consent to use personal data and transparently share categories of data they collect from consumers. That could result in an “extraordinarily disadvantageous" situation for brands, Dan Jaffe, EVP of government relations at the ANA, tells MediaPost. The ANA is actively opposing the legislation and urging lawmakers to wait and see how the GDPR fares in Europe before passing any regulation. "We can learn from other people's wisdom – and can also learn from other people's mistakes," Jaffe says. US legislators may not realize they’re “going to go through the land mines and will probably step on a few." Read it.

Back To The Well

GiveWell, a nonprofit focused on assessing charities, published a 2017 analysis of its marketing and outreach, an interesting look at online advertising ROI for an altruistic organization. The nonprofit plans to ramp up podcast advertising after running attribution tests for podcast campaigns with FiveThirtyEight and Vox that pegged $5–$14 in donations returned per dollar spent on the ad. Those estimates are not based on immediate donations but projected lifetime values accrued from new donors. A digital marketing consultant showed strong returns, though retaining a PR firm did not have positive results, despite the high value placed on earned media. Read the full post.

Fast, Cheap And Out Of Control

Many brand marketers still want the bargain bin prices they’ve historically had with programmatic, but with top-shelf quality. “[They need to know] they’re mutually exclusive,” Joshua Lowcock, chief brand safety officer at Universal McCann, tells Mumbrella. Lowcock is hoping for more agency cooperation around brand safety, comparing it to the credit card industry,  where rivals share fraud intel. More.

But Wait, There’s More!

You’re Hired!


AdExchanger Talks Episode 73: Getty Images' Kavata Mbondo
AdExchanger Talks Episode 72: NYIAX's Carolina Abenante
AdExchanger Talks Episode 71: Gartner's Martin Kihn
AdExchanger Talks Episode 70: Cognitiv's Jeremy Fain
AdExchanger Talks Episode 69: Prohaska Consulting's Matt Prohaska
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

Get More AdExchanger Talks Episodes >>

PROGRAMMATIC I/O, New York, October 15-16, 2018
Industry Preview 2019, NYC, January 23-24, 2019
PROGRAMMATIC I/O, San Francisco, April 29-30, 2019

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