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 Today from AdExchanger
  Wednesday, April 25
 
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Today's Must Read

Facebook’s Ad Chief: ‘What The World Really Wants To See From Us Is Action’
“As that balance shifts, where digital media is the default and traditional media is additional, everyone knows we need to have new standards,” Mark Rabkin said. More.

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Improvado Raises $3M Funding Round To Blaze A Trail In Middleware Tech
The opportunity for Improvado, according to founder and CEO Daniel Kravtsov, is to bring middleware technology to marketers who have little to no technical capabilities but are deluged with data sources for a given campaign, including Google Analytics, AdWords, Facebook, Amazon, Microsoft, other mar tech vendors and maybe a customer data platform. More.

Oracle Data Cloud Buys Grapeshot
Grapeshot has a pre-existing integration with Oracle’s Moat. Combined, the two technologies can track fraud and viewability (Moat), as well as metrics like engagement and how long people hovered or dwelled on a specific part of the page (Grapeshot). More.

The World Surf League Catches A Data-Driven Wave
"Imagine the head of marketing for NFL not knowing until 15 minutes before the coin toss whether they’ll play a game that day. Because of this, we absolutely had to connect with our fans through digital channels and create a one-to-one connection in real time to let them know what was happening with competitions," said marketing VP Chris Culbertson. More.

Data-Driven Thinking...Mobile Performance Advertising Is Broken. Here’s How To Fix It
Advertisers know a customer’s journey is complicated. They know that it is not the final ad that did all the heavy lifting. Rather than focusing on finding users who are most likely to convert, publishers are fighting for reach, trying to “tag” as many users as possible in hopes they will get credit for an app install. More.

Data Provider YouGov Pins Hopes On Blockchain To Ensure GDPR Compliance
“We use a lot of data for lots of marketing purposes, including as part of the algorithms for serving ads,” said YouGov CEO Stephan Shakespeare. “GDPR makes it essential that, if you want to use this data, you have to get permission.” More.

News Round Up

Free Ride

Spotify updated its free, ad-supported app on Tuesday with personalized playlists and other features. The changes elevate the user experience to within spitting distance of its paid tier. So why would anyone buy a subscription? “The better our free experience is, the more likely our free users will become Spotify premium users,” said Gustaf Söderström, chief research and development officer, at an event in New York City. There are no changes for brands, but a better user experience is good for advertisers, Brian Benedik, Spotify’s global head of sales, told AdExchanger. “If we see the engagement rates of these users start to accelerate, that’s what brands are looking for,” he said. Scale is important, “but engagement, I’d argue, is more important.” TechCrunch has more.

#GDPRprep

Twitter is getting its ducks in a row before GDPR hits Europe in one month. The company outlined changes to its privacy policy to give users more information on data it collects, how data is used and the controls users have over their data. Starting this month, Twitter is also trying to make personal data management easier, such as with a privacy policy not written in legalese. “We think it’s absolutely essential that you know exactly what we mean when we refer to location data or data from advertising partners,” writes Twitter data chief Damien Kieran in a blog post. Twitter may not have the vast quantities of data available to Google or Facebook, but it’s got its fair share of demographic data, behavioral data and social buttons across the web that allow it to gather data, even if users aren’t logged in.

Sell-Side Consent

In related GDPR news, AppNexus publisher clients Axel Springer and Schibsted Media are among the first to adopt the regulation’s consent framework developed by IAB Europe and The IAB Tech Lab. “We believe a standardized industry framework is necessary to not only meet transparency and user choice requirements, but also to maintain a high-quality user experience for our audiences,” says Moritz Holzgraefe, Axel Springer COO for corporate development platforms, in the blog post. The IAB GDPR consent framework was published last month [AdExchanger coverage], and it faces barriers to adoption as media companies sort out whether they will permit first-party consent to be transmitted to programmatic vendors – and the potential revenue impacts if major buy-side platforms aren’t able to place data-driven bids on inventory.

The Nielsen Index

In advance of the upfronts, Nielsen is pitching advertisers and publishers on a new TV forecasting tool and audience API. The tool will help networks evaluate which programs and day parts in their portfolios (or their competitors’) index are highest for any given audience, Kelly Abcarian, SVP of product leadership for Nielsen, said at the measurement firm’s annual upfronts press event. Advertisers can use it to improve audience discovery across networks and reduce waste. Nielsen’s new forecasting comes baked with 80-plus so-called advanced audience segments, with Nielsen Catalina purchase segments to come soon.

Google’s Podcast Dreams

Google is launching a podcast product and plans to double its listener base, writes Steve Pratt, co-founder of the podcast production company Pacific Content, in a Medium post. The product will link to podcasts from Google searches and provide a “home base” where users can access and subscribe to content. The ingredients are there for a dedicated Android podcast app – with an assist from Google’s search engine. “Since our first launch, we’ve seen a surprising number of people return through search day in and day out,” says Zack Reneau-Wedeen, Google podcasts product manager. Read the post. The news comes on the heels of Apple acquiring Texture, a subscription media bundling service. AdExchanger has more on that.

But Wait, There’s More!

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Podcasts
 

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


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Events

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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