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 Today from AdExchanger
  Thursday, May 10

Today's Must Read

Accenture Interactive’s Brian Whipple: To Survive, Agencies Must Leave The Founder’s Culture Behind
"[Holding companies] are changing, but the pace of change is woefully slow," Whipple said. "And it’s not because of the intent. It’s because of the structure and the culture." More.

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Adsquare To Offer Quality Guarantee On Third-Party Mobile Data
The guarantee helps build marketer confidence in a world where quality mobile data is in short supply and most of the good stuff lives behind garden walls. There’s no easy way for marketers to know if the third-party data they’ve bought is good or not until after the fact. More.

Quartz Partners With Vox Media-Owned Ad Marketplace Concert, Adding Scale
With the partnership, advertisers can buy in a single deal across Quartz and business-minded publications at Vox Media and NBCUniversal: Recode, The Verge, Vox and CNBC. More.

The Sell Sider...Rumors Of The Demise Of Cookies And Banners Have Been Greatly Exaggerated
If banners are dead, why is the digital display market predicted to top $48 billion this year? And cookies? Saying cookies are dead is like saying gasoline doesn’t power 90% of the cars on the road right now. More.

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News Round Up

Bespoke Petroleum

BP has consolidated its corporate, fuel and castrol marketing business under WPP after an almost year-long review process. The holding company will launch a new unit called Team Energy to provide services for advertising, media, investment, digital, branding, PR and research. Talent will be sourced from Mindshare, Essence, Ogilvy and other WPP agencies. The “bespoke” agency concept is a major trend, as more clients demand the best talent from across holding company networks. “As we enter the third decade of our relationship, we have agreed on a completely new way of working to enable easy access to the best talent and ideas that WPP has to offer,” said BP communications head Geoff Morrell. Read the release.

Muscled Out

Australian startup Unlockd, which rewards consumers with data credits and loyalty points for sharing personal data, has sued Google in the UK in what amounts to an antitrust complaint, The Wall Street Journal reports. When Google threatened to remove its app from the Google Play Store in 2017, Unlockd alleges the larger company used its market dominance to choke off a threat to its ad dominance. Google declined to say why it removed Unlockd but did state that “despite having agreed at the outset to comply with our product policies, they remain in infringement today.” More.

Attributable Risk

When GDPR goes live on May 25, the most immediate change for the online advertising industry may not come from EU enforcers, who could take months, if not years, to identify and take on companies. Rather, it could come from Google’s policy change preventing marketers from using the DoubleClick ad ID outside of the Google stack. For example, the move could make agency employees disposable if they specialize in omnichannel measurement, AdAge reports. "It's a monopolistic play that is disguised as a privacy solution,” says Anthony Iacovone, CEO of the independent attribution company Barometric. More. And, related in AdExchanger: The policy change threatens to kill off independent attribution.

All Systems Ro’

Roku stock jumped after it report earnings Wednesday afternoon, when the company beat revenue estimates due to strong growth in its platform business, the advertising and data services arm. Total revenue was up 36% year over year to $136.6 million, and it was the first quarter when the platform division exceeded “player revenue,” the streaming boxes and accessories Roku is best-known for, Deadline reports. More than 10 million of Roku’s 21 million users have either dropped cable or never had pay-TV, which founder and CEO Anthony Wood said is a valuable strategic position because those viewers “simply cannot be reached through linear TV.”  More.

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