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AdExchanger | Optimizing the News
 Today from AdExchanger
  Monday, May 21
 

Today's Must Read

Acxiom Working Out How To Maximize Value From A LiveRamp Sale
Acxiom’s plan is to sell Acxiom Marketing Services, then move on to a LiveRamp divestiture, sources with knowledge of the process told AdExchanger. More.

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Podcast: All Advertising Is Local
"Local certainly has challenges, and among those is how you manage churn," Simpli.fi's Frost Prioleau says. "Every local business gets 10 calls a week from some vendor trying to sell them ads – whether it’s a local newspaper, TV station, Google, Facebook, whoever." More.

Amobee CEO Kim Perell’s Resilient Rise To The Top
"I invest in people. The most successful companies have a great leader that can execute. Innovation is a starting point, but ideas are a dime a dozen," said Perell. More.

The Sell Sider...Leveraging A DMP As A Sales Channel And Not Just A Platform
A DMP is a data sales channel as much as it is a piece of technology or platform. It has as much – if not more – to do with sales, account and campaign management as it does with media publishers’ products and infrastructure. More.

Data-Driven Thinking...Vendors Shouldn’t Fear Incrementality
Most marketers use return on ad spend (ROAS) as the benchmark for their retargeting campaigns. The problem here is that if they are targeting active mobile users to drive more engagement, they could be wasting impressions on customers who would have converted anyway. More.

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News Round Up

Story Time

Advertising is coming to Facebook Stories, a sleeper hit on the Facebook platform that draws 150 million daily active users. Ads will be 15- to 20-second videos that users can skip and are for now limited to branding initiatives, TechCrunch reports. Click-throughs and calls to action will follow. Advertisers can repurpose their Instagram Stories creative easily for the format, and Facebook will help them find unduplicated reach across its platform and Instagram. As stories become the de facto way of sharing and consumers shift away from the news feed, Facebook needs to monetize the feature to keep its massive business growing. “If we don’t do this well, then as more sharing shifts to Stories, that could hurt our business,” CEO Mark Zuckerberg said. More.

GDPR PR

Google invited leadership from four news media trade bodies – the News Media Association, News Media Alliance, European Publishers Council and Digital Content Next – to meet with company executives on Thursday to discuss publisher concerns over its GDPR compliance efforts, Lara O’Reilly reports for The Wall Street Journal. The groups published an open letter to Google last month criticizing it for releasing GDPR updates so soon before implementation and skirting the spirit of the law. More.

Seller And Reseller

Amazon is a streaming subscription powerhouse – and not just for Prime, Variety reports. Take HBO, whose main distribution has always been pay TV. Today more than half of its direct-to-consumer subscriptions on streaming platforms like Apple TV or Roku come through Amazon Prime, according to data from The Diffusion Group. Rivals like Showtime and Starz are even more reliant on Amazon. Apple is changing its streaming app to be more like Amazon, likely because Amazon’s curated homepage and content discovery quickly outstripped Apple’s and Google’s app store. More.

But Wait, There’s More!

Podcasts
 

AdExchanger Talks Episode 76: Google's Bob Arnold
AdExchanger Talks Episode 75: Pivotal Research's Brian Wieser
AdExchanger Talks Episode 74: iSpot.tv's Sean Muller
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


Get More AdExchanger Talks Episodes >>
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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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