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PROGRAMMATIC I/O New York, October 15-16 - Day 1, 10am: "Streamlining The Ad Tech Stack, For OTT And Beyond" - Amit Chaturvedi presents on Turner’s journey in architecting sustainable revenue operations for its house of premium digital content brands. See more.

Today's Must Read

President Wayne Levings Has Confidence In Kantar, With Or Without WPP Ownership
Kantar, which offers traditional market research, segmentation and measurement for marketers, as well as brand sales consulting, has been called by many a legacy business that’s not well integrated with WPP’s other assets. More.

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How Salesforce’s Integration Approach Helps Set It Apart From Other Clouds
While other marketing clouds develop their own attribution and media measurement products, “we see our value in being able to integrate with other attribution providers and make them better,” Chief Strategy Officer Jon Suarez-Davis said. More.

Spotify, TGI Fridays Enlist Foursquare For Machine Learning-Powered Measurement
The partnership with Foursquare, announced Thursday, is part of Spotify’s effort to help advertisers understand how their ad spend is driving results by making a “connection between our streaming intelligence and offline behavior,” Spotify's Brian Berner said. More.

Schlage Opens The Door To Programmatic TV
During CES in Las Vegas this year, The Basement and Centro met with programmatic TV supply-side platform Placemedia, which is owned by cable operator Altice, as well as TV data company Samba TV. The four companies devised a strategy to work together to make Schlage’s linear TV buying more targeted and measurable. More.

On TV & Video...2018 Upfronts: The Real Celebrity Is You
Data is the bedrock of any consumer-focused marketing approach. And the TV industry appears to be excited or even, dare I say, bullish to offer loyal advertisers access to more robust audience data than simply age and gender panel-based ratings. More.

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News Round Up

How The Sausage Gets Made

Facebook announced new requirements for businesses building Custom Audiences. Facebook wants to make it clearer to users how their names got on lists that are commonly used for ad targeting. Starting July 2, businesses using the tool will have to identify the origin of their audience information, specifying whether it came from their own lists, a third party or a combination. Marketers that want to share Custom Audiences with their agencies will have to do so through Facebook’s Business Manager. Facebook also warned marketers that they may see “more regular, detailed reminders of their obligation to help protect people's privacy before they run their ads.” Read the blog post.  

APIs That Bind

Snapchat will open its content to third-party tech and developers to better integrate features across the web. Pandora is using the tool, called Snap Kit, to let Snapchatters send animated links to download a song via Snapchat video ads. Snap is looking to juice its user growth and revenue per user, which have lagged behind analyst expectations since the company went public. But it’ll have to be careful not to repeat the foibles of Facebook, which is still catching heat for lax data-sharing policies. Snap claims it’s only exposing a fraction of the information Facebook shared with developers prior to 2014 and that Snap Kit is designed with privacy in mind. But, as The Wall Street Journal points out, Snap’s privacy track record isn’t flawless. In 2014, developers built apps that tricked Snap’s servers into sharing information and saving pictures. More.

Why This Ad?

Google has revamped its ad settings to make it easier for people to understand why they’re seeing certain ads. Read the blog post. Users can’t disable ad targeting completely but can limit what’s used to target them to very generic categories. Google is also updating its “Why this ad?” tool, which informs users users about the targeting decisions that led them to see an ad. It will be available across YouTube, Google Play, Gmail, Maps, Search and any site or app that partners with Google to show ads. “With these improvements, you can browse the web confidently knowing that you have the information and control to make Google work better for you,” wrote Google product manager Philippe de Lurand Pierre-Paul. VentureBeat has more.

VASTly Superior

The VAST ad-serving standard, which originated in 2008, has for the most part been disappointing, largely because it couldn’t handle viewability or measure performance. But VAST 4.0, released two years ago, started to fix that by implementing some of the capabilities that VAST had traditionally lacked. VAST 4.1, which the IAB Tech Lab released for public comment, seeks to improve even more. Read the proposed specification here. Modifications focus on using macros to standardize ad requests to provide better context, taking steps to move on from VPAID and improving measurement. The public comment period runs through July 14. Read more.

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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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