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AdExchanger | Optimizing the News
 Today from AdExchanger
  Monday, June 25
 
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PROGRAMMATIC I/O New York, October 15-16 - Day 1, 1:30pm: "Choose Y​our ​O​wn Adventure​:​ In-​H​ouse ​V​ersion" - Hear how Bayer is balancing resources, partners and technologies to manage the in-housing trend and drive performance.Learn more.


Today's Must Read

K2’s Media Transparency Report Still Rocks The Ad Industry Two Years After Its Release
In a way, the K2 report deepened the rift between advertisers and agencies. When it broke, holding company chiefs made their sense of betrayal known to ANA chief Bob Liodice. More.

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Emotion-Based Buys: News IQ’s UK Version Goes For The Heart
The publisher of The Sun and The Times loaded its version of News Corp.’s News IQ platform with data about readers’ opinions, emotions and preferences. Advertisers can target and optimize campaigns on the News IQ platform to determine what emotional states and opinions drive the most engagement with their advertising. More.

Podcast: Telaria Tells All
Mark Zagorski, who was previously CEO at eXelate and head of Nielsen Marketing Cloud, talks in this episode about the shift away from open exchange, among other topics. More.

Apple’s Push Against Push Is An Opportunity For Advertisers
Once users disable push or banish notifications from the lock screen, they are highly unlikely to re-enable. But with the right approach, developers can inspire loyalty in users rather than exasperation. More.

Data-Driven Thinking...The Comeback Of Context
The programmatic industry has ridden the audience targeting and buying wave like a shiny new Maserati, but like many high-performance engines, speed and efficacy often hide a lack of stability and sustainability. More.

The Sell Sider...Myth: Increased Competition In Header Bidding Is The Biggest Contributor To Revenue Gains
Based on a recent analysis of header bidding auctions I conducted, about half of the revenue lift experienced by publishers is the result of fewer unfilled impressions, with the other half coming from increased competition for inventory. Both matter equally. More.

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News Round Up

Go For What Works

The New York Times has relentlessly cut ad tech vendors and point solutions. “You will see us continue to work with a smaller number of players in the middle,” EVP and COO Meredith Kopit Levien said to Digiday. That trend has been very good for Google. “A lot more of our ad ecosystem is tied up with Google than it used to be, as it’s easier for us to do it that way. [Google] provides services to us today where maybe three or four companies did before.” Google might be a frenemy that can disrupt a publisher’s direct consumer relationships. But it’s also necessary to work with large tech behemoths like Google and its peers. “We’d be putting our heads in the sand if we didn’t attempt to work in the ecosystem we have, trying to run the strategy we believe is the best one,” Kopit Levien said. More.

Apple Polishing

News of a potential Apple in-app performance network has led to wide speculation about whether it’s really open to operating an advertising business. The Apple iAd platform, its first foray into programmatic (check out the AdExchanger elegy), couldn’t reconcile tracking and data collection with its own user experience standards. Nobody doubts the value buried in iOS audiences. But Apple still disdains advertising and data collection, and today’s market is more competitive, AppLift co-founder and CEO Tim Koschella told Adweek. “If they couldn’t make it then, how would they make it now? Being successful now is a lot more difficult.” More.

No Brand Love

Like more traditional big-box retailers, Amazon has steadily increased its private label offerings. But the ecom giant’s big advantage, notes the The New York Times, is its unusually good data. For instance, most searches on Amazon are for product types, not specific name brands, which lets Amazon put its private label products front and center and later retarget via display ads or email. While brands can buy some of that data through Amazon Retail Analytics Premium, access is expensive. The Times claims a peek into an Amazon database costs either 1% of a manufacturer’s wholesale cost of goods sold to Amazon, or at least $100,000. Meanwhile, Amazon can easily use a better version of that data to experiment with pricing to see at what figure consumers are most willing to buy an item. More.

An In-House Divided

The in-housing trend has shaken up the agency and tech landscape, yet the industry still doesn’t know what “in-housing” actually means. In one recent Advertiser Perceptions survey, a group of 700 marketers was split into roughly even thirds defining “in-house programmatic” as either working with a DSP and an agency, working with only a DSP or managing campaigns internally using enterprise software. The real shift to in-housing hasn’t necessarily been about removing vendors or building ad tech software, but “taking ownership of paperwork with their DSP buying platforms, and taking on the responsibility of checking their agency’s ad spend figures when they pay their DSP invoices,” eMarketer reports. More.

But Wait, There’s More!

Podcasts
 

AdExchanger Talks Episode 81: Bayer's Josh Palau
AdExchanger Talks Episode 80: Amino Payments's Will Luttrell
AdExchanger Talks Episode 79: Datorama's Katrin Ribant
AdExchanger Talks Episode 78: Gigya's Patrick Salyer
AdExchanger Talks Episode 77: Simpli.fi's Frost Prioleau
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


Get More AdExchanger Talks Episodes >>
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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