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  Friday, June 29
 

Today's Must Read

Facebook And Twitter Offer New Political Ad Transparency Tools To Head Off Bad Actors
Facebook and Twitter each released new political advertising transparency tools on Thursday in preparation for the 2018 US midterm elections, as the social platforms try to forestall the malicious electoral interference they enabled during the 2016 election. More.

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Marty Kihn Leaves Gartner For Dentsu
Gartner research Vice President Marty Kihn has gone to the agency world to take an unspecified role at Dentsu Aegis Network. More.

Podcast: Marketing Finds Its Voice
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Exponential. The rise of voice interfaces has the potential to be a highly disruptive trend in consumer technology. About a quarter of US broadband households own at least one smart home device, and 50%… More.

PubNative Intros A Hybrid Approach To Mobile Header Bidding
“It’s the best of both worlds, and it helps connect the dots to an open RTB programmatic marketplace on mobile." More.

Fast-Forward To 2040: How Businesses Will Evolve With AI
From scaling repetitive tasks to improving human-to-machine interactions, artificial intelligence (AI) has come a long way when it comes to freeing up our time and improving the quality of our day-to-day lives. More.

Samsung CMO To Marketers: Empower Creators And Don’t Be Afraid Of Data
“We give people the tools to create, share and experience digital content,” Mathieu told AdExchanger. “We’re living in a world where super-users are important and serving them and helping them grow is important.” More.

With Cultivation, Advertising-Supported Video On Demand Poised To Flourish
One new advertising “flower” that is poised to grow, even among the walled gardens, is advertising-supported video on demand (AVOD) within connected TV (CTV) and over-the-top (OTT) platforms. More.

 

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News Round Up

Consent Mismanagement

Publishers have wildly divergent approaches to consent management, and some may not sufficiently comply with GDPR. Since the regulation is vague about how publishers should convey consent to their audiences, many still use practices that violate the law, such as pre-ticked opt-ins, buttons without options to reject tracking and buried information, Digiday reports. “GDPR consent requires an affirmative action, which leads you to conclude you need an explicit yes button,” said Adrian Newby, CTO at Crownpeak, parent company to privacy tool Evidon. “No data should be collected until the user says yes. But a lot of publishers have gotten confused and taken a more similar approach to ePrivacy.”

Ramped Up

You can’t spell AMS without M&A. Bids are coming in for Acxiom Marketing Solutions, the longstanding customer data business that accounts for most of Acxiom’s revenue; about a quarter of revenue comes from the Connectivity group, aka LiveRamp. Ad agency giants IPG and Dentsu Aegis will submit offers, and the deal value is expected to top $1.5 billion, The Wall Street Journal reports. The price tag for AMS shows the outsized value Acxiom hopes to gain by unloading the legacy data asset before selling LiveRamp. Acxiom’s market cap has hovered between $2 billion and $2.5 billion for the past year, so selling AMS for upward of $2 billion and possibly selling LiveRamp for even more (as some Acxiom stakeholders told AdExchanger last month) would yield a huge return on capital. Private equity companies are also rumored to be in contention for AMS, and after it’s sold expect Acxiom to shop LiveRamp to strategic buyers such as Oracle, Salesforce, Nielsen and Adobe.

Apple’s Fat Bundle

Apple is considering launching a subscription bundle that includes original TV shows, Apple Music and magazine articles, The Information reports. The service would look a bit like Amazon Prime, with music, video and news (at least limited free access and a discounted rate for The Washington Post, owned by Jeff Bezos), although it would lack Amazon’s sticky ecommerce and delivery benefits. The move reflects Apple’s increasing ambitions in the TV space – the company recently inked a production partnership with Oprah for its subscription video service – and its push to bring in more services revenue. Apple also recently acquired Texture, an aggregated magazine subscription service.

Oh, California

California’s Consumer Privacy Act (read AdExchanger’s coverage here) unanimously passed both the state Senate and Assembly on Thursday. Now it’s up to Gov. Jerry Brown to sign it, which he hadn’t yet at the time of this writing. If/when he does, the initiative will make the November ballot. If all of this seems hasty, it’s because California lawmakers want to head off a draconian data privacy measure from real estate developer Alastair Mactaggart. Mactaggart has said he’d withdraw his measure if California lawmakers passed a similar bill by June 28, the last day initiatives can be removed from the November ballot. Why are the politicians trying to exert a leadership position here? “Bills passed by the Legislature are much easier to change than voter-enacted initiatives,” writes The Washington Post, meaning it’ll be easier to make revisions to the measure going forward. Read more.

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Podcasts
 

AdExchanger Talks Episode 82: Telaria's Mark Zagorski
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


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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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