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 Today from AdExchanger
  Friday, July 6
 

Today's Must Read

IPG Makes A $2 Billion Bet On Data With Acxiom Marketing Solutions
Times are changing at IPG. The holding company used to tout its neutrality around data and technology, with CEO Michael Roth using the phrase, “Why buy it when you can rent it?” But IPG’s $2.3 billion acquisition Monday of Acxiom Marketing Solutions changes all that. “What’s interesting is the world… More.

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Podcast: Terry Kawaja's World View
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Tealium. This week’s podcast guest, LUMA Partners CEO Terry Kawaja, will deliver a presentation on digital media investment trends at AdExchanger’s upcoming Programmatic IO New York conference, taking place October 15-16. You knew… More.

One Year In, Wavemaker Takes Shape But Stays Fluid
What do you get when two legacy media agencies merge to create a new brand? An entity that aims to be more agile and data-driven than the sum of its parts, said Wavemaker CEO Amanda Richman. “We need to create ways of working that are much more seamless and allow… More.

Billie, A Direct-To-Consumer Women’s Razor Brand, Has A Leg Up On Legacy CPGs
Harry’s and Dollar Shave Club went from upstarts to behemoths, shaking up the century-old razor category in just a few short years. But there’s still more market share to shave off the top. What about women’s razors? That’s the question that Billie, a razor subscription service for women founded last… More.

European Advertisers Have Limited Ability To Verify YouTube Ads
"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Bjarte Humborstad, digital director at RED Media Consulting. Following the introduction of the General Data Protection Regulation (GDPR), Google has allowed advertisers to serve their… More.

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News Round Up

Summer Of Our Missed Consent

Google is causing consternation and potential GDPR violations by delaying its implementation of the IAB Europe Transparency and Consent Framework, a collaborative model for publishers to gather consent and transmit that consent up the supply chain, Reuters reports. Google promised to fully integrate with the industry framework by August, but its interim solution restricts consent gathered through the framework to the Google stack. Some ad tech executives say it’s led to situations where supply chain partners without consent enabled targeted advertising, exposing all intermediaries to GDPR scrutiny. Read more. Bigger exchanges and companies that work closely with Google have worked out case-by-case consent integrations, but the ad tech industry and ad tech’s 800-pound gorilla are still having trouble communicating. “Once Google adopts the consent framework, much of the confusion will start to settle down a bit,” said Sovrn CEO Walter Knapp.

Sir Martin Goes Shopping

Ousted WPP CEO Martin Sorrell is wasting no time looking for agencies to fill his new shell company, S4 Capital. Financial Times reports he’s got his eye on the Dutch digital production agency MediaMonks, which boasts clients like Audi, Mercedes-Benz and Lego. But S4 has competition. WPP apparently sees value in MediaMonks too, and the two companies are engaged in a $350 million bidding war for ownership, according to Sky News. Sorrell has repeatedly said that S4 won’t compete directly with WPP. “I've referred to it [S4] being a peanut," he told an audience in Cannes. "Although it does occur to me that some people have peanut allergies." More.

Over Reach

Marketers have to rethink “reach,” which is no longer a useful proxy for campaign success. “TV reach is TV reach; you’re just reaching a mass audience,” Eddie Revis, senior director of marketing communications for Chobani, tells The Drum. For digital media, reach is still a good way to measure a segmented part of the overall audience. A recent case study for the studio STX, for instance, highlighted a movie trailer reaching 90% of moms on the platform. Brands indulge agencies’ obsession with media metrics but actually care about business metrics, said Todd Alchin, chief creative strategist at the agency Noble People. “Reach is a media metric; Market share and penetration are business metrics.” 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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