AdExchanger News for February 5, 2019

[AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, February 5 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - Agenda announcements will be coming later today. The early bird ticket rate expires this Friday, 2/8. --------------------------------------------------------------- Today's Must Read [Taptica To Acquire Ad Tech Roll-Up RhythmOne For $176M]( “CTV is where the market is going, and we see a chance to create a major independent player in this field,” said Ofer Druker, executive chairman of Tremor Video DSP. He’ll be CEO of the merged entity when the RhythmOne deal closes in April. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Google Revenues, And Expenses, Grow Hand-Over-Fist]( Google advertising represents more than four-fifths of the company’s revenue, and Google’s owned and operated media accounts for most of the growth. [More.]( [After GDPR Inspires Developers To Snip Unused SDKs, It’s Back To Biz As Usual]( Even if an SDK is simply sitting within an app unused, the code could pose a silent security risk if it’s accessing data without the proper permissions. [More.]( [Are Advertisers’ ‘Tried-And-True’ Methods Lagging In The Age Of Me TV?]( Based on my experience discussing the rapid TV and digital convergence taking place with agencies, many show a reluctance to adjust their strategies. But agencies will suffer if they don’t stay ahead of the fast-moving changes in consumer media consumption. [More.]( [Engage. Connect. Grow.]( [Data-driven performance marketing by Fluent.]( [( News Round Up Commerce + Ads Wayfair is expanding its paid media business, also known as “Wayfair Media Solutions,” Digiday reports. Like Amazon, Wayfair reports its sponsored products revenue under an “other” revenue category, which was a relatively tiny $13 million in Q3 2018 (Amazon’s “other” business did $2.2 billion in the same period). “The reality is we think [sponsored products] will take a little while to ramp up,” Wayfair CEO Niraj Shah told investors during the company’s earnings report last quarter. “The volume starts relatively small, and I think the real economics for everyone involved get good as it ramps and so we’re in a ramp phase, but I don’t think of the ramp as not in a quarter, but as many quarters.” [More](. Mastheads Up YouTube is changing its pricing model for homepage takeover ads, its most valuable real estate for brands. The masthead ads have historically been sold ahead of time at a fixed price per day. Now the ads will be sold on a CPM basis, which means users will likely see more brands per day and advertisers will bid up the price, Business Insider reports. The change also better reflects how advertisers buy connected TV inventory, like targeting specific audiences or by time of day, says Tara Walpert Levy, Google’s VP of agency and brand solutions. A brand could set the price of YouTube’s masthead for a week if it was willing to foot the bill. “There's only 365 days in a year and a lot of advertisers have interest in the masthead and use it on more than one day,” Levy says. [More](. Big Game Buzz With the Super Bowl over, we can now begin the postmortem on the commercials (as well as the LA Rams’ offense). There’s disagreement about which ads got the most social media activity. Salesforce rated the top five spots in this order: Bud Light (31,545 mentions, 73.1% positive sentiment), Pepsi (22,600, 83.2% positive), Budweiser (15,806, 88.9% positive), Doritos (13,057, 68.2% positive) and Avocados from Mexico (12,557, 97.2% positive). Meanwhile, iSpot.tv, using digital share of voice (DSOV), had a completely different view from the top: Marvel (DSOV: 33.23%, 99% positive sentiment), Verizon (13.11%, 62% positive), Xbox (7.80%, 95% positive), Amazon (5.63%, 93% positive) and Budweiser (3.94%, 82% positive). Salesforce said it didn’t see much activity around Verizon. But Wait, There’s More! - [Agencies Confront Growing Employee Burnout Issue]( - Digiday - [How Silicon Valley Puts The ‘Con’ In Consent]( - NYT - [How Health Info Is Sold And Turned Into ‘Risk Scores’]( - Politico - [Google’s Bender: What’s Next For Display Ads]( - Marketing Land - [Slack Files Confidentially To Go Public With Direct Listing]( - WSJ You’re Hired! - [SpotX Appoints Graeme Lynch As Head Of Demand]( - release - [Pepperjam Expands Leadership Team]( - release [Map. Target. Measure.]( [The Offline Consumer Journey with Location Intelligence]( [( Podcasts [The Big Story Episode 28:]( Must See TV [The Big Story Episode 27:]( A Funny Thing Happened On The Way To France [The Big Story Episode 26:]( This Episode Brought To You By The Letters CES And PMP [The Big Story Episode 25:]( The Data Deluge At CES [The Big Story Episode 24:]( All Hail 2019! [The Big Story Episode 23:]( Closing Out The Year With OpenX And Google [The Big Story Episode 22:]( WPP’s Big Plan [The Big Story Episode 21:]( Sir Martin Sorrell’s Botanical Curiosity [The Big Story Episode 20:]( Fuel For The Holidays [The Big Story Episode 19:]( DTC Disrupts The Competition [The Big Story Episode 18:]( Thus Spoke The Electorate [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 112:]( Conviva's Bill Demas [AdExchanger Talks Episode 111:]( Sovrn's Walter Knapp [AdExchanger Talks Episode 110:]( eMarketer's Lauren Fisher [AdExchanger Talks Episode 109:]( Twitter's Matt Derella [AdExchanger Talks Episode 108:]( Centro's Shawn Riegsecker [AdExchanger Talks Episode 107:]( Sparrow Advisers' Ana Milicevic [AdExchanger Talks Episode 106:]( LinkedIn's Penry Price [AdExchanger Talks Episode 105:]( Vistar Media's Michael Provenzano [AdExchanger Talks Episode 104:]( GCA Advisors' Josh Wepman [AdExchanger Talks Episode 103:]( Dotdash's Neil Vogel [AdExchanger Talks Episode 102:]( Jounce Media's Chris Kane [Get More AdExchanger Talks Episodes >>]( Events [PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, April 29-30, 2019 [PROGRAMMATIC I/O](, New York, October 15-16, 2019 [Industry Preview 2020](, New York, TBD Share This Email: [Facebook]( [Twitter]( [LinkedIn]( [Google+]( | [Forward To A Friend]( [Facebook]( [Twitter]( [YouTube]( [View in web browser]( This message was sent to {EMAIL} To ensure delivery to your inbox, [add us to your address book](. 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