AdExchanger News for February 12, 2019

[AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, February 12 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - "The Global Marketer" - Coca-Cola senior manager of global media and technology, Kristen Brown, describes how the company consolidates programmatic systems, actions on data and achieves global orchestration of its media buying activities on Day 2. --------------------------------------------------------------- Today's Must Read [The Booming Business For Amazon-Only Ad Partners]( “People ask how we don’t do ad tech product development or integrations,” Marketplace Ignition's founder and CEO Eric Heller said. “But the thing is, Amazon’s technology is developing so fast and the tools are all off the shelf so trying to add something else right now would just slow that down.” [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Will Small Advertisers Stand By Facebook During A Downturn?]( “When times are lean, advertisers look for the most measurable media, so you might actually see an increase in spend on something like digital, especially among small businesses,” said Dan Salmon, managing director of media and technology equity research at BMO Capital Markets. [More.]( [Lids Caps A Tough Year By Getting Its Customer Data House In Order]( Part of the problem was that to derive actionable insights from its online database combined with the data coming from its point-of-sale system was both a clunky and time-consuming process. [More.]( [Media.net Bets Its Contextual Data Can Offset Death Of The Cookie]( Media.net decided to make the contextual targeting it built for Yahoo search customers available to all buyers and sellers – mostly at no added cost – as both sides need data-driven alternatives to audience buying. [More.]( [Before They Spend On Addressable TV, Brands Must Decide What They Want To Accomplish]( Before brands dedicate budget to addressable TV advertising this year, they should know which audiences they’re engaging, the types of insights they’d like to derive and the KPIs they want to drive. [More.]( [Map. Target. Measure.]( [The Offline Consumer Journey with Location Intelligence]( [( News Round Up DTC Playbook, Written A values-driven brand with the best X in its category launches on Facebook, quickly gains customers and uses data to improve its products and its marketing process. Ever feel like direct-to-consumer brands are all following the same unwritten set of rules? Well, the IAB wrote them down, releasing a guide to building a new-age brand at its IAB Annual Leadership Meeting in Phoenix (71-page deck [here](). The organization, founded during the digital publishing boom in the 90s, also opened up its membership to direct-to-consumer brands and came up with a list of the [Top 250 Direct Brands]( to watch. All In The Family It was only a matter of time. AT&T will consolidate its ad spend on AppNexus, now run by its ad tech unit Xandr. AT&T is one of the biggest advertisers in the world, spending $1.6 billion across its WarnerMedia, DirecTV and AT&T brands, according to Kantar. Programmatic alone clocks in at “tens of millions of dollars each year,” MediaPost reports. The brand will “serve as a case study” for other marketers interested in buying through Xandr, says AppNexus President Michael Rubenstein. AT&T will, however, continue to spend on Google and Facebook as it competes for walled garden spend. [More](. Retail Media Walmart is usually the biggest at whatever it does, but that isn’t true for one important aspect of the business. “We have a tiny ad business,” CEO Doug McMillon told investors last October. With 300 million store shoppers per year and millions of online browsers, Walmart has the potential to rival Google, Facebook and Amazon in the United States in terms of audience reach. What it doesn’t have is the data to connect marketing spend to sales results. Third-party data vendors and tech companies “would get us close to the pin, but not close enough,” says Coca-Cola shopper marketing director Jim D’Isidoro. Retailers can help close the attribution gap, and earn themselves a larger chunk of media budgets. “In an Amazon world, retailers have to make money beyond just selling products,” Tory Gundelach, Kantar’s VP of retail insights, tells Bloomberg. [More](. Parking Lot Prices The Target app sometimes changes prices if a user is in a store. The feature was reported by KARE 11, NBC’s Minneapolis affiliate, after a viewer complained that the app showed a lower price for an item she’d just purchased in the parking lot, but when she returned to claim the discount the app jumped up to the in-store price. “The most reasonable explanation is that you just revealed your commitment to buying the product, you're in the store, or in the parking lot,” said George John, professor of marketing at the University of Minnesota business school. “If you are further away, you haven't quite committed, so I'm going to give you a juicier deal.” Walmart, Macy’s and Best Buy apps showed no similar price fluctuations on store premises. [More](. But Wait, There’s More! - [It’s The Real World – With Google Maps Layered On Top]( - WSJ - [Journalism Isn’t Dying. It’s Returning To Its Roots]( - Wired - [FTC Commissioner Chopra’s Remarks At Silicon Flatirons Conference]( - blog - [Advertisers Now Pay More For Facebook Users’ Attention]( - eMarketer - [The Next Wave Of ‘Unicorn’ Startups Looks Very Different]( - NYT - [In EU Copyright Battle, Google Challenges Regulators]( - Digiday - [How Good Are Advertisers At Targeting Me?]( - TNW - [Pinterest CMO On The Company’s Burgeoning Ad Business]( - Adweek You’re Hired! - [Publicis Names Alessandra Girolami VP, Financial Planning]( - release [MoPub Advanced Bidding]( [Are you ready for innovation in monetization?]( [( Podcasts [The Big Story Episode 29:]( Blood In The Water [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 113:]( Nextdoor's Lauren Nemeth [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 [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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