AdExchanger News for February 14, 2019

Today's Must Read - Under S4, MightyHive Plots Expansion Beyond Its Google-Centric Roots [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, February 14 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - "US Programmatic Through 2021: The Numbers And Trends You Need to Know" - eMarketer principal analyst Lauren Fisher shares the firm's latest US programmatic forecast and explores how major market trends could affect ad investment and strategy for the next 24 months. --------------------------------------------------------------- Today's Must Read [Under S4, MightyHive Plots Expansion Beyond Its Google-Centric Roots]( S4’s recent client wins include P&G, Braun, Nestlé, Avon and the International Olympic Committee, Martin Sorrell said. Plus, MightyHive and MediaMonks had little client overlap, so S4 is working to expand client relationships across both the creative and media sides of the new holding company’s business. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Criteo Starts To Stabilize As Retargeting Losses Continue]( Criteo’s earnings for the year were flat at about $2.3 billion. But CFO Benoît Fouilland said the stability is a positive sign, considering Criteo was coming out of more severe revenue drop-offs in its previous 2018 disclosures. [More.]( [IPG Reports Strong Results As Competitors Struggle With CPGs]( While clients in the healthcare vertical, which makes up 25% of IPG’s revenue, continue to perform strongly, IPG is also seeing a resurgence from consumer packaged goods. Financial services, auto and transportation have also seen improvements. [More.]( [The Oligopoly’s Q4 Sky-High Revenue Suggests GDPR Gave Them A Leg Up]( The walled gardens are thriving even in this post-GDPR environment where advertisers have fewer choices and are forced to compete (and pay more) for access to inventory. These digital behemoths are clearly winning when it comes to acquiring user data and talent. [More.]( [Regional Agency Goodway Group Goes After The Fortune 500]( “I don't think I’ve spoken to a marketer in three years that’s happy with their global agency,” said Jay Friedman, president at Goodway Group. “The target is large global brands who are using a bloated partner and feel like they’re not getting what they need.” [More.]( [Highland Math Forms First Data Co-op Of Data Sellers]( “Solving for the black box of reporting within the data landscape” is becoming a priority. Highland Math, which ShareThis started working with five months ago, is part of that effort. [More.]( [Podcast: Diaz Nesamoney On Creative Technology]( This week on the podcast, Jivox CEO Diaz Nesamoney talks about the state of creative personalization and his company’s journey. [More.]( [A Path Forward That Publishers Are Ignoring]( Over the past decade, publishers have continually incorporated new innovations into their sites. The problem is that those innovations have been almost entirely restricted to their ad units. These days, the most targeted, machine-learning-driven, personalized elements on a publisher’s page are the ads. [More.]( [MoPub Advanced Bidding]( [Are you ready for innovation in monetization?]( [( News Round Up Too Big A Bite Publishers are raging against Apple’s proposal that it take an outrageous share of revenues from a planned “Netflix for news” subscription product. Under Apple’s plan, a new paid tier of Apple News would allow subscribers to access unlimited content for a monthly fee. After Apple takes 50% of revenues, all publishers in the program would split the other half of revenue based on how much time users spend with their content on the app, The Wall Street Journal reports. The New York Times and The Washington Post haven’t yet agreed to license content to Apple News due to concerns over the revenue model. Publishers also fear they wouldn’t get access to data, like credit card information and emails, if their news is distributed through Apple. [More](. Related: Twenty percent of Apple’s services revenue come from traffic acquisitions cost paid by Google, but that number is starting to grow at a slower rate. [More at CNBC](. See You Later, Integrator The IAB Europe will release the second version of its Transparency and Consent Framework later this year, which it expects Google to join as a tech vendor once the update is complete, MarTech Today reports. The trade group needs a TCF version 2.0 “to accommodate requests from European publishers for more granular controls and more complete accommodation of the ‘legitimate interests’ legal basis,” IAB Europe CEO Townsend Feehan said in a statement. An integration with Google would be a boon for the digital media ecosystem in Europe, where many publishers and buyers are prevented from using data for personalized advertising because Google and the IAB Europe’s consent frameworks don’t sync. It would also be an important confirmation that Google, the industry’s legal and regulatory bellwether, believes the TCF is GDPR compliant. [More](. And [AdExchanger has more]( about how Google’s delays impact the digital advertising landscape. Video Killed The TV Star There are a slew of new subscription streaming services set to launch in the next year or so, including Disney+, an Apple media bundle and offerings from AT&T’s WarnerMedia and Comcast’s NBCU. But does the math work for streaming video? The Information digs into the numbers, concluding Disney would need about 37 million subscribers paying $9 per month to cover its subscription programming costs. That’s a tall order, but it would need another 200 million subscribers to cover its losses from pay TV cord-cutting. Disney will also pull shows and movies from other services, but that threatens its $4.5 billion licensing business. Then there’s the marketing costs to promote Disney+, acquire subscribers and retain trial viewers. Netflix doesn’t have to juggle competing concerns, but it was also $3 billion short of profitability last year, as even its market-leading new subscriber rate can’t overcome content and marketing costs. [More](. But Wait, There’s More! - [Calif. Governor Proposed ‘Digital Dividend’ Aimed At Big Tech]( - Bloomberg - [Shall We Kill All The Resellers?]( - AdMonsters - [Kara Swisher Interviews Jack Dorsey On Twitter]( - CJR - [Amazon Opens Alexa Store For Skills Developers]( - The Verge - [Celtra Taps Into Drawbridge API]( - release - [Reddit Adds Performance Tools To Attract DR Advertisers]( - Digiday - [Taboola Expands Strategic Partnership With Business Insider]( - release - [Lego Launches Clothing Store With Snapchat]( - Campaign You’re Hired! - [The Trade Desk Adds To APAC Leadership Team]( - Mumbrella Asia [Engage. Connect. Grow.]( [Data-driven performance marketing by Fluent.]( [( 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 114:]( Jivox's Diaz Nesamoney [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 [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](