AdExchanger News for February 21, 2019

Today's Must Read - A Marketer’s Guide To 5G [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, February 21 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - "How To Marry Paywalls And Programmatic Ads" - Attendees will learn how to strike the correct balance between an amazing advertising experience and an engaging subscription business. --------------------------------------------------------------- Today's Must Read [A Marketer’s Guide To 5G]( [5G] speed would let marketers collect, analyze and activate data in the moment – the sort of thing most vendors like to promise today, but rarely are able to deliver. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Why 2018 Was The Year Header Bidding Realized Its Potential]( Sponsored by [Prebid.org]( - According to the ServerBid Header Bidding Industry Index, nearly 75% of the U.S.’s top 1,000 websites had adopted header bidding solutions to monetize their supply by May 2018 – the majority of them built on Prebid-based solutions. Even one year earlier, this outcome would have seemed unlikely. [More.]( [Podcast: Why AI]( This week on the podcast we hear from Jocelyn Lee, head of the AI advertising practice at Heat. Heat is one of several agencies acquired by Deloitte Digital, and Lee’s job there is to help brands and agencies drive creative impact using advanced data strategies. [More.]( [Oracle Data Cloud Companies Expose ‘DrainerBot’ App Fraud Scheme]( “The side-loading phenomenon is something we have to keep an eye on,” said Dan Fichter, the data cloud’s VP of software engineering and former CTO of Moat, another Oracle business that was enlisted by Dyn to understand the dubious server activity. “As a general pattern it’s a way in which fraudsters can get well-intentioned developers to work on their behalf.” [More.]( [US Digital Marketing Spend Beats Traditional For The First Time]( Digital advertising is being driven by mobile, which is now more than two-thirds of the digital category, and by TV dollars moving to streaming and online video. [More.]( [Digital Media’s Troubling Cognitive Dissonance About Identity And Privacy]( While our organizations and the industry at large talk about what the future looks like, the stark reality is that there’s actually very little buyers and brands can do in our day to day to prepare for the real possibility of a post-cookie, heavily regulated world. [More.]( [Healthy Growth: How Well+Good Bootstrapped Its Way To An Acquisition]( “Advertisers want to work with fewer, bigger partners. We wanted to be one of them,” said Alexia Brue, Well+Good’s co-founder who now serves as GM and SVP of Leaf Group’s Fitness and Wellness group. [More.]( [Map. Target. Measure.]( [The Offline Consumer Journey with Location Intelligence]( [( News Round Up Connecting The TV Dots Agency buyers are facing roadblocks in buying connected TV inventory programmatically. While agencies are buying more CTV than in years past, they still face issues around pricing, inventory availability and targeting, Digiday reports. CTV ads are often cheaper when bought directly from publishers, who prefer to receive a minimum spend commitment and offer bundled inventory across platforms at a discounted CPM. Because networks still prioritize direct deals, CTV inventory sold programmatically is often remnant. And the amount of CTV inventory fluctuates wildly network by network and depending on the day. Advertisers can get around some of these limitations by setting up private marketplace deals, but there isn’t always enough inventory available to make targeting on CTV worthwhile. “Clients always really want to go after niche audiences, and that’s not always scalable, especially in the CTV space,” said Nadalie Dias, senior director of digital activation at Hearts & Science. [More](. Another Dark Corner Nestlé and Disney pulled spend from YouTube after discovering that their ads were running against content favored by pedophiles. Videos of young girls playing or doing gymnastics attracted commenters who made explicit remarks or shared timestamps of sexually suggestive moments in the video. Once a viewer watched a couple of videos, YouTube’s recommendation bar suggested many more videos that appealed to a pedophile’s taste. One problem: Brand safety filters often don’t take into account comments to grade posts, since including commenting trolls would flag many more YouTube videos. A vlogger [posted]( about the ring Sunday (on YouTube, where it’s racked up 1.7 million views), followed by [Bloomberg]( and [Wired UK]( today. Second Fiddle? The value of so-called “second-party data” has always been marginal compared to a brand’s first-party data and third-party data, the kind that’s aggregated and anonymized. But regulations like the GDPR and California’s privacy law have put the squeeze on third parties, and many brands don’t have enough first-party data to move the needle for digital marketing. The result has been an increased use of second-party data marketplaces where brands and publishers commingle and sell their own data directly. Lotame has seen 460% growth in membership for its second-party data marketplace in the past year, Adweek reports. [More](. Companies like Salesforce, LiveRamp and ownerIQ have also grown second-party data businesses in recent years, driven in large part by brick-and-mortar businesses that can help brands target and measure known customers. Remote Control Hulu has been testing interactive ads so that viewers can request product discounts or information. The new feature also allows actions such as scheduling a vehicle test drive or subscribing to a newsletter. Hulu is releasing the product with BrightLine, an OTT and smart TV advertising company, and mattress and bedding brand Sleep Number. “The adoption curve for people transacting and buying through digital mechanisms is only going to go up,” Hulu SVP of ad sales Peter Naylor tells Variety. “We continue to train the audience that spots are going to be interactive.” [More](. But Wait, There’s More! - [Privacy Activists Bring Fresh Evidence Against IAB, Google In EU]( - The Register - [Amazon Beat Google In Q4 2018 Smart Speaker Shipments]( - VentureBeat - [WPP And Waze Partnership Opens Up In-Car Driver Market]( - release - [Newsrooms Are Finally Focusing On Loyalty Over Pageviews]( - Poynter - [AppsFlyer Launches Web Attribution]( - release - [Pinterest Blocks Vaccination Searches]( - WSJ - [Amobee And Nielsen Integrate TV And Digital Planning]( - release - [Google: Using AMP To Make Display Ads Safer, Faster And Better]( - blog - [Apple To Combine iPhone, iPad, Mac Apps By 2021]( - Bloomberg You’re Hired! - [Lauren Hanrahan Named CEO Of Zenith US, Moxie And MRY]( - release [MoPub Advanced Bidding]( [Are you ready for innovation in monetization?]( [( Podcasts [The Big Story Episode 30:]( Is IAB DTC? [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 [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]( [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](. AdExchanger • Access Intelligence LLC • 9211 Corporate Blvd., 4th Floor, Rockville, MD 20850 | [Privacy Policy]( [Update My Preferences | Unsubscribe]( [spacer.gif](