AdExchanger News for February 25, 2019

[AdExchanger | Optimizing the News] Today from AdExchanger Monday, February 25 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - Sponsored by TripleLift - "How To Generate Programmatic Revenue From OTT Channels" - Turner’s Jon Mansell will provide an overview of where things stand and why accounting for over-the-top is essential for a well-rounded programmatic strategy. --------------------------------------------------------------- Today's Must Read [Amazon Goes Big On Conquesting Ads, Despite The Blowback]( Conquesting comes with risks for Amazon, because it infuriates brands and could open the company to charges of anticompetitive action. But that hasn’t dented the growth of Amazon’s conquesting efforts or of Amazon ad platform features designed for conquesting, since Amazon is well-placed to steal legacy brands’ market share and conquesting creates fierce bidding wars that drive up ad prices. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Inside Xandr’s Pitch To Agencies]( “It’s important for us to service agencies in a way that aligns with the way they’re working,” Xandr's Jay Askinasi said. “We’re setting ourselves up to be easy to use and buy from.” [More.]( [YouTube’s Latest Brand Safety Scare Is Very Different From 2017]( Brands that are trying to have a more purpose-driven message and are sensitive to social issues will briefly drop YouTube just to send a message through earned media and to counteract having been named and shamed as an advertiser on the post, according to one agency executive who’s had multiple clients temporarily halt YouTube spending. [More.]( [Third-Party Data Is A Bad Habit We Need To Kick]( The accuracy of third-party data is overrated, and we have passed the point of diminishing returns on further modeling. Third-party segments can, over time, approximate an audience that might be more interested in an advertisement, but it is not a truth set, and there are limits to how targeted marketers can get. [More.]( [MoPub Advanced Bidding]( [Are you ready for innovation in monetization?]( [( News Round Up Brand Collapse The global trend of cost-cutting at some of the world’s largest advertisers hit a brick wall on Thursday, when Kraft Heinz reported weak earnings and had to write down more than $15 billion in value from brands like Oscar Mayer and Kraft. The company had been under the sway of private equity goliath 3G Capital and its policy of slashing spending, including on marketing investments. “The challenge of [zero-based budgeting] is that it has been considered by many as a panacea, like a magic bullet, so it has been misused,” Deloitte executive Omar Aguilar told The Wall Street Journal. [More.]( The setback is a vindication for agencies, publishers and others who have sounded the alarm on the trend of slashing ad spend. Or as Bank of America’s Lou Paskalis succinctly [tweeted](, “Cost-cutting is not a growth strategy.” The Next Horizon Horizon Media is introducing a new, 100% performance-based agency, Big, and is aiming for 70% to 80% of its media deals to be based on guaranteed business outcomes within the next three to five years. “The days of delivering impressions are over," Horizon CEO Bill Koenigsberg tells Ad Age. This year’s TV upfronts will still be only marginally based on actual conversions or guaranteed performance. “We want to change the currency of the entire marketplace to business outcomes," Koenigsberg says. The agency group is also looking for a Chief Business Outcomes Officer, a new role (of course), tasked with structuring more attribution-based buying models. [More](. Sensitive Subject At least 11 popular health and finance apps with tens of millions of downloads send sensitive user information to Facebook without disclosure or permission and use that data to target ads on the platform, The Wall Street Journal reports. Heart rate monitors, menstrual trackers and real estate apps send custom information to Facebook seconds after a user enters it, even if that person doesn’t have a Facebook account. The apps then use that data to target against a unique ID on Facebook that’s easy to match to a user profile. A Facebook site pixel works the same way, but data-sharing deals for physical and health-related tracking are a bigger concern. Facebook said sending sensitive health or financial data is a violation of its business practices and will start to remove apps that do so. [More](. Link Up LiveRamp is making its IdentityLink IDs available for free to demand-side platforms. It’s an extension of what LiveRamp has been working on since late last year, beginning with an integration [between dataxu and Index Exchange](. DSPs adopting IdentityLink as a baseline ID would have a free license for cross-device targeting, frequency capping and basic measurement services, says Travis Clinger, LiveRamp’s VP of strategic partnerships. Match rates would also improve between DSPs and SSPs using IdentityLink or the Advertising ID Consortium, since the two sides wouldn’t need to go through a series of cookie syncs. LiveRamp benefits because its ID service for brands would improve and DSPs would pay for a la carte programmatic features such as first-party data services, data marketplace sales or offline transaction measurement. Clinger says more than a dozen DSPs currently hold licenses for IdentityLink. But getting companies to adopt the LiveRamp ID as a standard is much tougher on the demand side, where every vendor pitches its own IDs and cross-device graphs. But Wait, There’s More! - [It Started With A Jolt: How New York Became A Tech Town]( - NYT - [Facebook To Shut Down Its Spyware VPN Onavo]( - TechCrunch - [Panoply: Spotify Is Growing The Pie Of Podcast Listeners]( - blog - [Apple, Goldman Sachs Team Up On Credit Card Paired With iPhone]( - WSJ - [Top French Media Cos Partner On Joint Login System]( - Digiday - [Why Have We Raised Our Twitter Forecast?]( - eMarketer - [The New Digital Eyes In The Frozen Food Aisle]( - Slate - [Google Policy Execs Reorganizes Lobbying Operation]( - Axios You’re Hired! - [S4 Capital Expands To India With Poran Malani Hire]( - The Drum - [Levi’s Hires Chief Artificial Intelligence Officer]( - Adweek [Engage. Connect. Grow.]( [Data-driven performance marketing by Fluent.]( [( Podcasts [The Big Story Episode 31:]( DTC Principles Come To Big Brands [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 115:]( Heat's Jocelyn Lee [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 [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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