AdExchanger News for February 28, 2019

Today's Must Read - Kraft-Heinz’s $15B Write-Down Shows Why Marketing Still Matters [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, February 28 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - Sponsored by Zefr and 33Across - "Big Time DTC" - Hear from two scaled marketers that are building new brands by going straight to individuals with the help of marketing tools favored by a younger generation of product startups. --------------------------------------------------------------- Today's Must Read [How The Trade Desk Has Evolved For The Next Stage Of DSP Growth]( New products are important revenue drivers, since they increase use of cross-device graphs and data on the platform. And increasing the ratio of data spend to media spend is important for The Trade Desk beyond just raw revenue growth. [More.]( [Facebook]( [Twitter]( [LinkedIn]( [Kraft-Heinz’s $15B Write-Down Shows Why Marketing Still Matters]( Cutting costs from legacy products like Kraft and Oscar Meyer – which aren’t as popular as they once were – won’t drive profitability alone, said Rob Norman, independent director and advisor and former GroupM exec. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Rubicon Grows Revenue, But Bid Shading Is Driving Down Publisher CPMs]( Different industry evolutions – such as the rise of ad networks and then programmatic – sometimes benefit one side before leveling out, CEO Michael Barrett explained to investors. The ultimate goal is “equilibrium.” [More.]( ['Declaration Fraud' Tricks Ad Buyers By Swapping Full-Screen Video Ads For Tiny Ones]( Bid requests assume publishers and exchanges supply accurate information about the ad unit, including the site URL, ad size, location and page context. Buyers must take the sellers’ word that the information is true, allowing unscrupulous ad providers to lie and claim they’re selling a vintage Porsche instead of a junkyard jalopy. [More.]( [How Can We Move To A Programmatic-First Future?]( Programmatic guaranteed is no replacement for the unreserved buying that accounts for most programmatic spending via open auction or private marketplaces. Rather it’s an enhancement to the reserved inventory buys currently made through insertion orders (IOs). [More.]( [MoPub Advanced Bidding]( [Are you ready for innovation in monetization?]( [( News Round Up Hungry Mouse Disney is in talks to acquire WarnerMedia’s 10% stake in Hulu, Variety reports. Disney currently owns 30% of Hulu and will pick up 20th Century Fox’s 30% stake if and when the Department of Justice approves their merger. Adding WarnerMedia’s stake and board seat would strengthen its control further. Meanwhile, Comcast’s NBCU, which owns the remaining 30% stake, doesn’t plan to exit the joint venture. The assumption is that under a single owner Hulu would receive stronger backing, removing Disney’s disincentive to make outsized investments that benefit rivals. And Hulu needs a lot of backing. Like every other popular subscription streaming service, it is unprofitable and faces mounting losses as marketing and production costs increase. Comcast, which lost a bitter bidding war to Disney over 20th Century Fox, isn’t sweating Disney’s problem. [More](. Time Out Video app TikTok was fined $5.7 million by the FTC on Wednesday for violating children’s online privacy laws. The app, formerly known as Musical.ly, was flagged by a watchdog group last year for improperly collecting email addresses, phone numbers, full names and photos of children under 13 years old. That’s in direct violation of COPPA, the US law that bans companies from collecting data on consumers under 13 without parental consent. TikTok will launch a separate, age-gated version of its app for under-13s that restricts posting, sharing and commenting on videos, TechCrunch reports. “This record penalty should be a reminder to all online services and websites that target children: We take enforcement of COPPA very seriously, and we will not tolerate companies that flagrantly ignore the law,” said FTC Chairman Joe Simons in a statement. [More](. Look East Despite being banned from the country, Google has built a sizeable ad business in China as homegrown tech companies seek to promote themselves to international audiences. Google’s revenue in China grew 60% last year to more than $3 billion as tech giants like Alibaba and ByteDance spend more to reach global audiences. ByteDance spent more than $300 million with Google last year, The Information reports. Amazon and Facebook, also banned in the region, are experiencing similar growth in China as the economy stumbles and local companies look overseas for expansion. [More](. Milk Machine Amazon just launched its first private-label milk and dairy brand. That may not seem relevant to data-driven marketers, but it could help Amazon’s grocery ambitions because milk is, well, a staple, and anchors weekly purchases. Grocery delivery has been Amazon’s “white whale,” Quartz writes, even with its Whole Foods acquisition. Amazon is an [aggressive conquester](, and those tactics are on display in the ad copy for its grocery brands. “If you like Lactaid, we invite you to try Happy Belly,” reads the product description for Amazon’s new lactose-free milk, referencing the Johnson & Johnson brand that leads the category. Amazon also invites you to try its private-label granola bars, if you like Quaker Chewy bars, a brand that’s owned by Pepsi. [More](. But Wait, There’s More! - [Facebook Will Roll Out ‘Clear History’ Tool, Losing Some Ad Data]( - Adweek - [How Amazon Took Over 50% Of The Ecommerce Market]( - TechCrunch - [Wei: Status As A Service (SaaS)]( - blog - [New FTC Task Force To Tackle Competition In Tech Sector]( - Financial Times - [More Than Half Of US Households Will Be Amazon Prime Members In 2019]( - eMarketer - [Best Buy Thanks Fortnite For A Boost But It Won’t Last Forever]( - Bloomberg - [ANA Introduces New Marketer Certification Program]( - release - [Condé Nast Pitches Its Video Offering As Brand Safety Respite]( - The Drum You’re Hired! - [Todd Heger Named Chief Revenue Officer At Digilant]( - release - [Ida Rezvani Returns to McGarryBowen As New York President]( - Campaign - [Goodway Group Appoints New COO Corean Canty]( - release [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](. AdExchanger • Access Intelligence LLC • 9211 Corporate Blvd., 4th Floor, Rockville, MD 20850 | [Privacy Policy]( [Update My Preferences | Unsubscribe]( [spacer.gif](