AdExchanger News for March 11, 2019

Today's Must Read - Sen. Elizabeth Warren Wants To Force Google To Divest Its Ad Platforms [AdExchanger | Optimizing the News] Today from AdExchanger Monday, March 11 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - Build your own agenda - Curate your custom agenda with over 50 sessions to choose from. Visit the [PROGRAMMATIC I/O]( site now to get started. --------------------------------------------------------------- Today's Must Read [Sen. Elizabeth Warren Wants To Force Google To Divest Its Ad Platforms]( If Sen. Elizabeth Warren, D-MA, is elected to the White House in 2020, she’s got a plan to break up Amazon, Google, Facebook and Apple. And her proposal specifically targets Google’s ad platform business. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [How Digital Agency Essence Hopes To Bring Addressability To TV]( In addition to its expansion into traditional media, Essence is working on making programmatic more efficient by using AI and machine learning to automate more administrative tasks. [More.]( [Behavioral Targeting Existed Before RTB – And It Should Exist Without It]( While I subscribe to their latest argument in principle, those involved in the RTB complaints have made an assumption that I deeply disagree with: It is one thing to argue that RTB is not compliant with GDPR, but conflating online behavioral targeting with RTB goes too far. [More.]( [The Supply Path Still Needs Cleaning Up]( While the fuzzy definition has obviously limited a shared industrywide understanding of SPO and what it can do, the varied applications of the term point to perhaps a more vital truth: The supply path still needs cleaning up, and on a multitude of fronts. [More.]( [Map. Target. Measure.]( [The Offline Consumer Journey with Location Intelligence]( [( News Round Up Feed The Beast Some VC-backed digital news startups are taking a more businesslike approach. “I think we’ve seen a shift now toward more austerity [in digital media] because the focus now is not ‘can you outrun everyone,’ it’s ‘can you outlast everyone,'” BuzzFeed CEO Jonah Peretti said during a session at SXSW in Austin. He said BuzzFeed progressed on its first step, making its work with the big platforms financially sustainable, Variety reports. BuzzFeed generated $300 million last year, $84 million of which came from Facebook, Google, Amazon and Netflix. But more than $100 million came from business lines that didn’t exist in 2017, including its influencer and creators programs, a “product spotlight” commerce unit and brand integrations for original shows and news programs. [More](. Pros And Conquests More companies are voicing complaints about having to defend their own brand names in online searches. The language learning company Rosetta Stone sued Google years ago for selling ads targeted against its name, arguing it was a trademark violation. Rosetta lost the case in state court but won an appeal and eventually settled with Google for an undisclosed sum. Such defensive keyword spending can sap ad budgets, especially when a strong rival is willing to pay whatever it takes to steal share, Bloomberg reports. Apps like Lyft and Uber or dating apps are locked in search ad standoffs that benefit Google most of all. “When it comes to brand keywords, some advertisers will spend beyond what makes sense. These decisions are not as rational,” says Mark Ballard, Merkle’s research VP. [More](. Amazon too, is [betting big on conquesting](. New Age Stagwell Group CEO Mark Penn is in talks to acquire MDC Partners and take over as chief executive. It’s MDC’s second strategic review in the past three years, and the agency holding company needs a turnaround after losing half its stock value in the past year. MDC has been challenged by cost-cutting clients and a heavy debt load. Penn, formerly Microsoft’s chief strategy officer and an advisor to the Clintons, launched Stagwell Group in 2015 with $250 million in funding. If he buys MDC, he’ll gain a stable of well-regarded creative agencies, including 72andSunny and Crispin Porter Bogusky, which would set him up as a “mini ad mogul” in his own right, The Wall Street Journal reports. If an agreement is reached, the two companies will remain separate entities, according to people familiar with the deal. [More](. But Wait, There’s More! - [Facebook Just Shoplifted Snapchat’s Best Idea]( - NYT - [Inside The Mass Invasion Of Your Privacy]( - Axios - [On Tech Bubble Anniversary, Be Wary Of New Corporate Giants]( - WSJ - [The Most Powerful Web Page Keeps Getting Stronger]( - TV[R]EV - [Majority Of Marketers Have Dedicated Programmatic Talent]( - Marketing Mag - [Comcast’s FreeWheel To Host Its First Upfront Event]( - Ad Age - [Cookie Walls Don’t Comply With GDPR, Dutch Authorities Say]( - TechCrunch - [Warren’s Proposal Could Give Marketers More Choice]( - Business Insider You’re Hired! - [Newsweek Adds New CRO And VP Of Ad Sales]( - release Podcasts [The Big Story Episode 33:]( Boiler Room [The Big Story Episode 32:]( Falling Down [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 117:]( 360i's Jared Belsky [AdExchanger Talks Episode 116:]( Triad's Sherry Smith [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 [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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