AdExchanger News for March 13, 2019

Today's Must Read - Pinterest's Intent Insights Can Help Change Minds [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, March 13 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( - "Advanced In-Housing: Tips And Best Practices" - Day 1, 4:15 p.m. - This session will offer a guide for advanced optimization of programmatic media buys from the in-house marketer's perspective, including build vs buy decisions, first-party data strategy and how to converge ads with messaging. --------------------------------------------------------------- Today's Must Read [Pinterest's Intent Insights Can Help Change Minds]( Jon Kaplan convinces brands that Pinterest can help them reach consumers when they have high commercial intent, but still haven’t decided what they’ll buy. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Podcast: Adform Follows Function]( “That’s why we’ve been able to compete with the Googles and Adobes of the world,” Julian Baring, Adform’s general manager of North America, says in this week’s episode of AdExchanger Talks. “We’re a very mature platform with significant commitment toward tech.” [More.]( [Zuck’s Privacy Manifesto Is ‘Business As Usual’ For Advertisers]( Although Zuckerberg expends a lot of ink on the importance of data security and protecting messaging with end-to-end encryption, he doesn’t mention the interest and use-related data that powers Facebook’s advertising machine. [More.]( [Map. Target. Measure.]( [The Offline Consumer Journey with Location Intelligence]( [( News Round Up Addressing Television TV networks are banding together to create a standard that will enable addressable advertising on smart TVs. NBC Universal, Disney, Discovery, Turner, AMC Networks, Xandr, FreeWheel and Hearst TV are part of Project OAR (Open Addressable Ready), and Vizio’s Inscape will power the tech, available across its 10 million devices. Smart TVs give TV networks a way to sell addressable inventory, which previously had only been available through cable set-top boxes and video-on-demand. “This shows the industry is leaning in, especially the broadcasters that have been left out,” Matter More Media CEO Tracey Scheppach told AdExchanger. With a smart TV standard, marketers can buy addressable TV through programmers, not just content distributors. [Read more](. Senator Zingers “The digital promised land has a few mines in it,” remarked Sen. John Kennedy, R-LA, Tuesday at a Senate Judiciary hearing convened to discuss the ins and outs of GDPR and California’s new privacy law. The witness list included Alastair Mactaggart, the businessman who helped push the California Consumer Privacy Act onto the books, Intel’s global privacy officer and the founder of DuckDuckGo. But it was Will DeVries, senior privacy counsel for Google, who drew the most attention from legislators. In reference to Google’s tracking of geolocation data, for example, Sen. Josh Hawley, R-MO, said: “It’s kind of like that old Eagles song, ‘You can check out anytime you like, but you can never leave’ – that’s what it’s like dealing with your company and that’s a problem for the American consumer.” Sen. Marsha Blackburn, R-TN, chided tech companies, including Google, for not supporting opt-in consent because “it would change your business model and it would diminish your profits.” But Kennedy won the day with this barb about the length of Google’s user agreement: “You can hide a dead body in there and no one would ever find it.” Deep-Sixed If you haven’t heard about IPv6, it’s because, well, you really haven’t needed to. The internet grew up with IPv4, a four-part sequence of numbers assigned to routers. But as the number of connected homes and devices multiplies, it’s stretching the limits of the old IP standard. IPv6 means internet service providers can track and assign new IP addresses (which happens when someone reboots their home Wi-Fi) without duplicating accounts. But the change has knock-on effects for digital advertising, since IPv6 means every device can have its own ID, instead of being masked by the household IP address, Digiday reports. This means IP addresses, which already counts as PII under GDPR, will be proxies for specific devices and individuals, bringing much more privacy scrutiny than using an IP address as a loose proxy for a household in TV campaigns. “The IP address is designed for the internet to provide network routing and has been used and somewhat abused for advertising,” says Extreme Reach CTO Daniel Brackett. [More](. But Wait, There’s More! - [Ad Fraud On OTT Is Here. How To Put An End To It.]( - Forbes - [Why Apple’s Intelligent Tracking Prevention 2.0 Won’t Work]( - Adweek - [TiVo And 4INFO Partner On CTV And OTT Targeting]( - release - [News Corp Australia Calls On Government For Google Breakup]( - CNN - [Social Video Ad Spending Will Grow 44% By 2021]( - eMarketer - [Stores See a Future Without ‘May I Help You?’ (They’ll Already Have Your Data)]( - NYT - [Hulu To Make Ad-Supported Tier Free For Spotify Premium Subscribers]( - MediaPost You’re Hired! - [Bleacher Report Hires Sam Toles As CCO To Lead Digital Strategy]( - MediaPost - [NBCU Vet Lori Conkling Hired To Lead YouTube TV Partnerships]( - Variety 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, January 28-29, 2020 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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