AdExchanger News for March 18, 2019

Today's Must Read - Everything You Need To Know About Bid Shading [AdExchanger | Optimizing the News] Today from AdExchanger Monday, March 18 Join Us [PROGRAMMATIC I/O, April 29-30, San Francisco]( - Day 1, 2:00 PM, "Best Practices For Advanced TV Measurement" - This presentation guides marketers through the new types of measurement, and where they are best employed to deliver the promises of advanced TV. --------------------------------------------------------------- Today's Must Read [Everything You Need To Know About Bid Shading]( “Bid shading uses an aggregated view of the market to avoid overpaying,” said Matthew McIntyre, head of programmatic EMEA for Essence. “DSPs or exchanges look at where auctions normally close, and try to estimate whether they can reduce that bid without reducing the probability of winning.” [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Adobe CEO Is Bullish On Experience Cloud, But Investors Question Loss Of Key Exec]( The Experience Cloud business is operating at north of a $3 billion run rate and is “very clearly a large and growing opportunity for Adobe,” CEO Shantanu Narayen said. His personal involvement with the unit highlights the opportunity Adobe sees in providing digital marketing and customer experience solutions for enterprise clients. [More.]( [Mark Penn Named CEO Of MDC Partners]( “I have admired MDC for a long time and believe wholeheartedly in its mission,” Mark Penn said in a statement. “I am eager to begin applying not only our investment and resources, but also a plan based on my expertise, towards growth and the creation of significant value for our shareholders.” [More.]( [Omnicom Reorgs Its Programmatic Talent]( “The [agency] brands need closer integration of these services as they have become mainstream,” CEO Scott Hagedorn said. “It’s time for them to migrate directly into the brands.” [More.]( [Consolidating Digital Data Silos Requires Quick Wins Along The Way]( The time has come for organizations to make their abundance of digital data actionable, increase ROI and reach consumers with consistent, personalized experiences across all touchpoints. A seamless consumer experience can only be achieved by consolidating digital data. [More.]( [The Risks Of Second-Hand Inventory]( Some resellers are not choosy about how they acquire supply. Even when they get supply from the first ad network for the publisher’s site, they may also get supply from another source that also claims to have supply for the same publisher. That supply may be fake but by the time it makes it downstream to the exchange, its complicated and questionable origins are hidden. [More.]( [Manage Your Own Identity Graph]( [How this source of truth powers your marketing]( [( News Round Up It’s Amazon’s World Amazon is testing a pop-up feature for its app that suggests its own private-label goods on competitor’s product pages, taking [its aggressive approach to conquesting]( to another level. Amazon already places display and search ads on other brands’ pages, but this test went a step further with pop-up windows that took over almost half of a phone screen and forced consumers to click through or ex-out before continuing to the product page. The pop-ups targeted brands such as Clorox and Energizer with cheaper AmazonBasics alternatives, The Wall Street Journal reports. The test was a limited experiment, but it shows the power Amazon wields over brands that rely on the platform for ecommerce sales. It also shows how complicated it can be to deal with Amazon’s many internal competing constituencies. For instance, Amazon said this test was developed by its retail team, not its advertising team. [More](. Swimming Against The Stream Netflix is starting to share viewership numbers with talent and may be more open with its data, NBC reports. It’s an “open secret” that Netflix and Nielsen have had discussions about sharing more audience data. “Though one person described them as akin to the United States' talks with North Korea on nuclear weapons.” Nielsen plans to start releasing Amazon and Hulu viewership numbers later this year, according to a source. And as the likes of Disney, AT&T and Comcast enter the streaming market, they’ll put more pressure on Netflix to open up. Top directors, actors and actresses demand audience numbers to prove its films and shows are as popular as Netflix claims. “As more competitors come into the marketplace and [Netflix] lose their top shows, they might want to understand the trajectory,” which could also push Netflix to work with Nielsen, says one TV industry exec. [More](. Pay Day Sir Martin is getting his bonus. WPP will pay its former chief executive $2.84 million as part of a long-term incentive plan put in place before he left the company. Last year, WPP accused Sorrell of breaching a confidentiality agreement and threatened to withhold his bonus when he acquired digital production company MediaMonks to launch his new holding company S4. But after seeking outside legal counsel, WPP found no basis for withholding or adjusting Sorrell’s shares, Financial Times reports. Sorrell, who left in part due to accusations of financial misconduct, has paid back personal expenses he owed the company to the tune of $266,000. Under the current incentive scheme, he’s set to get paid out for three more years, although his share will shrink over time. [More](. But Wait, There’s More! - [US State Attorneys General Lay Groundwork For Google Investigation]( - Bloomberg - [Academic Behind Cambridge Analytica Sues Facebook For Defamation]( - NYT - [Security Incident At Sizmek Affects Publicis And IPG Mediabrands]( - Adweek - [Will Ad Measurement Challenges Stifle OTT Growth?]( - eMarketer - [Former Oath CEO Tim Armstrong Backs Brand Asset Management Software]( - WSJ - [Accenture Interactive Acquires Storm Digital In Europe]( - release - [The Hottest Chat App For Teens Is … Google Docs]( - The Atlantic - [Sports Publishing And Ad Tech Company Minute Media Buys The Big Lead]( - release - [Roku Shares Plunge As Disney, AT&T And Others Enter Streaming Market]( - CNBC You’re Hired! - [PebblePost Adds Execs For Privacy Policy, Performance Analytics]( - release Podcasts [The Big Story Episode 34:]( Google’s On First [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! [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 118:]( Adform's Julian Baring [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 [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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