AdExchanger News for March 20, 2019

Today's Must Read - Mastercard CMO Raja Rajamannar: Marketing Is Facing An 'Existential Crisis' [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, March 20 Join Us [PROGRAMMATIC I/O, April 29-30, San Francisco]( - Day 1, 11:00 AM, "How To Stand Up An In-House Programmatic Capability" - Learn more about how to decide if and when the time is right to move programmatic capabilities in-house and what it takes to fully operationalize. --------------------------------------------------------------- Today's Must Read [Mastercard CMO Raja Rajamannar: Marketing Is Facing An 'Existential Crisis']( As marketing becomes a more technical discipline, big advertisers like Coca-Cola have done away with the CMO role altogether in favor of titles like chief growth officer or chief business officer. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [S4 Capital On The Hunt For A First-Party Data Company]( The holding company, helmed by former WPP CEO Martin Sorrell, is in discussions with two companies – one in the retail space with access to 90 million customer records and another in transportation with data for 100 million customers. [More.]( [Oracle Marketing Cloud Releases New Integrations To Make Its Data Flow]( On Tuesday, OMC unveiled a slew of feature updates designed to grease the wheels between its marketing products and “bring data and intelligence together with orchestration in real time,” said Shashi Seth, SVP of Oracle Marketing Cloud. [More.]( [Undaunted By Rising Costs, Skullcandy Goes Big On Social]( “We’re very mindful not to compete down-funnel with our retailers,” CMO Jessica Kodnicki said. “That’s part of why we’ve invested more in the social platforms, and can let our retail partners spend their dollars in search and elsewhere more effectively.” [More.]( [Ad Networks By Any Other Name Are Still the Same: It’s Time To End Shady Arbitrage]( I estimate there is approximately $10 billion still being made in arbitrage, which suggests the ecosystem is in massive need of cleanup. I predict arbitrage will disappear in the coming years, to the benefit of publishers and advertisers alike. [More.]( [Manage Your Own Identity Graph]( [How this source of truth powers your marketing]( [( News Round Up Instashop It was only a matter of time (and money). Instagram announced that it’s begun testing a checkout feature with brands like Adidas, H&M and Warby Parker that lets users purchase products without leaving the app. [Read the blog post](. Previously, Instagram had to send users to retailer and manufacturer websites to complete a purchase. This isn’t parent company Facebook’s first attempt to build an ecommerce business, but with more people using Instagram to follow brands and influencers for shopping inspiration, the photo-sharing app has a real shot at payments. And Facebook needs commerce now more than ever, with inventory on its core News Feed hitting a ceiling, Bloomberg reports. The move puts Instagram into competition with Shopify, the ecommerce platform that powers many direct-to-consumer brands that advertise heavily on Instagram. [More](. Share of Time Media consumption remained flat year-over-year at about 10.5 hours per day, but mobile phones and connected-TV devices are winning bigger slices of the pie, according to Nielsen’s Q3 2018 Total Audience Report released on Tuesday. There aren’t drastic shifts in overall market share – live and time-shifted TV (which is to say traditional cable and set-top box viewing) lost the most ground, with a 2% overall share drop, and smartphones were the big gainers, with mobile going from 21% to 24% of all US audiences. But there are much larger swings among younger audiences. For 18-34 year olds, live and time-shifted TV was surpassed by mobile in Q3 2017, and a year later that gap has widened by an additional 10% of all media consumption. [More](. TV? That’s Original Snap is in the process of launching new shows under its Snap Originals video series. The new videos, both scripted and docu-series, are produced by big-name TV executives and aim to get younger generations to form a new habit around watching quality, short-form mobile video. Snap, which is aiming to be profitable in 2019 after a rough first year on the public market, is faced with competition from Instagram (per usual) and new startups like Jeffrey Katzenberg and Meg Whitman’s NewTV. But Snap’s “clear advantage is that it knows how to create content that actually works within the framework of its app better than anyone,” writes Axios’ Sara Fischer. [More](. Related: As Snap chases big TV budgets, it’s also starting to pay its influencers, who previously struggled to make money on the platform. [AdAge has more](. But Wait, There’s More! - [Facebook Restricts Targeting By Race, Gender And Age]( - NYT - [NCC Media Extends Its Digital Media Buying]( - MediaPost - [Another Trump Facebook Election]( - Axios - [Pixalate: Holiday Traffic Leads To 21% Ad Fraud Average]( - release - [Snapchat To Launch Gaming Platform Next Month]( - Cheddar - [Netflix CEO Says Company Won’t Be In Apple’s Video Offering]( - Recode - [ANA Forms New Trust Consortium]( - release - [Glossier Raises $100M, Triples In Valuation]( - TechCrunch - [Attribution Startup Marketing Evolution Raises $26.1M]( - release - [Which ‘Jen’ Sent The Baby Gift Cards? Not One You Know.]( - WSJ You’re Hired! - [Yieldmo Welcomes Sergei Izrailev And David Moore]( - release - [Location Sciences Names Warren Zenna President, Americas]( - release - [Bloomberg CRO Keith Grossman Joins Engine As COO]( - LinkedIn 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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