AdExchanger News for March 21, 2019

Today's Must Read - Campbell Snacks Makes Big Marketing Investments In Its Acquired Brands, Despite Cost Cutting [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, March 21 Join Us [PROGRAMMATIC I/O, April 29-30, San Francisco]( - Day 2, 10:05 AM, "Finding Your Voice In 2019" - Learn how brands and publishers can create and maintain an audio identity. --------------------------------------------------------------- Today's Must Read [Campbell Snacks Makes Big Marketing Investments In Its Acquired Brands, Despite Cost Cutting]( Campbell Snacks is betting that the power of marketing can help brands with cult popularity grow beyond their existing passionate fanbase. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Disney Closes On 21st Century Fox, And Enters A New Era Of Streaming Competition]( Disney closed its $71 billion acquisition of 21st Century Fox on Wednesday, more than a year after it signed a definitive agreement to acquire the entertainment company, which at the time was going to cost $52.4 billion. [More.]( [LinkedIn Launches Lookalike Audiences At Last]( Abhishek Shrivastava, LinkedIn’s director of product, acknowledged that LinkedIn is a little late to the game, but there’s a reason for that: B2B marketing is simply a different beast, he said. [More.]( [Building An Ethical Data Program In A Post-GDPR World]( Business leaders must think strategically about the reality of becoming data-driven in a responsible way to deliver benefits and prevent harm. They must ensure ethical data use. [More.]( [Why Meredith Tapped Media-Tech Hybrid Leader Catherine Levene As Its Next Digital President]( As more DTC companies grow up, they’ll need to broaden their customer bases in part by expanding the marketing channels they use. That expansion means incorporating historic brands like Meredith, Levene predicted. [More.]( [Map. Target. Measure.]( [The Offline Consumer Journey with Location Intelligence]( [( News Round Up Third Fine’s A Charm Google was slapped with its third EU antitrust fine in two years on Wednesday, to the tune of $1.7 billion. EU regulators determined the search giant used its dominance to block competitors from selling text ads on third-party websites’ search results that are powered by its AdSense product. The fine marks the end of a decadeslong investigation into the dominance of Google’s search and advertising business; the EU has fined company an additional $14 billion over the past two years, The Wall Street Journal reports. But antitrust experts are skeptical that the EU’s outdated approach to antitrust regulation will have any effect on the internet giants’ business models. “I think Google has outmaneuvered the commission in many ways,” says Alec Burnside, a competition lawyer at Dechert LLP. “There is great soul-searching in the antitrust community about whether the rulebook is adequate for this.” [More](. The Private Eye Amazon’s private-label brands are receiving more attention from retailers and investors – and more scrutiny from regulators, including in India, where a new ecommerce law forbids ecom markets from carrying private-label lines. On the one hand, Amazon’s brand portfolio receives undue credit for disrupting categories and using data, says Juozas Kaziukėnas, founder of the ecommerce market research company Marketplace Pulse. But brands can’t let their focus slip or Amazon may drink their milkshake. “Brands don't need to worry about the hundreds of brands that Amazon is putting out. They need to worry about the one in their category that succeeds,” Danny Silverman, CMO at Edge by Ascential, tells Retail Dive. Amazon is also a ruthless [conquest marketer](, unabashedly syphoning search and purchase intent from better-known brands toward its cheaper alternatives. “Saying that Amazon's access to its own platform is ‘unfair’ may seem like a stretch, but the company does seem to use it in ways that take run-of-the-mill marketing to new levels.” [More](. TV 2.0 Ad tech companies are sharpening their knives (and pitches) for the age of programmatic television. Unlike first-gen programmatic, which was marked by seemingly endless inventory and everyone integrating with everyone else, data-driven TV inventory tends to be scarce and exclusive. For the vendors that do secure adoption, that’s an opportunity for programmatic technology. “One of the challenges with OTT is that it doesn't exist in a vacuum – you want to understand the trade-offs in moving from OTT to YouTube and Facebook. Trying to get someone that can create an apples-to-apples comparison is important,” David Cohen, president of Magna Global’s North America business, tells Business Insider. Here’s a list of some new and familiar names in programmatic trying to secure a spot as the $70 billion TV advertising business tips into streaming and data-driven media. [More](. But Wait, There’s More! - [Google Introduces Streaming Video Game Service]( - NYT - [Kidfluencers’ Rampant YouTube Marketing Is A Minefield For Google]( - Bloomberg - [UK Minister Promises Inquiry Into Targeted Web Advertising]( - The Times - [How The NBA Is Using Esports To Grow Its Audience]( - eMarketer - [Former Oath, AOL CEO Tim Armstrong Getting A $60M Payout]( - Business Insider - [Google Starts ‘Subscriptions Lab’ For Local Publishers]( - Digiday - [The Internet’s Most Devoted Volunteers: Waze Maps Editors]( - WSJ - [Why Roku Acquisition Could Make Sense For Disney Or Walmart]( - The Information You’re Hired! - [Vox Media Taps AJ Frucci As VP, Concert And Programmatic]( - release - [Jacki Kelley Joins Dentsu Aegis In Top US Client Role]( - MediaPost - [Jay Stocki Joins Signal As COO]( - 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 119:]( Brian O'Kelley [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 [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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