AdExchanger News for March 27, 2019

Today's Must Read - The Real Reason McDonald’s Is Acquiring Dynamic Yield [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, March 27 Join Us [PROGRAMMATIC I/O, April 29-30, San Francisco]( (In 5 Weeks) - Day 1, 2:00 PM, "Unified Auctions In Mobile Apps" - Learn how WeatherBug took an 18-month journey towards a better mobile business. --------------------------------------------------------------- Today's Must Read [The Real Reason McDonald’s Is Acquiring Dynamic Yield]( McDonald’s says it’s planning to use the technology to speed up its digital transformation, personalizing the customer experience by changing drive-thru menu displays based on real-time signals, such as the time of day, trending food items or current restaurant traffic, or cross-selling customers based on their current order. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Podcast: Everything Is Shoppable]( This week on the podcast, entrepreneur Rachel Tipograph describes her startup MikMak and her vision for a future where every media environment is commerce-enabled. The company provides universal product detail pages that brands can embed in any content format and that integrate with pretty much every retailer out there. [More.]( [At 4A’s Decisions 2020, Agencies Struggle With Inertia]( “Any time we decouple a conversation about media from the channels where that media lives, we’re commoditizing media,” said Jodi Robinson, president at Digitas North America. “Clients keep asking media agencies about cheap media instead of elevating the conversation to the value we create.” [More.]( [The NFL Tackles Targeting With An Assist From Adobe]( Jones has been testing a feature within Adobe Audience Manager called trait recommendations, which uses machine learning to recommend attributes that marketers can add to audience segments in real time to make them perform better. [More.]( [ANGI Homeservices Keeps Its Marketing Mix In Good Repair With Combo Of Brand And Performance]( “A lot of people assume that when you do a major broadcast-type buy that the singular objective is to grow the brand and that performance goes out the window,” CMO Allison Lowrie said. “We just don’t look at it that way.” [More.]( [Agency Demands For Transparency Have Lasting Ramifications For Sell-Side Tech]( “Agencies are waking up to the fact that they need to lean in beyond the DSP,” said Nate Woodman, chief data officer at Havas Media. [More.]( [No More Optimization For Optimization’s Sake]( The true context of a campaign – its measurable impact on the target audience and the discernible effect on business outcomes – is often cast aside, leaving marketers to optimize campaigns according to one-dimensional internal logic. [More.]( [Map. Target. Measure.]( [The Offline Consumer Journey with Location Intelligence]( [( News Round Up Down With OTT? Adobe has partnered with Roku to match its clients’ first-party data with Roku’s own user data for programmatic campaigns on the OTT platform. It is the first time the company has made its first-party data accessible to a DSP, though expect other ad tech partners to work with Roku in a similar fashion. “This partnership gives Adobe clients a seamless way to activate their data and reach customers who’ve moved their TV viewing to Roku devices,” says Scott Rosenberg, general manager of Roku’s platform business, in a [release](. The main selling point right now is frequency capping, but eventually the first-party data accessibility could let marketers measure Roku using their own methodologies, though Adobe says that kind of granular measurement isn’t available at launch. Adobe has been a first mover in OTT partnerships lately. It was also [the first DSP integration]( for FreeWheel’s new programmatic exchange product. [More](. Data Confidence There’s a sharp divide between marketers who are confident around handling their first-party data and those who aren’t. A survey of 200 brand-side marketers from research firm Advertiser Perceptions and the agency MightyHive puts marketers’ data prowess into perspective. About 40% of marketers are confident in their ability to wrangle data today, the study notes. “Marketers falling into this category tend to use more types of technology, are likelier to use partners, and show a heightened interest in certain types of first-party data,” the study notes. But most respondents seem to understand that becoming data experts is a work in progress, and 67% of those surveyed anticipate reaching their goals in the next 18 months. [Read more](. GoogleTube Sky TV’s streaming app, Sky Go, has introduced six-second pre-roll ads that are unskippable, Digiday reports. For the past couple years live sports and events have used six-second ads as a way to trim commercial pods. Some say it’s the only way to reach younger audiences, who aren’t receptive to 30-second commercials. Additionally, it will help TV networks be accepted into digital, data-driven media planning, and it’s much easier to follow Google’s lead than to get brands and agencies to rewire creative. “Watching shorter ads on VOD is obviously a different mindset from consumers using social channels such as Facebook and YouTube, and doesn’t allow for the sharing type of behavior we see in these channels,” says Alex Debenham-Burton, Essence’s head of reservation media. “It does, however, present an interesting opportunity for those current creatives that generally only exist on these platforms.” [More](. Copyright Or Wrong? The European Parliament approved a new copyright law on Tuesday requiring online media companies to sign licensing agreements with musicians, authors, new companies and content creators in order to post their work. The main goal is to spur tech companies into proactively policing for copyright violations, instead of responding to complaints after the fact, The New York Times reports. It’s a blow to a service like Google News, which relies on snippets pulled from the top of stories for news searches. Though it isn’t just the richest corporations ticked off about the law. Wikipedia was shut down in European countries this past weekend in protest. The targets of the law are Google and Facebook, but “these laws are often entrenching these big players,” says Raegan MacDonald, head of policy in the EU for the Mozilla browser. [More](. But Wait, There’s More! - [When Shopping On Amazon, You Need To Pay Attention]( - WSJ - [Spotify To Acquire Parcast, Podcast Storytelling Studio]( - release - [Addressable TV Ad Spend To Hit $3.3B By 2020]( - B&C - [Five Industry Trade Groups Collaborate On DOOH Guidelines]( - release - [The Long, Complicated And Frustrating History Of Medium]( - NiemanLab - [Applicaster Secures $20M In Funding]( - release - [Google Partners To Fund New Local Media Sites]( - Axios - [Forrester: Brands, Protect Yourselves From The Gray Market]( - blog - [Facebook And Google Control Ever-Greater Portion Of UK Ad Market]( - eMarketer You’re Hired! - [Adam Heimlich Named President Of Parsec Media]( - release - [New Chief Execs For Adlucent And Parent Company Advantage Solutions]( - release - [Former Criteo Exec and CEO of BuzzFeed Japan Joins Sojern]( - release - [GroupM Makes Amit Seth Its New Chief Product And Data Officer]( - Adweek - [Vice Hires Cavel Khan As SVP of North American Partnerships](- LinkedIn - [OMD US Names George Manas President, Chief Media Officer]( - release - [Amazon Executive To Head Unilever’s Beauty Business Amid Digital Push]( - WSJ Podcasts [The Big Story Episode 35:]( Spring Forward, Fall Back [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 [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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