AdExchanger News for April 4, 2019

Today's Must Read - Accenture Interactive Acquires Droga5, Its Biggest Move Into Agency Territory Yet [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, April 4 Join Us [AdExchanger Awards Gala Registration Open]( - The finalists have been announced. Please join us in celebrating their achievements on April 29 in San Francisco. --------------------------------------------------------------- Today's Must Read [Accenture Interactive Acquires Droga5, Its Biggest Move Into Agency Territory Yet]( Accenture Interactive, which does not go to market as a holding company but rather one agency, will operate Droga5 under the Accenture Interactive brand. Droga5 will continue working with its current clients while bringing its branding and creative work to Accenture Interactive’s clients. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [What Type Of Sales Leader Do You Need?]( Companies often conflate their needs and don’t separate the necessary business skills and experience (such as the ability to open doors with strategic clients) from the functional part of the role (someone is needed to go out and sell). [More.]( [GDPR Complaint Calls Out IAB Europe For Illegal Cookie Wall]( In February, the Dutch data protection authority issued guidance to say cookie walls are not compliant with the GDPR, because “take-it-or-leave-it” doesn’t constitute real consumer choice. [More.]( [There Is No Podcasting Bubble]( Podcasting is increasingly a source of audience and revenue growth for publishers. In this episode Ahwoi, a 12-year veteran of National Public Media, shares lessons learned from her many years in public broadcasting, which is the ancestral home of the modern podcasting moment. [More.]( [Eric Roza To Depart As Chief Of Oracle Data Cloud]( Rob Tarkoff, EVP and GM of Oracle CX Cloud, will oversee ODC “effective immediately.” Tarkoff will report to Steve Miranda, EVP of Oracle applications product development. [More.]( [OMD Moves Programmatic Upstream Into The Planning Process]( Integrating planning strategies and investments at OMD will be a core focus for George Manas, who joined as president and chief media officer last week from Omnicom performance agency Resolution Media. [More.]( [From Outrunning To Outlasting: BuzzFeed CRO Lee Brown Tackles The Next Phase Of Growth]( Lee Brown talked to AdExchanger about how he’s taking BuzzFeed through its next stage of growth, where it moves from trying to amass a bigger audience than the competition to a sustainable business that will outlast them. [More.]( [Offline Brand Intelligence]( [Connecting the Dots for TV Attribution]( [www.cuebiq.com/tv]( News Round Up Last Resort Publishers have mixed reviews of Apple News+, the $9.99 monthly subscription bundle Apple unveiled last week. They have been burned in the past when they hopped aboard news platforms developed by tech giants. (Ahem, Facebook.) But, for some, Apple’s promise to distribute content to more than 1 billion devices is too enticing to pass up. The Wall Street Journal is leaning into the platform by putting the majority of its articles up on the service even though it’s cheaper than a digital WSJ subscription, possibly tempting some iPhone owers to drop their direct contract in favor of Apple’s bundle. News Corp. CEO Rupert Murdoch was the driving force behind the WSJ’s deal with Apple News+. But Mark Thompson, CEO of The New York Times, which isn’t partnering with Apple, says the platform has “jumbled different news sources into these superficially attractive mixtures” and could cannibalize the NYT’s own subscription businesses in the long term. According to the Times, publishers who did agree to the deal seemed less than optimistic off the record, but didn’t want to risk violating NDAs they’d signed with Apple. [More](. Inventory Binge Hulu has been testing new ad formats to create additional inventory for itself, such as the “pause ads” introduced earlier this year that display when viewers pause a show. Now, the company is exploring new “binge advertising” options, Ad Age reports. If someone has watched two or three episodes of a show in a row, there’s a chance to serve an ad between episodes, said Peter Naylor, Hulu’s head of ad sales. The idea is that binge viewers are more engaged and that giving brands the ability to select one or more programs to target with contextually relevant ads will make their campaigns a more natural part of the binge-watching experience. Brands can also “sponsor” a binge session by showing a commercial between episodes while promising lighter ad loads during the actual show. [More](. Earn Your Keep Brands need to think harder about earning attention rather than buying it. Not all that long ago, one hour of TV included 17 minutes of commercials and radio spots were a fixture of every car ride. Now, viewers are sheltering within ad-free streaming services and behind ad blockers. Media companies and marketers have this challenge in common, since both must appeal more directly to people instead of speaking exclusively to captive audiences, writes Ryan Pauley, CRO of Vox Media, on [LinkedIn](. There used to be only “transactional relationships” between media companies and their audiences and between marketers and publishers. “My final message for marketers is this,” Pauley wrote. “I need your help just as much as I believe we can help you.” But Wait, There’s More! - [Accenture Is Buying Droga5, Making A Big Bet On Creativity]( - NYT - [What Spotify’s Acquisitions Mean For Marketers]( - The Drum - [Univision Selects Amobee As Linear TV Optimization Platform]( - release - [OTT Provider Tru Optik Lands $10M Funding Round]( - Adweek - [Viacom And T-Mobile Reach Major Content Deal]( - release - [Netflix’s Dizzying Valuation Faces Biggest Test Yet]( - Bloomberg - [Oracle Takes Next Step Toward The Customer Data Platform]( - ZDNet You’re Hired! - [Ed Montes Named President And GM Of dataxu’s TotalTV Business]( - release - [Iterable Names Jeff Samuels As COO]( - MediaPost [Media Needs the Creative]( [Ad Serve from the Source — AdBridge™]( [( 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 120:]( MikMak's Rachel Tipograph [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 [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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