AdExchanger News for April 18, 2019

Today's Must Read - Disney In One Buy: How Disney Is Unifying Its Advertising Approach [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, April 18 Join Us [PROGRAMMATIC I/O San Francisco, April 29-30]( (Almost Sold Out) - "Not Your Regularly Scheduled Program: The Changing TV Landscape" - Technology-focused investment banker Josh Wepman shares his insights on the changing dynamics of the $70 billion TV advertising market. --------------------------------------------------------------- Today's Must Read [Disney In One Buy: How Disney Is Unifying Its Advertising Approach]( Beginning in October at the start of the broadcast year, Disney wants to make it possible to look at connected TV (CTV) inventory across its portfolio, from Apple TV to Roku, and then do campaign delivery across platforms. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [A+E Networks Connects Direct Sold Inventory To Programmatic]( In the past year, programmatic CPMs have level set with cable commercials, and Jason DeMarco said he expects programmatic inventory to surpass linear in pure CPM rates sometime next year. [More.]( [Beeswax Ups Its Optimization Game]( Bid Models, which graduated from beta Wednesday, uses multivariate bidding algorithms to help marketers find “pockets” of the most effective inventory, said Beeswax CEO Ari Paparo. [More.]( [How A Focus On Quality And Discipline Revived Healthline Media]( Healthline Media decided to invest $1 million in its own content in 2011. Two years later, it saw a return on that content investment, setting off a period of steady growth. In 2016, private equity firm Summit Partners invested in the company, buying out the VC backers. [More.]( [1st-Party, Self-Declared Data]( [Power your targeting with custom & syndicated segments.]( [( News Round Up Let The Games Begin? There are only nine years until the 2028 Summer Olympics in Los Angeles. Better start planning. NBCUniversal is, at least. NBCU, which has been producing Olympics broadcasts for 30 years, has a unique marketing twist in 2028. The International Olympic Committee will be giving NBCU unprecedented control of media and sponsorship opportunities, The New York Times reports. With the support of the city organizing committee, LA 2028, and the US Olympic Committee, NBCU will consolidate all working and non-working marketing opportunities into one sales channel. Traditionally, a brand would go to the US Committee to sponsor Team USA, the local committee for opportunities at the games and the broadcaster separately for TV spots. “What we are responding to here is not what the marketplace needs, but is demanding,” says Casey Wasserman, chairman of LA 2028 and CEO of Wasserman, a sports marketing and talent agency. [More](. Credit Where Due Investors and publishers are anxious about ad tech stability. Growth rates have trailed off as the programmatic market matures – which means it has consolidated into large media and tech platforms. And there are [large credit liabilities]( in the online advertising supply chain. “The recent collapse of Sizmek, one of the biggest demand-side ad platforms, suggests that the positive momentum behind these companies could be inflated, and that the big money bubble that's floated dozens of hot ad tech companies over the past few years is about to burst,” Axios reports. Over the past year, Sizmek and Rocket Fuel, Videology, Yieldbot and Defy Media have been the canaries in the coal mine. But public ad tech and data companies are on a strong run recently. The problem is transparency among the private vendors. Ad tech companies that are profitable and maintain profitability may do very well as the market thins. Those that fold will do so overnight, and the industry will pay. [More](. Pivot To Paid Pods Today, most podcast content is free, ad supported and available everywhere. But with the launch of subscription apps like Luminary and Stitcher Premium, and Spotify’s acquisition of Gimlet and Anchor in February, podcast content is slowly moving behind paywalls. That shift is good for consumers, in that it makes it easy to access high quality content bundles in a central place, said Hernan Lopez, CEO of podcast network Wondery, which is launching two exclusive shows on Luminary this spring. But for independent podcast creators making a living off of ad revenue, paywalls could divert their earnings into the pockets of big platforms. “The positive is, as someone who can produce podcasts well, there are a lot of people who can pay and pay well,” a source told Digiday. “The danger is that this is going to force independent voices out of the space.” [More](. But Wait, There’s More! - [The Most Measured Person In Tech Runs The Most Chaotic Place Online]( - NYT - [Google Maps Is Ready To Transform The World Of Superapps]( - Skift - [The Information May Experiment With Ads This Year]( - Business Insider - [Should Ad Agencies Embrace Audits?]( - Emarketer - [Hershey’s Is Taking Control Of Its Ad Tech]( - Digiday - [MRC And Chinese Media Trade Announce Joint Measurement Agenda]( - Cynopsis - [Confiant: Malvertising Leverages Chrome Vulnerability To Target iOS Users]( - Medium - [CBS-Viacom Merger Talks Are Back On]( - Fox Business - [GroupM: Opportunity And Hazard, 2020 And Beyond]( - report You’re Hired! - [UM Appoints Trish Chuipek As First Chief Client Officer]( - Adweek [Offline Brand Intelligence]( [Connecting the Dots for TV Attribution]( [www.cuebiq.com/tv]( Podcasts [The Big Story Episode 37:]( Riding Eternal, Shiny And Chrome [The Big Story Episode 36:]( Agencies And The Supply Side [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 122:]( 614 Group's Rob Rasko [AdExchanger Talks Episode 121:]( National Public Media's Tutuwa Ahwoi [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 [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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