AdExchanger News for April 24, 2019

Today's Must Read - OpenAP Faces An Uncertain Future – But Don’t Write It Off Yet [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, April 24 Join Us (Next Week) [PROGRAMMATIC I/O San Francisco, April 29-30]( - "Connecting Programmatic To Content" - In this session Ken Blom, BuzzFeed’s Senior Vice President of Ad Operations and Distribution, will share how the publisher is connecting the dots between audiences, content and programmatic buying. --------------------------------------------------------------- Today's Must Read [OpenAP Faces An Uncertain Future – But Don’t Write It Off Yet]( “It makes sense to pull out now [that] they’re owned by a company that has one of the largest data sets available,” said Tracey Scheppach, CEO and co-founder of advanced TV and video consultancy Matter More Media. “It’s actually only natural.” [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Twitter Posts Unexpectedly Good Quarter, Plans To Go Big On DR This Year]( A top priority for the Twitter revenue team this year is to work on enhancing its Mobile App Promotion product, the company’s answer to app install ads. [More.]( [Who Sells What? NCC Media And Xandr Aim To Consolidate The Confusing Addressable TV Market]( Today, MVPDs are jockeying to sell each other’s addressable TV supply, and NCC Media, majority-owned by Comcast, and AT&T’s Xandr unit have risen as frontrunners. [More.]( [Even DTC Brands Don’t Have All The Answers]( Those in marketing circles, in particular, are enamored with DTC companies because they have a direct relationship with their customers. They seemingly have all the data they need. But that’s not close to being the truth. [More.]( [Media Needs the Creative]( [Ad Serve from the Source — AdBridge™]( [( News Round Up Remember Oath? Verizon Media Group, the company formerly known as Oath, is shrinking as the telco shifts its focus and most of its resources to 5G. The media group, which is made up of Verizon’s acquisition and merger of AOL and Yahoo, saw revenues decline 7.2% in Q1 to $1.8 billion. To be fair, that’s still a sizeable chunk of change, but Verizon Media Group’s performance is lackluster given the hype when it burst onto the digital ad market in 2017. “Declines in desktop advertising continue to more than offset growth in mobile and native,” said Verizon chief financial officer Matthew Ellis. But Verizon Media Group did manage to integrate its DSP and SSP into a consolidated stack. The telco also lost 44,000 paid phone subscribers and 53,000 FiOS subscribers last quarter as a result of cord cutting and competition. [Read the release](. Money Talks Financial services brands are upping their social media spend. Capital One dropped $18.6 million on Facebook ads last year and American Express spent $13.5 million, an increase of $2.8 million and $4 million, respectively, according to the ad analytics company Pathmatics. Credit card companies are investing in influencer marketing on Twitter and Instagram, where well-followed users drive sign-ups by posting photos confirming reward program benefits. Financial companies need to balance landing new consumers against the risk of being gamed for early reward point and then canceled, The Wall Street Journal reports. Younger digital finance brands like Venmo and PayPal, or Apple’s partnership with Goldman Sachs on a phone-linked credit card, are relatively bigger spenders online. Credit card companies still spend almost half of their marketing budgets on direct mail. [More](. Debt Of Gratitude Netflix is raising $2 billion in debt for purposes that “may include content acquisitions, production and development, capital expenditures, investments, working capital and potential acquisitions and strategic transactions.” [Read the release](. It’s only been half a year since the company’s last debt financing round, which was also $2 billion. But the streaming landscape has changed in those six months. Disney unveiled its $6.99 per month subscription service, Disney+, and studios like WarnerMedia and NBCUniversal are also pulling content from Netflix for their own offerings. Those deep-pocketed competitors also increase Netflix’s marketing costs by churning subscribers and bidding up the same audiences. Netflix said 2019 should see the peak of its cash burn, [CNBC reports](. If and when Netflix begins to experiment with ads or sponsorship options, it may be a concession to the company’s debt. But Wait, There’s More! - [Ecommerce Is Upending Madison Avenue]( - Axios - [Pandora Adds SiriusXM Talk Shows As Podcasts]( - Engadget - [Fuse Media Files For Bankruptcy As Subscriber Losses Mount]( - Bloomberg - [Connected TV Advertising And CPMs Are Rising]( - MediaPost - [Customer Data And Ad Tech Startup Blueshift Raises $15M]( - release - [MDC Resolves Investor Dispute As Mark Penn Becomes Chairman]( - Adweek - [Verizon Partners With Google To Include YouTube TV With Subscriptions]( - release - [Programmatic Advertisers Ramp Up Efforts To Deal Directly With Pubs]( - Digiday - [Ad Buyers Usually Pay More Than $20 For Connected TV CPMs]( - eMarketer - [The Podcast Monetization Wars Are Heating Up]( - The Verge - [Google Adds More Hotel Search Features]( - Skift You’re Hired! - [Group Nine Hires Brian Lee To Lead Its Commerce Business]( - TechCrunch - [Facebook Hires Top State Dept Lawyer, Bill Gates’ Former PR Chief](- WSJ - [Former Epsilon And Zeta Interactive CMO Joins N6A As CRO]( - release - [Axios Hires Emily Allen To Lead Branded Content Studio]( - MediaPost [1st-Party, Self-Declared Data]( [Power your targeting with custom & syndicated segments.]( [( Podcasts [The Big Story Episode 39:]( Stack That Cash [The Big Story Episode 38:]( The Great Escapes [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 123:]( Xaxis' Nicolas Bidon [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 [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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