AdExchanger News for April 26, 2019

Today's Must Read - IAB’s Transparency And Consent Framework Update Is In, And Hopefully Google Will Be Too [AdExchanger | Optimizing the News] Today from AdExchanger Friday, April 26 Join Us PROGRAMMATIC I/O San Francisco, April 29-30, 2019 (Almost Sold Out) - [Click here to download agenda PDF]( --------------------------------------------------------------- Today's Must Read [IAB’s Transparency And Consent Framework Update Is In, And Hopefully Google Will Be Too]( The new framework has more granular publisher controls for collecting consent and claiming legitimate interest. Legitimate interest is when publishers can use audience data without explicit consent because it’s necessary to provide their services. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [The Big Story: United We Stand]( This week “The Big Story” is all about coming together ... Tune in to learn who’s selling what, and how NCC and Xandr are making their plays to get more. [More.]( [Podcast Platform Acast Acquires Pippa To Grow Its Long Tail]( Pippa, which makes it simple for anyone to record and distribute a podcast, will round out Acast’s offer for enterprise publishers, said Oskar Serrander, chief commercial officer at Acast. Today, Acast only works with premium publishers that meet a specific audience threshold, including BBC, Financial Times, The Economist and HuffPost. [More.]( [As Advanced TV Competition Heats Up, DISH Media Brings in Cognitiv Vet Dave Antonelli]( On the sales side, DISH Media was early to market offering addressable TV ads via its satellite-centered Dish service and Sling TV. But it now faces newer entrants like Xandr and NCC Media, who are rethinking how to package linear addressable and IP-delivered ad inventory. [More.]( [More Consolidation In Mobile Attribution Likely On The Horizon]( The arms race will continue as attribution players fight for their piece of the pie, no holds barred. There is only a finite number of clients, and when an attribution company scores a contract, it likely won the business from a competitor. [More.]( [Cox-Owned Gamut On Why Local OTT Is About More Than Just Aggregating Inventory]( Although Gamut, Cox Media Group’s digital media services arm, started out as a programmatic play to help brands deliver cross-channel campaigns across display and mobile, it became abundantly clear roughly three years ago that video needed to become a priority. [More.]( [1st-Party, Self-Declared Data]( [Power your targeting with custom & syndicated segments.]( [( News Round Up Agent Amazon Amazon is on a charm offensive to bring in more agencies and non-endemic brands, like financial services companies or auto manufacturers that don’t sell on its platform today. Amazon is doing a roadshow pitching its data and OTT chops to help create campaigns that go beyond its core ecommerce business, Business Insider reports. But the company still relies on shopper-centric data, without delving into more general demographic and behavioral targeting. “Right now, it's Amazon saying, 'Trust us, we know this works,'" says Will Margaritis, Dentsu Aegis Network’s SVP of ecommerce. "Brands want to know exactly what they're getting, and when some of these features are new, it can take some convincing to get a brand to put [money] into the big, shiny Amazon bucket." [More](. Indirect To Exit Some early DTC standouts have become household names and are valued by investors at more than $1 billion. But those top-end DTC prices are mostly theoretical. Unilever’s acquisition of Dollar Shave Club for $1 billion in 2016 is the only blockbuster in the category. That’s largely because DTC startups haven’t had to sell out or IPO. Glossier, Peloton, Rothy’s, Harry’s, Away, Warby Parker and Casper have all raised monster rounds at billion-dollar valuations in the past year. “The tension on the horizon – especially for the companies that can’t go public – is that the few consumer acquirers that can do a billion-dollar deal have vastly different ideas about how to value a company than tech investors, which are used to winner-take-all markets,” writes The New Consumer. [More](. Who Owns Hulu? Comcast is in talks to cede its 30% stake in Hulu to Disney, making Disney sole owner of the streaming service. Comcast is weighing the benefits of selling its stake now or later, sources tell CNBC, and it’s unclear if the deal will go through. Last week, AT&T’s WarnerMedia sold its 9.5% stake in Hulu for $1.4 billion, which will be split between Comcast and Disney unless Comcast backs out of its ownership. Comcast has been a passive owner of Hulu since it signed a consent decree in 2011 when it acquired NBCUniversal. That decree has since expired, but Comcast still hasn’t exerted as much control as it would like. Now it will have to weigh continuing investing in Hulu when most of the decisions and gains accrue to Disney. [More](. But Wait, There’s More! - [Some Amazon Sellers Pay $10,000 A Month To Trick Their Way To The Top]( - BuzzFeed - [Comcast Is Surviving Big Media’s Horror Flick]( - WSJ - [Neustar Integrates TiVo Viewership Data Into MTA Models]( - release - [Behind Airbnb’s Bet On Show Business To Hook Travelers]( - Reuters - [How Brands Are Growth-Hacking Amazon’s Marketplace]( - Digiday - [Podcast Startup Luminary’s Launch Week Keeps Getting Worse]( - The Verge - [Store Brands Surge By 40% In Five Years, Outpacing National Brands]( - release - [Canada Says Facebook Broke Privacy Law With Superficial Safeguards]( - NYT You’re Hired! - [Snap Hires First CMO As It Tries To Lure New Users With Ads]( - CNBC [Offline Brand Intelligence]( [Connecting the Dots for TV Attribution]( [www.cuebiq.com/tv]( 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 124:]( Dentsu Aegis’, Doug Ray [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 [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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