AdExchanger News for May 6, 2019

Today's Must Read - OpenX Wants To Enable Facebook-Style Audience Buying On The Open Internet [AdExchanger | Optimizing the News] Today from AdExchanger Monday, May 6 Listen In [Subscribe To The Big Story]( - Our weekly podcast, hosted by the AdExchanger editorial team, features roundtable discussions on the week's top news stories. --------------------------------------------------------------- Today's Must Read [OpenX Wants To Enable Facebook-Style Audience Buying On The Open Internet]( OpenX is betting that if it provides easy access to scaled identity data, it can differentiate itself from other exchanges, which are largely becoming commoditized. And it can win back some of the marketing dollars going to Facebook over the open web. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Marketing Mistakes Can Sometimes Be A Good Thing]( "In a funny way, the more data we have, the more we can understand what the imperfections are and also the successful side of marketing," said Spencer Burke, VP of growth at Braze. [More.]( [At Its 2019 Brandcast, YouTube Touts Its Big Screen Reach]( YouTube is now making more of its premium TV screen inventory available through Google Preferred, where watch time increased 30% year-over-year, said YouTube chief business officer Robert Kyncl. [More.]( [A Bottom-Up Approach Can Balance The Tension Between Brand And Performance]( What was traditionally one campaign has now evolved into 20 different ones, trying to achieve various and often disjointed objectives. And since we have the ability to measure everything, everything needs to be measured. As a result, we constantly see and measure noise – everywhere and nowhere, measuring everything and, in the end, nothing. [More.]( [Publishers Must Optimize Accordingly To Meet Buyers Heading For The Open Market]( For a long time, buyers gravitated toward deals – preferred deals , private auctions, programmatic guaranteed – while ignoring the value of the occasionally wild west-esque open market. [More.]( [This Ad Isn’t High Impact.]( [Let us show you what is. Learn more here.]( [www.sublimedemo.com/high-impact]( News Round Up The Flip Of A Stablecoin Facebook is developing a less volatile type of cryptocurrency called a stablecoin, that would be backed by consumer credit, payments and ecommerce companies. Users would spend stablecoins on products or peer-to-peer payments. Facebook would benefit because it could connect impressions and users to transactions, and it could create new monetization features. For instance, users could accrue fractions of a coin by interacting with an ad. But there are major hurdles. Facebook needs $1 billion in backing to get the stablecoin off the ground, and it needs that buy-in from companies like Visa and Mastercard to convert Facebook currency into actual money. Those financial services will get access to Facebook’s daily users, but Facebook has also promised merchants and ecommerce companies that they’ll cut out credit processing fees. [More](. Getting Political The Federal Trade Commission is split along party lines over a deal to settle its Facebook data privacy investigation, with the five commissioners disagreeing on the size and scope of the penalty and whether CEO Mark Zuckerberg should be held personally liable. “This is a hugely important decision because it will be watched by all these big companies to see if there is actually going to be a new day on the enforcement front,” says Sen. Ron Wyden, an Oregon Democrat. FTC Chairman Joseph Simons has a majority with the two other Republican commissioners, so the settlement is essentially done. The other commissioners considered fining Facebook as much as $7 billion and making Zuckerberg liable as part of the deal, The New York Times reports. The partisan split could make the decision a hot spot for political campaigns. The stakes are high, with the world looking at the FTC’s decision as a bellwether for how US regulators will cover new media and technology companies. [More](. A Fly On The Paywall It’s a little over a year since Wired introduced a paywall. And it worked! Mostly. The number of digital subscribers increased 300% year over year, writes Editor-in-Chief Nicholas Thompson. “The early signs are good, particularly for a year in which the bottom fell out from some traffic referrers that used to drive subscribers (hello, Facebook) and the greatest growth was on a platform (hello, Apple News) where getting direct subscribers in 2018 was as easy as hitting a bank shot three-pointer, and getting subscribers in 2019 will now essentially require a half-court heave.” Twitter traffic is twice as likely to subscribe as Facebook, and more than three times likelier to subscribe than Google search inbounds. But the best traffic comes from newsletters (*wink*), where the average reader is six times likelier to subscribe than from Twitter links. [More](. But Wait, There’s More! - [Verizon Looks To Unload Tumblr Social Media Blogging Site](- WSJ - [The Making Of Amazon Prime]( - Vox - [Where Do Amazon’s Incremental Ad Revenues Come From?]( - eMarketer - [Gannett Revenue Drops, Digital-Only Subscribers Surge]( - MediaPost - [Target, Walmart Have Different Visions For Their Media Businesses]( - Marketing Dive - [Confiant Ad Security Firm Secures $4.1M Funding]( - release - [Would Netflix Ads Turn Off Subscribers?]( - The Drum You’re Hired! - [Essence Adds Global Chief Client Officer Role]( - MediaPost 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](, New York, October 15-16, 2019 [Industry Preview 2020](, New York, January 28-29, 2020 [PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, May 11-12, 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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