AdExchanger News for May 14, 2019

Today's Must Read - Adobe Launches Commerce Cloud That Connects Ecom Data To Ad Products [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, May 14 Listen In [Subscribe To AdExchanger Talks]( - This weekly podcast features thoughtful interviews with key figures in advertising and people who are transforming data-driven digital advertising - and marketing as a whole. --------------------------------------------------------------- Today's Must Read [Adobe Launches Commerce Cloud That Connects Ecom Data To Ad Products]( The core of the new commerce package is the Magento ecommerce platform Adobe acquired a year ago for $1.68 billion, that’s now been integrated with Adobe’s other cloud products. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Podcast: Ad Tech Fan Fic]( In this episode, Beeswax CEO Ari Paparo comes to the studio for a game of “what if,” applying his encyclopedic knowledge of ad tech to a range of alternate reality scenarios. [More.]( [Marketers, Your CFO Is Your Ally, Not Your Enemy]( If we embrace and befriend finance, they can help us quantify the actual impact of a campaign and, thus, make it better. [More.]( [We Should Focus On Outcomes Over Turf Wars]( In order to access those audiences and eventually, optimize against them, it is often most effective to take a channel-neutral approach when crafting a strategy. This foundation allows marketers to identify the high-value audiences that are most likely to deliver the campaign’s desired outcome. [More.]( [This Ad Isn’t High Impact.]( [Let us show you what is. Learn more here.]( [www.sublimedemo.com/high-impact]( News Round Up Google’s Balancing Act Google’s pivot to privacy will be about “threading a balance,” head of advertising Prabhakar Raghavan told CNET. Google has to weigh user privacy protections with the concerns of the advertising ecosystem and avoid acting anti-competitively. With new controls on [data collection in Chrome](, Google has seemingly taken steps toward greater consumer privacy. Raghavan pledges Google’s ad products will do more with less data going forward. "Whoever's leading the market [in five years] will be the ones who are actually the most trusted," he said. "If we can maintain that trust, then we can remain a market leader. If we don't, it's a question." But with 85% of the company’s revenue still coming from advertising, critics are skeptical. "Google would never undermine their core business model," said Jeremy Tillman, president at Ghostery. "I don't think they could ever really be a privacy-focused company." [More](. Linear Thinking TV networks are forging ahead on plans to make more national inventory addressable, Alex Bruell reports for The Wall Street Journal. Specifically, CBS, Viacom, Fox and WarnerMedia are experimenting with allocating narrower targeting capabilities to linear media that was previously delivered against broad demos. The reasons are the same as what drove the programmatic revolution. “We have advertisers that want it,” said one anonymous network executive. “We have constrained inventory we have to get more yield from. We can only get a certain rate of change on demo buys each year, and can charge a premium for addressable ads.” [Read on](. But! Efforts to modernize television ad buying have been dealt setbacks lately, such as the withdrawal of WarnerMedia from the OpenAP data consortium and strategic stumbles at Nielsen and Comscore, Business Insider notes. Do sellers really want change? [Read that.]( Streaming First WarnerMedia will release new episodes of some of its most popular TV shows on its upcoming streaming service before they debut on cable. That’s a major shift for a legacy entertainment giant that still makes 80% of its operating income from cable TV. It’s also an acknowledgement that the media company will have to follow its viewers over-the-top if it wants to survive. “The streaming service is going to be king,” an anonymous source told The Information. While WarnerMedia is relying on HBO to program its forthcoming streaming service, airing new programs from TNT and TBS alongside shows like “Game of Thrones” could attract more viewers. But going all-in on streaming is a risky bet for WarnerMedia and its parent AT&T, as it could push people to cut the cord. [More](. But Wait, There’s More! - [A New-Look TV Industry Descends On Madison Avenue]( - WSJ - [Cory Booker And Kamala Harris Address Calls To Break Up Facebook]( - Vox - [Facebook Raises Pay For Thousands Of Contractors, Content Moderators]( - Bloomberg - [Supreme Court Rules Against Apple, Allows App Store Antitrust Case]( - TechCrunch - [YouTube Unveils A Tool To Take The Pain Out Of Six-Second Ad Production]( - Adweek - [Apple Revamps Its TV App Ahead Of Streaming Service Launch]( - Reuters You’re Hired! - [Terri Walter Joins TrustX As Chief Growth Officer]( - release - [Jed Hartman Joins Channel Factory As Chief Commercial Officer]( - release - [Sreekant Lanka Joins iQuanti As Head Of Paid Media]( - release Podcasts [The Big Story Episode 42:]( Google-Fu [The Big Story Episode 41:]( Strange New World [The Big Story Episode 40:]( United We Stand [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 126:]( Integral Ad Science's Lisa Utzschneider [AdExchanger Talks Episode 125:]( Publicis Groupe's Rashid Tobaccowala [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 [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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