AdExchanger News for May 20, 2019

Today's Must Read - Quantcast Is Starting To Make Money Off Its CMP Footprint [AdExchanger | Optimizing the News] Today from AdExchanger Monday, May 20 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 [Quantcast Is Starting To Make Money Off Its CMP Footprint]( Quantcast got traction with its free CMP in 2018 and this year. It’s the largest CMP in use, according to Adzerk’s monthly site-tracking report. And IAB Europe data shows it passes more impressions through its consent framework than any other CMP. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [The Walled Gardens Are Eating Open Programmatic – Here’s How They Do It]( Although programmatic is growing year over year, independent ad tech players are increasingly fighting over the remaining crumbs while the walled gardens cut themselves larger slices. [More.]( [Digital Publishing Lessons For Navigating The New TV Landscape]( The blurring line between traditional linear and digital TV has created confusion about how best to navigate the changing landscape. While it’s impossible to predict the future, TV can take cues from the evolution of the digital publishing industry. [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 Check Is In The Mail Google’s Gmail service provides an immense trove of ecommerce data, and even in-store purchase data when customers have a receipt sent to their account. You can check out your own “[Purchases](” history page. Google doesn’t use information from Gmail to target ads, following a 2017 policy change, but the transaction data is still a powerful asset for user personalization and post-campaign attribution. There’s no easy way to delete or suppress collection of the purchase data, unless the user shuts down tracking entirely, which can also be time-consuming, writes CNBC. [More](. There’s a [cottage industry]( of startups and retail data companies that scan ecommerce purchase data for targeting and measurement purposes, but no other company has a fraction of Gmail’s visibility. Home Brewed Anheuser-Busch InBev has been quietly building an in-house agency called Draftline for the past year. The team began working on the Michelob Ultra brand, but quickly expanded to all 42 products across AB InBev’s portfolio, handling email marketing, data and programmatic buying. The investment in Draftline is more about the company’s pivot to personalization rather than deliberately pulling away from agencies or avoiding fees, US CMO Marcel Marcondes tells Ad Age. The company works with 50 agencies in the United States, and Draftline has to pitch against them to win business. (Although AB InBev doesn’t have to pay Draftline, which offers some incentive.) “We’re not doing this to create competition,” Marcondes said. “It’s to do more.” [More](. (Don’t) Sue Me The tech lobby scored a victory of sorts late last week when the California Senate Appropriations Committee shot down a bill (SB 561) that would have allowed individual consumers to sue companies for any violation of the forthcoming California Consumer Protection Action.[The Associated Press has more](. Under the current version of the law, people can only sue for certain types of data breaches, and it’s up to the California Attorney General’s office to enforce any other infractions. Proponents of the failed bill – including California AG Xavier Becerra, who would have received greater powers – argued that it clarified the CCPA and gave consumers a greater level of protection. Critics complained that an expanded private right of action would lead to a flood of unnecessary litigation. Go deeper: Check out AdExchanger’s rundown of [CCPA amendments that are still in play](. Brain Drain Facebook’s PR and morale crisis since the Cambridge Analytica scandal has cost it top talent over the past few years, CNBC reports. For Stanford, Carnegie Mellon and some Ivy League universities, Facebook’s acceptance rate for full-time offers has dropped by 85% since the 2017-2018 school year. [More](. In other Facebook news, an antitrust case against the company in the EU could lead to long judicial procedures that the government wants to avoid, according to competition commissioner Margrethe Vestager. “Of course it would be a remedy of very last resort,” she said at a conference in Paris on Friday. “I think it would keep us in court for maybe a decade. It is much more direct and maybe much more powerful to say we need access to data.” [Reuters has more](. But Wait, There’s More! - [Google To Refund Advertisers Over Ad Fraud Scheme]( - WSJ - [How Brands Get Their Names, By A Professional Namer]( - Vox - [Burger King CMO Machado: Where Detour Was Really Going]( - LinkedIn - [YouTube Launches A DTC Council]( - Digiday - [Marketers Split On How To Define OTT]( - eMarketer - [Magazine Writers Are Cashing In On Peak TV]( - Bloomberg - [CBS Makes Informal Offer For Starz]( - The Information - [Lessons Learned From CDP Implementations]( - CMSWire - [Amazon’s Travel Strategy Comes Into Focus]( - Skift - [Walmart’s Battle With Amazon Adds New Fronts]( - CNBC Podcasts [The Big Story Episode 43:]( Upfronting And Fingerprinting [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 127:]( Beeswax's Ari Paparo [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 [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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