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AdExchanger News for May 21, 2019

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Today's Must Read - Google Aligns With Consultants On Cloud As Marketing Converges With The Enterpri

Today's Must Read - Google Aligns With Consultants On Cloud As Marketing Converges With The Enterprise [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, May 21 Listen In [Subscribe To AdExchanger Talks]( - A weekly podcast featuring 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 [Google Aligns With Consultants On Cloud As Marketing Converges With The Enterprise]( Google’s cloud sales still lag behind Amazon and Microsoft. Partnerships with consultancies open a key sales channel and present a lucrative opportunity to diversify away from digital advertising. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Podcast: IPG’s Huge Bet On Acxiom]( This week on the podcast, IPG Chief Data and Technology Officer Arun Kumar comes into the studio for a frank discussion of the deal and the larger trend of holding companies buying data providers. [More.]( [The Bullish Case For The Skinny Bundle]( It’s clear virtual multichannel video programming distributors (vMVPDs) are playing the long game rather than looking for short-term wins with more customers at little to no profit. [More.]( [Data Consistency: The Real Challenge For Marketers In A Post-ITP World]( Regardless of whether you think Apple is far too restrictive or Google way too lax, digital marketers and their partners now must deal with a two-speed ecosystem – one that creates inconsistent datasets and apples-to-bananas comparisons that lead to the wrong marketing decisions. [More.]( [Never Launch "On Time"]( [Beware the air quotes. Watch the video.]( []( News Round Up GDPR, You Listening? One year into GDPR, ad tech is facing headwinds in Europe. Data protection authorities in seven markets are looking into the legality of real-time bidding, which they argue is a “wide-scale and systemic” violation of the law. Spain, The Netherlands, Belgium and Luxembourg joined the United Kingdom, Ireland and Poland on Monday in filing complaints around bid requests, which they argue broadcast people’s personal data “hundreds of billions of times per day,” and enable “the most massive leakage of personal data recorded so far.” And this is the tip of the EU iceberg. Ad tech companies can expect a “cascade of complaints” and an EU-wide regulatory response, a lawyer working with the complainants tells TechCrunch. [More](. Time Out! Index Exchange is introducing machine learning to its publisher header bidding solution. The company has launched a tool, called Adaptive Timeout, that allows publishers to modify page load times based on people’s network signals, device types or browsing behaviors to better understand when to stop accepting bid requests, Adweek reports. Publishers previously relied on fixed time-outs for bid requests, which caused them to miss out on bids because they favored speedy page loads over incoming requests. The new Index tool gives publishers a hack around this pain point. Supply-side tech companies need to address this issue because header bidding has been criticized for slowing down publisher web pages and negatively impacting the consumer experience. [More](. Off The Mark Location data tech companies are girding themselves for a looming crisis. Wasted spend on location data pales compared to ad fraud, but it’s large enough that marketers are taking notice, especially in verticals like auto, mall retail and quick-serve restaurants with large out-of-home and location data budgets, Warren Zenna, Americas president for Location Sciences, writes for The Drum. Bidstream data will be the hardest hit in “[The Location Data Crisis of 2020](” because the lat-long numbers are unreliable and because bidstream data collection often fails on privacy and consent. “As ... losses mount, it becomes harder to raise your hand and admit you were complacent,” Zenna writes. [More](. But Wait, There’s More! - [Chinese App VidMate Exposes Data, Vulnerabilities In Users’ Phones]( - BuzzFeed - [Top ‘Live-Streamers’ Get $50,000 An Hour To Play Video Games Online]( - WSJ - [FCC Chair Endorses Sprint–T-Mobile Deal]( - The Information - [Amazon Bets On Kohl’s As Its Own Brick-And-Mortar Efforts Falter]( - Bloomberg - [Triton Digital Integrates With dataxu For Programmatic Audio]( - release - [Media Buyers Are Mixed On Publishers Selling Ads Based On Emotion]( - Adweek - [Some Advertisers Aren’t Sold On Consultant Firms]( - Digiday - [Five Charts: The State Of Ad Fraud]( - eMarketer - [As Huawei Loses Google, The United States–]( - [China Tech Cold War Gets Its Iron Curtain]( - NYT You’re Hired! - [Criteo Hires Geoffroy Martin As EVP And GM Of Retail Media]( - release - [Fox News Names Jeff Collins EVP Of Advertising Sales]( - release 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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