AdExchanger News for May 22, 2019

Today's Must Read - Mr. O’Kelley Goes To Washington, Calls For a Breakup Of Google [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, May 22 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 [Mr. O’Kelley Goes To Washington, Calls For a Breakup Of Google]( In testimony before the Senate Judiciary Committee on Tuesday, Brian O’Kelley, founder and former CEO of AT&T-owned AppNexus, shared a three-pronged proposal for how he’d start to fix the tangled web he helped weave. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [‘Do Not Track’ Rides Again In Bill To Block Online Data Collection]( Hawley’s Do Not Track Act, if passed, would have teeth – rather than an honor system – to prohibit companies from profiling anyone who activates DNT. The full text of the bill is expected to be released on Tuesday. [More.]( [MoPub’s New SDK Helps Apps Tie User Value To Ad Spend]( MoPub’s latest SDK update pulls revenue data tied to impressions from ad networks that have it and pushes that data out to a publisher’s third-party analytics and attribution partners without the need to create a new API. [More.]( [Marketing-Mix Modeling: A Cure For Short-Termism And The Obsession With Performance Marketing]( Modeled alongside ad effectiveness results, marketing-mix modeling can prove the value in priming-stage metrics, such as lift in awareness and brand affinity, and quantify how driving lift in brand health leads to business growth. [More.]( [Gallery Media Group CEO: Lack Of Content Is Brands’ ‘Biggest Pain Point’]( “We’re trying to overdeliver on content creation but also give the distribution that a media company normally does,” said Ryan Harwood, CEO of Gallery Media Group. [More.]( [This Ad Isn’t High Impact.]( [Let us show you what is. Learn more here.]( [www.sublimedemo.com/high-impact]( News Round Up Ad-Free TV Hulu took an important step earlier this month when it started running a commercial featuring “the Old Spice guy” – a Procter & Gamble icon – pitching Hulu’s ad-free subscription offer. That may seem like less of a first step than a cheeky way of selling ad-free TV with a TV ad, but Hulu had never promoted its ad-free option. Hulu initially didn’t want its audience skewing too heavily to ad-free subscriptions because it “needed the economics associated with a dual revenue stream in subscription and ad revenue,” CEO Randy Freer said on a recent [Recode]( podcast. Sixty percent of new subscribers come via the ad-supported product, but that number is declining. And now Hulu is gearing up to promote the ad-free version, which is twice as expensive as the “limited commercial” option ($12 compared to $6). Whether the ads make up for that extra $6 per month depends on the subscriber, but the viewer experience and likely the stickiness of Hulu’s service improves with the ad-free option. [The Streamable has more](. Audio Things Spotify is testing a hardware device with a smart assistant to learn more about how people are listening to audio in the car. Cleverly dubbed “Car Thing,” the device links to a consumer’s Spotify account and connects to the car via Bluetooth to provide Spotify with more information about the in-car experience and user driving habits. The Car Thing test will run in the United States in the next couple of weeks with a small group of Spotify premium users. Spotify claims that Car Thing isn’t a signal that the company is getting into hardware. “Our focus remains on becoming the world’s number one audio platform,” it said in a [blog post](. But Spotify has trademarked the name Car Thing, along with Voice Thing and Home Thing, indicating the streaming audio platform may have plans for a smart assistant or speaker of its own, The Verge reports. [More](. Eat Mor Chikin Fancy a chicken sandwich delivered to your door? Apparently Chick-fil-A customers do. The fast-food chain said digital now drives 20% of its sales, up from 16% last year, according to Business Insider. Digital growth at Chick-fil-A is being driven by a revamped app and loyalty program, launched in August with a month-long nugget giveaway program to encourage app downloads. The chain is preparing for a day when mobile orders make up at least half of all sales. "I think the biggest opportunity is continuing to figure out how to evolve our restaurants as mobile continues to grow," said Khalilah Cooper, director of service and hospitality at Chick-fil-A. [More](. But Wait, There’s More! - [Facebook Sharing Data With Cell Phone Carriers]( - The Intercept - [Dotdash To Launch Commerce Line With Amazon]( - Axios - [How To Approach Rising Google Brand CPC]( - Search Engine Land - [Advertisers Push For More Analytics On IGTV]( - Digiday - [TiVo Integrates Demo, Ad, Mobile, TV Viewership Data]( - release - [Google’s Director Of Agency Platforms Likes To Zig And Zag]( - Adweek - [YouTube Ads Are Getting Longer]( - MediaPost You’re Hired! - [IPG Names Pete Stein Global CEO Of Huge]( - release - [Tubi Expands Executive Ad Sales Team]( - release - [The Trade Desk Hires Jonathan Carson As Its First CRO]( - TechCrunch - [Digital Remedy Names David Zapletal Innovation And Media Chief]( - release - [ViralGains Expands Leadership Team]( - release - [Snap Names New CFO]( - The Information [Never Launch "On Time"]( [Beware the air quotes. Watch the video.]( []( 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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