AdExchanger News for June 28, 2019

Today's Must Read - IAB Tech Lab Releases Data Transparency Standard, With Audits To Give It ‘Teeth’ [AdExchanger | Optimizing the News] Today from AdExchanger Friday, June 28 Join Us [PROGRAMMATIC I/O New York: First Speakers Announced]( - This fall's speaker lineup includes Lyft, Zenith, Business Insider and Facebook. Join us October 15-16 at the New York Hilton Midtown. --------------------------------------------------------------- Today's Must Read [IAB Tech Lab Releases Data Transparency Standard, With Audits To Give It ‘Teeth’]( The new data transparency standard would include information like the date when a user ID was collected, the URL, location data and if the segment includes lookalike modeling – all attributes long considered the "secret sauce" for data providers... [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [The Big Story: Data Plus Math Plus ACR Plus Regulation]( In this episode, the AdExchanger crew dives deep into the week's data dealings, including LiveRamp buying Data Plus Math and how TV-generated data is collected and used for advertising, as well as an onslaught of Congressional bills related to data... [More.]( [It’s Time To Expand Our Definition Of Direct-To-Consumer]( Is a hot dog a sandwich? And can a company be considered DTC if it began selling its goods directly to consumers long before the digital age? ... [More.]( [Zuckerberg Calls For Regulation, But Don’t Break Us Up, Cool?]( Breaking up big tech doesn’t make election interference go away or automatically make toxic content disappear, Zuckerberg said Wednesday at the Aspen Ideas Festival, but it would vitiate Facebook’s ability to use its scale and resources to solve these problems for multiple services, not just core Facebook... [More.]( [How Indie CDP Amperity Taps AI On Behalf Of Brooks And Other Brands]( Brooks uses Amperity’s AI capability named Stitch to get “a powerful snapshot” of its customers, who shop online, try on running shoes in-store, sign up for emails and follow on social media, said Brooks' Nicole Des Rosier. “We needed a platform that could ingest all of this siloed data, make sense of it and let us use it across the business.”... [More.]( [LiveRamp’s Latest Deal Shows How TV And Digital Are Becoming More Like Siblings Than Strangers]( With this week’s acquisition of Data Plus Math, LiveRamp is now touting that outcome-based TV buying is a real option for advertisers. Instead of relying on GRPs, TV buyers can make media purchase decisions and validate their investments, based on actions taken by the target audience... [More.]( [Introducing the Verity Engine]( [Categorize Content by Scanning Videos, Images and Text]( [gumgum.com/verity-engine]( News Round Up A Bridge Too Far? Are ISPs collecting customer browsing data for ad targeting purposes? A Wall Street Journal review shows that, with the exception of AT&T, most don’t seem to be doing it. Comcast, Charter, Verizon and Altice are all abstaining for the moment. In the case of Altice USA’s A4 advertising unit, President Paul Haddad said data-driven targeting “requires a lot of intrusion to be able to do it and it doesn’t help.” The company’s alternative approach is to match its household data with external data sources. Verizon also [scaled back]( its addressable advertising ambitions with Verizon Media Group (previously Oath, and AOL and Yahoo before that), in part due to privacy concerns about using ISP location data and mobile device IDs for targeting. In the new privacy age, these companies appear to have decided subscriber-based data segmentation for advertising represents a risk they’d rather not take. [More](. Brand-Aid All CMOs have a tough job these days. But none is quite as tough as Facebook’s Antonio Lucio, who joined the company in late 2018 to repair its reputation after a year of tarnishing scandals around data privacy and election interference. “I came in with eyes wide open,” Lucio told The Drum. “I knew that this was challenging.” Nine months on the job, Lucio is turning to the platform’s biggest brand push to mend its reputation with users. Facebook replaced its creative agency roster for each of its apps and has plans to develop a separate “voice” for the parent brand with Droga5. “Marketing directly to users is rather new to Facebook,” Lucio said. “We’ve never done brand-building the way we are doing it now. Showing what that looks like, convincing people what that looks like and getting the job done within the context of the challenging environment is where I am spending most of my time.” [More](. Clear As A Privacy Policy In another example of its turnaround efforts, Facebook has rewritten its terms of service to give users more details on ad targeting, content removal and intellectual property rights. While the new terms don’t change how the platform operates, they’re an effort by Facebook to make its platform easier to understand, The Verge reports. With help from EU regulators and global privacy experts, the new terms make clearer Facebook’s stance on restricting reach, how to navigate the appeals and review process and user content ownership rights. It also goes into some detail on how the platform targets ads. “We don’t sell your personal data,” the terms state. “We allow advertisers to tell us things like their business goals and the kind of audience they want to see their ads … We then show their ad to people who might be interested.” [More](. The Platform Play When the curated ecommerce site Verishop launched last week, observers doubted whether there’s space for another multi-brand online retailer when Amazon, eBay and Walmart control such large open markets. But there is still plenty of upside for multi-brand platforms, according to 2PM, a commerce news and advisory company. Most billion-plus dollar exits in DTC and ecommerce came from multi-brand platforms, including Net-a-Porter, Chewy, Zulily and Jet.com. Multi-brand players “must pay close attention to unit economics, lowering brand risk, and avoiding gratuitous discounting. This actually becomes an asset to the participating brands, despite the lack of 1:1 connections between them and the customer.” [More (with subscription)](. But Wait, There’s More - [Kraft Heinz CEO Looks To Ketchup For Sales Spurt]( - WSJ - [A Brief History Of Smartphone Notifications]( - Wired - [4C Launches Cross-Channel Video Solutions]( - release - [Google Adds Features To Promote Deals, Drive In-Store Traffic]( - Search Engine Land - [Chronicle, Google X Subsidiary, To Join Google Cloud Group]( - blog - [CNIL Launches Open-Source Software To Assess Data Security]( - release - [Contentsquare Acquires Pricing Assistant]( - release - [Google, University of Chicago Sued Over Data Sharing]( - NYT - [Twitter: Defining Public Interest On The Platform]( - blog Podcasts [The Big Story Episode 47:]( Tumultuous TV! [The Big Story Episode 46:]( Amazon Gets (Ad) Served [The Big Story Episode 45:]( A Home For Drawbridge, A Birthday For GDPR [The Big Story Episode 44:]( Who Dares Wins [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 132:]( MediaLink's Michael Kassan [AdExchanger Talks Episode 131:]( Insider Inc's Jana Meron [AdExchanger Talks Episode 130:]( S4 Capital's Martin Sorrell [AdExchanger Talks Episode 129:]( Criteo's Mollie Spilman [AdExchanger Talks Episode 128:]( IPG's Arun Kumar [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 [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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