AdExchanger News for July 16, 2019

Today's Must Read - The Rise And Fall And Rise Of The Global CMO [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, July 16 Join Us [PROGRAMMATIC I/O New York]( - Get educated on "The Challenges Of Today’s Independent Publisher" with Sara Badler from Dotdash, Jana Meron from Business Insider and Felix Zeng from IBM Watson Advertising. --------------------------------------------------------------- Today's Must Read [The Rise And Fall And Rise Of The Global CMO]( Coca-Cola scrapped its global CMO role last year, shifting responsibilities to Chief Growth Officer Francisco Crespo and to marketers for specific brands or regions. Unilever CMO Keith Weed is stepping down this year, with no replacement in sight. And Johnson & Johnson’s first-ever global CMO Alison Lewis departed last month, as the company retires the position... [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [After Sale To PE Firm, IBM Watson Marketing Rebrands As Acoustic]( The TDB company that was formed when IBM sold the bulk of its Watson Marketing portfolio to private equity firm Centerbridge in April finally has a name: Acoustic. The plan is to create an independent marketing cloud that uses artificial intelligence to help marketers do their jobs smarter, faster, more affordably and with less complexity... [More.]( [Amperity Raises $50 Million As Mar Tech Heavyweights Turn To CDPs]( A cohort of large venture capital investors, including Tiger Global Management and Goldman Sachs, backed the new Amperity round, which brings its total funding to almost $90 million. It illustrates how major industry players and investors have recently converged on the CDP category. Some CDP startups have raised hundreds of millions of dollars in the past few years... [More.]( [What Agencies Get Wrong About Measuring TV Advertising]( Someone may have heard a radio ad for a product three times, but the single airing of the TV ad gets the credit for winning the customer. This stems from most traditional agencies still defaulting to the baseline-plus-lift model of measuring TV’s efficacy: Any unexplained traffic above the baseline is attributed to TV, and not the three radio airings... [More.]( [Brand Transparency 2.0: Moving Beyond The Buzzword]( Brands must be upfront about how they are getting to know their audiences in order to develop relationships with them and, subsequently, sell them products or services. It is about owning your intent and building trustworthy connections with audiences... [More.]( News Round Up Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up [here](. Power Exits Successful ad tech exits can start a virtuous cycle of entrepreneurship. As AdExchanger previously reported, [New York City ad tech]( exits have fostered a strong network of angel investors who support colleagues in new startups. The same is true for success stories outside NYC and San Francisco. Four years after Millennial Media sold to AOL, that exit has proven a valuable step for the Baltimore tech startup scene, the Baltimore Business Journal reports. Millennial co-founders Paul Palmieri and Christopher Brandenburg invested in new tech companies, including many from Baltimore, and other execs have gone on to found some of the city’s top current venture-backed startups. “You have this great group who’ve had this shared experience of seeing a company go from just a concept, through to an IPO and an acquisition. And now maybe they’ll be able to replicate that,” Brandenburg said. “I believe that’s the true impact of entrepreneurship – that ripple effect.” [More]( (with subscription). PE Nabs Vungle Private equity strikes again! Blackstone said on Monday that it’s planning to acquire mobile ad network Vungle. Terms were not disclosed, but a source with direct knowledge tells[Ad Age]( that Blackstone paid around $750 million in cash for Vungle. The plan is for Blackstone to invest in Vungle’s organic and inorganic growth and extend the company’s footprint across mobile gaming and other performance brands, said Sachin Bavishi, a principal at the firm. The mobile ad network space appears ripe for further consolidation, as advertisers and publishers look to buy and sell programmatically. As part of the transaction, Vungle also reached a settlement (terms weren’t disclosed here, either) with the company’s founder and former CEO, Zain Jaffer, who was[pushed out]( in 2017 after being arrested following a domestic incident. All charges were later dropped and Jaffer filed a wrongful termination lawsuit against Vungle earlier this year.[TechCrunch has more](. Voice Of The Regulator In an interview with Ad Age, Sen. Mark Warner, D-Va., criticizes efforts by Facebook and its peers to propose meaningful data reforms. “Their underlying business model is to get more data to be able to create a more robust product that they can sell to advertisers so that advertisers can better target users,” he says of the tech companies. “So, you’re asking the companies to rethink their basic business model. So far what they’ve said is, ‘We’re happy to have some regulatory framework,’ but when push comes to shove they have not come to the table with much.” Warner, a longtime advocate for tech regulation, says Facebook is dealing in better faith now. “I think they picked up as these things became evident, that Congress was not going to go away, that this attention was not going to go away, that they really needed to take this issue seriously.” [Read on](. Caught In A Closed Loop Amazon’s advertising is similar to Google and Facebook, with users, search results and programmatic audience networks. But Amazon doesn’t exactly fit that mold. “Amazon’s advertising is better understood as an additional tax the company imposes on the millions of businesses that sell through its vast digital mall,” Shira Ovide writes for Bloomberg. As Amazon’s ad business has grown, so too has its share of third-party merchant sales, up from 20 cents per dollar spent in 2015 to almost 30 cents now. There’s nothing new about Amazon’s tactics, which mimic other retailers and digital media companies. “But there is also something perverse about paying Amazon a kind of tax to make sure your product is seen on Amazon, so people will buy the item on Amazon. Even Google’s ad empire isn’t this kind of a closed loop.” [More](. But Wait, There’s More - [Amazon Prime Day Brings Sales, And Risks, To Retailers]( - NYT - [To Break Google’s Monopoly On Search, Make Its Index Public]( - Bloomberg - [Former IBM Business Launches As Acoustic Marketing Cloud]( - release - [Dating App Growth Slows, But Advertisers Shouldn’t Ignore Hopeful Singles]( - eMarketer - [Amazon Makes A Bet On Beauty With Lady Gaga Deal]( - WSJ - [Merkle Takes Majority Stake In India-Based Agency Ugam]( - release - [Ad Buyers See Gaps In Facebook’s New Ad Transparency Tool]( - Digiday - [Baidu, Snap Renew Asia Sales Partnership]( - release - [Deconstructing ‘Customer Experience’]( - Harvard Business School You’re Hired - [Netflix Hires BBC Studios’ Jackie Lee-Joe As CMO]( - Variety Podcasts [The Big Story Episode 51:]( Here Comes A New Challenger [The Big Story Episode 50:]( The Summer Of Uncertainty [The Big Story Episode 49:]( Data Plus Math Plus ACR Plus Regulation [The Big Story Episode 48:]( The Pod-Cannes [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 135:]( CIMM's Jane Clarke [AdExchanger Talks Episode 134:]( Matthew Scott Goldstein [AdExchanger Talks Episode 133:]( Tru Optik's Andre Swanston [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 [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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