AdExchanger News for July 25, 2019

Today's Must Read - All About TikTok: An Advertiser’s Guide To The Fast-Growing Video App [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, July 25 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Spotlight: TV & Video - Joanna O’Connell from Forrester Research presents here “State of Cross Platform Video Advertising” research. Sponsored by Adobe and Comcast Technology Solutions --------------------------------------------------------------- Today's Must Read [All About TikTok: An Advertiser’s Guide To The Fast-Growing Video App]( TikTok isn’t developed enough yet to be a fully-fledged contender for ad dollars, but it’s growing like #area51, and advertisers have finally noticed the short-form video app. Roughly 60% of the app’s 26.5 million monthly active users in the US are between 16 and 24, according to a TikTok pitch deck circulated to US ad agencies earlier this year, and it’s also strong among younger teenagers, females in particular… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Facebook Beats Earnings Expectations The Same Day It Gets Hit With A $5B FTC Fine]( Facebook’s stock dipped slightly on Wednesday morning after the Federal Trade Commission formally announced its $5 billion dollar fine over privacy violations. But by the time Facebook reported its second quarter earnings after the bell, the stock has recovered and then some… [More.]( [AT&T Prepares TV Services That Will Unleash More OTT Inventory]( There’s yet another content streaming service joining the fray: AT&T TV will enter beta testing in Q3, offering viewers an internet delivered TV option, the company said during its Q2 earnings call today. If AT&T TV’s service takes off, it will open up a new pool of OTT inventory for buyers… [More.]( [FTC Fines Facebook $5 Billion And Demands Privacy Oversight. Many Feel It’s Not Enough.]( The Federal Trade Commission (FTC) formally announced Wednesday it will fine Facebook $5 billion over Cambridge Analytica-related privacy violations and install oversight procedures to prioritize privacy and ensure enforcement at the company. In addition, a more than $100 million fine is expected from the Securities and Exchange Commission over inadequate privacy disclosures… [More.]( [How Midsize Publisher Consequence Of Sound Sells Programmatic]( Consequence of Sound prides itself on its independent coverage of the music and film industries. But it doesn’t have the mass reach and recognition that easily entices buyers to go direct. On the open marketplace, it kills: Over 1,500 advertisers spend more than $100 per month on the open exchange with Consequence of Sound. As programmatic VP, it’s Len Bilello’s job to find the biggest fish in this pool of buyers… [More.]( [Horizon Media Uses Nielsen Advanced Audience, Closing In On Outcome-Based Linear TV Buying]( Horizon Media is the first agency to use Nielsen Advanced Audience, a linear TV product designed to make measuring granular audience segments like “new parents” as easy as measuring age and gender with C3 and C7 ratings. Advanced Audience allows agencies to find viewers in narrower segments than age and demographic and do post-campaign measurement… [More.]( [Team Optimization: Easing The Tension Between Data Science And Marketing]( Seven years ago, I was hanging out at CERN, the European Organization for Nuclear Research, working as a graduate student researcher and riding along as the particle physics community discovered the Higgs Boson. A few years later, I sat in my first marketing planning meeting, representing the data science team. As a scientist, it was weird… [More.]( [Bully Pulpit Interactive Adds Another Obama Vet And Gears Up For An Ad-Heavy Cycle]( Digital media and advertising expertise is moving up the political campaign hierarchy. Digital advertising is now the largest media expenditure for every major campaign on both sides of the aisle, according to FEC filings, and important issue groups are also prioritizing data-driven reorgs and media plans… [More.]( [TV is evolving. AND, so are we.]( [NCC Media. Stay Tuned…]( [www.nccmedia.com]( News Round Up WhoTube? As Google prepares to report second quarter earnings Thursday, investors and analysts are fed up with the company’s secrecy around YouTube. The streaming hub, which generates an estimated $16 billion to $25 billion in annual revenue, would be a Fortune 500 business on its own, but Google lumps YouTube into its overall ad revenue, concealing its size and growth, The New York Times reports. Some are curious whether YouTube played a role in Google’s [growth rate slowdown]( last quarter, while others are just plain fed up with big tech companies obfuscating information that looks bad for them. Apple stopped reporting iPhone sales in November, as those numbers dipped, and Facebook started bundling user numbers with Instagram, WhatsApp and Messenger when the main app stumbled. Without metrics for profitability, ad impressions and active users on YouTube, “I don’t think the company provides anything that helps us understand the business,” said Michael Pachter, an analyst at Wedbush Securities. [More](. Known By Name Data-driven online advertising has settled on anonymized data and audience profiles as a workaround to privacy concerns. So, for instance, ad targeters may not know Joe Shmoe by name, but a cookie or mobile ad ID could be tied back to profile 123 XYZ with demographic data like address, age, gender, marital status and consumer history. But can those anonymous profiles be used to re-identify actual individuals? That was the question driving a joint paper by Belgium’s Université catholique de Louvain and Imperial College London published in the academic journal Nature. The results challenge “whether current de-identification practices satisfy the anonymization standards of modern data protection laws such as GDPR and CCPA,” according to the authors. GDPR established the idea of “pseudonymous data,” when anonymized audiences can be re-identified. “Our results reject the claims that, first, re-identification is not a practical risk and, second, sampling or releasing partial datasets provide plausible deniability.” [More](. Hidden Talents Large consultancies aren’t the only businesses making a move on traditional ad agency turf. The line between Hollywood promotions and Madison Avenue marketing have also begun to blur, Business Insider reports. Product placement deals and celebrity endorsements are nothing new. But as audiences move from television to ad-free streaming networks, marketers need to find new ways to reach consumers, and talent agencies have a [pipeline into production]( with players like Netflix and Amazon Prime. “The old adage was that nobody was ever fired for making a beautiful TV commercial, but the era of paid media is coming to an end,” said Ricardo Dias, VP of marketing for AB InBev’s Brazil unit. “Now you can pay $10 a month not to be interrupted while watching content, so brands have to be creative to entertain people.” [More](. But Wait, There’s More - [US Poised To Approve Merger Of T-Mobile, Sprint]( - WSJ - [Feeling Stressed Out? Pinterest Wants To Help]( - Wired - [Consumers May Not Want Personalized Marketing]( - eMarketer - [Why Vizio Is Trying To Standardize Addressable TV Advertising]( - Digiday - [Om Malik: Media’s Blame Game]( - blog - [Xandr’s Agency Pitch Deck]( - Business Insider - [Kantar Adds InterMedia To Public Group, Expanding In D.C.]( - release - [CNN Seeks $300K Commitment To Buy Ads In Next Democratic Debate]( - Variety You’re Hired! - [Artefact Hires Robert Gray As Head Of Analytics]( - Prolific London Podcasts [The Big Story Episode 52:]( Layser Sights [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 136:]( Accenture Interactive's Nikki Mendonça [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 [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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