AdExchanger News for July 31, 2019

Today's Must Read - As Marketers Tire Of Last-Click And MTA, Incrementality Testing Finds Its Niche [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, July 31 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Programmatic Essentials Buy-Side - eMarketer’s Lauren Fisher discusses “Top Trends Driving Growth And Ad Spending” in US programmatic. Sponsored by Sponsored by MightyHive and MiQ --------------------------------------------------------------- Today's Must Read [As Marketers Tire Of Last-Click And MTA, Incrementality Testing Finds Its Niche]( Data-driven marketers don’t like last-click attribution, which simply credits only the final impression that drove a conversion. And they aren’t buying multitouch attribution (MTA), an involved process where each touchpoint in a campaign is tracked and assigned specific credit. So where does the media measurement pendulum settle between those options?… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Hearst Is Building A Self-Serve Platform That Enables Facebook-Style Ad Buying]( Hearst's self-serve ad platform will let advertisers overlay their audience data against Hearst’s to reach readers across sites like Cosmopolitan, Esquire, Elle and Car and Driver. Designed for smaller advertisers, the platform – dubbed Hearst Audience Select – is slated to launch in time for Q4 ad campaigns… [More.]( [Mamma Mia, Facebook Is Killing Thousands Of Unused Ad Targeting Options]( Bad news, disco fans: Advertisers will soon no longer be able to target people on Facebook based on their love of ABBA’s 1977 hit “Take a Chance on Me.” That’s just one of several thousand infrequently used targeting options Facebook is getting rid of in an effort to declutter its ad system, the company said Tuesday… [More.]( [StubHub Scales Its Video Campaigns With Automated Creative]( Creative automation is proving to be just the ticket as StubHub earmarks more of its marketing budget for video. Historically, StubHub has spent a lot of money successfully on lower-funnel tactics, such as paid search and retargeting, to encourage ticket sales. But there’s a lot more to performance than simply pointing in the direction of a buy now button… [More.]( [TV is evolving. AND, so are we.]( [NCC Media. Stay Tuned…]( [www.nccmedia.com]( News Round Up Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up [here](. Not Just Blowing Smoke Sometimes, when brands take a social or political stance, it can come off feeling opportunistic or merely part of a marketing campaign. Purpose-based marketing featured prominently at the Cannes Lions festival earlier this summer. But CVS is doing more than just talking about brand activism, Business Insider reports. The company is trying to reposition itself as a consumer healthcare brand by ditching tobacco products and selling inexpensive epinephrine auto-injectors when there was an EpiPen shortage. CVS even went so far as to remove any agencies from its roster that also work with tobacco brands – a radical step, considering those kinds of demands are historically reserved for accounts with direct competitors. And that isn’t the only challenge facing agency groups. “Holding companies need to go from an amalgamation of warring armies to integrated companies,” said CVS Health's CMO, Norman de Greve. “They don’t need separate brand names and all this overhead.” [More](. Procter & Gambling P&G reported 7% annual sales growth, its highest growth rate in more than a decade, in its quarterly earnings on Tuesday. [Read the release](. The strong returns could justify the company’s decision to raise prices recently, a move that came after years of price cuts that came as a result of DTC companies taking slimmer margins, and P&G’s efforts to slash agency fees and other marketing costs. One investor asked whether the CPG giant has a strong enough first-party data operation to support its more personalized marketing ambitions. CEO David Taylor said the company now has millions of unique consumer IDs and is investing in new data collection streams, including DTC products and cosmetic and skincare brands that have affiliated apps. A scaled first-party data set also helps P&G create more effective look-alike audiences and “fuels innovation” in product and R&D. Hyper-targeted audience profiles can be used to test new products or ideas designed for very specific consumer segments – a typical strategy employed by startup DTC brands. Ride’s Over Uber laid off a third of its global marketing team this week – around 400 people. Since IPOing two months ago, Uber has been under pressure to rightsize parts of its business that were supported by venture capital growth investments without immediate returns, and marketing is an easy target for cost cutting. Public investors are also typically less patient about unprofitability. “Many of our teams are too big, which creates overlapping work, makes for unclear decision owners and can lead to mediocre results,” CEO Dara Khosrowshahi told employees in an internal memo about the layoffs, The New York Times reports. “As a company, we can do more to keep the bar high, and expect more of ourselves and each other. So, put simply, we need to get our edge back.” [More](. But Wait, There’s More - [Facebook Watch Draws More Advertisers – Gradually]( - WSJ - [Streaming Audio And VOD Fuel Growth In UK Q1 Ad Spend]( - Campaign - [Nielsen And Quotient Partner For Retail Purchase Data Set]( - release - [Google Researchers Disclose ‘Interactionless’ iOS Attacks]( - ZDNet - [Consulting Firms, Agencies Are A Perfect Complement For DaaS]( - Street Fight Mag - [Cord Cutting Has Gotten 'Freakin' Ugly,' Ad Growth Also Suffering]( - MediaPost - [Android App Growth Driven By Developing Markets]( - eMarketer - [SmartBrief Sold To Future PLC For $45M]( - Folio You’re Hired - [OpenX Hires Mitchell Greenway To Lead ANZ Expansion]( - release - [Kubient Adds A New CEO And Digital Chief To Leadership Team]( - release Podcasts [The Big Story Episode 53:]( Ad Tech Fight Club [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 137:]( Merkle’s Michael McLaren [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 [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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