AdExchanger News for August 5, 2019

Today's Must Read - PE Backers And Sizmek Vets Take Over Peer39, Sizmek’s Contextual Data Biz [AdExchanger | Optimizing the News] Today from AdExchanger Monday, August 5 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 [PE Backers And Sizmek Vets Take Over Peer39, Sizmek’s Contextual Data Biz]( The Sizmek bankruptcy auction officially closed on Thursday with the announcement that Peer39, the company’s contextual targeting unit, was sold to the private equity firm O3 Industries for $18 million. The Trade Desk and Zefr, a contextual targeting company primarily for YouTube, also submitted bids for the final Peer39 auction last week… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Experience Analytics Can Help Mobile Marketers Read Between The Lines]( Experience analytics – in this case, insights into how users tap and scroll, pause and search – can help brands better understand consumers’ mobile buying experiences, which can, in turn, enable them to market to consumers more effectively… [More.]( [Pinterest Owes Its Strong Q2 To A Focus On Advertiser Diversification]( Pinterest garnered more share of wallet from advertisers already spending on the platform. It also gained more traction with a few new and emerging verticals, such as auto and entertainment. And finally, Pinterest is targeting SMBs and DTCs, particularly digital native brands focused on performance… [More.]( [Want To Get More Out Of Programmatic While Balancing CX? Invest In Your Tech.]( Publishers must invest heavily in bringing users quality journalism, new on-demand experiences and holistic and innovative practices. But for many publishers and the programmatic monetization of their inventory, it’s challenging to assess the effects on the customer experience… [More.]( [Experian Powers Auto Marketing]( [Powering automotive marketing with unique insights]( [www.experian.com/automotive/marketing]( News Round Up Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up [here](. Spoiled For Choice Vestager strikes again. Starting next year, Google will show a new “choice screen” to Android smartphone owners in Europe that prompts them to choose a default search service from a set of four companies – initially Google, Yahoo, Qwant, a French search engine that doesn’t track users, and the German search engine Ecosia, which is based on Bing. Starting the year after, Google will determine three other search providers on a country-by-country basis, based on annual first-price sealed-bid auctions. [Read the blog post](. Whichever service a person chooses will be downloaded from the Play Store and deliver searches from the home screen. In April, Google changed its Play Store launch process so that European users are presented with five options each for browsers and search apps. These changes are part of Google’s compliance with the European Commission’s antitrust decision from July last year that found Google had illegally leveraged its Android market share dominance to support Google search and browser apps. A Load Of Trouble Major broadcasters have talked a big game when it comes to reducing commercial load times, but the results tell a different story. Last quarter, commercial time actually rose 1%, according to data from market research firm MoffettNathanson. The volume of commercials has gone up every quarter since 2017. The only major cable network to reduce ad load in that time was Fox, which cut its ad load by 2%, Bloomberg reports. For years, TV networks have been asking advertisers for price increases despite subscription losses – and they’re starting to hit a ceiling in terms of rate increases. If networks did cut a meaningful chunk of commercial time, the rate increases from the scarcity of supply wouldn’t make up for the losses. On the other hand, MoffettNathanson data shows that “the No. 1 reason people like Netflix is because it’s commercial-free.” [More](. Thanks For The Lift NCS launched an in-flight sales lift metric last week that connects programmatic campaigns to in-store purchases. NCS is a joint venture between Nielsen and Catalina, a retail receipt printer manufacturer that’s pivoted into retail data. Its data has been used primarily for media-mix modeling, market research reports or digital attribution. “Programmatic traders can also now optimize their buys using the same currency that their campaigns will be measured against – incremental sales.” [Read the release](. Proving incrementality has been a long-time headache for Bayer, one of the sales lift product’s pilot brand customers. “Historically, as an industry, we have been limited to using top-of-funnel KPIs (viewability, reach, etc.) to optimize our media in-flight,” Paul Gelb, head of programmatic and social media at Bayer, told AdExchanger in an email. “That left us always asking, ‘Which metric is most correlated with incremental sales?’” But Wait, There’s More - [David Droga Explains Why He Sold To Accenture]( - Ad Age - [Snap’s Secret Weapon Speaks]( - Fast Company - [Malik: Are You Spending Or Investing Your Marketing Dollars?]( - Medium - [Yield Management In A First-Price Auction World]( - ExchangeWire - [Comcast Spotlight Says TV Viewing Reverses Declines]( - release - [Travel Industry Surpasses CPGs In US Digital Ad Spend]( - eMarketer Podcasts [The Big Story Episode 54:]( The Fire That Burns Brightest [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 138:]( Nationwide's Jamie Byrum [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 [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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