AdExchanger News for August 16, 2019

Today's Must Read - TV Broadcasters Are Hot On Addressable – But CCPA Might Hamper Their Plans [AdExchanger | Optimizing the News] Today from AdExchanger Friday, August 16 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Programmatic Essentials Buy-Side - Kathleen Dundas from Zenith will help you understand who your consumers are, where you can find them and the most effective way to talk to them. Sponsored by Basis by Centro and Beachfront --------------------------------------------------------------- Today's Must Read [TV Broadcasters Are Hot On Addressable – But CCPA Might Hamper Their Plans]( The California Consumer Protection Act (CCPA) could disrupt audience-based TV advertising before it really has a chance to take off. The law, which goes into effect on Jan. 1, 2020 – less than 140 days from now – is chock full of language and requirements that TV broadcasters and their data partners need to pay attention to… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [As Demand For Ad Tech Expertise Soars, Companies Must Grow Their Own Digital Talent]( It’s not easy to build and maintain a high-caliber team, especially when you’re serving as a corporate farm club. What the industry collectively needs to do is grow its ranks. We need to attract and cultivate our own talent, otherwise, the digital landscape will be bleak for both agencies and corporations alike… [More.]( [The Big Story: Sizing Up The Competition]( Although ViacomCBS is still small compared to the other conglomerates, we look at where it stands in its quest to own as much unique content as possible, thereby making it more attractive to audiences and advertisers. We also dig into how ViacomCBS might approach streaming, and the extent to which advanced advertising – an area where CBS hasn’t been particularly aggressive to date – factors into the combined entity’s future... [More.]( [Inscape On Addressable: We’re Never Going To Get There Pushing An End-To-End Stack]( In March, Vizio launched Project OAR, an industry consortium to create technical specs that will help TV programmers and platforms deliver targeted ads on smart TVs. Inscape, Vizio’s data and ACR unit, is developing the underlying technology. AdExchanger caught up with Inscape's Jodie McAfee about Project OAR, why Inscape doesn’t sell services and what he learned from Vizio’s tussle with the FTC… [More.]( [Premiering this fall...]( [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](. Stay Tuned UK broadcaster Sky TV released findings from a five-year study of 52,000 commercial breaks. The company found that when addressable ads were served for the first three ads in a commercial break, channel switching rates dropped by almost half compared to linear TV spots, The Drum reports. “TV is well-known for its impressive brand building abilities,” said Jamie West, Sky Media’s director of strategy and capability planning. “Now with clear evidence of the effective performance of highly targeted campaigns across TV, its full potential is being discovered.” [More](. Hard News? Hard Pass. Because many advertisers won’t buy programmatic ads next to words like “shooter,” “immigration” or “Trump,” hard news and investigative pieces are less lucrative than feel-good or lifestyle news, The Wall Street Journal reports. But advertisers are unsympathetic to the fact that they could be hurting journalism – because being next to these headlines is bad business. Fidelity said it blocks keywords from headlines for better “relevance,” Subway wants to be near moments of “positivity” and Colgate wants to “advertise where people are most likely to be receptive to what we have to say.” Even programmatic king Google doesn’t advertise next to 500 terms, including hard news mainstays like “racism” and “FBI.” It also (perhaps for separate reasons) steers clear of the terms “antitrust” and “privacy.” [More](. Do As I Say, Not As I Do In an interview with CNBC, former Time Warner CEO Jeff Bewkes criticized the strategic rationale of “vertical integration” mergers between telco and media companies. Vertical integration was of course the rationale for Time Warner’s 2018 sale to AT&T, though Bewkes doesn’t reference that deal directly. “It’s not so much a question of whether a piece of content or content provider owns a distribution entity, because frankly there will always be multiple competing content developers and competing distribution outlets,” said Bewkes. “That means by definition that narrowing either the distribution for your content or narrowing the source of content for your distribution platform is a fairly suspect premise.” [Full article and video.]( Got Your Digits People often use their mobile number when signing up to use apps or sites. Or they punch it in at the cash register for discounts or email receipts. Brian Fung, a New York Times columnist, encourages a new exercise. “Before you hand over your number, ask yourself: Is it worth the risk?” With so many people online now, a mobile phone number can be the strongest connection to an individual, who probably shares a name with someone else. And mobile numbers are the link between the one-to-one marketing world and offline data sources. Starting with only Fung’s number, attackers could pull data that would allow them to reset passwords and accounts for systems that use security questions like “mother’s maiden name” or “previous home addresses.” That said, there are lots of legitimate reasons to share a phone number. One idea is to create a second throwaway number for sign-ups, as many people do with emails. “Unfortunately, there is no neat solution.” [More](. But Wait, There’s More - [How Google’s Tunnel Vision Cost Us All]( - The Spectator - [SpotX Adds Latest Prebid Tool For Header Bidding, CTO Joins Board]( - B&C - [ARF: Findings From Second Annual Privacy Study]( - release - [What WeWork’s IPO Filing Tells Ad Land About Its Marketing Ambitions]( - The Drum - [Barracuda Acquires Bot Protection Tech InfiSecure]( - release - [Kohl’s Turns To Facebook To Bring Digital Brands To Stores]( - CNN - [Financial Times Takes Minority Stake In Business Of Fashion]( - release - [Blodwell: Breaking Down The Future Of Automated Trading]( - Mediatel - [Google Extends In-App Viewability With IAB Tech Lab Standard]( - MediaPost You’re Hired - [Jonathan Bartlett Named Chief Product Officer Of Monetate]( - release [Tokyo 2020 Advertiser's Guide]( [Learn how to contextually target your Olympic sponsorships.]( []( Podcasts [The Big Story Episode 55:]( RTB, R Not TB? [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 139:]( Investor Darren Glatt [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 [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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