AdExchanger News for August 28, 2019

Today's Must Read - Catching Up With Neustar, 2 Years After It Was Taken Private [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, August 28 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Programmatic Essentials Sell-Side - Kavata Mbondo, EVP, Business Operations, Group Nine Media discusses the opportunities and challenges in non-owned and operated media environments and the value of working with premium publishers to better ensure a brand-safe environment for their ad buys. Special thanks to our conference sponsors Dish Media and Fluent --------------------------------------------------------------- Today's Must Read [Catching Up With Neustar, 2 Years After It Was Taken Private]( Two years ago, Neustar was taken private when Golden Gate Capital bought it for $2.9 billion. The company has since made a slew of acquisitions, including MarketShare, TRUSTID and Aggregate Knowledge. This week, CEO Charlie Gottdiener discusses how Neustar built on those holdings by investing in engineering and data science… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Amazon Is Testing A Clean Room Service, Giving Advertisers Access To New Data Sets]( The idea is similar to other clean room offerings, like Google’s Ads Data Hub or Facebook’s enterprise data-sharing service, which enable advertisers to measure campaigns or mingle their first-party data with platform user data, without exposing individuals to targeting or analytics… [More.]( [As Data Sales Rise, Questionable Provenance Proves A Growing Threat]( Marketers spend around $17 billion on location data, but there is often no transparency about where it originated or its accuracy. To satisfy demands for scale, vendors often buy other location data sets to supplement their offerings, with no way to trace where the data came from… [More.]( [Airship Acquires Apptimize To Combine Messaging Orchestration With A/B Testing]( This is not a test: App messaging platform Airship is buying Apptimize, an A/B testing platform that helps mobile marketers rapidly run experiments across apps and sites, including OTT apps. Terms of the deal announced Tuesday were not disclosed.… [More.]( [Tokyo 2020 Advertiser's Guide]( [Learn how to contextually target your Olympic sponsorships.]( []( News Round Up Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up [here](. A ’score To Settle Comscore has gone from arguably the best-positioned company to solve television’s cross-channel measurement problem to being mired in executive overhauls and new product builds beleaguered with setbacks. Things looked bright in April 2018, though, when Comscore [brought on]( former 360i chairman Bryan Wiener as CEO. But, just a year later, Wiener would be gone along with President Sarah Hoffstetter. Wiener and Hoffstetter [abruptly resigned]( after the board demanded budget cuts the duo thought would compromise the company’s long-term cross-channel measurement strategy. The leadership vacuum they left has been filled by Rentrak executives who are pushing the company’s legacy TV measurement business rather than investing in new products to replace Nielsen, Digiday reports. “The sales efforts to get stuff in our hands is still as strong as ever, but the ‘what’s the next thing to build?’ effort is quieter than it used to be,” said one agency exec. [More](. Right Place, Right Time The location data company PlaceIQ announced a strategic partnership with and investment from Experian on Tuesday. The size of the investment wasn’t disclosed, but it comes after a period of rapid change for PlaceIQ. Zeta Global and PlaceIQ announced a deal in July that saw Zeta take over PlaceIQ’s managed media business, including about 20 employees. [AdExchanger had that news](. Zeta also recently acquired Sizmek’s DSP/DMP business and the managed-media business of Visto (formerly Collective). This deal with Experian will embed PlaceIQ’s location data within Experian’s measurement and audience-matching tech, and give the startup access to additional cash as it develops a data business without ad sales. “Of course, we would have preferred to have focused on just one business model all these years, but life’s not that simple,” PlaceIQ CEO Duncan McCall told TechCrunch. [More](. CMO No Mo’ The CMO is historically the least empowered “C” in the C-suite, with few represented on management boards and little authority to increase spend without CEO or CFO approval. But more and more marketers are [outgrowing the CMO role](. One recent example of that trend personified is Rob Lynch, the former CMO and brand president of the sandwich chain Arby’s, who on Tuesday was named CEO of the beleaguered pizza company Papa John’s. Lynch told CNBC that he wasn’t looking for a change, but the opportunity presented itself after the hasty departure of Papa John’s founder and former CEO John Schnatter. “My experience building and transforming brands can add a lot of value here,” Lynch said. [More](. Yelp For You Yelp is getting a personalization makeover. The yellow pages of the internet is customizing search results for the first time to better match users with businesses based on their preferences, Wired reports. Rather than patching together user profiles from online behavioral data, Yelp will ask logged-in users directly about their preferences, such as their diet restrictions, hobbies and lifestyle choices (think “parent” or “dog owner”). That gives Yelp, primarily an ad-supported business, a major asset to attract marketers who want to target audiences on the platform. It also better positions the company against rival Google, which has email, local search and mapping data that it can use for Yelp-like ad placements. [More](. But Wait, There’s More - [Privacy Fundamentalism]( - Stratechery - [TikTok Is Testing An Audience Ad Network In China And Japan]( - Adweek - [YouTube’s Wojcicki: Preserving Openness Through Responsibility]( - blog - [Nielsen Releases National Television Household Universe Estimates]( - release - [Instagram’s Latest Assault On Snapchat Is A Messaging App Called Threads]( - The Verge - [How Influencers Are Making Over Beauty Marketing]( - Harvard Business School - [Private Equity Giant Apollo Wants To Consolidate Local TV]( - Axios You’re Hired - [MediaMath Names Konrad Gerszke As President]( - release - [Adjust Taps Moshi Blum To Oversee Expansion In Israel]( - MarTech Advisor [Experian Powers Auto Marketing]( [Powering automotive marketing with unique insights]( [www.experian.com/automotive/marketing]( Podcasts [The Big Story Episode 57:]( Targeting Targeted [The Big Story Episode 56:]( Sizing Up The Competition [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! [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 141:]( CEO David Moore [AdExchanger Talks Episode 140:]( Author David Kidder [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 [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](. AdExchanger • Access Intelligence LLC • 9211 Corporate Blvd., 4th Floor, Rockville, MD 20850 | [Privacy Policy]( [Update My Preferences | Unsubscribe]( [spacer.gif](