AdExchanger News for September 4, 2019

Today's Must Read - Marketing Professor Garrett Johnson Wants You To Know That Cookies Increase Ad Revenue [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, September 4 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Spotlight: TV & Video - Marissa Jimenez, President, MODI Media will give you the “Ingredients For A Successful Advanced TV Campaign.” --------------------------------------------------------------- Today's Must Read [Marketing Professor Garrett Johnson Wants You To Know That Cookies Increase Ad Revenue]( Cookies increase ad prices by a factor of two to three, according to most research – a fact that marketing professor Garrett Johnson wants front and center as the industry weighs decisions about the cookie’s future… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Axios Has A Game Plan For Growth, And It’s All About Engagement]( The Axios Sports newsletter recently hit a major milestone: 100,000 subscribers, up nearly tenfold in less than nine months. But this is not just growth for growth’s sake. To find highly engaged subscribers for its newsletter, which has a 42% open rate, the publisher uses a custom metric called cost per email acquired… [More.]( [With Facebook And Google Automating Most Aspects Of App Marketing, What’s Next For UA Managers?]( Most mobile user acquisition managers are highly analytical creatures whose job is to dig into the data, analyze ad spend and manually adjust bids. But there’s increasingly less for them to do. Facebook and Google are systematically introducing more automation into their ad networks, so massaging the ad auction doesn’t really work anymore… [More.]( [It’s Time For Consumer Choice In The Value Exchange For Content]( Consumers should choose how they want to access content: a paywall, where they pay for content directly; email registration, so the publisher knows who is consuming their content; or a cookie turn-on primer, where a browser’s cookie status is determined during page load, and consumers are offered easy instructions to re-engage their cookie via a pop-up… [More.]( [The Case For (Any) Unified ID]( Industry stakeholders have decisions to make about which ID initiative delivers the greatest upside for their companies – but we must choose one of the unified IDs available. The only way the ID initiatives will work to our collective advantage is if they have broad adoption… [More.]( [Comprehensive Ad Management]( [Technology that’s reinventing how advertising works]( [( News Round Up Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up [here](. Divesting Ad Tech News Corp has hired bankers to oversee the potential sale of Unruly, a video SSP the news company acquired four years ago for about $140 million, Sky News reports. Terms of the potential deal are still unknown, but News Corp’s decision to formally review a sale reportedly followed multiple unsolicited approaches about a takeover of the ad tech unit. Unruly manages all of News Corp’s digital inventory, and since being acquired it’s expanded to new regions and content verticals, like a deal with Formula 1 racing to serve video ads to its site. Still, given the ongoing consolidation in broadcast and digital media, one insider told Sky that Unruly is likely “worth more to someone else.” [More](. Just A Bite Hollywood has mostly failed to break into mobile audiences and attention spans. But Quibi, named for its content doled out in “quick bites,” is making an ambitious approach. The company assembled big-name talent for shows watched 5-15 minutes at a time. “After Dark,” A horror series created by Steven Spielberg, uses mobile location data so that it can only be viewed after sunset, The Wall Street Journal reports. Netflix is ramping up its short-form content as well. People watch longer episodes or movies at home. But media companies and mobile apps like Uber and Lyft would like to offer content specifically for, say, a 10-minute drive. Quibi’s research shows younger viewers tend to watch mobile content on average in 6.5 minute spans. Antoine Fuqua, who’s directed blockbusters like “Training Day” and “Olympus Has Fallen,” said he “had to rejigger my brain” to write and produce content for handheld screens viewed a few minutes at a time. “The world is moving so fast. Hollywood has to work harder to be in front of it,” he said. [More](. Lobbying Giants It’s still unclear exactly what the California Consumer Privacy Act will look like when it takes effect in 2020, but tech giants are already lobbying hard to rewrite it in their favor. For the past two months, legislators in Sacramento have been targeted with ads on social media that warn of a future where using the internet could cost them money. One such ad campaign on Twitter was viewed 184,000 times by Sacramento residents. The ads are bought by lobbying organizations hired by digital platforms like Facebook, Google and Twitter, which will be undercut if consumers can easily access and delete data. The Internet Association, a lobbying firm for Facebook, Google, Microsoft and Twitter, among others, has spent almost $176,000 in Sacramento since June, the most it has ever spent in the city in a three-month period, The Washington Post reports. “You can’t underestimate the power of the tech industry,” said California state Senator Hannah-Beth Jackson, a Democrat from Santa Barbara. [More](. Like Me Not Following in the footsteps of its kid brother Instagram, Facebook will begin testing removing “like” counts, and will instead just show engagement from close mutual friends. The change could not only stave off a mental health epidemic for Facebook users, but stop people from deleting posts that don’t get too many likes and encourage them to share even more, regardless of how many likes a post will get, TechCrunch reports. Facebook confirmed the test, which is not yet live for users and may indicate that removing likes from Instagram, currently being tested in seven countries, is going over well with consumers. [More](. But Wait, There’s More - [More Than 30 States Looking At A Google Antitrust Probe]( - CNBC - [P&G Takes Tide To The Cleaner]( - WSJ - [What Is A Tech Company?]( - Stratechery - [GroupM: Implications Of Economic Deceleration For Advertisers]( - blog - [Publishers Grumble About Google’s Ad Targeting Research]( - Digiday - [Use The Market To Clean Up The Web]( - Financial Times - [Mozilla: FireFox Now Blocks Third-Party Tracking By Default]( - release - [The Apple TV+ Strategy]( - Above Avalon - [The World’s First Ambassador To The US Tech Industry]( - NYT - [Channel 4 In Talks To Join Sky’s AdSmart Targeting Platform]( - Campaign You’re Hired - [WaPo Names Kat Downs Mulder VP Of Product And Design]( - release - [AT&T Elevates WarnerMedia Chief John Stankey To COO]( - Variety [Tokyo 2020 Advertiser's Guide]( [Learn how to contextually target your Olympic sponsorships.]( []( Podcasts [The Big Story Episode 58:]( Cleanliness Is Next To Platform Data [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 142:]( CEO Charlie Gottdiener [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 [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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