AdExchanger News for September 19, 2019

Today's Must Read - Zeta Global Takes Over IgnitionOne’s DSP Business [AdExchanger | Optimizing the News] Today from AdExchanger Friday, September 20 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Programmatic Essentials Sell-Side - Mark Jablonowski, Managing Partner & CTO at DSPolitical, will give media companies a detailed overview of the quirks and nuances of the political marketing mindset, and learn how they can best position themselves to serve this segment. Event sponsored by Acxiom and Wiland --------------------------------------------------------------- Today's Must Read [Zeta Global Takes Over IgnitionOne’s DSP Business]( Zeta Global continued its annexation of the demand-side platform category on Wednesday, closing a deal with IgnitionOne to take over as its default DSP. The deal also includes the transfer of some employees and accounts, primarily attached to small and mid-size brands. Terms were not disclosed… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Xandr’s Relevance Conference: TV Can’t Advance Without Better Measurement]( Legacy business models and competitive interests are preventing advertisers and TV networks from reaching data-driven TV's potential. Advertisers want to efficiently reach audiences on digital and OTT channels, but the scale just isn’t there without a cross-network measurement or buying platform… [More.]( [Can The Washington Post Take Ad Dollars From Facebook? It Hopes To, With Zeus Prime]( The Washington Post became the latest publisher to develop a self-serve platform to compete with Facebook when it released Zeus Prime on Tuesday. Zeus Prime adds a self-serve buyer interface to Zeus, The Washington Post’s revenue platform. The SaaS platform emphasizes fast ad load times and high viewability… [More.]( [YouTube Intros Masthead Unit In Its TV App To Attract Splashy TV Ad Dollars]( YouTube is doing its damndest to appeal to TV advertisers. On Tuesday, it made its masthead ad format available within the YouTube TV app through an open beta. Ford was an early beta tester. The unit will be generally available on TV screens sometime in Q4… [More.]( [Inside Freestar, The Fast-Growing Company Header Bidding Built]( After Freestar landed atop Inc.’s 2019 list of “Most Successful Companies in America,” co-founder Chris Stark pointed to header bidding as the reason the 45-person company’s growth exploded 36,680% over three years. Freestar solves for the complexity that programmatic and header bidding has created for publishers… [More.]( [News App SmartNews Eschews Subscriptions For Good Old Advertising]( When Japan-based SmartNews raised its most recent funding round – $28 million in August – the company’s valuation hit $1.1 billion. The secret to SmartNews’ success isn’t a secret: Make quality information free and accessible and people will thank you with their attention… [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](. Satellite Down Little over a week after activist investor Elliott Associates criticized AT&T’s operations, including its $67 billion DirecTV acquisition in 2014, the satellite unit might be on the chopping block. AT&T is considering “parting ways” with DirecTV, according to The Wall Street Journal. Options include spinning off DirecTV into another public company, or combining it with Dish. Certainly nothing is set in stone: AT&T might still keep the unit, as it brings in revenue and houses valuable customer accounts. But if AT&T unloads DirecTV, it would underscore CEO Randall Stephenson’s missteps in trying to diversify AT&T’s lines of business: “It also adds pressure for AT&T to deliver on the promise of the Time Warner deal.” The Journal also reports Stephenson might not be long for AT&T, possibly vacating the position next year. John Stankey, whom Stephenson promoted to COO this month, is a likely heir apparent. [More](. Have I Told You Lately Google and Facebook have softened their stances vis-a-vis news publishers. A Google news search change favors original reporting, a concession to publishers that do real investigative journalism only to be frustrated when those stories are supplanted at the top of results pages by inane follow-ups or aggregated coverage. Facebook is considering a special news feed within its app, and is negotiating with companies about paying for the rights to publish stories. Some observers think the concessions could be a way to pre-empt arguments that the platforms distort or endanger news companies. “The platforms are finally recognizing the massive role they play in our ecosystem and that pretending that they are neutral distribution channels just doesn’t wash with regulators or with the public either,” said HuffPost Editor-in-Chief Lydia Polgreen. [More](. No Biggie Remember back in August when Google [temporarily blocked]( Adobe’s DSP from bidding on its exchange in Europe over malware concerns? According to Adobe CEO Shantanu Narayen, the disruption had no material impact on Adobe’s business. “That was one day in one part of Europe as a result of a customer who used it inappropriately, and we were back up and running,” Narayen said on the company’s Q3 earnings call this week in answer to an investor’s question. The advertising business is a top priority for Adobe, Narayen continued, and an important part of the Experience Cloud business. “It helps with customer acquisition as the onramp to a digital business, so it plays a strategic role,” he said. Despite solid earnings for the quarter – revenue was up 24% YoY to $2.83 billion – Adobe’s shares slipped on Wednesday thanks to soft guidance for Q4.[TheStreet has more on that](. Making An Impression Local TV stations are abandoning ratings points as their measurement metric of choice. Local stations are disadvantaged because they can be too small to register in ratings points and don’t have the kind of weekly shows that ratings systems measure best. So what’s the alternative? Yesterday, the [Television Bureau of Advertising](, an industry trade group, called on local broadcasters to switch to impression-based ad sales. But they don’t need a shove. Last week, NBC and Telemundo-owned local TV and radio stations started using CPM-based buys instead of traditional ratings, according to an agency document seen by [Axios](. And [Hearst TV]( followed the TVB announcement by saying it will begin selling ads based on impressions and will use impressions as the sole currency for its cross-channel video inventory. But Wait, There’s More - [As NBCUniversal Preps Streaming Service, Cable Firms Push Back]( - The Information - [Ad-Tech Startup Innovid Bets On Display Ads, Buying Herolens For $30M]( - WSJ - [Xandr Adds Bloomberg And Vudu To Its Community]( - Adweek - [IRI And PlaceIQ Expand On Customer Path To Purchase Insights Product]( - release - [Why Amazon Is About To Upend The $70B TV Ad Market]( - eMarketer - [CPGs Are Under Pressure To Keep Up With The Pace Of Innovation]( - Business Insider - [Pubs Enjoy Short-Term CPM Spike With Google First-Price Auction Rollout]( - Digiday [Experian Powers Auto Marketing]( [Powering automotive marketing with unique insights]( [www.experian.com/automotive/marketing]( Podcasts [The Big Story Episode 60:]( The Great Ad Tech Reformation [The Big Story Episode 59:]( The Cookie Rumbles [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 144:]( CEO Brendan Monaghan [AdExchanger Talks Episode 143:]( Executive Partner Babs Rangaiah [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 [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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