AdExchanger News for September 23, 2019

Today's Must Read - Magna: DTC Brands Have Huge Impact On National Ad Spend [AdExchanger | Optimizing the News] Today from AdExchanger Monday, September 23 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Programmatic Ops Talks - Learn how to understand all of Amazon’s obscure language so you can become a master of the platform with iProspect’s David Hutchinson. Event sponsored by MightyHive and Captify --------------------------------------------------------------- Today's Must Read [Magna: DTC Brands Have Huge Impact On National Ad Spend]( While many of the world’s largest DTC brands initially grew through digital, they now need to expand into mass media to continue growing. Marketing spend in the DTC category increased 30% in Q2 2019 compared to the year before. And DTCs spent 50% more on national TV in particular… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Google's Ad Business Undergoes Massive Reorganization]( Advertising chief Prabhakar Raghavan is reorganizing Google’s ads business – and adding new heads of measurement and privacy. Brad Bender will become a strategic adviser and no longer lead Google’s buy-side and sell-side businesses; those will be headed by Jerry Dischler and Sissie Hsiao, respectively… [More.]( [Facebook Suspends Tens Of Thousands Of Apps In Ongoing Data Misuse Crackdown]( Last year's Cambridge Analytica scandal sparked an investigation into how third-party app developers use Facebook data. The inquiry has led to a suspension of apps associated with around 400 developers, who either flagrantly broke the rules or failed to respond to Facebook's requests for information… [More.]( [Security Firm Finds VPAID Spec Manipulated To Deliver Malware]( Bad actors are exploiting VPAID to serve malicious auto redirects hidden within video ads. VPAID is the old and hoary industry standard for interactive in-stream video ads. First introduced way in 2012 by the IAB Tech Lab, it created as many problems as it aimed to solve… [More.]( [FanDuel Bids For First-Party Data And Audiences With New Content Play]( FanDuel isn’t waiting for US states to move the ball forward on sports betting regulations. Last year, the company launched a fantasy sports property, The Duel, that reaches search audiences, despite the search platforms’ anti-gaming policies, and has become a powerful data source… [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](. I Spy A study from Princeton University and the University of Chicago revealed the extent of ad tracking on OTT platforms like Roku and Amazon Fire TV, as well as the lack of controls to manage trackers. According to the study, 89% of channels on Amazon Fire TV and 69% of channels on Roku contain up to 64 different ad trackers that plug into the larger advertising ecosystem. While digital ad platforms like Facebook and Google create ephemeral consumer IDs, OTT platforms hold onto identifiers long term. While Roku and Amazon both offer anti-tracking measures, they don’t comprehensively block all information from getting passed through to other apps. "...The countermeasures fall short of doing what they’re supposed to do," Hooman Mohajeri Moghaddam, a Princeton researcher who worked on the study, told Wired. "So even if you enable the privacy option there are still other IDs that can be used to uniquely ID the user or device." [More](. Holding On? Agency holding companies have tried launching integrated agency shops dedicated exclusively to one brand to retain flagship clients like McDonald’s and Ford. But those may not have been sustainable models. McDonald’s is moving its business from We Are Unlimited, its dedicated Omnicom agency, Business Insider reports. Ford’s WPP agency group, BTG, ran out of fuel late last year. Overreliance on a single brand could make an agency or vendor too dependent to strongly voice their opinions at times, and can stifle innovation from outside ideas. AudienceScience, the tech vendor behind P&G’s internal trading desk for seven years, was left [high and dry]( when the CPG giant in-housed those capabilities in 2017. [More](. Welcome To The Party Netflix has dominated the streaming scene for years. But it’s about to be “a whole new world” come November, when deep-pocketed competitors like Apple, Disney and NBC begin to introduce their own products, said Netflix CEO Reed Hastings at the Royal Television Society conference in England. “It’ll be tough competition,” he said. “Direct-to-consumer [customers] will have a lot of choice.” How will Netflix stay atop its throne? By sticking to its core focus of providing binge-able TV, and staying away from content like live sports and different release models, Variety reports. And while new competition will drive already astronomical production costs even higher, Netflix will stay out of the production business itself. “We’re not in the acquisition business,” Hastings said. [More](. But Wait, There’s More - [A ‘Grassroots’ Campaign to Take Down Amazon Is Funded By Amazon’s Rivals]( - WSJ - [Netflix Must Launch Cheaper, Ad-Supported Option, Analyst Says]( - Business Insider - [Facebook May Copy Your App, But Amazon Will Copy Your Shoe]( - The Verge - [YouTube Is About To Demote A Wide Swath Of Its Creators]( - NYT - [Inside The CBS-Viacom Marriage, Concerns Of Synergy And Size]( - Variety - [VPN Apps Caught Serving Disruptive Ads To Android Users]( - TNW - [IAB Tech Lab Fleshes Out Plan To Target People Without Cookies]( - MediaPost You’re Hired - [INKY Hires John Lyons As CRO]( - MediaPost [Comprehensive Ad Management]( [Technology that’s reinventing how advertising works]( [( Podcasts [The Big Story Episode 61:]( How The CCPA Will Affect Your Life [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 [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 145:]( CEO Kevin Krim [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 [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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