AdExchanger News for September 22, 2017

Today's Must Read - The Trade Desk Rolls Out Connected TV Targeting And Attribution Sponsor Message [LKQD Universal Video Mediation]( [Direct & Programmatic advertising managed on one platform.]( [( [AdExchanger | Optimizing the News] Today from AdExchanger Friday, September 22 Join Us [PROGRAMMATIC I/O New York, October 25-26]( — Session Spotlight, Day 1 - How To Secure Data In Programmatic’s Chain-of-Custody – Liz Zalman from strongDM provides best practices for mainting security in programmatic's chain of custody. --------------------------------------------------------------- Today's Must Read [The Trade Desk Rolls Out Connected TV Targeting And Attribution]( “A lot of people say there’s this whole TV infrastructure that has to change in order for linear dollars to move, but I don’t think that’s true,” CEO Jeff Green said. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Podcast: Criteo CEO Eric Eichmann Defies Gravity]( "The company didn't start out thinking about advertising," according to Eichmann. "The company always started by thinking, ‘How can we use the data that users leave on sites to drive sales?’" [More](. [Facebook Rolls Out Online Retargeting Based On Offline Activity]( “Brand advertisements online are becoming a lot like direct-response advertisements online, and whether the intention is to drive awareness for a product or service or to convert at the bottom of the funnel, we’re seeing all types of advertisers using these tools to understand the impact of their ads,” Facebook's Gabriel Francis said. [More](. [Facebook Forces Transparency On Political Ads]( "Not only will you have to disclose which page paid for an ad, but we will also make it so that you can visit an advertiser's page and see the ads that they are currently running to any audience on Facebook," said Mark Zuckerberg. [More](. [Adobe Integrates Analytics And Audience Manager To Connect Marketing To Media]( Adobe’s integration automates the flow of first-, second- and third-party and media execution data to better coordinate what users see on- and off-site, making Holland America’s segmentation strategy more efficient and coordinated around a customer. [More](. [Video Platform ViralGains Raises $13.5 Million To Help Brands Stop Treating Video Like TV]( P“Video is a fundamentally new form of advertising,” said Tod Loofbourrow, CEO of ViralGains. “Because you know who’s watching, you can have a two-way conversation with a consumer, understand who is engaged and use that to drive customers from discovery, interest, purchase and, ultimately, loyalty.” [More](. [Tencent Enters US Market With Ad Solutions And Access To Vast Amounts Of User Data]( Tencent will initially offer its ad solution as a managed service. A dedicated sales team in Palo Alto will provide support and consulting services to help advertisers spend their budgets most effectively to reach Chinese consumers. [More](. [On TV & Video...TV Ads Breathe Life into Digital Channels]( Even with all the varying distractions of today’s multimedia, content-driven world, traditional TV ads drive strong digital responses on a number of different channels – sometimes as much as 10 times that of baseline traffic. [More](. [Data-Driven Thinking...The Evolving Data Landscape: Veracity, Convergence And Anonymity]( In a world of first-party, third-party, personal, census, anonymous, panel and pixel data, advertisers and publishers can have a far deeper understanding of consumers’ awareness and interests while enjoying short- and long-term profitability of their brands. [More](. Sponsor Message [Viant, a Time Inc. Company]( [Reach Real People with Premium Content Across TV, Digital and Print]( [viantinc.com/solutions]( News Round Up All Systems Go Google will give advertisers full refunds for any fraud bought through DoubleClick Bid Manager, Ad Age’s George Slefo reports. The news comes weeks after Google began refunding tech fees for fraudulent buys as well as media fees when fraud was bought through its AdX exchange [[AdExchanger coverage](]. Now Google is putting the onus on supply partners including AppNexus, Index Exchange, OpenX, Teads, Telaria (formerly Tremor Video) and DoubleClick Ad Exchange to refund fraud found in their exchanges, covering roughly 90% of the inventory available through its DSP. Google will also provide more transparency to buyers around where fraud is coming from both before the bid and after an ad is served, and to exchanges on where the fraud originated on their platforms. To combat fraud and domain spoofing, Google said it will only work with publishers who have adopted the IAB’s ads.txt protocol [[AdExchanger coverage](]. [More](. Amazon Goes Gotham First, Whole Foods. Now, New York. Amazon is making good on its promise to power up on ad reps and engineers [[AdExchanger coverage](] by hiring an additional 2,000 people in advertising, Amazon Web Services and Amazon Fashion in New York City within the next three years. Amazon already employs about 1,800 people in Manhattan, but to accommodate its new recruits, the ecommerce giant will move into splashy new digs at Brookfield 5’s Manhattan West. The development, which is directly adjacent to the mega-development Hudson Yards, will house Amazon Advertising’s New York HQ, although the company isn’t detailing specifics on the exact headcount that’ll be based there. However, Amazon’s hiring spree isn’t ending anytime soon. More on[CNBC](. From Russia With Love When you watch a political ad on television or hear it on the radio, you know who’s paying for it. When you see one on Facebook, well, all bets are off – and that’s led to the social network’s current predicament [[AdExchanger coverage](]. The Wall Street Journal reports that lawmakers are now discussing legislation to compel digital platforms like Facebook to create a public disclosure platform for political ads. Noble intentions aside, the Journal wonders if such legislation would actually address the problem: “Holding social media to the same standard as broadcasters wouldn’t necessarily have stopped Russian ads from appearing on Facebook, experts say, because most of the ads paid for by Russian entities didn’t mention the election, voting or either candidate.” [More](. Facebook is a step ahead of the swamp however. Mark Zuckerberg described plans to force transparency on political ad buyers. Not Bearing Fruit Publishers are having trouble monetizing Apple News, even after the company’s splashy announcement that it would let NBCU rep its ad sales for the platform. While pubs like USA Today are happy with the audience engagement they’re seeing on the platform, revenue is “insignificant,” Michael Kuntz, head of digital revenue strategy for parent company Gannett, told Digiday. Some pubs are reluctant to let a competitor like NBCU sell their ad inventory, but those that deny the opportunity to outsource sales are more focused on selling inventory on their owned properties and let Apple News fall by the wayside. But the real roadblock could be Apple’s commitment to privacy (and subsequent adversity to digital advertising) deeply ingrained in its company culture. “Apple is still not an advertising company. The industry wants more data at a time when Apple is taking away data,” an anonymous source said. “[A]t the end of the day, the customer is the people who buy their phones.” [More](. But Wait, There's More! [Google Signs Agreement WIth HTC, Continuing Big Bet On Hardware]( - blog [Introducing The Pinterest Taste Graph And Advanced Targeting]( - blog [Spotify Launches A Self-Serve Solution To Amp Up Its Ad Sales]( - Adweek [Flashtalking Study On Consumer Attention]( - study [Online Local Retail Startup Pointy Raises $6 Million]( - TechCrunch [Ad3 Debuts Video Ad Tech To Help Publishers Drive Fill Rates]( - release [Chartboost Exchange Launches With Akari, Index Exchange And Rubicon]( - release [Mic Disputes comScore Audience Data]( - Business Insider [Nielsen And Clypd Partner On Audience-Based TV Buys]( - release Sponsor Message [Nucleus]( [Think advertising needs to get real? We’ve got NEWS for you.]( [nucleusmarketing.com]( Jobs [Director, Programmatic Sales]( - NYC - Diply USA [Sales Director]( - NYC - VertaMedia [Marketing Content Manager]( - NYC - Oracle Data Cloud [Chief Marketing Officer]( - Wesley Chapel - V12 Data [Ad Operations Specialist]( - Palo Alto - Issuu ApS [Account Director]( - NYC - IDG Communications [Head of Sales, Performance]( - NYC - Publishers Clearing House [Head of Sales, Brand]( - NYC - Publishers Clearing House [Programmatic Product Manager]( - NYC - Turner [Demand Generation Marketing Manager]( - San Francisco - LiveRamp [View All Jobs on AdExchanger’s Job Board >>]( Podcasts [AdExchanger Talks Episode 44:]( SafeGraph's Auren Hoffman [AdExchanger Talks Episode 43:]( MoPub's Janae Redmond [AdExchanger Talks Episode 42:]( LiveRamp's Anneka Gupta [AdExchanger Talks Episode 41:]( Eyeo's Till Faida [AdExchanger Talks Episode 40:]( Dun & Bradstreet's Bob Carrigan [AdExchanger Talks Episode 39:]( Condé Nast's Evan Adlman [AdExchanger Talks Episode 38:]( The Weather Co.'s Jeremy Hlavacek [AdExchanger Talks Episode 37:]( Index Exchange's Andrew Casale [AdExchanger Talks Episode 36:]( MDC Partners' Scott Kauffman [AdExchanger Talks Episode 35:]( TripleLift's Eric Berry [AdExchanger Talks Episode 34:]( BMO's Dan Salmon [AdExchanger Talks Episode 33:]( Business Insider's Jana Meron [Get More AdExchanger Talks Episodes >>]( Events [PROGRAMMATIC I/O](, NYC, October 25-26, 2017 [Industry Preview 2018](, NYC, January 17-18, 2018 [PROGRAMMATIC I/O](, San Francisco, April 10-11, 2018 [Share This Email]( | [Forward To A Friend]( [Facebook]( [Twitter]( [LinkedIn]( [Blog]( AdExchanger | 41 E. 11th Street, Floor 11 | NYC | 10003 [Update your email preferences](