AdExchanger News for October 26, 2017

Today's Must Read - Purch Shores Up Defenses Against Bots, Bad Ads And Malware Sponsor Message [Download Now: The Future of TV]( [A Blueprint for Data Driven Media Sales]( [( [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, October 26 Join Us [Today: PROGRAMMATIC I/O New York, October 25-26]( - At the Marriott Marquis. --------------------------------------------------------------- Today's Must Read [Purch Shores Up Defenses Against Bots, Bad Ads And Malware]( Purch, publisher of LiveScience and TopTenReviews, added three layers of defense to its anti-fraud system in October. In addition to pre-screening for bots twice, Purch now detects bots, malware and ad quality in real time. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [The Sell Sider...2018: The Year Of The Text File]( Ads.txt certainly has sparked an industry discussion, but much of the commentary has focused on driving adoption (both on the sell and buy sides). It’s worth exploring in a little more depth the benefits and side effects it will bring to the digital media industry. [More](. [Facebook Makes A Play For DCO Dollars]( Dynamic creative optimization has thus far largely overpromised and underdelivered. Now Facebook is tossing its hat in the ring. Can it succeed where others have floundered? [More](. [Data-driven Thinking...Ad Tech Partnerships: Catalyst Or Crutch?]( The crowded nature of the ad tech landscape is well known but what gets less attention is the fundamental question of why the industry continues to support so many companies. [More](. [How Four Agency Holding Companies Are Upping Their Consulting Skills]( Holding companies tend to work from the bottom up, focusing on marketing initiatives like creative or media strategy and execution. But management consultancies work from the top down, offering services around total business transformation, which inevitably touches marketing and advertising strategy. [More](. Sponsor Message [Don’t lose your head]( [Keep ahead this season with Oracle Holiday Audiences]( [blogs.oracle.com/oracledatacloud]( News Round Up Agencies Are People Too LiveRamp will let agencies make its IdentityLink onboarding solution more widely available to marketing services firms, AdAge reports. Launched last year, IdentityLink allows customers – historically brands – to resolve a single identity across different online and offline touch points. "Agencies do three things: they plan, they buy and they measure media," says Nikhil Dixit, VP of agencies and publishers at LiveRamp. "At LiveRamp, we have been really good at the buy portion, but we haven't had an offering to engage with agencies across all three core competencies."[Read more.]( Off The Shelf Private-label brands: an old grocery chain idea that’s gaining new steam. In its first year on shelves, Target private-label kids clothing company Cat & Jack almost matched Lululemon with $2 billion in sales. And Walmart’s Jet.com and Amazon are both aggressively expanding private-label CPG and grocery brands, Sarah Halzack writes for Bloomberg. Traditional CPGs should take warning: “This could change retailers' willingness to give them prime shelf space or digital real estate for certain items, and they need to make sure they can play effective defense.” [More](. Related in AdExchanger: [Amazon Benefits As CPGs Trim Digital Dollars](. Subs Vs. Ads New research from Digital Content Next describes a clear bifurcation of media business models. For broadcaster sites and digital media startups, “it’s about getting mass advertising for a targeted audience,” says Rande Price, director of research for the news industry trade group. But these players are largely not investing in subscription revenue or in sponsored content, which is expensive to produce. Print pubs, on the other hand, “have historically built their businesses around attracting and retaining subscribers,” and that remains the focus. But high churn rates – 30% of subscribers don’t renew – threaten to undercut the big marketing investments. [More at The Wall Street Journal](. Catch A Buzz In a test, BuzzFeed has begun inserting a new “Stories Digest” into its mobile app product for about 6% of users. As its name indicates, the new content mimics the stories format popularized by Snapchat and adopted by Facebookagram. “We’ve really leaned into distribution over the years,” BuzzFeed senior product manager Andrew Paulus tells Max Willens at Digiday. “But we want the app to be the best place for users to consume the best content.” [More](. But Wait, There's More! [The Trade Desk Acquires AdBrain Device ID Graph]( - release[Early Ad Tech Mover Collective Rebrands As Visto]( - release[Amazon Could Make Up Almost Half Of 2017 US Ecom Sales]( - Recode[The Buy Side Gotta Check Itself]( - AdMonsters[Sharethrough Integrates With Adobe Advertising Cloud]( - release[YouTube Shows Off Live-TV Ad Features With In-Ad Live Video]( - AdAge[Proposed Political Ad Legislation Doesn’t Cover Many Gray Areas]( - Adweek[Apple Search Ad Products Showing Strength In App Downloads](- MediaPost You’re Hired [Conversion Logic Makes Three Executive Hires]( - release[InMobi Hires Ravi Krishnaswamy As Its New CTO]( - release Sponsor Message [Samba TV Audience Platform]( [Essential TV Insights for Addressable, Measurable Audiences]( []( Jobs [VP, Product Management]( - Toronto, Canada - Diply [Ad Tech Developer]( - Nashville, TN - Lonely Planet [Account Executive - Influencer Partnerships]( - Los Angeles - Diply [Direct of Business Development]( - Brooklyn - Propel [UX Lead]( - NYC - Publicis Media [View All Jobs on AdExchanger’s Job Board >>]( Podcasts [AdExchanger Talks Episode 48:]( SpotX's Mike Shehan [AdExchanger Talks Episode 47:]( Sizmek's Mark Grether [AdExchanger Talks Episode 46:]( Bleacher Report's Dave Finocchio [AdExchanger Talks Episode 45:]( Criteo's Eric Eichmann [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 [Get More AdExchanger Talks Episodes >>]( Events [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](