AdExchanger News for December 1, 2017

Today's Must Read - Google Close To Launching Travel Product; Auction Flaw Wastes Video Ad Impressions Sponsor Message [Lotame Data Exchange]( [The most trusted and comprehensive global data exchange]( [www.lotame.com]( [AdExchanger | Optimizing the News] Today from AdExchanger Friday, December 1 Join Us [Day 2, 10:05 am](, Bob Lord, Chief Digital Officer at IBM, will share the company’s strategy for developing technology that better serves marketers at Industry Preview 2018, Jan. 17-18 in NYC. [See Agenda](. Sponsored by Adobe and Affinio. --------------------------------------------------------------- Today's Must Read [Innovid Acquires Contextual Data Specialist Taykey]( Innovid, which has 220 employees, will take on half – or about 20 members – of Taykey’s team, mostly in product and engineering roles. [More](. [Facebook]( [Twitter](Innovid Acquires Contextual Data Specialist Taykey @AdExchanger) [LinkedIn]( [Podcast: Adam Heimlich On The Next Horizon]( Heimlich provides sharp observations on the smart and wasteful ways to buy media in 2017, ranging over themes that might seem dry coming from a less nimble thinker: controlled lift tests, the convergence of performance and branding mindsets, the rise of standards and common in-housing errors. [More](. [Facebook]( [Twitter](Podcast: Adam Heimlich On The Next Horizon @AdExchanger) [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Data-driven Thinking...The Era Of Cookieless Targeting]( Andrew Gu, Vice President of Product at Thunder, shares how GDPR adds expansive new requirements that will make targeting users much harder. Instead of focusing energy on workarounds, it’s time to embrace that we need to think about targeting differently. [More](. [Forrester: The Walled Gardens And Mobile Video Dominate The Future Of Digital Ad Spend]( Online display advertising spend in the US will grow 70% from $42 billion this year to $72 billion by 2021, propelled mostly by social media ad spend. [More](. [On TV & Video...Why Snapchat Could Become The Next Must-See TV Network]( Anupam Gupta, Chief Product Officer at 4C shares insights on how Snapchat could become the next must-see TV network. [More](. Sponsor Message [Neustar MarketShare]( [See the Whole Picture of Your Customers.]( [hello.neustar.biz/101-Series-What-is-Marketing-Analytics.html/]( News Round Up Broadened Horizons For the past couple of years, Google has quietly assembled the pieces of a major travel and hospitality product. The search giant has slow-pedaled travel metasearch in deference to companies like Expedia and Priceline, which are two of the highest spenders on Google search ads, writes Skift. But it looks like 2018 is going to be the year Google unveils a full-funnel, mobile-first travel/booking service. Google sees travel as ripe for a major land grab. People don’t buy fancy couches or diamond rings directly after conducting a web search, but flights and hotels are big-ticket purchases often made directly online or on a phone. Google wants to own that commission, not just pocket the search ad and pass along the user. [More](. The Phantom Buy “Some publishers are wasting up to 20% of their programmatic video impressions,” reports Ross Benes for Digiday. The ad space is sacrificed when video ad network partners win an auction but then don’t complete the purchase. “They are just bidding for the sake of bidding and hoping they have something on the back end to win,” says Lee Garfield, Zynga director of programmatic sales. [More](. The IAB is shutting down VPAID [[AdExchanger coverage](], which should mitigate the issue, but until that happens, publishers can only spot and blacklist vendors. It’s Pin Real At the end of the year, Tim Kendall is leaving Pinterest – and the advertising world – to launch a health care industry startup, Recode reports. Kendall came to Pinterest from Facebook five years ago to lead its ad products, sales and marketing teams. He oversaw business operations and was integral to the launch of products like search ads and visual search that secured Pinterest’s shopper planning mindshare among big brands and retailers [[AdExchanger coverage](]. He will be replaced by former Google executive Jon Alferness, who joined Pinterest this summer to head up ad product operations. [More](. But Wait, There's More! [How To Tame Google, Facebook, Amazon And Apple]( - Bloomberg [Online Ad Prices Are Rising With Inventory Oversight, Google Says]( - WSJ [Radio Giant Cumulus Files For Bankruptcy]( - Variety [Invasion Of The Ad Fraud Super Bots]( - Forbes [Instagram Reaches 25 Million Businesses In Community]( - blog [How To Survive The Media Apocalypse: Pivot To Readers]( - The Atlantic [Swrve Opens Support For Streaming Video And OTT Platforms]( - release [US Supreme Court Readies Decision On Digital And Smartphone Privacy]( - NYT You're Hired! [Reveal Mobile Appoints Michael Benedict As CRO]( - release [Bluecore Expands Leadership Team In Growth Push]( - release [Alex Wexler To Take Over Leadership Of Publicis.Sapient]( - release [Peter Mears Appointed CEO Of Havas Media Group]( - The Drum Sponsor Message [Throtle]( [Data Onboarding and Identity Resolution]( []( Podcasts [AdExchanger Talks Episode 54:]( HX at Horizon Media's Adam Heimlich [AdExchanger Talks Episode 53:]( PebblePost's Marita Scarfi [AdExchanger Talks Episode 52:]( Meredith's Chip Schenck [AdExchanger Talks Episode 51:]( Kelly Newman Ventures' Mike Kelly [AdExchanger Talks Episode 50:]( RAPP's Marco Scognamiglio [AdExchanger Talks Episode 49:]( Hulu's Doug Fleming [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 [Get More AdExchanger Talks Episodes >>]( Events [Industry Preview 2018](, NYC, January 17-18, 2018 [PROGRAMMATIC I/O](, San Francisco, April 10-11, 2018 [PROGRAMMATIC I/O](, New York, October 15-16, 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](