AdExchanger News for December 7, 2017

Today's Must Read - The Crawl, Walk, Run Guide to Lifetime Value Sponsor Message [Throtle]( [Data Onboarding and Identity Resolution]( []( [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, December 7 Join Us [Day 1, 11:00 am](, The major trade association CEOs come together with Forrester analyst Joanna O’Connell to review key trends and initiatives for the year ahead at Industry Preview, Jan 17-18 in NYC. [Join us](. Sponsored by mParticle and Adobe --------------------------------------------------------------- Today's Must Read [The Crawl, Walk, Run Guide to Lifetime Value]( “I don’t think there is any measure out there which is more predictive of your company’s eventual success than customer long-term value,” said Anant Mathur, global head of analytics at Essence. “It’s a proxy of how well you retained your customers and how satisfied they were.” [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Wattpad: ‘Campaigns Work When They Feel As Native As Possible’]( Authenticity stops thumbs, said Chris Stefanyk, Wattpad’s head of brand solutions, and that’s also what appeals to brand partners like GE, Coca-Cola and Mondelez looking to bask in the reflected glow. [More](. [Will Ads.cert Be The IAB’s Next Big Inventory Clean-Up Play?]( “The roots are similar to blockchain,” Neal Richter, CTO of Rakuten Marketing, said, but instead of using a distributed ledger – which guarantees security on a blockchain – the IAB’s solution poaches only the idea of public and private encrypted keys to transmit bids along the supply chain. [More](. [The Sell Sider...Tales From The Ads.txt Trenches]( In the course of an Ads.txt rollout, it became clear that a lack of communication between publishers and SSPs could break the system. Critically, the only party that can really identify these breakdowns is the DSP. [More](. Sponsor Message [Lotame Data Exchange]( [The most trusted and comprehensive global data exchange]( [www.lotame.com]( News Round Up Sly As A FireFox Verizon’s Oath is in a legal dispute with Mozilla in response to the browser operator’s surprise decision to break its contract and revert to Google as the default search provider for Firefox. Marissa Mayer struck the original deal in 2014 between Mozilla and Yahoo, offering lucrative terms in exchange for Firefox’s slice of the search market. One unusual term in the contract granted Mozilla the right to break off the deal in case of an ownership change ... and still receive an annual $375 million fee through 2019. “It was a scenario that Mayer never thought would happen,” reports Kara Swisher at Recode. “No relationship should end this way,” writes Mozilla legal head Denelle Dixon in a statement. “(Still), we are confident in our legal positions.” [More](. Cha-Ching According to Adobe’s holiday [ecommerce tracking](, US shoppers have spent $65 billion via their computers, phones and tablets since the beginning of November. Overall seasonal ecommerce in 2016 was $94.4 billion, which Adobe expects to be outpaced by $13 billion this year. US consumers have now spent more than $1 billion online for 36 consecutive days (since the beginning of November), and daily shopping tends to strengthen through Christmas. [AdExchanger has more]( on the growth of mobile commerce this holiday season. We Are Growing Up Omnicom’s We Are Unlimited, the dedicated agency spun out of DDB to service the McDonald’s account, has a new CEO. Starting Jan. 8, iCrossing’s New York president, Mark Mulhern, will take the helm from former BBDO senior director Brian Nienhaus, who has led the agency since its launch last year. Under Mulhern, We Are Unlimited will look to build momentum with new clients as its 18-month exclusivity agreement with McDonald’s comes to an end. According to DDB CEO Wendy Clark, We Are Unlimited is “looking to pivot from a startup into a more sustainable agency,” AdAge reports. [More](. Lap Of Luxury The European Union’s top court issued a ruling Wednesday giving luxury brands a powerful tool “to safeguard their exclusivity, which has become a key concern as the sector expands online sales,” writes The Wall Street Journal. The case was brought by US-based cosmetics company Coty against a German retailer that had been reselling products on Amazon. Luxury brands aren’t solely distinguished by higher-quality materials, “but also of the allure and prestigious image which bestows on them an aura of luxury,” according to the court. “Aura” is a vague term, but essentially it means brands that rely on a sense of exclusivity can dictate to third-party partners where their products appear online. In the US, brands like Birkenstock, Patagonia and Ralph Lauren have fought to [keep their products off Amazon](, even going so far as to threaten to blacklist retail distributors who resell products knowing they’ll end up online. [More](. But Wait, There's More! [Amazon And Google Skirmish Over Blocked Products]( - The Verge [Updated Worldwide Internet And Mobile User Figures]( - eMarketer [Survey Finds Chief Data Officers Are Delivering Results]( - Gartner [The Coming Trade Wars Over Data]( - Axios [Ghostery Study: “Tracking The Trackers”]( - release [Inside Oracle’s Cloak-And-Dagger Political War With Google]( - Recode [BIA/Kelsey Forecasts 5.2% Local Ad Growth, Largest In 5 Years]( - release You're Hired! [Former 4A’s Prez and CEO Nancy Hill Launches A Consultancy]( - The Drum [Foursquare VP of Biz Dev Mike Harkey Leaves For Google]( - TechCrunch [MRM // McCann Promotes Katie MacNevin To Global President]( - release Sponsor Message [Neustar MarketShare]( [See the Whole Picture of Your Customers.]( [hello.neustar.biz/101-Series-What-is-Marketing-Analytics.html/]( 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](