AdExchanger News for December 15, 2017

Today's Must Read - Pandora Shakes Up Ad Model; Google Named In Ad Refund Suit Sponsor Message [Throtle]( [Data Onboarding and Identity Resolution]( []( [AdExchanger | Optimizing the News] Today from AdExchanger Friday, December 15 Join Us [Industry Preview 2018, January 17-18, NYC]( - Session Spotlight, Day 2, NBCU Now: NBCUniversal’s Linda Yaccarino returns to the Industry Preview stage to discuss TV sales in the coming year with NBC News correspondent Stephanie Ruhle. Sponsored by Verve and Quantcast --------------------------------------------------------------- Today's Must Read [Rubicon Project CEO Does The Math On Its Low-Fee Future]( Rubicon must use its cash on hand to fund lowered take rates until, hopefully, it can make up the difference by acquiring more clients. But that cash won’t last forever. [More](. [Criteo Stock Hit Hard, As Apple iOS Update Limits Its Ability To Track Safari Users]( Criteo’s stock plummeted nearly 27% midday Thursday, as the ad tech company revised its Q4 business outlook in the wake of Apple’s latest iOS browser update. [More](. [The FCC Just Voted To Kill Net Neutrality. What Does That Mean For Advertisers?]( Having repealed net neutrality, FCC Chairman Ajit Pai’s idea is for the FCC to work together with the Federal Trade Commission to police the internet while ceding authority over broadband companies to the FTC. [More](. --------------------------------------------------------------- [More from AdExchanger]( [Why Kroger Wants To Be A Walled Garden – And Why It’s An Uphill Battle]( The revelation that Kroger is developing a data-driven ad platform underscores how brick-and-mortars are trying to exert control over their data in the same manner as an ecommerce company. [More](. [With Fox Deal, Disney Gains Controlling Stake In Hulu TV]( Owning a majority stake is substantial for Disney, with one AdExchanger source describing it as the “hidden gem of the whole Fox deal.” It gives Disney instant video infrastructure virtually overnight. Hulu can help Disney commercialize its OTT offering and pave new avenues to alternative revenue streams, including data-driven advertising – which right now isn’t Disney’s forte. [More](. [Data-Driven Thinking...Every Marketer Must Answer Vital Questions About The IAB’s Latest Ad Portfolio]( Julia Amorim of MediaNet shares why open dialogue between the IAB, its members and other industry stakeholders is so important for IAB's latest Ad Portfolio. [More](. [On TV & Video...Round Peg, Square Hole: Display Tactics Will Fail With Video Header Bidding]( Tal Almany of SpotX shares his views on why video warrants an entirely different strategic approach for everything from optimization and monetization to containers and safety controls. [More](. Sponsor Message [Lotame Data Exchange]( [The most trusted and comprehensive global data exchange]( [www.lotame.com]( News Round Up Pandora’s Music Box Pandora now allows nonsubscribers to listen to music on demand after watching a 15-second video ad, a major change to its service and revenue model. Pandora’s 73 million unpaid US users cited song selection as their top request last year, and in beta tests, two-thirds of users were satisfied with watching an ad in order to choose the music they wanted, SVP of ad product strategy Lizzie Widhelm tells George Slefo of Ad Age. Its key rival Spotify’s unpaid version allows a listener to choose artists or kinds of music but not to select specific songs. And YouTube, meanwhile, racks up immense video ad views from people listening to music. [More](. Payback Google is being sued by digital ad platform AdTrader for failing to provide refunds to advertisers who bought fraud through AdX. According to Business Insider, Google kicked AdTrader off AdX in May for placing ads with “misguided navigation” issues like linking to nonexistent content, and promised to refund the $476,622 that went to fraud to its advertisers. But AdTrader, which acts as both a buyer and seller of inventory for clients, claims it was able to see that the money was never refunded. Google is denying the claims, which are based on a surreptitiously recorded phone conversation between a Google exec and AdTrader staff, citing “a long-standing policy of refunding advertisers for invalid traffic.” [More](. Heard That The IAB published revised podcast measurement guidelines after a public comment period [[AdExchanger coverage](]. The new version builds on the IAB’s original 2016 guidelines by providing instructions to analyze log files for audience reach and downloads. Based on public comment, Thursday’s version clarifies a 24-hour window for generating metrics, eliminates the partial download metric and reorganizes the five-step measurement process into a more logical sequence. It also encourages more transparency around the publisher’s methodology for defining a listener and adds a few recommendations for podcast players, like avoiding autoplay and preloads. Read the [guidelines]( and the [blog post](. The Loot Chute Every year, new toys and games vie to be the yuletide season’s hot holiday gift. But this may be the breakout year for video game “loot boxes,” in-game rewards that can also be purchased. The tactic is common fare among smartphone app games, where users buy upgrades, but is making its way to console games that cost $50 to $60, reports The Wall Street Journal. Players have pushed back because of the advantages afforded to deep-pocketed opponents, and a Hawaii state representative went so far as to denounce the availability of loot boxes to minors, without a barrier to running up high charges. But Wall Street loves the strategy, propelling already-strong growth across the video game category. [More](. But Wait, There's More! [NYT CEO Mark Thompson On Facebook, Transparency And Digital Ads]( - Digiday [Dr. Augustine Fou: Bot-Free Traffic Origination Super Networks]( - LinkedIn [Los Angeles–Based engage:BDR IPOs On The Australian Stock Exchange]( - release [Target Buys Instacart Rival Shipt For $550M To Fight Off Amazon]( - Recode [With Microsoft Xbox SDK, mParticle Adds Game Data And OTT Measurement]( - release [Facebook Revamps Video Ads Amid Publisher Concerns]( - WSJ [First Worldwide Instagram Forecast Unveiled]( - eMarketer [Deep-Linking Company Branch Launches Attribution Offering]( - release [Cryptocurrency Mining Becoming A Popular Malvertising Choice]( - ZDNet [Accenture To Acquire Irish Creative Agency Rothco]( - release [Lawsuit Claims Google Failed To Refund Fraudulent Clicks]( - Business Insider You're Hired! [James Smith Joins Location Data Company Arrivalist As GM, CRO]( - release [Sharon Friedlander Named Radio Advertising Bureau Insights VP]( - MediaPost 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 55:]( SuperAwesome's Dylan Collins [AdExchanger Talks Episode 53:]( PebblePost's Marita Scarfi [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 [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](