AdExchanger News for December 19, 2017

Today's Must Read - Concerned With Transparency, More Marketers Take Programmatic Strategy In-House Sponsor Message [Lotame Data Exchange]( [The most trusted and comprehensive global data exchange]( [www.lotame.com]( [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, December 19 Join Us [Industry Preview 2018, January 17-18, NYC]( - Session Spotlight, Day 1, Ask The Oracle: Jonah Goodhart, SVP, and Eric Roza, GM and SVP at Oracle Data, share their platform vision for the year ahead. Sponsored by mParticle and Sharethrough --------------------------------------------------------------- Today's Must Read [Concerned With Transparency, More Marketers Take Programmatic Strategy In-House]( Most marketers approach in-housing in a hybrid fashion, splitting responsibilities between their internal team and an external agency partner. Marketers increasingly are taking responsibility for strategy while agencies serve a “button-pushing” role, the ANA found. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [On TV & Video...The Path Toward Standardization In OTT Advertising]( Since OTT does not have its own specific guidelines and protocols, agencies often try to apply to OTT the digital measurement standards for third-party tracking, viewability, invalid traffic and other KPIs. However, digital measurement solutions weren’t designed to incorporate OTT viewing. [More](. [Campbell’s Soup Comes Back For Seconds With Watson Ads]( As Watson learns from each search query, the ads become more relevant to the consumer, said Amy Benford, global media director at Campbell’s Soup: "If a consumer were only to check vegetarian options, eventually Watson will only offer vegetarian recipes." [More](. [Data-Driven Thinking...When It Comes To Biddable Inventory, Less Is More]( The notion of buying 100% viewability is false; I would strongly urge everyone to see it as a guide and not a requirement from serious platforms. Marketers should keep thorough track of both viewability and NHT, but they shouldn’t let it dictate their bidding strategy. [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 The Time Is Now Bloomberg went live Monday with TicToc, its 24-hour streaming news service on Twitter. The channel will stream a mix of original Bloomberg newsroom programming and curated video and other content drawn from Twitter users. Rather than selling ad space like a TV broadcast, TicToc plans to weave sponsorships and branded content into the programming. So far, AT&T, CA Technologies, CME Group, Infiniti, SAS and TD Ameritrade are on board. “We have been looking really closely at how one replaces or disrupts a traditional TV news outlet like CNN,” says Bloomberg media CEO Justin Smith. “We see the answer as an amalgamation of digital, social and television.” [WSJ has more](. Cutting Bait Facebook is rejiggering its algorithm to demote posts that use “engagement bait,” like requests to like and share substanceless posts, in an effort to weed shoddy content from the news feed. The platform has “assigned teams to review and categorize hundreds of thousands of posts that can better inform a machine learning model to detect when pages post things just for the ‘like,’ share or comment,” reports Axios. Facebook must walk a tightrope with its machine learning since it doesn’t want to demote some posts that call out for shares and likes – such as users circulating missing person reports or raising money for a cause. [More](. Re-identification Down Under You may not expect a minor controversy at the Australian Department of Health to mean much to data-driven marketers. But a report published Monday by researchers from the University of Melbourne demonstrated how an anonymized online data set could be tied back to individuals based on information they’ve shared on social media (like gender, birth year, state and certain health events). The encrypted patient data had been published by the government as part of a transparency initiative. “What on paper looks like 'reasonable' de-identification steps can actually cause problems," says Dr. Trent Yarwood, a member of the technology policy group Future Wise. [More from the Australian Broadcasting Company](. But Wait, There's More! [Marketers: Amazon Ad Platform Still Lags The Duopoly]( - Digiday [Meredith To Retire Time Inc. Brand]( - NY Post [Facebook Watch Suffers The Scroll]( - AdAge [As CVS Goes Post-Digital, Walgreens Reverts To Pre-Digital](- Forrester [The Atlantic Brings Back Its Paywall]( - WSJ [Advertisers Gain Behavioral Data On Influencer Audiences]( - MediaPost [Twitter Stock Hits High For The Year]( - TechCrunch [Political Divides Shape How News Gets Shared]( - Pew Research Center [Tencent To Buy Supermart Chain In Rare Retail Foray]( - Bloomberg [John Skipper Resigns As ESPN President]( - ESPN Sponsor Message [Throtle]( [Data Onboarding and Identity Resolution]( []( Podcasts [AdExchanger Talks Episode 56:]( one2one Media's Michael Bologna [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 [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](