AdExchanger News for February 9, 2018

Today's Must Read - Podcast: Roku Like A Hurricane Sponsor Message [Introducing vi stories]( [Contextual video content and advertising for publishers]( [www.vi.ai]( [AdExchanger | Optimizing the News] Today from AdExchanger Friday, February 9 Join Us [PROGRAMMATIC I/O San Francisco, April 10-11,]( by IBM—Day 2, 4:05pm, The Plenary Program: “Fine Tuning The Agency”— Arun Kumar, Global Chief Data & Marketing Technology Officer, IPG Mediabrands & Global President, Cadreon, discusses data quality, unified identities and measurement. --------------------------------------------------------------- Today's Must Read [Podcast: Roku Like A Hurricane]( Just like an MVPD in the linear TV space, Roku asks programmers to allot a certain percentage of inventory per hour as part of their carriage deals on its platform. It worked: Roku's platform business (including content and ads) now supplies 90% of the company's profits, and advertising accounts for two-thirds of the platform business. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Digital Advertising And Subscriptions Spur New York Times’ 2017 Revenue Growth]( The New York Times’ president and CEO, Mark Thompson, pointed to the company’s 2017 results as evidence of the demand in-market for “trusted, quality journalism,” particularly at a time when platform companies are being pushed to weed out fake news. [More](. [Publicis Groupe Trended Upward Through 2017, But Still Faces Headwinds]( “Despite the market’s and our own challenges, we know that there is no other alternative than to profoundly transform ourselves,” CEO Arthur Sadoun told investors. “It’s the only way to deliver the financial results you are expecting from us.” [More](. [Comeback Time? Twitter Turns A Profit And Sees Advertiser Gains]( The company still has to show it can sustain growth and compete with the top digital ad platforms, but the market seems to be buying the Twitter comeback story, with shares up more than 20% after the earnings disclosure – pushing Twitter’s market cap back above Snap’s. [More](. [On TV & Video...Forget Demographics. TV Advertisers Must Focus On The ‘Persuadables’]( Without understanding persuadables, TV ad sellers aren’t getting credit for reaching all possible purchasers and, worse, sales response metrics are diluted by consumers who will never respond to advertising – and shouldn’t have been part of the advertising target in the first place. [More](. [Pixability Says It Will Refund Clients' YouTube Buys That Don’t Meet Their Brand Safety Criteria]( Although Google has taken measures to eradicate objectionable content on YouTube, some buyers argue it hasn’t done enough to vet most content beyond the top 5% of inventory on Google Preferred. [More](. [Crayola Gets Crafty With User-Generated Content]( “The interaction between friends and family is so valuable – and it just can’t be garnered from paid media,” said Marisa Scurato, who oversees the brand’s strategic digital marketing efforts. “But we do believe that those things go hand in hand.” [More](. Sponsor Message [ACXIOM ANALYTICS]( [Get Omnichannel Measurement Right. Download our eBook](. [( News Round Up CPGs Make Data Inroads CPG brands like P&G and Clorox are starting to crack the code on digital spending, according to a report from L2. CPGs are getting smarter about using data-rich channels like search, where they can capture intent. By bidding on cheaper top-funnel queries and letting retailers like Target and Walmart fight over the more expensive brand names, CPGs are decreasing the bid costs while increasing visibility. Programmatic is still key, but these brands are moving away from the long tail and buying higher-quality inventory boosted by ecommerce data from Amazon and other retailers. "Programmatic is still an important tool to reach our target consumers in an effective and efficient way," a P&G spokeswoman tells AdAge. "Of course, we continue to optimize our programmatic approach." [More](. Personnel File For the first time ever in the United States, the number of ad industry jobs is declining while the economy is growing. Bureau of Labor Statistics data show the number of ad agency employees dropped by 5,000 last year, and media-buying agency employment hasn’t grown since 2013, reports The Atlantic. The slowdown can be partly explained by the bureau’s taxonomy, since tech companies like Google and Facebook fall under “data processing” and not advertising. But automation may be a factor too. “With programmatic technology ... companies can buy access to specific audiences across several publishing platforms at once, bypassing the work of building relationships with each one.” [More](. Do The Math Google and Facebook make up less than 5% of publisher revenue, according to a report by trade group Digital Content Next. That number has grown a hair since last year, the first time DCN put out its report breaking down digital publisher revenue sources. The report concludes the duopoly is not yet meeting an implicit promise to sustain the publishing community by “sharing the demand,” but publishers are left with little choice as alternatives like Twitter, Snap and Instagram require expensive creative that’s hard to scale. “The biggest surprise is how little has changed,” said DCN CEO Jason Kint. “You’re still looking at a situation where the best in class in news and entertainment isn’t being supported in a way it should be.” [Digiday has more](. Viacom’s Digital Dreams Viacom didn’t address the real elephant in the room – CBS – when asked about a rumored merger with its fellow Redstone family-owned media company during its Q1 earnings call Thursday. But Viacom’s CEO, Bob Bakish, pointed to acquisitions of the influencer marketing platform WhoSay and VidCon conference as evidence of Viacom’s push for scale, whether through M&A or digital partnerships. Although Viacom’s US ad revenue decreased 5% to $937 million, Viacom plans to triple view times on Facebook Watch and YouTube this year by emphasizing social video distribution. And WhoSay will partner with Viacom’s sales team and digital studio to power ad-supported video for social audiences.[Earnings](. But Wait, There's More! [Prohaska Consulting Formalizes Magnify Business]( - release [SpotX And Smartclip Merger Promises Unified Ad Tech]( - The Drum [The Future Of Blockchain For Video Advertising]( - IAB [Latest Global Digital Video Viewer Estimates]( - eMarketer [The House That Spied On Me]( - Gizmodo [The Benefits Of Consolidating Media Buys On One Platform]( - DoubleClick [Amazon To Offers Whole Foods Grocery Delivery]( - WSJ [PulsePoint Acquires Vitality Ad Lab Health Care Ad Exchange]( - release [Inside Facebook's Fast-Growing Content-Moderation Effort]( - The Atlantic You’re Hired! [DataXu Promotes Tiffany Mosher To Chief People Officer]( - release [Time Out Names Carlos Lamadrid Managing Director Of Global Media Sales]( - release [Fairfax Appoints New Head Of Programmatic Trading, Partnerships]( - B&T [Connatix Hires Jennifer Chen As CRO To Expand Video Syndication]( - release Podcasts [AdExchanger Talks Episode 62:]( Hearst's Troy Young [AdExchanger Talks Episode 61:]( Tune's Peter Hamilton [AdExchanger Talks Episode 60:]( EA's Belinda Smith [AdExchanger Talks Episode 59:]( Simulmedia's Dave Morgan [AdExchanger Talks Episode 58:]( CafeMedia's Paul Bannister and Rachel Parkin [AdExchanger Talks Episode 57:]( Salesforce's CSO Jonathan Suarez-Davis [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 [Get More AdExchanger Talks Episodes >>]( Events [PROGRAMMATIC I/O](, San Francisco, April 10-11, 2018 [PROGRAMMATIC I/O](, New York, October 15-16, 2018 [Industry Preview 2019](, NYC, January 23-24, 2019 [Share This Email]( | [Forward To A Friend]( [Facebook]( [Twitter]( [LinkedIn]( [Blog]( AdExchanger | 41 E. 11th Street, Floor 11 | NYC | 10003 [Update your email preferences](