AdExchanger News for February 12, 2018

Today's Must Read - How The IAB And Ad Tech Plan To Transmit GDPR Consent In Programmatic Sponsor Message [ACXIOM ANALYTICS]( [Get Omnichannel Measurement Right. Download our eBook](. [( [AdExchanger | Optimizing the News] Today from AdExchanger Monday, February 12 Join Us [PROGRAMMATIC I/O San Francisco, April 10-11,]( by Teads and Dun & Bradstreet—Day 1, 11:55am, Programmatic Essentials Sell-Side: “How To Stand Up A Publisher Ad Stack”— In this workshop, you’ll learn The Washington Post’s approach and best practices for building your own sell-side “stack” with Jason Tollestrup, VP of Programmatic Advertising. --------------------------------------------------------------- Today's Must Read [How The IAB And Ad Tech Plan To Transmit GDPR Consent In Programmatic]( The new IAB openRTB protocol introduces a bidstream data field that indicates if an individual is an EU data subject and whether the person has consented to see targeted ads, as well as what data is available as part of that consent, including age, gender, location and other information the EU considers sensitive. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Cardlytics Debuts On Nasdaq As Founders Consider The Path Forward]( "I don’t think a lot of advertisers fully understand how engaged consumers are with online banking and why it’s such a unique channel," said President and COO Lynne Laube. [More](. [WFA Advertiser Survey Signals Major Focus On GDPR]( Seventy-six percent of respondents said reviewing programmatic practices for GDPR compliance is a major priority for this year. The GDPR topic has a 24-point lead over the second-most prioritized task: instituting multitouch and fractional attribution models. [More](. [Facebook Will Use Viewability To Measure Organic Page Reach]( The message is clear: The news feed is pay-to-play for publishers and brands. And by aligning the reach measurement criterion for ads with organic pages, it will be even more obvious which provides better exposure on the platform. [More](. [Data-Driven Thinking...A History Of Programmatic And The Era Of Control]( It wouldn’t be surprising if the word programmatic gives way to something else that better describes the work being done. But in the meantime, savvy marketers are making decisions about which parts of the ecosystem they want to own. [More](. [The Sell Sider...The Real Story Behind Chrome’s Ad Blocker]( The entire digital advertising landscape stands to benefit from the shift to more high-fidelity ad experiences: Ideally, readers will see ugly and irksome ads with far less frequency, marketers will be forced to invest in quality ad solutions and publishers that adopt more attractive and effective ad units will thrive. [More](. [Art & Science]( News Round Up Gold Mine Of Information People are watching more television, but less measurably. “We know the audience is there,” GroupM US managing director Ed Gaffney tells Mike Shields for a Business Insider on the chaotic state of TV measurement. "TV is not dying, it's evolving. And we really want to evolve with it. … The problem is, everybody has their own data and nobody shares." For its Olympics advertisers, NBC is building on the standard Nielsen fare with data from Adobe, FreeWheel and Oracle-owned Moat. And other networks will be paying close attention. "We are still measuring at the speed of the horse and buggy," says Discovery Networks CEO Jean-Briac Perrette. "The Olympics are probably the best laboratory for multi-screen usage. So we cannot just sit by. We're not going to keep waiting for third parties to get this together." [More](. At First Glance Publishers are the short-term winners from the shift to first-price auctions, since they’re paid the highest bid price. “Over time, however, the forces of auction dynamics come into play,” Kerry Bianchi, CEO of Visto (née Collective), writes at MediaPost. Bidding on different models across open exchanges could confuse or frustrate advertisers, at a time when it’s all too easy to consolidate spend with walled gardens. Buyers may drastically reduce bid prices to “test price elasticity.” [More](. Garbage Out Lotame purged 10% of its third-party data exchange after discovering 4 billion profiles were bots and fraudulent accounts. Lotame, one of the largest data exchanges on the market, has been helped by bot fraud detection startup Distil Networks. GDPR and the increased ability to attribute real-world campaign value are pressuring ad tech companies to jettison the junk. “First and foremost, advertisers need to trust the quality of the data and then look at the scale,” said Michelle Mirshak, VP of data architecture and platforms at Spark Foundry. “Scale with a disregard for quality and transparency is not acceptable.” [More at Adweek](. Incoming Facebook patented a method to segment users based on socioeconomic class. It’s an algorithm that factors in home ownership status, education, mobile and desktop device usage and data from the social platform to bracket people into three income tiers. [Read the patent](. Facebook came under heat last year for enabling illegal race-based targeting practices for housing and employment notices. And while socioeconomic segmentation isn’t technically illegal, Facebook’s inexact way of bucketing users could raise eyebrows. [More at Engadget](. But Wait, There's More! [India’s Antitrust Watchdog Fines Google For “Search Bias”]( - Reuters [Publishers With TV Ambitions Are Pursuing Netflix]( - Digiday [Drawbridge And mParticle Partner On Identity Management]( - release [Omnicom Built Its Own PMP For Location-Based Mobile Ads]( - Adweek [Guide To Audience Revenue And Engagement]( - CJR [Programmatic Pushes Cadreon’s Schmidt ‘Upstream’ To Creative]( - Beet.TV [As Facebook Stumbles, Twitter And Snapchat Show New Life]( - CNN [Disney Unveils Streaming Service Launch Slate]( - Deadline You’re Hired! [NBC Exec Jennifer Salke Named Head Of Amazon Studios]( - TechCrunch Podcasts [AdExchanger Talks Episode 63:]( Roku's Scott Rosenberg [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 [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](