AdExchanger News for April 2, 2018

Today's Must Read - Agencies: Facebook’s Removal Of Third-Party Data Will Turn Back The Clock On Targeting Sponsor Message [Throtle]( [Accurate and deterministic identity resolution + onboarding](. [( [AdExchanger | Optimizing the News] Today from AdExchanger Monday, April 2 Join Us [PROGRAMMATIC I/O San Francisco, April 10-11](, sponsored by Telaria and OpenX, New for this year: your ticket will get you into any track on Day 1 and you are welcome to move from track to track as you see fit. --------------------------------------------------------------- Today's Must Read [Agencies: Facebook’s Removal Of Third-Party Data Will Turn Back The Clock On Targeting]( While some agency execs say this friction is detrimental to certain marketers, others argue it’s a necessary step considering Facebook’s recent troubles and the upcoming GDPR in Europe. To comply, Facebook must turn back time on targeting. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Data-Driven Thinking...Ads.txt And The Future Of Data Pricing]( Perhaps the most significant impact of Ads.txt adoption is on the price of premium media inventory. The demand for premium inventory and the removal of fraudulent impressions is driving inventory prices higher. [More.]( [AppLovin To Hit A $1 Billion Run Rate Within The Year – But It’s Still Business As Usual]( "We scaled nicely despite the cloud of unknown hanging over the company," CEO and co-founder Adam Foroughi said. "And we’re still solving the same problem we set out to solve at the beginning: to help smaller developers get discovered." [More.]( [The Sell Sider...Publishers, Stop Saying You’re ‘Sitting On A Pile Of Data’]( The intention of this phrase is to suggest that the publisher has some kind of secret weapon or inborn advantage that will allow it to come out on top in today’s highly competitive ad sales market...There is a problem with this expression, however. It is completely meaningless. [More.]( News Round Up The ‘At Any Cost’ Cost Facebook is reeling from internal backlash after a 2016 internal post written by VP Andrew “Boz” Bosworth was published Friday by BuzzFeed. The post preaches the platform’s mission to “grow at any cost” and cites some of the ugly realities of what Facebook’s connectivity can enable. “The ugly truth is that we believe in connecting people so deeply that anything that allows us to connect more people more often is *de facto* good,” Boz wrote. “That can be bad if they make it negative. Maybe it costs a life by exposing someone to bullies. Maybe someone dies in a terrorist attack coordinated on our tools.” [More](. Inside the company, the report has opened a can of worms as some employees pushed back against media leaks while others wished for a less strained dialogue with the press. [More on that at The Verge](. Eyes And Ears A set of Google and Amazon patent applications open a window into how in-home audio and video-enabled devices could be tied to ecommerce and marketing. The companies say their assistant-enabled devices are activated by commands (“Hey, Alexa,” “Hey, Google”). But Amazon is filing for a “voice sniffer algorithm” that would capture moments when people use words like “love,” “bought” or “dislike” to inform preferences or confirm transactions, reports Sapna Maheshwari at The New York Times. Another Amazon patent details how passive audio data could determine mood – “volume of the user’s voice, detected breathing rate, crying and so forth” – and pick up coughing, sneezing and other early signs of a medical condition. Meanwhile, a Google patent shows how its Nest home setup could be used to prevent a baby from engaging in “mischief” and also lays out how brand and celebrity images around the house can be combined with browser and search history to improve and personalize preferences. [More](. Hardly Working The so-called “ad tech tax” could add up to $30 billion per year. A study by Warc finds that of the $63.4 billion spent on programmatic media in 2017, only 40%, or $25.4 billion, went to working media. The study doesn’t include measurements of fraud, which could push the share of working media dollars even lower, reports MediaPost. If 10% of media dollars go to fraud, working media would account for just 36% of marketer investments. Programmatic dollars break down, on average, as follows: 5% ($3.2 billion) goes to the marketer’s agency of record, 15% ($9.5 billion) goes to a trading desk, 10% ($6.3 billion) to a DSP, 25% ($15.9 billion) to data, targeting and verification vendors and 5% ($3.2 billion) to exchanges. [More](. But Wait, There’s More! - [A Cynic’s Guide To Facebook Booting Third-Party Data]( - Business Insider - [Walmart In Early-Stage Acquisition Talks With Humana]( - WSJ - [What Is Facebook Doing To Protect Election Security?]( - blog - [CBS Planning Proposal For Viacom Deal]( - Bloomberg - [Flashtalking Publishes Cookie Rejection Index]( - release - [NBCU’s Rosen On Self-Serve Tie-Up With Adobe Ad Cloud]( - Beet.TV - [The Relationship Between Paid Search And Ecommerce]( - ClickZ - [YouTube And Pinterest Influencers Rarely Disclose Marketing Deals]( - Wired - [Fallout From Cambridge Analytica Gets A Shrug From Marketers]( - AdAge Podcasts [AdExchanger Talks Episode 70:]( Cognitiv's Jeremy Fain [AdExchanger Talks Episode 69:]( Prohaska Consulting's Matt Prohaska [AdExchanger Talks Episode 68:]( 4C Insights' Lance Neuhauser [AdExchanger Talks Episode 67:]( Goodway Group's Jay Friedman [AdExchanger Talks Episode 66:]( Visto's Kerry Bianchi [AdExchanger Talks Episode 65:]( Forrester's Joanna O'Connell [AdExchanger Talks Episode 64:]( BrightLine's Jacqueline Corbelli [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 [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: [Facebook]( [Twitter]( [LinkedIn]( [Google+]( | [Forward To A Friend]( AdExchanger | 41 E. 11th Street, Floor 11 | NYC | 10003 [Update your email preferences]( [Facebook]( [Twitter]( [LinkedIn]( [Blog](