Today's Must Read - Brands Think Outside The Box With OOH-Triggered Retargeting
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Wednesday, April 18
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Today's Must Read
[Brands Think Outside The Box With OOH-Triggered Retargeting](
Established out-of-home media companies, like Clear Channel Outdoor and Outfront Media, geofence their billboards to retarget consumers online, while platforms like Facebook let retailers use offline purchase data to create Custom Audiences through an offline conversion API. Newer players, like car-wrapping startup Wrapify, are also popping up to help bridge the gap. [More.](
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[Data-Driven Thinking...Facebookâs Blow To Third-Party Data Makes First-Party Data Even More Crucial](
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News Round Up
WPP Breakup
What will WPP do without CEO Martin Sorrell? One school of thought, [highlighted by Bloomberg](, predicts a board-led breakup of WPPâs more than 400 operating companies as it âloses the man holding the empire together.â Kantar is the most obvious target for divestment, [The Independent reports](, as Sorrell has said himself that the $4.3 billion custom research unit has been slow to realize synergies with the rest of the holding company [[AdExchanger coverage](]. Kantar has always been a core part of Sorrellâs vision, so divesting it would be a huge strategic shift for the company. But with WPP Chairman and corporate cost-cutter Roberto Quarta, aka [âBob the Knife,â]( at the helm, itâs unclear whether WPP has the patience to wait out Sorrellâs long-term vision in favor of short-term growth, WSJ reports. According to The Guardian, breaking up the group could net shareholders [$27 billion](. All of the uncertainty caused WPPâs stock to drop 6.5% on Monday, wiping $1.2 billion off of WPPâs market value, [reported The Times](.
Big Shoes To Fill
Meanwhile, WPPâs search for a new leader begins. The company has brought on recruitment firm Russell Reynolds to replace Sorrell, The Guardian reports. While many industry observers are speculating that Sorrellâs successor will come from [within the WPP family](, hiring an outside firm may help the holding company expand its search outside the company. But whatâs next for Sir Martin, who âis almost never incommunicado, he replies to emails at lightning speed and is a consummate networker,â asks Sky News. Thatâs unclear, but heâll have to channel that restless energy somewhere â and without a noncompete clause in his contract, he may do just that. [More](.
Who Speaks?
Sorrell has been such a seminal figure in the ad industry that his exit casts uncertainty on the entire holding company sector. Digiday posits that Sorrellâs exit could lead the holding company model, already under pressure from shrinking margins, cumbersome operating models and competitive silos, to cease to exist altogether. [More](. And then thereâs the question of who will speak up for the industry against the power of Facebook and Google, which Sorrell famously dubbed âfrenemiesâ over a decade ago. âAt the very least, his role and voice across the industry had outsize impact,â said Jason Kint, CEO of Digital Content Next. âSo we donât know at this point what will fill that from the buy side. There probably was no company more in a position better to weaken the duopoly.â [More](.
Chugging Along
While ad landâs focus is trained on Sir Martinâs sudden departure from WPP, Omnicom reported earnings Tuesday with revenues growing marginally, by 1.2% to $3.6 billion. [Read the release](. North America was flat due to client losses and spending cuts in the region, CEO John Wren told investors on the call. Omnicomâs advertising unit grew 1.6%, led by media agencies PHD and Hearts & Science, partly offset by weakness at OMD, and CRM consumer experience was up 6.9%. When asked by investors whether or not Wren will consider acquiring some of WPPâs core assets, he said thatâs not a âkey focusâ of the companyâs acquisition strategy, reports Alex Bruell for The Wall Street Journal. âIn many ways, I have a great deal of respect for Martin,â Wren said. âI know he was in the process of evaluating his own portfolio. I donât know what conclusion the new leadership will reach.â [More](.
Oldest Tricks In The Book
Why and how does Facebook track people online if they arenât logged on or donât have Facebook accounts? David Baser, Facebookâs product management director, details the data Facebook collects on non-users, including browser tracking via its âlikeâ and âshareâ buttons, its login feature that allows apps or venues to enroll new sign-ups and a measurement pixel advertisers can put on their sites. [Read the blog post](. Itâs partly about security standards â like knowing to ask verification questions to potential bots or bad actors trying to access an account. The main point, though, is that online platforms like Twitter and LinkedIn have similar features. Google Analytics in particular tracks online browsing regardless of whether users are logged in to Google services, and [the competition]( would like to see a harsher spotlight on the Google elephant in the room, not just the 400-pound Facebook gorilla.
But Wait, Thereâs More!
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[Industry Preview 2019](, NYC, January 23-24, 2019
[PROGRAMMATIC I/O](, San Francisco, April 29-30, 2019
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