AdExchanger News for May 16, 2018

Today's Must Read - Overheard At Luma: Relevant Pubs Will Win, Everyone Else Will Fail Sponsor Message [Salesforce DMP]( [Capture, unify & activate data to deepen consumer engagement](. [( [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, May 16 --------------------------------------------------------------- Today's Must Read [Overheard At Luma: Relevant Pubs Will Win, Everyone Else Will Fail]( Despite the value media people ascribe to the importance of what they call premium content, “their brands are disposable,” Skift CEO and founder Rafat Ali said. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Chobani Dives Into Data With Nielsen Marketing Cloud]( Connected TV was a major focus, said Nielsen EVP Damian Garbaccio. “That’s a sign of Chobani’s innovation, and that’s frankly where we’re innovating.” [More.]( [Bonnier Evaluates Telaria’s Newest Offering: Analytics, Decisioning And An Ad Server]( Getting publishers to buy into the ad server is the most ambitious component, especially in a world with established heavyweights such as Google, Comcast’s FreeWheel and Innovid. [More.]( [Data-Driven Thinking...GDPR And Lessons From The Credit Card Chip Rollout]( Ahead of the fast-approaching May deadline, the successes and failures of the EMV (Europay, MasterCard and Visa) rollout can serve as a useful example. [More.]( Sponsor Message [Make Sense of Invalid Traffic]( [Watch the webinar from Oracle’s Moat to learn how to handle IVT.]( [info.moat.com/invalid-traffic-webinar-on-demand.html]( News Round Up Sorrell Speaks Martin Sorrell had plenty on his mind as he took the stage at Luma Partners’ DMS conference on Tuesday, so much so that moderator Terry Kawaja could hardly get a word in. Sorrell’s most surprising comments were on Amazon’s ad business. He said Amazon’s ad teams are “superb” and more sophisticated than their counterparts at Google and Facebook. “The Amazon people are extraordinarily well directed.” He also described a long negotiation WPP undertook with Amazon to put a client’s product on the platform. As part of the deal, Amazon agreed to share first-party data with WPP and its client. However, “after a long negotiation the product goes onto the platform and Amazon doesn’t provide the data.” As a result the deal was canceled. Sorrell also said of the tech giants as a group: “They have massive economic power and with massive economic power comes responsibility. Where’s the transparency of the algorithm? Where’s the transparency of the page rankings? They have to be responsible for the content that flows through their pipes. They can’t disown responsibility.” Hazy View Since 2012, Facebook’s view tags have allowed marketers to see if their ads drove sales. They were a convenient tool back in the day when Facebook needed to prove out its desktop advertising. But Facebook said in a blog post that it is altering the way view tags, which don’t work well in mobile, can be used: “Moving forward, we'll work with a more focused set of view tag providers to allow them to count impressions for verification purposes, but view tags will no longer be used for measurement purposes beyond counting.” The change begins with new campaigns beginning July 1, and campaigns running before July 1 will see the changes on Oct. 1. [Read the blog](. Kargo Jettisoned Kargo has hit the pause button on its European business as GDPR looms. As of May 25, Kargo won’t be “running revenue” in the EU, transferring a third of its London office to the French-owned digital ad company Sublime Skinz. The move represents Kargo’s attempt to “wait out” the uncertain regulatory and enforcement environment of a post-GDPR world, writes The Drum’s Ronan Shields. Also, Kargo – like many of its ad net predecessors – is attempting to become a pure programmatic tech provider, and it cut 40 staffers in April to accommodate that shift. [More](. Dumping The DMP? Marketers including Duracell and Deutsche Telekom have moved away from using data management platforms because they feel they’re not getting value. And with GDPR on the horizon, brands are removing tags from their websites and advertisements to limit their collection of third-party data. DMPs are expensive and take a lot of resources to set up and manage, and as marketers bring more resources in-house, they’re debating whether the cost is worth the benefit, writes Seb Joseph at Digiday. “Eighty percent of the advertisers I speak to feel like they’re not getting the most from their DMP,” an ad tech consultant said. “But rather than shut them down and admit that a piece of technology so expensive hasn’t worked up until now, I’m seeing marketers use the GDPR to exercise break clauses in their contracts with DMPs so they can figure things out.” [More](. But Wait, There’s More! - [The Moat Map]( - Stratechery - [Digital Revenues Up, Profits Down At Dentsu]( - Campaign - [New Facebook Data Leak Exposed Details On 3 Million Users]( - New Scientist - [Data, But Few Details, On What Facebook Removes]( - NYT - [S4M Raises $12 Million In Funding]( - release - [Cable TV Sees Rise In VOD Ad Opportunities]( - MediaPost - [Snap Starts Showing Unskippable Six-Second Ads]( - AdAge - [Centro Integrates With Tapad For Cross-Device Performance]( - release - [The Extremist Approach: Why Some Pubs May Block EU Visitors]( - Digiday - [OpenOcean: Mark Read & Caroline Daniel At CEO Summit]( - blog - [US Cell Carriers Selling Real-Time Phone Location Data]( - ZDNet You’re Hired! - [Mirriad Expands Global Exec Team]( - release - [Daphne Wang Joins Bully Pulpit Interactive As Senior Director]( - blog - [Adam Green Joins Broadsign As GM, Broadsign Reach]( - release - [AdMarketplace Taps Ad Tech Vet Ariff Quli As CRO]( - release Podcasts [AdExchanger Talks Episode 76:]( Google's Bob Arnold [AdExchanger Talks Episode 75:]( Pivotal Research's Brian Wieser [AdExchanger Talks Episode 74:]( iSpot.tv's Sean Muller [AdExchanger Talks Episode 73:]( Getty Images' Kavata Mbondo [AdExchanger Talks Episode 72:]( NYIAX's Carolina Abenante [AdExchanger Talks Episode 71:]( Gartner's Martin Kihn [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 [Get More AdExchanger Talks Episodes >>]( Events [PROGRAMMATIC I/O](, New York, October 15-16, 2018 [Industry Preview 2019](, NYC, January 23-24, 2019 [PROGRAMMATIC I/O](, San Francisco, April 29-30, 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](