AdExchanger News for October 23, 2018

Today's Must Read - Oracle Gets Into The CDP Game With CX Unity [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, October 23 --------------------------------------------------------------- Today's Must Read [Oracle Gets Into The CDP Game With CX Unity]( The CDP, CX Unity, is now pre-integrated with the Oracle Customer Experience (UX) Cloud and is designed to tie marketers’ first-party data to anonymous third-party offline and online data. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Adobe Teams Up With A Million Ads To Launch Dynamic Creative For Audio]( Adobe launched programmatic audio capabilities in July 2017, after receiving an uptick in demand from its customer base, said Justin Merickel, VP of media optimizer at Adobe Advertising Cloud. In the past six months that demand has increased significantly, especially among CPGs and retailers. [More.]( [Why Holding Companies Are Shedding Non-Core Assets]( Omnicom, Publicis Groupe and WPP have significantly pruned their portfolios this quarter. IPG and Havas, on the other hand, have disposed of smaller and less strategic agencies in the US in the past which "were not growing as much as they could have and probably were a drag on margins, but not in a material way," said Pivotal analyst Brian Wieser. [More.]( [How The Shpock Shopping App Weaned Itself From Demographic Data]( “People are on the platform to buy and sell,” Shpock's Jon Hatfield said. “For most advertisers this is the ideal time to engage with consumers, which is reflected in the performance we see from both direct and programmatic campaigns.” [More.]( [How Connected TV Will Impact All Media Buying and Its Pricing]( As marketers start to see that they can effectively hand-pick the consumers that best represent the potential to become a customer, across all devices, including programmatic audio and CTV, and layer this spend into their plan first, they will quickly realize that linear broadcast’s best use is as the “next layer” of a plan and not the first layer. [More.]( [Get our Holiday Hacks Guide]( [Make sure your ads cut through the holiday clutter.]( [Oracle.com/holidayhacksguide]( News Round Up If You Can’t Beat ’Em While Disney and WarnerMedia challenge Netflix head-on, Viacom is going the partner route. The network is relaunching MTV’s “The Real World” on Facebook Watch, for example, and running sequels as Netflix originals. Viacom’s Paramount Pictures will partner with streaming platforms to launch films that won’t do box office releases but could still resonate with specific audiences. And Viacom’s TV division will step up production from nine to 18 shows next year, with the new content largely going to unowned distribution channels. “I don’t know that we are going to change anyone’s existing habits, and I think it has been a fool’s errand for most people to think that we could have,” MTV President Chris McCarthy tells The Wall Street Journal. [More](. Related: Netflix will raise $2 billion in debt to finance a content acquisition spree. [Read that release](. Apps That Follow You Major marketing SDK companies that cater to mobile app developers have figured out how to retarget Android and iOS users who have recently uninstalled an app. Technology vendors including Adjust, AppsFlyer, MoEngage, Localytics, and CleverTap offer app-uninstall tracking and mobile leaders like Spotify, Yelp and T-Mobile US employ the service, Bloomberg reports. Uninstall retargeting may violate mobile operating system policies, but neither Apple nor Google have addressed the feature. Unlike web retargeting, which iOS in particular has handicapped, uninstall tracking is tied to mobile app IDs and fuels app store search budgets. In other words, don’t expect the practice to stop any time soon. [More](. Giving Away The Store A Portuguese court ruled against Alphabet on Monday in the first case of a European national court enforcing separation of the Android OS and Google mobile apps since the European Commission’s antitrust ruling and record $5 billion fine in July. The case was brought by the app store startup Aptoide, also one of the original complainants in the 2014 EU case, which saw its app systematically removed from Android smartphones, Reuters reports. “This court’s decision is a signal for startups worldwide. If you have reason on your side don’t fear to challenge Google,” said Aptoide CEO Paulo Trezentos. [More](. Related from CNBC: [Google Will Dominate Mobile In EU, Despite Antitrust Ruling](. But Wait, There’s More! - [Big-Name Agency Brands Are Struggling To Stay Relevant]( - Adweek - [Accenture Acquires Brazilian Content Marketing Agency]( - release - [Turner Launches Turner Ignite Branded Content Studio]( - Variety - [US And UK Unite Behind Industry Standard For Ad Fraud]( - release - [What Will Advertising For Voice Look And Sound Like]( - The Drum - [GroupM’s Catalyst: The Era Of Commerce]( - release - [Facebook On Hunt For Big Cybersecurity Acquisition]( - The Information - [How The Blockchain Could Break Big Tech’s Hold On AI]( - NYT [Targeted Audience Delivery by TiVo]( [Need TV Audience Segments? Ask TiVo.]( [( Podcasts [The Big Story Episode 15:]( You Trust Me, Right? [The Big Story Episode 14:]( Investigations, Valuations, Valedictions [The Big Story Episode 13:]( The Quest For Quality [The Big Story Episode 12:]( Fall Into Festival Season [The Big Story Episode 11:]( The Quest For Quality [The Big Story Episode 10:]( The Strange Case Of The Vanishing Media Agencies [The Big Story Episode 9:]( Snap Judgements And A Broken Oath [The Big Story Episode 8:]( New Faces In Challenging Places [The Big Story Episode 7:]( Brand-ishing New Tricks And Old [The Big Story Episode 6:]( Bid Crashing [The Big Story Episode 5:]( The A To Z On Amazon [AdExchanger Talks Episode 99:]( Oracle's Dave Helmreich [AdExchanger Talks Episode 98:]( Videa's Shereta Williams [AdExchanger Talks Episode 97:]( Chameleon Collective's Sean Finnegan [AdExchanger Talks Episode 96:]( News Corp's Stephanie Layser [AdExchanger Talks Episode 95:]( Epsilon's Stacey Hawes [AdExchanger Talks Episode 94:]( Waze's Suzie Reider [AdExchanger Talks Episode 93:]( PubMatic's Rajeev Goel [AdExchanger Talks Episode 92:]( MRC's George Ivie [AdExchanger Talks Episode 91:]( Mediaocean's Ramsey McGrory [AdExchanger Talks Episode 90:]( Knotch's Anda Gansca [AdExchanger Talks Episode 89:]( GroupM's Sarah Warner [AdExchanger Talks Episode 88:]( Providence St. Joseph Health's Madelyn Mills [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](