AdExchanger News for December 13, 2018

Today's Must Read - Integral Ad Science Brings On Yahoo Exec Lisa Utzschneider As CEO [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, December 13 Join Us [Industry Preview, January 23-24, 2019]( - Day 2, 1:30 pm - Kirk Materne from Evercore Partners will review the challenges and opportunities for enterprise and application software industries in 2019. --------------------------------------------------------------- Today's Must Read [Integral Ad Science Brings On Yahoo Exec Lisa Utzschneider As CEO]( Integral Ad Science named Lisa Utzschneider as CEO Wednesday. She will start in January by performing a strategic analysis of the business and creating a growth plan for the verification company. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Tim Castree Named CEO Of GroupM North America]( Tim Castree’s big task will be to get GroupM back to growth in North America, its slowest growing market but the world’s largest advertising market. The media group suffered a number of account losses this year in North America including Ford and American Express. [More.]( [Does WPP’s New Strategy Signify The Recoupling Of Creative And Media?]( “GroupM could have a tighter integration with the creative side of the holding company,” said Jay Pattisall, principal analyst at Forrester. “That could look like GroupM agencies merged with a creative or digital agency, or it could be in the form of exclusive partnerships.” [More.]( [How Programmatic Is Reshaping J&J’s Shopper Marketing – Even For Non-Ecom Brands]( It’s easy to measure coupons and deals promoted in a grocery store aisle because they’re redeemed at a cash register, but they don’t connect to media metrics or the brand’s audience. [More.]( [The Real Impact Of Data Breaches]( The legal and regulatory frameworks to ensure some accountability and punishment severely lag behind the complexity and prevalence of routine data collection and retention practices – and not just in marketing. With no enforcement, companies have little incentive to devote real resources to preemptive and ongoing data protection. [More.]( [NFL Rights Help The Yahoo Sports App Score Millions Of Users]( Under the terms of the deal, Yahoo pipes in national advertisers’ commercials and sells the remaining portion of ad space itself, attracting advertisers like Honda and Snickers. Advertisers can’t buy an individual game, but those who buy a strip of mobile ads to run during the playoffs will also have their ads shown in the app during the Super Bowl, TV’s most prestigious programming event. [More.]( [Targeted Audience Delivery by TiVo]( [Need TV Audience Segments? Ask TiVo.]( [( News Round Up Adapting Accenture Interactive will acquire Adaptly, an ad tech and programmatic services company. Terms of the deal were not disclosed, but Adaptly has 150 employees and has raised $13 million in funding. Adaptly should help Accenture Interactive “enable workflow, improve quality assurance and really just operate better and faster and more effectively for clients,” Scott Tieman, global head of programmatic services at Accenture Interactive, tells The Wall Street Journal. The consulting firm has steadily pushed into the creative agency business for years, but caught flak from agency execs when it launched a [programmatic unit]( in May, which they say is in direct conflict with its media auditing business. [More](. Yieldbot No More Yieldbot’s struggles came to an end Wednesday, as the company shut its doors. Chief Data Scientist Soren Macbeth and co-founder and CTO Richard Shea each tweeted their goodbyes. “I’m incredibly proud of the people I got to work with and the technology that we built,” Macbeth [wrote](. “I don’t have a plan yet for what is next. Reach out if you know of something cool.” Shea [echoed]( the sentiment. Yieldbot [began in 2010]( as a publisher analytics platform and started selling media [two years later](. But as budgets shifted from ad networks to programmatic, the company faced a series of challenges, including a header bidding wrapper that didn’t catch on. In 2017 it [laid off]( a third of its employees, and co-founder and CEO Jonathan Mendez [left](. Yieldbot’s closing is now another example of the winnowing of ad tech companies. Open Arms Adoption of the IAB Tech Lab’s Open Measurement SDK is picking up steam. The SDK, which enables app publishers to work with multiple third-party viewability vendors without integrating multiple times, came out of beta in April and is now in various stages of deployment with hundreds of thousands of apps. According to the Tech Lab, that translates into a global reach of around 2 billion devices. But only 17 companies so far have completed the Tech Lab’s measurement SDK certification program, which ensures the product is being used correctly. Flipboard, Gameloft, InMobi and Pandora are all on the list. “With in-app advertising viewability and verification simplified and made more consistent, brands can confidently and more easily buy mobile app inventory,” said Dennis Buchheim, SVP and GM of the IAB Tech Lab. “Let’s continue the momentum.”[Read the release](. Hollywood Magic ABC is asking $2 million to $3 million per 30-second commercial for the 2019 Academy Awards, Variety reports. In the past couple of years, the high end for an Oscars ad has ticked up from $2.2 million to $2.6 million to $3 million, which is notable because the number of viewers dropped from 34.4 million to 32.9 million to 26.5 million during the same period. ABC has bolstered ad rates by allowing more contextual commercials, such as a series of Walmart-sponsored short films by female directors. Disney, which owns ABC, also commissioned research from Google to show that its tentpole events, like the Oscars and big sports games on ESPN, drove more search engagement for sponsor brands than comparable events like the Golden Globes or the Grammys (which air on NBC and CBS, respectively). [More](. But Wait, There’s More! - [Amazon Is Becoming A Toymaker]( - Quartz - [Tristan Walker On The Roman Empire And Selling A Startup To P&G]( - NYT - [Ad Tech CEOs Make Their 2019 Predictions]( - Video Ad News - [Disney To Split Up And Sell Fox Local Sports Networks]( - NY Post - [What Email Marketers Should Know About Alexa’s Latest Feature]( - Marketing Land - [The State Of Technology At The End Of 2018]( - Stratechery - [In-App Fraud Surges As Scammers Get Smarter On Mobile, CTV]( - Business Insider - [The 4A’s And IAB Call For Adoption Of IAB’s VAST 4.1 And Ad-ID Standards]( - release - [Satya Nadella On How Microsoft Got Its Groove Back]( - Forbes [Is your brand safe?]( [Tis the season to be wary. 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