AdExchanger News for January 7, 2018

Today's Must Read - Weather Channel Location Data Lawsuit Signals Stormy Times Ahead [AdExchanger | Optimizing the News] Today from AdExchanger Monday, January 7 Join Us [Industry Preview, January 23-24, 2019]( - Day 1, 2:40 p.m. - Michael O'Rielly, Commissioner, Federal Communications Commission, discusses what's up at the FCC in 2019 as it relates to media and marketing. --------------------------------------------------------------- Today's Must Read [Weather Channel Location Data Lawsuit Signals Stormy Times Ahead]( On Thursday, the city attorney for Los Angeles filed a lawsuit accusing The Weather Channel app and its parent company IBM, of duping users into providing permission to collect geolocation data without explaining exactly how that data would be used, aka, not just for weather-related forecasts and alerts. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Why Music Audience Exchange Brought In A Rolling Stone Exec To Pitch Data-Driven Music Sponsorships]( Michael Provus hopes to sell MAX’s value prop to more brand clients – many of whom purchased Rolling Stone's advertising from him at his previous gig. [More.]( [The Next Evolution Of Programmatic: The Publisher Exchange]( Now another technical change is on the horizon that promises to remake programmatic again: publisher-direct connections or publisher exchanges. Until now, almost all programmatic buying has gone through a similar pipeline: Advertiser -> demand-side platform (DSP) -> exchange -> publisher. [More.]( [Product Teams Are The Mobile Marketers Of Tomorrow]( It is machines that make the decisions. People have a role, of course, but that role is primarily to calibrate the machines and interpret data. Product teams are more suited for this than traditional marketers. [More.]( News Round Up Clear Your Desk The buy-side push for ad tech transparency has changed Xaxis, the GroupM trading desk with a black box ad-buying model. The business has made some concessions, like offering self-service products and disclosing its margins, reports Digiday. Xaxis has also embraced outcome-based deals as a way to tie its buys to business results that satisfy an attribution algorithm without exposing its secret sauce. And while the United States and Europe have slowed in light of changing buying models in those markets, emerging markets like China and India have propelled overall growth for Xaxis, says CEO Nicolas Bidon. “We’re a billion dollar business growing at a double-digit rate, so I’d be hard-pressed to say the agency trading desk model is dead. It does, however, need to evolve.” [More](. By The Book Salesforce Marketing Cloud exec Chris O’Hara spoke with Adweek about his book “[Data-Driven](,” co-authored with Krux founders Tom Chavez and Vivek Vaidya. He describes how senior marketers are still fighting to overcome fear, uncertainty and doubt in their data strategies. “Some marketers think they have way more data than they actually have, and others think they don’t have a lot of data but actually do,” he says. From the consumer point of view, O’Hara argues the archetypal “shoe ad that follows you everywhere” may soon be a thing of the past. “There’s a good opportunity to be smarter about using data to determine if someone already bought something, and the ability to stop wasting a lot of money marketing to somebody who’s already bought the thing you’re trying to get them to buy.” [Read the interview.]( Movie Meme Marketing Magic “Bird Box,” the Netflix original movie that drew in 45 million accounts over the holidays, demonstrates the power of memes in the movie marketing playbook. Above-the-fold, auto-play previews on the Netflix home page definitely helped boost the thriller. But the flood of memes on social media hooked viewers as well. “I feel like I’m being conned into watching it by some unseen force that’s funneling ‘Bird Box’ memes onto my timeline,” one viewer tells The Ringer. “I figured that I just about got the gist of the joke, visual memes are largely self-explanatory,” said another. “But there was just so many of them, and they seemed so versatile, so I ultimately decided to watch the movie to make sure I wasn’t missing any nuance.” [More](. But Wait, There’s More! - [Some Ad Agencies Could Feel The Pinch As Shutdown Drags On]( - Ad Age - [How Netflix Could Eventually Stop Losing Money]( - Bloomberg - [Marriott Says Hackers Swiped Millions Of Passport Numbers]( - WSJ - [Maryland Judge Bars Enforcement Of Political Ad Law On Media]( - Baltimore Sun - [With New Ownership, Fortune Seeks To Diversify Revenue]( - Digiday You’re Hired! - [SeaChange Appoints Yossi Aloni As SVP, Commercial Chief]( - release - [Mastercard Hires First Chief Experience Officer From SapientRazorfish]( - Adweek Podcasts [The Big Story Episode 24:]( All Hail 2019! [The Big Story Episode 23:]( Closing Out The Year With OpenX And Google [The Big Story Episode 22:]( WPP’s Big Plan [The Big Story Episode 21:]( Sir Martin Sorrell’s Botanical Curiosity [The Big Story Episode 20:]( Fuel For The Holidays [The Big Story Episode 19:]( DTC Disrupts The Competition [The Big Story Episode 18:]( Thus Spoke The Electorate [The Big Story Episode 17:]( Planting Seeds In The Walled Gardens [The Big Story Episode 16:]( Twitchy Trigger Finger [The Big Story Episode 15:]( You Trust Me, Right? [The Big Story Episode 14:]( Investigations, Valuations, Valedictions [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 108:]( Centro's Shawn Riegsecker [AdExchanger Talks Episode 107:]( Sparrow Advisers' Ana Milicevic [AdExchanger Talks Episode 106:]( LinkedIn's Penry Price [AdExchanger Talks Episode 105:]( Vistar Media's Michael Provenzano [AdExchanger Talks Episode 104:]( GCA Advisors' Josh Wepman [AdExchanger Talks Episode 103:]( Dotdash's Neil Vogel [AdExchanger Talks Episode 102:]( Jounce Media's Chris Kane [AdExchanger Talks Episode 101:]( Unruly Media's Norm Johnston [AdExchanger Talks Episode 100:]( Facebook's Mark Rabkin [AdExchanger Talks Episode 99:]( Oracle's Dave Helmreich [AdExchanger Talks Episode 98:]( Videa's Shereta Williams [Get More AdExchanger Talks Episodes >>]( Events [Industry Preview 2019](, NYC, January 23-24, 2019 [PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, April 29-30, 2019 [PROGRAMMATIC I/O](, New York, October 15-16, 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](