AdExchanger News for January 15, 2018

Today's Must-Read - DTC Mattress Startups Nectar And DreamCloud Are Obsessed With Tests [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, January 15 Join Us [Industry Preview, January 23-24, 2019]( - Day 2, 1:30 p.m., "The Publisher Of The Future" - Bloomberg, Cheddar and New York Media will take the stage to discuss their evolving publishing platforms and the forces at work on the fast-moving news media landscape. --------------------------------------------------------------- Today's Must Read [DTC Mattress Startups Nectar And DreamCloud Are Obsessed With Tests]( “We have disdain for the idea of running something without measurement to make sure it’s working,” DreamCloud co-founder Scott McLeod said. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Basic Private Auctions Are ‘Going The Way Of The Dinosaur’ As Programmatic Cleans Up]( As the open marketplace’s performance and safety has improved, the value of these basic private marketplaces has diminished. Buyers cite third-party measurement providers, Ads.txt, FBI arrests of ad fraud masterminds and Google’s invalid traffic refunds as positive factors that have motivated them to move budgets back to the open marketplace. [More.]( [Frequency Management: Let’s Do Better Than Average]( Unfortunately, most frequency distribution curves are heavily polarized at the extreme highs and lows. Even if a campaign achieves an average frequency within the optimal range, it’s highly likely that a small percentage of users account for a disproportionately high share of impressions, while most users received too few ads to make a difference. [More.]( [Emotional Targeting by Unruly.]( [Don’t just reach people. Move people.]( [( News Round Up Doubled Up DoubleVerify has acquired the Finnish contextual ad tech startup Leiki for an undisclosed sum. Leiki is DoubleVerify’s first acquisition and comes a year and a half after DV was bought by the private equity firm Providence Equity Partners. Other ad tech companies sold to PE, like Marketo and Mediaocean, also [bought up smaller companies]( to fill point solutions in preparation for a resale. And a week after Oracle closed its deal for Moat, a rival of DoubleVerify in ad viewability and verification, it acquired the contextual advertising company Grapeshot. Brand safety, online ad viewability and fraud are intertwined issues for advertisers, so it doesn’t make sense to have separate vendors for each. Avoiding fraud and pornography is no longer the bar, DoubleVerify CEO Wayne Gattinella tells Adweek. Now marketers want a much better understanding of headlines and the ability to parse news on the page. [More](. Button Down German regulators will ban Facebook from collecting user data from third parties and prohibit data sharing between Instagram and WhatsApp. The ruling comes after an investigation into whether the company’s third-party data practices were unclear about gaining consent for online tracking when people signed up for the services. Under the new rules, Facebook will likely be unable to collect data from its “like” and “share” buttons across the web, which could limit its ad targeting and user engagement data. The case could also trigger a broader EU investigation, Bloomberg reports, because Germany has an influential regulatory agenda with the European bloc. [More](. Pulp Friction A media holding company known for snapping up and trimming down newspapers has made an offer for Gannett, publisher of USA Today and other state and local papers. Gannett’s value has dropped by two-fifths since it went public in 2016, and Digital First Media, the hedge fund-backed firm proposing the takeover, already owns 7.5% of the company, The Wall Street Journal reports. Print newspaper subscriptions are disappearing, but at a predictable rate. By buying up scores of newspapers and making major newsroom reductions, investors generate profit because it could take years for subscription losses to accelerate due to a loss in quality. As an investor in Gannett, Digital First is already calling for a moratorium on digital investments. [More](. On the flip side, [Wordpress introduced]( a publishing platform Monday backed by $2.5 million from Google and a collection of journalism groups to support local news orgs “struggling to find sustainable models for journalism.” But Wait, There’s More! - [A Q&A With Condé Nast’s Revenue And Marketing Chief]( - Digiday - [UK Ad Watchdog Has Eyes On Social Media Influencers]( - Sky News - [dunnhumby Launches Media Business Powered By Retail Data]( - release - [NYT Debuts Flash Briefing And Other Alexa Voice Products]( - Nieman Lab - [Panoply Media Welcomes iHeartMedia To Its Megaphone Platform]( - release - [AWS, MongoDB And The Economic Realities Of Open Source]( - Stratechery - [Dentsu Report: China’s Ad Spend To Grow By 7% In 2019]( - The Drum - [Facebook, Apple, LinkedIn And The Fight For News]( - Yahoo Finance - [NBCU Shakes Up Execs For Plan To Launch Streaming Service]( - Variety You’re Hired! - [Former Jim Beam CMO Takes Cannabis Marketing Job]( - Ad Age - [Dailymotion Strengthens Its Ad Team With New Hires]( - release Podcasts [The Big Story Episode 25:]( The Data Deluge At CES [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? [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 109:]( Twitter's Matt Derella [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 [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](