AdExchanger News for January 17, 2018

Today's Must Read - Our Shrinking Publisher Middle Class [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, January 17 Join Us [Industry Preview, January 23-24, 2019]( - The official networking app has launched for anyone who has registered for the conference. Download it now to connect with fellow attendees and event participants ahead of #IP2019. --------------------------------------------------------------- Today's Must Read [Our Shrinking Publisher Middle Class]( Until we have a true level playing field and score being kept the same way for all publishers across all media, the “wage” gap among top three publishers and everyone else will continue to expand. Attribution is clearly not the only answer. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [The Big Story: This Episode Brought To You By The Letters CES And PMP]( Rejuvenated after the annual pilgrimage to Las Vegas to worship at the mighty altar of the Consumer Electronics Gods, the AdExchanger editors return to dish on developments within the giant cluster. [More.]( [Integrate Buys ListenLoop To Help B2B Marketers Link Programmatic To Demand Gen]( The acquisition, announced Wednesday, is Integrate’s first foray into M&A. Jeremy Bloom, Integrate’s CEO and founder, declined to share the deal price, but said ListenLoop’s 25 employees – composed mainly of engineers – are coming aboard, bringing Integrate’s total headcount to around 225. [More.]( [How PadSquad’s High-Impact Ads Survived In The Face Of Header Bidding]( PadSquad, which designs and places high-impact ads, traditionally nabbed a spot in the publisher’s waterfall, but had a tougher time winning impressions once header bidding became the norm. [More.]( [Yes, Some Metrics Are ‘Fake,’ But Performance Marketers Don't Care]( That’s because top-of-funnel metrics, such as video views, which Facebook admitted in 2016 to overstating, play a fairly trivial role in performance marketing. They are interesting to benchmark but mostly immaterial on their own. [More.]( [Emotional Targeting by Unruly.]( [Don’t just reach people. Move people.]( [( News Round Up A New Review Procter & Gamble is running a round of internal bids in an effort to cut marketing costs and bring more services in house. Rather than launch a formal review, P&G has asked its incumbent agencies, Carat and Hearts & Science, to duke it out against its in-house trading desk for seven brand categories across its North American business. Execs with knowledge of the pitch tell Adweek that Carat won away some of Hearts & Science’s business with the CPG giant. As always, having P&G as your [flagship account]( is a double-edged sword. “We are now providing brands a little more flexibility to decide if they do their own planning, digital buying or put their hands on the keyboard for search and programmatic,” says a company spokesperson. “This puts our brands closer to decisions to drive growth.” [More](. Brand Cache When The New York Times shut off its open exchange sales in Europe in the lead-up to GDPR, its digital ad revenue didn’t slip. In fact, digital ad sales increased significantly after the publisher introduced geographical and contextual targeting for GDPR last May. The Times briefly re-upped its inventory on the open exchange last year but then withdrew again, SVP of global advertising Jean-Christophe Demarta tells Digiday. “The fact that we are no longer offering behavioral targeting options in Europe does not seem to be in the way of what advertisers want to do with us,” he says. “The desirability of a brand may be stronger than the targeting capabilities.” [More](. Snap Out Of It The departure of Snap finance chief Tim Stone eight months after his hire is the latest in a long string of executive departures, including strategy leader Imran Khan, VP of sales Jeff Lucas and previous CFO Drew Vollero. [More on that at AdExchanger](. His early exit will be seen as an ill omen by investors who are already skittish about Snap, which is facing user decline, stubborn unprofitability and a Justice Department probe into competitive disclosures about Instagram during its pre-IPO process, The Wall Street Journal reports. “Snap has an opportunity to pull out of a tailspin that it’s in, but the CEO has to act quickly,” says Brent Thill, an analyst at Jefferies who follows Snap. [More](. But Wait, There’s More! - [Facebook Ad Profiles Are A Mystery To Most Users, Survey Says]( - NYT - [Why Gartner Thinks CMOs Will Cut Analytics In Half]( - Marketing Dive - [DuckDuckGo To Use Apple Maps, Avoiding Google Privacy Standards]( - The Verge - [10 Ways Roku Is Growing Its Ad Business]( - eMarketer - [Amazon Rewrites Book Industry With March Into Publishing]( - WSJ - [Vengo Labs Raises $7M For Digital Vending Machine Ad Network]( - release - [Roku Removes Infowars Channel Following Backlash]( - Variety - [Confessions Of A Brand Media Chief On The In-Housing Dilemma]( - Digiday - [Sprinklr CEO On How To Survive The Mar Tech Crash]( - Business Insider - [Ghostery Launches New Product With Premium Browsing Features]( - blog post You’re Hired! - [Alpha Expands Exec Team With Marketing, Product Hires]( - release - [JumpCrew Names Gordy Casasco As VP, SEO And Content]( - 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](