AdExchanger News for January 24, 2018

Today's Must Read - What Does Google’s GDPR Fine Mean For The IAB’s Consent Framework? (Probably Nothing Good) [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, January 24 Join Us [Industry Preview, January 23-24, 2019]( - Doors open at 8 a.m. today for Day 2 at the Grand Hyatt New York. Keep up with all things conference related using #IP2019. --------------------------------------------------------------- Today's Must Read [What Does Google’s GDPR Fine Mean For The IAB’s Consent Framework? (Probably Nothing Good)]( If Google is getting called out for porting and sharing consent for its own services, where does that leave IAB Europe’s GDPR Transparency and Consent Framework? The IAB proposal is widely seen as the industry’s best bet to enable publishers to effectively share user consent with their key ad tech vendors. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Datorama Unveils New Campaign And Analytics Tools For Salesforce Cloud]( Salesforce won’t buy media – the brand or agency using Datorama must still integrate with a DSP or trade desk – but it will enable marketers to pause and start campaigns or adjust creative from a single hub, Datorama's Jay Wilder said. [More.]( [Podcast: Sovrn Goes Wide]( This week on the AdExchanger Talks podcast, CEO Walter Knapp summarizes the company’s thesis: “Can we build products and tools and technologies and services that enable media businesses … to do more of what they want to do and less of what they don’t want to do?” [More.]( [LinkedIn Takes An Interest In Interest-Based Targeting]( “A lot of B2B targeting is based on reaching accounts or looking at job titles and so forth, and that is something we’re trying to change by combining profile data with expressions of intent to make the targeting more compelling,” Abhishek Shrivastava said. [More.]( [Telaria To Power Hulu’s PMP, Automating Big Screen Ads]( As part of a two-year deal, Hulu will use Telaria’s tech to enable its PMP for advertising across all screens, the video ad platform said – from the big one in the living room to the small one in the back pocket. [More.]( [Nextdoor’s CRO Lays Out The Welcome Mat For Advertisers]( Nextdoor’s advertising revenue tripled in the past year. In December 2018, it set up programmatic pipes to supplement its direct-to-advertiser businesses. It will only sell its inventory through private marketplaces. [More.]( [Emotional Targeting by Unruly.]( [Don’t just reach people. Move people.]( [( News Round Up Up The Funnel Amazon is giving marketers buying its Sponsored Brand Ads on its platform more insight into the consumers purchasing their products. Amazon released metrics this month that allow marketers to see how many Amazon purchases were made by people who had never purchased the brand on the platform before and the cost of capturing new customers, Digiday reports. The metrics were released in response to advertisers wanting more insight into Amazon’s use as a branding platform rather than just a performance play to drive sales. “If Amazon is effectively a search engine for retail, we want to be looking at higher-funnel metrics, and this is a great beginning of an answer by Amazon to say that ‘we appreciate that sales exist beyond 14 days, that we’re not just a point-of-sale place but we’re actually teaching people about brands and making them aware,’” said David Hutchinson, iProspect’s national director of paid platform merchandising. [More](. Blocking And Tackling A tweak proposed by the developers of Chromium, Google’s open-source code base for the Chrome browser, could derail some of the web’s more aggressive ad blockers. Chrome may use a more restrictive API call so that browser extensions that heavily analyze and modify content on site pages can’t interfere in real time. The new Chromium protocol mirrors the content-blocking formula used by Adblock Plus and AdBlock, which are ad blockers in the Acceptable Ads whitelisting program that allow advertisers to reach ad-blocker users, according to Raymond Hill, developer of uBlock, which [takes a no-compromise stance]( on blocking ads. As a result, Adblock Plus and AdBlock would still function. The change accompanies Google’s tentative foray into ad blocking; its Chrome browser will begin enforcing bans on certain ad formats this year. [Android Police has more](. Ad-Free! The Way To Be? Hulu will drop the price of its basic ad-supported subscription plan from $7.99 per month to $5.99, two weeks after Netflix raised its price by $2 per month. Hulu’s premium ad-free subscription is priced similarly to Netflix’s, but the challenge of ad-free streaming (i.e. producing content without selling ads) is “creating enough of a cost divide that consumers might find its commercials easier to put up with,” The Verge writes. Hulu’s Live TV skinny bundle raised its rate to $44.99 a month after adding Discovery channels, so in general the divide between ad-supported and ad-free content costs is becoming a chasm. Disney recently reported losses of about $1 billion from Hulu and its streaming technology products last year, so Hulu is also looking to boost subscribers however it can. Industry observers will be keeping a close eye on Hulu’s prices and revenue, which will be the bellwether for media players and marketers considering whether ad-free video content can win market share from ad-free options such as Netflix, Amazon Prime and HBO. [More](. But Wait, There’s More! - [Life Without The Tech Giants]( - Gizmodo - [iHeartMedia Nears Bankruptcy Exit With Court Approval]( - Bloomberg - [Cision Acquires TrendKite Media Measurement Tech For $255M]( - release - [Spotify And Pandora Duke It Out For Podcast Dominance]( - Ad Age - [Publishers Can Engage Advertisers With Data Consulting]( - eMarketer - [Activist Investors Press eBay To Shed StubHub, Classified Ads]( - WSJ - [Mediaocean, WideOrbit Partner To Automate Local Broadcast TV Buys]( - release - [IAB UK Launches Tool To Show Value In Ad Tech Middlemen]( - The Drum - [Interview With S4 Chairman, Sir Martin Sorrell, From WEF]( - CNBC - [BuzzFeed Plans Layoffs As It Aims To Turn A Profit]( - NY Times You’re Hired! - [PubMatic Names New CTO, VP Of Video And GM For Mobile]( - 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](