AdExchanger News for January 3, 2017

Today's Must Read - M&A 2016: The Year Ad Tech Cautiously Rose Again Sponsor Message [Introducing PulsePoint VISION] [A clear view of your entire bid landscape, in one platform.] [insights.pulsepoint.com/vision] [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, January 3 Join Us [In 2 Weeks - Industry Preview, January 18-19, New York] - Session Spotlight: Measuring More - The Upfront of Technology - Marianne Gambelli of Horizon Media, Peter Naylor of Hulu, Maureen Bosetti of Initiative and Donna Speciale of Turner examine the evolving structure of TV’s ad buying process in this panel discussion. Sponsored by Demandbase, Parsec and Tapad. [PROGRAMMATIC I/O San Francisco, April 4-5, 2017] - Registration is now open. Sponsored by Google and The Trade Desk. --------------------------------------------------------------- Today's Must Read [M&A 2016: The Year Ad Tech Cautiously Rose Again] Marketing tech that helps clients deal with known prospects and consumers garnered the most interest, said Tolman Geffs, co-president of JEGI. There’s also a divide between businesses that can provide these connections, versus those that sell dollar bills for 98 cents. [More]. [Facebook] [Twitter] [LinkedIn] --------------------------------------------------------------- More from AdExchanger [Where Are We With AR?] AR will remain a cool outlier or a one-off until the experience becomes part of something people do on a regular basis, said Matomy Group CTO Ido Pollak. [More]. [Move Fast And Break Things: Holding Company Shape Shifts Of 2016] Financial analysts agree that holding companies remain in a solid position with opportunities to grow in 2017, despite potential challenges, such as the Department of Justice investigation into bid-rigging for production work. [More]. [Data-Driven Thinking Column...Elf On The Shelf: 2016 Ad Tech Edition] The question has to be, with all of the advertising spend in digital, how will the traditional media players react? Well, it is no shock that this spurred many high-profile deals, including Verizon’s pending purchase of Yahoo and the AT&T-Time Warner deal. [More]. [The Sell Sider Column...New Years Resolution For Publishers: Ditch The Q4 Craziness] It’s easy to overlook the true cost of custom deals when chasing those top-line dollars. Publishers need to factor in the costs of designing and maintaining a custom deal and also determine the potential problems and accompanying costs that could arise given the uncertain nature of the project. [More]. [The Year Header Bidding Went Mainstream] "Inventory prices went up rapidly as more adopted [header bidding]," noted Chip Schenck, VP of programmatic sales and strategy at Meredith. "It very quickly showed that 1) programmatic should not only be about lower price, and 2) the auction dynamic moved against buyers for the first time since RTB was introduced." [More]. [Exchanges Downplay Methbot’s Impact, But The Fallout Will Extend Into 2017] Some large, well-known exchanges have come out to say they’ve had little or no exposure to Methbot. And a few prominent figures called for ad buyers to shift spend to direct channels and private exchanges. [More]. [Grabr Connects Community With Global Commerce – And Collects Data Along The Way] Grabr has run experiments with paid user acquisition campaigns across social media – Facebook in particular – and dipped its toe into native content. But the best acquisition channel has proven to be its existing user base. [More]. [Year of the Marketer] Sponsor Message [BroadSign Serv SSP] [Programmatic, made for DOOH media.] [broadsign.com/broadsign-serv-ssp] News Round Up The PLA Portal Google’s Product Listing Ads (PLAs) are a dominant unit in retail search and ecommerce, and the end of 2016 revealed a powerful new entrant to PLA listings: Amazon. “The conventional wisdom around why Amazon had refused to participate in Google Shopping has been that doing so would strengthen Google’s position in the battle to be consumers’ first destination for product searches,” Merkle’s senior director of research, Mark Ballard, wrote last week after seeing Amazon’s Google PLAs in the wild. [Read it.] Amazon appears to be confining its early Google Shopping efforts mostly to home goods products. If Amazon expands this initiative beyond the test phase, it would be a gamechanger in ecommerce. [More at MediaPost]. Cimagine That Snapchat parent Snap Inc. purchased augmented reality startup Cimagine Media for upward of $30 million, [VentureBeat reports]. The Israeli startup will enhance Snapchat’s augmented reality masks while expanding its global footprint. But Cimagine also brings expertise in commerce, helping brands like Coca-Cola and Shop Direct use augmented reality in product advertising. For Snap, ecommerce could open a new revenue stream, boost engagement and bring in additional advertising opportunities. Related in WSJ: Investors are [cautious] about Snap’s valuation. Watchful Eyes Data from Integral Ad Science revealed that fast-scrolling users are zipping past ads too fast for many to register as viewable – at least according to the IAB’s definition. "Facebook ads are far less viewable than people were expecting," said Drew Huening, director at Omnicom’s Accuen. That said, Huening doesn’t think the lower-than-expected in-view rates will dent the ad spend going to Facebook. In an interview with Lara O’Reilly of Business Insider, Facebook’s Andrew Bosworth argues that not all platforms can be measured equally. “Different platforms are different, even if some of the pieces look similar,” he said. For example, Facebook defines an impression as an ad in-view for “north of one second,” Bosworth said, which is lower than the IAB standard. [More at Business Insider]. Stream Steam GroupM and Spotify, as part of a multi-year data partnership [[AdExchanger coverage]], are studying music streaming habits as a proxy for consumer behavior. After examining seven global markets, the groups found that more than 60% of music streamed on mobile devices can be linked to “moods and moments,” as opposed to more typical demos. GroupM estimates that “moods and moments” will account for $220 million in new ad revenue across markets studied. At this point, however, the segments are still nascent and unscaled, said Simeon Duckworth, head of data and analytics strategic development at GroupM. “There’s a real paucity of data,” he said. [More]. But Wait, There's More! [Q3 2016 Internet Ad Revenues Hit $17.6 Billion, Climbing 20% YoY] - IAB [Fox-Sky Deal Will Reduce Advertising But Boost Addressable TV] - Campaign [Programmatic Agency Of The Year: Hearts & Science] - MediaPost [Seven Ecommerce Players Who Came On Strong In 2016] - eMarketer [Brands Start Planning For Unexpected Criticism By Trump] - NYT [Vibes Acquires Red Fish Media] - release [Year In Preview: Programmatic Alliances Splinter] - Digiday [How Amazon Innovates In Ways That Google And Apple Can’t] - Vox [How Instagram Is Changing Southeast Asia’s Advertising Game] - Forbes [Growth In Video RTB To Drive Programmatic Display Market Through 2021] - release [Dentsu Chief Falls On The Sword That He Wielded] - Financial Times [Twitter Rolls Out Livestreaming 360-Degree Video On Periscope] - Adweek [Nielsen: What Topped Digital in 2016] - release [Customer Loyalty Is Overrated] - Harvard Business Review [New Microsoft Under Nadella Still Looking Good On Wall Street] - TechCrunch Jobs [Account Manager, Supply Partners] - NYC - Crisp [Enterprise Sales] - NYC - Beeswax [Business Development] - Red Bank - Throtle [Senior Marketing Manager] - NYC - Inneractive [Principal Product Manager - Book Marketing / Digital Advertising] - SF - Goodreads [Optimization & Innovation Manager] - NYC - Kepler Group [Client Solutions Associate Director] - NYC - Kepler Group [Client Solutions Manager] - Philadelphia - Kepler Group [Director of Product Marketing] - San Francisco - Pixalate [Paid Search Manager] - NYC - Kepler Group [Optimization & Innovation Associate Director] - NYC - Kepler Group [Programmatic Sales Manager] - NYC - The Daily Beast [Vice President, Product Management] - NYC - Sourcepoint [View All Jobs on AdExchanger’s Job Board] Podcasts [AdExchanger Talks Episode 7:] Cadreon's Erica Schmidt [AdExchanger Talks Episode 6:] Integral Ad Science's Scott Knoll [AdExchanger Talks Episode 5:] Annalect's Erin Matts [AdExchanger Talks Episode 4:] MediaMath's Joe Zawadski [AdExchanger Talks Episode 3:] Google Vet Brian Adams [AdExchanger Talks Episode 2:] Nielsen's Lynda Clarizio [AdExchanger Talks Episode 1:] GroupM's Brian Lesser Events [Industry Preview], NYC, January 18-19, 2017 [PROGRAMMATIC I/O], SF, April 4-5, 2017 [PROGRAMMATIC I/O], NYC, October 25-26, 2017 [Share This Email] | [Forward To A Friend] [Facebook] [Twitter] [LinkedIn] [Blog] AdExchanger | 41 E. 11th St., Floor 11 | NYC | 10003 [Update your email preferences]