AdExchanger News for February 3, 2017

Today's Must Read - Snap's S-1 Reveals A Mobile And Video Powerhouse In Hyper Growth Sponsor Message [Nielsen] [Learn more about The Science Behind What’s Next™] [www.nielsen.com] [AdExchanger | Optimizing the News] Today from AdExchanger Friday, February 3 Join Us [PROGRAMMATIC I/O San Francisco, April 4-5, 2017] - Session Spotlight: What’s Next From Google. Sean Downey discusses where the company is today in evolving its programmatic advertising stack, the roadmap ahead and what marketers need to know about the programmatic future. Sponsored by Beeswax and TripleLift. --------------------------------------------------------------- Today's Must Read [Snap's S-1 Reveals A Mobile And Video Powerhouse In Hyper Growth] The popular photo, video and messaging app company aims to raise $3 billion in an IPO with a valuation of up to $25 billion, giving it considerable spending power as it seeks to scale further and give Facebook a run for its mobile money. [More][.] [Facebook] [Twitter] [LinkedIn] --------------------------------------------------------------- More from AdExchanger [Mazda Marketing VP Upped Digital Spend From 10% to 40% In Four Years] "You need a mix of other elements to support digital," Russell Wager said. "You need to peel things back. There is a such thing as too much digital." [More]. [H&R Block CMO On Broadcast TV, Watson And Which Metrics Matter Most] "Our business is either make it or break it in 100 days. So we had to do something different and bold to reposition the brand experience," said CMO Kathy Collins. [More]. [Post-Election, Digital Subscriptions Skyrocket At New York Times] Providing content worth paying for is part of the Times’ long-term strategy. Subscriptions now account for half of the Times’ revenue. [More]. [Pandora Propels Gatorade’s Fitness Water Brand Back Into The Spotlight] "Working out, you’re not really doing anything else besides listening to music," Gina Hardy, senior marketing director of Gatorade at PepsiCo, said. "You have a captive audience and there’s less noise for your brand, so you really get a good share of voice." [More]. [Collective Names Kerry Bianchi CEO As The Ad Tech Overhaul Continues] Now Bianchi must navigate between Collective’s managed media business, which is large but declining, and the potential of its tech shop, which brings less capital but requires steep investments. [More]. [Mixed Martial Arts Marketer Uses Data To Beef Up Its Marketing Mix] "We’re in the business of television content distribution, ticket sales, sponsorships, and we’re going to soon be in the ecommerce business," James Byrne said. "And for each of those economic drivers, we’re going to be looking for ways in which data can help us come up with elegant solutions." [More]. [Dow Jones Navigates Native Video] Although pre-roll tends to command higher CPMs than other video formats, it poses a challenge for publishers because pre-roll inventory often sells out quickly. [More]. Sponsor Message [Throtle Onboarding] [Accurate and transparent individual-based onboarding.] [throtle.io/onboarding] News Round Up No Fans Of FAN Facebook Audience Network is a black box and the natives grow restless. Tim Peterson reports at[Marketing Land] that agencies, GroupM in particular, are holding back spend from FAN because they want to know where their ads have run – and Facebook just doesn’t provide that information. “Our hesitation to use Audience Network really comes from a place of complete lack of transparency,” said Kieley Taylor, GroupM’s head of paid social. Facebook has been making concessions: separating Instant Articles inventory from the rest of FAN and providing some ad buyers with ad placement reports. It’s also evaluating private marketplace deals. But all of that could be moot if advertisers aren’t seeing results. According to Gila Wilensky, head of media activation at Essence, Audience Network might have more reach, but the performance is not as strong as you see in the news feed or on Instagram. M&A On Cloud Nine Software acquisitions surged to $115 billion last year, and 2017 is poised for even more growth. Cisco kicked things off in style with a $3.7 billion deal for AppDynamics, and Bloomberg’s Brian Womack suspects usual suspects like Oracle and Salesforce may be joined by dormant enterprise giants like Google and Amazon due to tax policy changes. Of course, it’s the blockbuster deals that really juice the numbers (see Microsoft’s $26 billion LinkedIn buy). Arete Research, a prominent investor research firm, just issued a report arguing Google should acquire Salesforce for around $73 billion. With two of the world’s cash-happiest companies (Google and Amazon) potentially looking to acquire market share, large companies with cloud-based customer bases could sell at a premium. [More]. Audience-Based Buying A+E Networks announced a major deal with the National Women’s Soccer League. A+E’s Lifetime will sponsor and broadcast the games while taking an equity stake in the league. A joint venture between the companies will sell sponsorships, produce game telecasts and manage digital platform partners. It’s a coup for the league, which has never had weekly guaranteed broadcasts before, and a win for fans who previously couldn’t watch America’s star women players on TV. [Variety has more]. But Wait, There's More! [ESPN Is Back On YouTube] - WSJ [Spotify May Delay IPO] - TechCrunch [The New York Times Joins Snapchat Discover] - Adweek [Pixability Expands Social Video Ad Partnership With Moat] - release [How Teen Audiences Worldwide Engage With Online Ads] - eMarketer [The Guardian Reaches 200,000 Paid Subscribers] - Digiday [Mars CMO On Transparency, Faith And Fighting For Your Agency] - Campaign [LiveRamp Launches IdentityLink For Data Owners] - release [Consumers Have Poor Understanding Of Online Ad-Tracking Methods] - Phys.org [Entercom Merges With CBS Radio] - release [IPG Mediabrands Unveils Global Social/Content Agency] - MediaPost You're Hired! [Unacast Hires Chief Privacy Officer And VP Of Product] - release [ESL Taps Fox TV Vet To Make eSports More Like TV] - Variety [Steelhouse Names Google Vet Natalie Serota VP, Head Of Biz Dev] - release [Invoca Hires A New Senior VP Of Sales] - release [Visual Recognition Startup Clarifai Poaches AI Talent From Twitter] - Recode [Cuebiq Appoints Investor Michael Della Penna EVP Of Growth] - release [Impact Radius Appoints Martech Vet David Yovanno As CEO] - release Sponsor Message [Introducing PulsePoint VISION] [A clear view of your entire bid landscape, in one platform.] [insights.pulsepoint.com/vision] Jobs [Product Marketing Director] - NYC - SundaySky [Account Manager] - NYC - IDG TechNetwork [Director, Business Development, Broadcast Publishers] - San Mateo - AdsWizz [VP, Marketing] - San Mateo - AdsWizz [Account Director] - Chicago - IDG TechNetwork [Director of Direct Demand Sales] - NYC - Inneractive [Sales manager] - NYC - VertaMedia [Account Manager] - NYC - Crisp Media [Account Manager, Programmatic Demand] - NYC - AdsWizz [Director, Programmatic] - NYC - Placed [Account Manager-Advertising] - NYC - Curejoy [Ad Operations Manager - Programmatic] - San Diego - GasBuddy [Ad-Operations Associate] - NYC - Sublime Skinz [Director, Programmatic] - NYC - Placed [Account Executive] - San Francisco - IDG TechNetwork [Audience Buying Strategist] - NYC - International Data Group [View All Jobs on AdExchanger’s Job Board] Podcasts [AdExchanger Talks Episode 11:] Drawbridge's Kamakshi Sivaramakrishnan [AdExchanger Talks Episode 10:] The Trade Desk's Jeff Green [AdExchanger Talks Episode 9:] PubMatic's Kirk McDonald [AdExchanger Talks Episode 8:] IPONWEB's Nate Woodman [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 [PROGRAMMATIC I/O], SF, April 4-5, 2017 [PROGRAMMATIC I/O], NYC, October 25-26, 2017 [Industry Preview 2018], NYC, January 17-18, 2018 [Share This Email] | [Forward To A Friend] [Facebook] [Twitter] [LinkedIn] [Blog] AdExchanger | 41 E. 11th St., Floor 11 | NYC | 10003 [Update your email preferences]