AdExchanger News for March 3, 2017

Today's Must Read - P&G’s Pritchard: Marketers Need More From Digital Platforms Than Audit Agreements Sponsor Message [Throtle Onboarding]( [Accurate and transparent individual-based onboarding.]( [throtle.io/onboarding]( [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, March 3 Join Us [Next month - PROGRAMMATIC I/O San Francisco, April 4-5, 2017]( - Session Spotlight: B2B Programmatic Goes Mainstream - Are You In Yet? Dun & Bradstreet’s Anudit Vikram leads a panel discussion on programmatic strategy for B2B marketing campaigns in this Programmatic Essentials Workshop. Sponsored by Centro and FreeWheel. --------------------------------------------------------------- Today's Must Read [P&G’s Pritchard: Marketers Need More From Digital Platforms Than Audit Agreements]( "It’s not enough to accept [audit pledges] until the audits are done and that transparency is in place," he said. "We’ve been more than patient." [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Data-Driven Thinking...Snapchat’s IPO Is More Like ‘Twitter 2.0’]( Marketers will quickly become disillusioned about Snapchat as a marketing platform if they realize ads are being skipped after less than a half of a second, far less than IAB’s standard for determining an ad was in view. [More](. [NBCUniversal Will Make $1 Billion In Audience Guarantees This Upfront Season]( Although that figure only represents about 17% of the estimated $6 billion NBC transacted through advance commitments last year, it’s still a colossal sum and the first time NBC has assigned a dollar amount to audience-based inventory sales. [More](. [Essence Tries On A Consulting Hat With Launch Of Data Strategy Team]( Marketers need guidance on how to implement and leverage their data, and agencies like Essence want to be the partners to provide that. Capitalizing on the opportunity, however, is difficult for agencies as clients want specialization but face pressure from procurement to keep marketing costs low. [More](. [How Roku’s Open-Platform Approach Fuels A $100M Media And Ads Business]( The real MVP of Roku’s media and licensing segment may be the set-top box manufacturer’s open-source operating system. The platform provides a competitive edge in discussions with networks and video services dabbling in over-the-top TV. [More](. [As Snap Begins Trading, Agencies Weigh In On Its Future Success As An Ad Platform]( "Marketers will give them a break because they can experiment, but as their budgets become more real, Snapchat will have to prove ROI. That can’t be in conflict with keeping their customers happy," said Wunderman's Mark Read. [More](. Sponsor Message [Nielsen]( [Learn more about The Science Behind What’s Next™]( [www.nielsen.com]( News Round Up Snap, Crackle, Pop Snap Inc. shares closed above $24 after its public market debut, but skepticism is in the air. Unlike Facebook, Twitter and Google, Snap doesn’t have a concrete story to tell about its business plans post-IPO, writes Peter Kafka of [Recode](, likening its strategy to “the financial equivalent of the shruggy emoticon: ¯\_(ツ)_/¯.” Pivotal analyst Brian Wieser sent a note to investors valuing Snap at $10 per share given significant risks from competitive platforms like Facebook, stalling user growth and the need for better measurement of its ad products. Snap is “significantly overvalued given the likely scale of its long-term opportunity and the risks associated with executing against that opportunity,” he wrote. Dethroned? Amazon is making a big bet on search [[AdExchanger coverage](], and WPP CEO Martin Sorrell foresees it giving Google a run for its money. "The threat to Google, in my view, is Amazon,” Sorrell said during a fireside at Mobile World Congress in Barcelona. “It's Amazon and search on Amazon that is potentially the biggest threat. Amazon's tentacles are spreading rapidly into all areas." Despite the fact that WPP spent roughly $5 billion on Google and almost $2 billion on Facebook in 2016, Sorrell isn’t a big fan of the duopoly and might welcome Amazon’s trust-busting potential. [More](. MVPD Buys DSP Addressable TV just got a DSP. Altice USA, which owns Cablevision (an addressable TV pioneer), bought the DSP Audience Partners for an undisclosed sum. Altice USA CEO Dexter Goei said the company bought the DSP in order to build out its advertising platform. Audience Partners will “[offer] our advertising and MVPD clients the ability to implement multiscreen addressability and advanced analytics,” he said in a statement. In a 2014 [interview]( with AdExchanger, Audience Partners said it raised capital conservatively and made a profit on its eight figures of revenue. [Read the release](. Latino Network Buys DSP In another ad tech merger, Latino media network Entravision acquired ad platform Headway Digital. Entravision owns 54 television stations and 49 radio stations, and is a large affiliate of the Univision and UniMás TV networks. The release highlights Headway’s data assets, adding, “The acquisition of Headway helps Entravision dramatically expand its programmatic marketing capabilities via Headway's strong relationship with MediaMath.” Entravision paid cash but other terms of the deal weren’t disclosed. [Press release.]( One-To-One Targeting It may seem strange that the National Retail Federation, a brick-and-mortar trade association, is targeting the “Fox and Friends” morning talk show and NBC’s “Saturday Night Live” with its new TV spot opposing the border adjustment tax. Except it makes perfect sense if you consider that President Trump is known to watch both shows (his regular tweets in response to the programming being a dead giveaway). “The O’Reilly Factor” on Fox and the NBC morning show “Morning Joe” have already [sharply increased rates]( for issue advocacy ads because Trump is a frequent viewer. [The Washington Post has more](. But Wait, There's More! [AOL Bets Big On Netflix-Style Original Programming]( - The Drum [Alliance For Audited Media Launches ANA-Backed Quality Certification]( - MediaPost [How Digital Trends Are Changing Pharma Marketing Strategies]( - release [Yahoo Head Lawyer Takes Fall For Hacking, Mayer’s Pay Gets Docked]( - Recode [Music Audience Exchange Secures $6 Million Investment]( - release [Science Inc. Launches Mammoth Media, Invests Big In Original Content]( - Adweek [AWS Cloudsplains What Happened To S3 Storage On Monday]( - TechCrunch [Time Inc. Debuts Well Done, An All-Video Social Brand]( - release [Playing Catch-Up, Condé Nast Navigates A Tricky Digital Evolution]( - Digiday [Cedato Showcases Hybrid Video Header Bidding Solution]( - release [Frustrated Snap Social Influencers Leave For Rival Platform]( - BuzzFeed [DoubleClick Takes A Shot At MOAT – Ad Measurement Changes]( - LinkedIn You're Hired! [Mindshare Reshuffles Lead Programmatic Roles]( - Campaign [Laura Chiavone Joins Tribal Worldwide NY As Chief Strategy Officer]( - release [Xaxis Names Bob Walczak Executive VP, Global Products]( - release [Teads Appoints Marc Zander As Global VP Of Client Partnerships]( - release Sponsor Message [DMPs: The Playbook]( [A step-by-step guide to success with a DMP]( [www.lotame.com/resource/data-management-platform-playbook]( Jobs [Manager, Client Analytics]( - NYC - Eyeview Digital [Customer Success Specialist]( - Toronto - Centro [Digital Programmatic Yield Manager]( - NYC - Discovery Communications [Manager, Ad Operations/Audience Buying]( - NYC - International Data Group [Eastern Account Director]( - NYC - Johnson & Johnson [Partner Development Director (East)]( - NYC - Placed [Director of Marketing]( - Seattle - Placed [Account Director, Media Publishers]( - NYC - Placed [Account Executive]( - NYC - Placed [Senior Product Manager, Programmatic & RTB]( - San Francisco - AdRoll [Ad Operations Coordinator]( - NYC - AFAR Media [Senior Product Marketing Manager]( - NYC - Unruly [Account Manager]( - San Francisco - IDG TechNetwork [Director, Programmatic Operations]( - NYC - International Data Group [Product Marketing Director]( - NYC - SundaySky [Account Manager]( - NYC - IDG TechNetwork [View All Jobs on AdExchanger’s Job Board]( Podcasts [AdExchanger Talks Episode 15:]( Omnicom's Jonathan Nelson [AdExchanger Talks Episode 14:]( mParticle's Michael Katz [AdExchanger Talks Episode 13:]( Wunderman's Seth Solomons [AdExchanger Talks Episode 12:]( Sourcepoint's Ben Barokas [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 Street, Floor 11 | NYC | 10003 [Update your email preferences](