AdExchanger News for April 13, 2017

Today's Must Read - As The Facebook-Google Duopoly Fragments, Agencies Win Sponsor Message [V12 Data New Mover Audiences]( [Now Available! Target New Movers Online with V12 Data’s New Mover Audiences]( [www.V12data.com/v12-digital]( [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, April 13 Join Us [PROGRAMMATIC I/O New York, October 25-26]( - Registration is open. Agenda updates will be coming soon. --------------------------------------------------------------- Today's Must Read [Data-Driven Thinking...As The Facebook-Google Duopoly Fragments, Agencies Win]( When fragmentation and complexity increase, businesses often look to external resources to simplify and streamline the information and effort. Isn’t this what agencies do? [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Podcast: Optimizing The Upfront Buy]( VideoAmp CEO Ross McCray believes VideoAmp's long-term opportunity lies in automating ad decisions for media negotiated and purchased during the all-important TV upfront season. [More](. [Sky Media’s Digital And Programmatic Efforts Take Flight]( In addition to its addressable ad offering, Sky is doubling down on merging insights for TV-to-digital viewing behavior by collecting second-by-second viewing data on Sky properties through a platform called SkyAdvance. [More](. [Budget Airline VivaAerobus’ Omnichannel Strategy Readies For Takeoff]( "There’s no magic data bullet," Aurelius Noell said. "The key ingredient here is piecing everything we have – web, search and behavioral – together for a more aggregated view. That sounds easy and straightforward, but it’s an enormous technical challenge if there isn’t communication between the channels." [More](. [The Sell Sider...Publishers Can Seize a Rare Opportunity As Google And Facebook Vie for Programmatic Power]( Publishers that take advantage of Facebook header bidding could become much less important if buyers were simply looking to locate Amazon consumers on their website. Publishers can’t blindly walk into this situation. [More](. Sponsor Message [Viant a Time Inc. Company]( [Reach Real People with Premium Content Across TV, Digital and Print]( [viantinc.com/people-based-advertising]( News Round Up Snap And Mortar Snap is helping brick-and-mortar brands measure how well their Snapchat campaigns drive in-store traffic. The new “Snap to Store” metrics product ties foot traffic to media impressions within seven days of a store visit. A marketer can also compare those visits to Snapchat users who visited stores but didn’t engage with an ad. [WSJ has more](. Eventually, Snap plans to use similar location data to bucket users according to frequently visited places (i.e., department stores) and interests (i.e., travel enthusiasts). Related: Snap has doubled its headcount in the UK as it begins a push into international markets. [Digiday](. Simmer Down Now In a [column]( for Ad Age, GroupM Chief Digital Officer Rob Norman attempts to triangulate the real economic loss associated with invalid (i.e., fraudulent or nonviewable) impressions. He concludes Forrester's 2016 estimate of $7.4 billion in waste is overstated since it applies to the estimated market value of the ads in question and not the real money paid for them. He believes the real damage is closer to $1 billion and concludes, "Recently the market in digital advertising inventory has been described in the most unflattering terms. Vigilance must continue but it's time to move the focus of the debate away from nominal economic value and to the important issues of inventory quality, user attention, effectiveness, and the creation of business value." OK, Google, Is This Creepy? As voice-activated devices enter the mainstream, advertisers debate how to insert themselves into consumer homes without feeling too intrusive. Burger King rolled out a TV spot that intentionally activates Google’s home device with the question, “OK, Google. What is the Whopper burger?” prompting the device to then read the Wikipedia description of its famous patty. Burger King did not partner with Google on the ad, demonstrating how brands can leverage home devices on their own accord to push products to consumers. "We saw it as a technology to essentially punch through that fourth wall," said Burger King President José Cil. But given Wikipedia’s open editing policy, BK might take a punch too. [More at BuzzFeed](. Do Not Disturb EU privacy laws set to go into effect next year will make it harder for advertisers to collect and target against user data. In a think piece for Wired, Klint Finley says that might be a good thing. He argues that more consumer data transparency could whittle down the ecosystem of ad tech companies that provide data but don’t necessarily perform for the marketer. “Ironically, despite the glut of data, advertisers may be no closer to knowing exactly how many people actually see their ads than they were before the rise of analytics.” He speculates that data privacy will force more curated deals between publishers and advertisers and a better experience for the consumer. [Read it](. But Wait, There's More! [Roku Opt-In Product Tracks TV Viewing, Suggests New Shows]( - TechCrunch [From Nasty To Nice: How Ad Blockers Are Trying To Pivot]( - The Guardian [Marriott CEO: Digital Tech, Not Walls, Are Key To Travel’s Future]( - Skift [Bidalgo Automates Media Buys For App Marketers]( - release [Would-Be Internet Stars Boost China Live-Streaming Market]( - Reuter [Isobar Introduces MindSight Direct]( - blog [IPG Mediabrands Media Lab Outlook 2017]( - report [What You Need To Know About Tax Reform And Advertising Deductibility]( - IAB [Comcast Planning Netflix Rival Using NBC Shows]( - Ad Age [Qualtrics Raises $180M Round Following Product Launch]( - release [Facebook Messenger Has 1.2B Users, Twice Instagram’s Size]( - Recode [Small Business Are Stepping Up Their Websites]( - eMarketer [What Disney’s Personality Research Means For Brands]( - Street Fight You're Hired! [Spotify Taps OMD’s Dan Robins To Head Programmatic In Australia And NZ]( - AdNews Sponsor Message [QMX™: Quotient Media Exchange]( [Run targeted campaigns with Quotient’s exclusive shopper data]( [www.quotient.com/QMX]( Jobs [Senior Demand Executive - Agency & Strategic Partnerships]( - NYC - Factual [Account Manager, Seller Accounts]( - San Francisco - Rubicon Project [Director, Programmatic Revenue]( - San Francisco - Imgur [Sr. Manager – Digital Sales Operations]( - NYC - AT&T [Ad Operations Specialist]( - NYC - AFAR Media [Sales Planner]( - NYC - AFAR Media [Digital Yield Analyst]( - NYC - Nucleus Marketing Solutions [Director, Business Development Operators]( - NYC - comScore [Programmatic Operations Manager]( - NYC - Warner Bros. Entertainment [Sr. Account Manager]( - SF or NYC - Tout [Ad Operations Manager]( - NYC - Arkadium [Director, Programmatic Operations]( - NYC - International Data Group [Sales Director]( - Chicago - Placed [Sales Director]( - NYC - VertaMedia [Digital Media Sales Operations Coordinator]( - NYC - NCC Media [View All Jobs on AdExchanger’s Job Board]( Podcasts [AdExchanger Talks Episode 20:]( Jounce Media's Chris Kane [AdExchanger Talks Episode 19:]( Essence's Andrew Shebbeare [AdExchanger Talks Episode 18:]( The New York Time's Sebastian Tomich [AdExchanger Talks Episode 17:]( Beeswax's Ari Paparo [AdExchanger Talks Episode 16:]( Forrester's Melissa Parrish [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](, 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](