AdExchanger News for April 21, 2017

Today's Must Read - The Tactical Implications Of The Walled Gardens 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 Friday, April 21 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...The Tactical Implications Of The Walled Gardens]( Marketers should still control frequency per channel to avoid spending their budgets unevenly, but the idea that they can control and optimize the exposures of their brands to specific users over time is out the window. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Podcast: Oracle-Moat Deal Is A Walled Garden Power Play]( "At some level you can look at that deal and think, Oracle Data Cloud is buying growth," DataXu CEO Mike Baker says in the latest episode of AdExchanger Talks. "And where is that growth coming from? It’s coming from the rulers – Google and Facebook – and the opening up of measurement in those walled gardens." [More](. [After Moat Deal, New York City Ad Tech Pats Itself On The Back]( "SaaS startups are much harder businesses to get off the ground in terms of revenue, and it’s something New York City startups have done more effectively than others," said Chris Cunningham, Unacast’s CRO and an ad tech angel investor. [More](. [Holding Company Competitor Accenture Taps Holding Company Agency UM For Media Buying]( UM will handle cross-channel media buying across all lines of business at Accenture, including its agency brand, Accenture Interactive. Programmatic buys for Accenture will run through Cadreon. [More](. [AdRoll Exceeds $300M Revenue Run Rate, Names Adap.TV Vet Toby Gabriner President]( More upper-funnel solutions are an opportunity, Gabriner noted, such as exploring video, as are new data activation opportunities via its data co-op, which AdRoll claims has 300 million unique cross-device IDs. [More](. [Google Leans On Machine Learning And Scale For Smarter Display Ads]( "The opportunity here is to personalize ads based on what a user has previously done and deliver them in real time," said Brad Bender, VP of product management for Google. "We update AdWords audiences in real time so when a consumer hits mute on an ad, for instance, we learn what they don’t like automatically and feed that into our machine learning." [More](. [On TV & Video...How Digital TV Hobbyists Go Pro]( From its early days, TV distinguished itself by relying on data. TV was always about the numbers, and it did an amazing job making TV advertising and ratings seem like a form of science. [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 Deep Pockets How much did Oracle pay for Moat? Inquiring minds want to know, and while Oracle hasn’t spilled the beans, an anonymous individual “familiar with the deal” told Recode the measurement company went for above $850 million. That’s more than 10x Moat’s revenue, for those keeping track. Recode notes two points of significance around that price tag: First, it shows appetite for ad tech [[AdExchanger coverage](] and second, it “shows that there are deep-pocketed buyers for ad tech outside of China.” [More](. Fake Like Last week, USA Today [reported]( its brand page on Facebook was among those targeted by "bots" and Facebook was actively purging the spammers in charge of the bots. [More](. This week, suddenly, USA Today has 12 million fewer followers according to new data described in a Columbia Journalism Review report. [Read more](. Is Facebook-page-follower targeting still valuable or is it all about your own data on FB? Poor But Clean Pay up to clean up or ship out. The Interactive Advertising Bureau is making it mandatory for members to register with the Trustworthy Accountability Group, an industry coalition formed by the IAB, 4As and ANA in 2014 to fight fraud and other supply chain issues. Smaller IAB members will get their TAG registration gratis, while larger members will receive discounts depending on their size. Still, keeping your nose clean is an expensive affair. TAG membership costs around $10,000 a year and the minimum a company can pay for IAB membership is also $10,000 (scaling up to $750,000 depending on a company’s revenue). [MediaPost has more](. NewFronts No Shows Warner Bros. Digital Network and multichannel video network Machinima are the latest participants to pull out of the Digital Content NewFronts, reports[Adweek](. The IAB’s splashy, two-week confab designed to connect marketers and media agencies with digital content owners each spring has seen a few other regulars – AOL (a founding member of the NewFronts), Fullscreen and BuzzFeed among them – exit in recent weeks. And ProSieben’s Studio71 is going virtual with its presentation. Participation fees and hoopla aside, a number of the deserting companies are choosing, instead, to host their own closed-door client events. But never fear: More NewFronts newbies – like new media publisher LittleThings – are ready to take their place. Killing Me Softly Publicis Groupe reported negative Q1 earnings on Thursday with revenue at $2.5 billion. Organic growth was -1.2% as the holding company struggled to bounce back from account losses. Growth improved from the previous quarter, when it was down -2.5%, but won’t be positive until the second half of this year, said Maurice Levy on his last earnings call as CEO. “We’re not completely out of the woods but we are at a good momentum,” he said. Levy talked a lot about the group’s yearslong reorg, which put its services under four hubs and its creative agencies under a single P&L by country, and brought media, creative and other teams under a single roof in smaller markets. “We are simplifying our structure and we have killed the holding company model,” he said. [Read the release](. More TV M&A? Once upon a time, media companies couldn’t own TV stations reaching more than 39% of American households. The FCC just struck that rule down in a 2-1 vote. The lone dissenter, Democratic Commissioner Mignon Clyburn, “warned that the FCC’s move would diminish diversity, competition, and localism, and predicted a wave of mergers and acquisitions,” [according to Variety](. Gordon Smith, CEO of the National Association of Broadcasters, countered that now local broadcasters can compete with multinational corporations. And the LA Times points out that the biggest beneficiaries might be two giants: Sinclair and Tribune Media, who now have leeway to merge. [Read more]( . But Wait, There's More! [Unilever Is Buying Mayo Upstart After Rebuffing Kraft]( - Bloomberg [Accenture Acquires Kuntsmaan To Boost Customer Experience In Belgium]( - release [Twitter Rolls Out In-Stream Video Offering For Advertisers]( - The Drum [WPP: Digital Advertising Growth At Risk]( - release [Forbes Partners With Wibbitz On Video Automation]( - release [Publishers Are Seeing Another Big Decline In Reach On Facebook](- Digiday [Bloomberg Renews Three-Year Deal With Taboola]( - release [Amazon Rolls Out Chatbot Tools In Race To Dominate Voice Powered Tech]( - Reuters [Marketo Acquires Sales Engagement Platform ToutApp]( - release [iSpot.TV Adds Attribution To TV Ad Measurement]( - Broadcasting & Cable [US Entertainment, Media And Communications Deals And Insights]( - PwC You're Hired! [MediaLink Expands Globally With Wenda Harris Millard In London]( - release [C1X Brings On Gokul Rajaram As Advisor]( - release [Drawbridge Taps John DeGennaro To Lead East Coast Sales]( - release Sponsor Message [QMX™: Quotient Media Exchange]( [Run targeted campaigns with Quotient’s exclusive shopper data]( [www.quotient.com/QMX]( Jobs [VP, Ad Tech]( - NYC - Diply [Sales Director]( - NYC - VertaMedia [Digital Programmatic Yield Manager]( - NYC - Discovery Communications [Ad-Operations Associate]( - NYC - Sublime Skinz [Western Account Manager]( - Los Angeles - Johnson & Johnson [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 [View All Jobs on AdExchanger’s Job Board]( Podcasts [AdExchanger Talks Episode 23:]( DataXu's Mike Baker [AdExchanger Talks Episode 22:]( VideoAmp's Ross McCray [AdExchanger Talks Episode 21:]( Merkle's John Lee [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](