AdExchanger News for May 25, 2017

Today's Must Read - Google Extends YouTube Measurement System To DoubleClick And GDN Sponsor Message [QMX™: Quotient Media Exchange]( [Run targeted campaigns with Quotient’s exclusive shopper data]( [www.quotient.com/QMX]( [AdExchanger | Optimizing the News] Today from AdExchanger Thursday, May 25 Join Us [PROGRAMMATIC I/O New York, October 25-26]( - Session Spotlight on Day 2: Googling Programmatic – Google’s Jonathan Bellack will discuss how buyers and sellers grow their business and improve user experience with programmatic. --------------------------------------------------------------- Today's Must Read More from AdExchanger [Google Extends YouTube Measurement System To DoubleClick And GDN]( "The core future benefit of Ads Data Hub is the access to impression-level data tied to Google’s cross-device ID, so in essence Google is enabling a move to people-based measurement," said Slavi Samardzija, global CEO of Annalect, Omnicom’s data and measurement unit. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Data-Driven Thinking...People-Based Marketing Gets Complicated Quickly In The B2B World]( Unfortunately, many B2B marketers still use these tactics and hope for the best when they should be taking better advantage of their first-party data, which sets the right foundation for building the right audience. [More](. [ANA/White Ops: Ad Fraud Will Actually Go Down In 2017, From $7.2 Billion To $6.5 Billion]( But why is the tide turning? It’s not because fraudsters are getting lazy or complacent. Rather, the economic incentives to commit ad fraud are shifting as marketers get smarter about protecting themselves. [More](. [Amazon’s Mysterious Policies Keep Partners Guessing]( Dredging insights from friends and contacts still at Amazon has become a de facto differentiator among Amazon consultants, said Brad Moss, a former Amazon product manager who’s now managing director of the Amazon agency Product Labs. "It’s a part of the discovery and value we provide for clients." [More](. [The Sell Sider...Video Is Not Display, So Publishers Should Stop Using Display CPM Strategies]( Rather than optimize impressions around the highest CPM, publishers need to take the longer view toward revenue, which is part and parcel with understanding fill rates and load time. [More](. Sponsor Message [Cut milliseconds. Win more ads.]( [Process Ad Tech Transactions Faster with IBM Bluemix]( [www.ibm.com/cloud-computing/bluemix/ad-tech]( News Round Up Caution The IAB’s ads.txt initiative aims to help buyers avoid purchasing inventory on fake domains masquerading as premium pubs by letting those pubs publish an authorized list of resellers [[AdExchanger coverage](]. But its success depends on widespread adoption, argues George Slefo at AdAge. While many publishers are eager to weed out domain spoofers, others worry ads.txt will make their rates, which vary across exchanges and buyers, too transparent, said Marc Grabowski, EVP of global supply and business development at Criteo. "It's a double-edged sword," he said. "It is a trade-off between sustaining a higher CPM rate versus fill." Another issue will be scaling ads.txt for international adoption. [More](. Optimizing The Upfront Upfront presentations have concluded, but Mediaocean and VideoAmp are trying to reduce the manual labor involved in next season’s TV planning process. Mediaocean will connect Spectra, the system many large agencies and holding groups use to reserve, pay for and traffic against their linear TV ad commitments, to VideoAmp. The point is to allow planners to pull in data, discover audiences and optimize against digital and traditional KPIs in one place. So will the upfronts ever be outsourced to software? Probably not. TV will never fully lose the “people” and negotiation part of the upfronts, but automating the commitment and campaign execution process further with data? That’s the big promise.[Release](. Under The Influence Agencies have yet another group of competitors to deal with: influencers. Brands are going straight to social media stars to plan and execute creative campaigns without the agency as a broker. L’Oréal, for example, has annual contracts with 23 influencers, and online skincare brand InstaNatural has stopped working with agencies on creative altogether in favor of influencer relationships. Brands like going direct to influencers because they produce social media content both faster and cheaper than agencies. “Between high agency markups, creative fees and imaginary fees, brands are saving money by just going direct,” said Nick Cicero, CEO of influencer network Delmondo. [More at Digiday](. Data-Driven Books Amazon introduced Amazon Charts, a data-powered best-seller list that draws on Amazon marketplace orders and ratings as well as Kindle engagement stats like “most time spent reading” or most “borrowed” books. Alexa is already programmed to recite and sell books on the list. As it happens, five of the 20 books atop Amazon Charts’ fiction list were from Amazon Publishing. [More at The New York Times](. With a new brick-and-mortar shop at Time Warner Center, over the bones of a shuttered Borders, Amazon is poised to close a “lucrative feedback loop.” But Wait, There's More! [AT&T Plans To Take Hands-On Role Running Time Warner]( - WSJ [PubMatic Extends Prebid.js With OpenWrap]( - release [Snapchat Shows: The Plan To Reimagine TV For The Mobile Era]( - Variety [Pinterest Adds Autoplay Video Ad Offering]( - blog [AudioBoom Podcast Listener Study]( - report [Facebook Live Now Lets You Add A Friend To Live Stream Together]( - The Verge [4A’s Survey Finds Most Consumers Don’t Like When Brands Get Political]( - release [Taboola Launches “News Feed,” Continuous Scroll Product]( - release [Ad Tech Startup Unlockd Raises $23M For Asian Expansion]( - AFR [Longtime Snap Exec Who Helped Build Its Ads Business Leaves]( - Business Insider [B2B Reviews Platform G2 Crowd Raises $30M]( - release You're Hired! [Factual Expands Leadership Team With Key Marketing Hire]( - release Jobs [Head of Global Ad Operations]( - San Francisco - AdRoll [Digital Sales Account Executive]( - NYC - Jumpstart Auto Media [Sales Director]( - NYC - VertaMedia [Director, Strategic Partnerships]( - San Mateo - AdsWizz [Director of Publisher Development]( - NYC - Arkadium [Director of Brand Content & Partnerships]( - Burbank, CA - Warner Bros. Entertainment [Director, Programmatic Demand Partnerships]( - NYC - AdsWizz [Ad Operations Manager]( - NYC - Arkadium [Sr. Account Executive]( - Los Angeles - Warner Bros. Entertainment [View All Jobs on AdExchanger’s Job Board]( Podcasts [AdExchanger Talks Episode 27:]( Vox's Ryan Pauley [AdExchanger Talks Episode 26:]( NBCU's Denise Colella [AdExchanger Talks Episode 25:]( Washington Post's Jarrod Dicker [AdExchanger Talks Episode 24:]( Bloomberg's Keith Grossman [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](