AdExchanger News for May 31, 2017

Today's Must Read - The Little Black Book Of Publisher-Owned Agencies Sponsor Message [Cut milliseconds. Win more ads.]( [Process Ad Tech Transactions Faster with IBM Bluemix]( [www.ibm.com/cloud-computing/bluemix/ad-tech]( [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, May 31 Join Us [PROGRAMMATIC I/O New York, October 25-26]( - Session Spotlight, Day 1: Header Bidding Best Practices – Consultant Matt Prohaska will lead an Essentials workshop detailing the successes and challenges of header bidding. --------------------------------------------------------------- Today's Must Read [The Little Black Book Of Publisher-Owned Agencies]( Being owned by a publisher allows digital agencies to tap editorial expertise for engaging creative both on and off their parent company’s media properties. It also offers opportunities to share audience data between brands and publishers. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Data-Driven Thinking...The EU’s General Data Protection Regulation Could Favor Digital Ad Giants]( The more complicated, demanding and volatile the requirements – and the more they vary by jurisdiction – the more companies will rely on outside experts, such as customer database developers, marketing agencies and consultancies, whose primary business is paying attention to the rules and building systems within them. [More](. [Sam’s Club Bulks Up Its App Marketing Strategy With Data-Driven Retargeting]( Sam’s Club collects information about its users pegged to the device ID, like demographics and behavior, to try and figure out which ones have the most potential to become high-value users and which are likely to lapse. [More](. [Forrester DSP Wave Finds That 'Differentiation Is Subtle']( This year, Forrester paid particular attention to the DSPs’ authenticated, people-based data assets. DSPs should be able to recognize people cross-device. If they can create universal IDs with their own user data, like Verizon-owned AOL, Google and Time Inc.-owned Viant, even better. [More](. [On TV & Video...A Viewability Reality Check]( In a world where consumer attention is much more fleeting than before, we have to change our approach and our expectations. I recommend that marketers accept that most consumers will not watch ads in full. [More](. Sponsor Message [QMX™: Quotient Media Exchange]( [Run targeted campaigns with Quotient’s exclusive shopper data]( [www.quotient.com/QMX]( News Round Up Snap Safety Snapchat might be shiny, but it isn’t immune to the brand safety landmines plaguing the digital ad ecosystem. GroupM[recently]( sent a memo to clients warning that their ads could be running adjacent to “explicit adult content” on Snapchat Stories. Turns out a porn star was using a branded lens, although not in an explicit manner. The advertiser in question was spooked regardless. On Tuesday, the platform announced partnerships with Moat, Integral Ad Science and DoubleVerify to help monitor Snapchat’s brand safety procedures. Rather than actually monitoring the content, Snap’s new partners conducted independent reviews of Snapchat’s brand safety protocol, which is designed to block ads from appearing next to inappropriate or objectionable UGC. Moat, IAS and DV are also founding members of a “Snapchat Brand Safety Coalition” that will meet regularly to discuss best practices and bubble up brand safety recommendations for Snap’s platform. Hopefully the results aren’t ephemeral.[Ad Age has more](. Oath’s Promise Oath CMO Allie Kline talks with The Drum about why Verizon restructured decades-old brands Yahoo and AOL under a new name and how it plans to leverage its stable of media properties (like Tumblr, HuffPost, Yahoo News, TechCrunch and Makers). Kline likens Oath to a P&G-style holding company. “When you go to the grocery store, you don’t look for P&G, you look for Bounty, Head and Shoulders, Dawn,” she said. Oath will harness individual brand strengths without being bogged down by weaknesses. Tumblr was a drag on Yahoo, but within Oath it’s a nice little social engagement factory. Likewise, AOL Mail won’t need to worry about winning over millennials. It can continue to serve older users with whom it has an unbreakable grip. [More](. App Fraud More than 36 million Android phones were infected with click fraud malware found on roughly 50 apps in Google’s Play Store. The malware, dubbed Judy, was able to get around Google’s fraud protection system by injecting the malicious code from a remote server after the user downloaded an app. The infected apps, most from South Korean developer Kiniwini, then went on to click ads without the user’s knowledge. This type of fraud "has become commonplace" in digital advertising, says Andrew Smith, senior lecturer at the UK’s Open University. "There are many tools available, and the advantage is that the malware distributor can change them remotely, which makes it difficult for anti-malware software to keep up.” [More at BBC News](. Ad Tech Repurposed In 2013, a former Admeld sales engineer named Matt Burton and a bunch of other ad tech vets created the fin tech company Orchard Platform to build an exchange for loans. [[AdExchanger coverage](] It was supposed to resemble the online ad marketplaces that Burton and his team knew so well. But the sailing so far has been anything but smooth, reports The New York Times. Last year, Orchard was on the cusp of excitedly unveiling its flagship product. Since then, however, “Orchard has completed just a scattering of transactions. Over that time, it burned through more than $5 million in legal fees and other expenses.” [Read more](. Challenges include regulatory issues and an inability to get lending platforms to partner, but the company is raising new funds and charging ahead on Burton’s vision. But Wait, There's More! [Google Launches AI Venture Capital Investment Program]( - Axios [Centro Creates PMP Directory For Publisher Deals Within Its DSP]( - release [Amazon Cancels Live Online Fashion And Shopping Show]( - MarketWatch [Hackers Hide Cyberattacks In Social Media Posts]( - NYT [Report Buyer: Global Ad Insertion Servers Market Survey]( - release [Android Founder Debuts Android Smartphone And New OS]( - The Verge [Facebook Canada Fires 10 Sales Reps After Internal Investigation]( - BNN [Google Adds (And Quickly Drops) Personal Search Filter]( - Search Engine Land [Bold Digital And SimilarTech 2017 State Of Marketing Automation]( - report [LinkedIn Acquires Heighten, Sales Pipeline Tech]( - blog [How The Facebook Money Funnel Is Shaping Britain’s Elections]( - The Register [Bill Simmons To Move Sports Site From Medium To Vox Media]( - WSJ You're Hired! [S4M Appoints Scott Dornblaser As SVP Sales Americas]( - release [Frederick Brown Hired As General Manager At iMatrix]( - release Jobs [Product Manager]( - NYC - LiveIntent [Programmatic Yield Specialist]( - NYC - Atlantic Media [VP Sales]( - NYC - Sublime Skinz [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 [View All Jobs on AdExchanger’s Job Board]( Podcasts [AdExchanger Talks Episode 28:]( Rubicon Project's Michael Barrett [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](