AdExchanger News for June 27, 2017

Today's Must Read - For Some Publishers, User Experience Trumps Revenue Sponsor Message [State of the Media Industry 2017]( [The next big landmarks for digital video in 2017. Download the report!]( [( [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, June 27 Join Us [PROGRAMMATIC I/O New York, October 25-26]( - Session Spotlight, Day 1: How To Make The Most Of Mobile RTB — Emily Del Greco shares her top 5 most encountered mobile errors and how to avoid them. --------------------------------------------------------------- Today's Must Read [For Some Publishers, User Experience Trumps Revenue]( Publishers like The Washington Post, Fusion Media Group and Time Inc. have all removed ad units to improve the user experience. And in some cases, the short-term pain leads to long-term gains. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [How SunTrust Bank's CMO Uses Data To Start A Movement]( "It's taken our whole organization to turn us into a purpose-driven company. The tendency is to start with the marketing, but you need to start with the operations and technology teams," said Susan Somersille Johnson. [More](. [Online Advertising Puts Another Link In The Blockchain]( AdLedger Consortium's initial goal is to enable the use of blockchain to power direct deals that co-mingle first-party data with media seller data, as Comcast's advanced TV consortium aims to do. [More](. [Jet.com Courts Premium Publishers With Competitive Affiliate Rates]( In an environment where one product may be sold on multiple ecommerce platforms, a competitive commission rate is one way to earn more business. And not every advertiser, particularly those in the luxury vertical, has a presence on Amazon or eBay, so it's important for publishers to keep a diversified mix to drive new revenue opportunity, according to Tony Zito, CEO of Rakuten Marketing. [More](. [Will Cannes Look Any Different Next Year?]( "Cannes gets a bad name because we’re set out on the beach, and it's easy to knock it in that respect. It feels like a bit of an arms race of celebrity and experience. It's up to people's judgement, whether that’s appropriate or not," said Dentsu Aegis Network Americas CEO Nigel Morris. [More](. [On TV & Video...Digital's Brand-Safety Woes And Lessons From TV]( The holy grail is to create a positive brand association with the right audience, around the right context. It's how brands are built, and it applies to both offline and online channels. [More](. [SAP's CMO: Every Company Is A Technology Company]( "Marketers need to be part scientist, part artist. When I talk to CMOs across different industries, they’re all thinking about how to use data to make decisions, but you can't forget about the storytelling piece," said SAP CMO Maggie Chan Jones. [More](. Sponsor Message [Viant® Advertising Cloud]( [Named Best Performance Marketing Technology]( [viantinc.com/awards]( News Round Up From Me To EU The EU is expected to hit Google with a $1 billion-plus fine this week – but the money isn’t even the part that matters. A [statement]( from a Google spokeswoman focuses on the shopper search favoritism raised by EU regulators in this case: “We believe strongly that our innovations in online shopping have been good for shoppers, retailers and competition.” Luther Lowe, VP of public policy at Yelp, [tweeted that]( “sources suggest opinion will be generalized to offer relief to other verticals.” European technology companies brought the case forward, but it was bankrolled by Yelp, Oracle, Expedia and TripAdvisor after failing to make their claims stick with the FTC. Hear Me Roar Marketers are heeding the call of the podcast. Podcast ad spend is set to top $220 million this year, an 85% year-over-year increase, according to [a report]( by the IAB and PricewaterhouseCoopers. Two years ago, podcast ad spend was $69 million. Traditionally a heavy direct response medium, podcasting is gaining steam with brand awareness campaigns. [Dynamic ad insertion]( (podcasting’s closest cousin to programmatic) also increased its proportion of category ad spend by 51% year over year and now accounts for 41% of the overall pie. Marketers, however, continue to prefer custom host-read ads, as they create a more intimate and authentic connection with the consumer. Measuring In Context There may be a reason Facebook was reluctant to let third-party verification vendors behind its garden walls. Agencies are reporting viewability rates as low as 20% on the platform, according to Digiday. Agency execs suspect the number could be lower, but Facebook isn’t giving measurement firms fast enough access to its numbers to find out. Despite the fact that Facebook’s self-reported numbers often differ wildly from those of MRC accredited vendors, some agency execs are unconcerned. In their view, viewability as a metric doesn’t necessarily play to the value of a Facebook buy. “The best way to use [Facebook] is to reach large audiences with something,” an anonymous agency exec said. “If you just buy on the basis of maximizing impressions, you may well get 15% to 20% to 30% sort-of viewability. Looks awful on paper. Still works well in reality.” [More](. Sticks And Stones Google and Facebook have absorbed the abuse of CPG companies on digital measurement standards, but everyone else is absorbing the losses. On top of severe rounds of agency and tech vendor downsizing, Procter & Gamble and Unilever appear to be “materially reducing their budgets as well as the number of sites they buy on,” according to data from analytics firm MediaRadar. In the past year, spending on non-walled garden sites fell 41% at P&G and 59% at Unilever. It’s unclear whether there was a corresponding drop in duopoly dollars, but the fact is that reweighting campaigns to avoid bots or fraud will push more of budgets to big platforms with logged-in users. [More at Business Insider](. But Wait, There's More! [Facebook Is Going Hollywood, Seeking Scripted TV Programming]( - WSJ [Advertising Agencies Squeezed By Tech Giants]( - Financial Times [Analytic Partners Debuts Pinterest Measurement, Mix Modeling White Paper]( - release [Watchdog Group Says FTC Insta Influencer Enforcement Is Ineffective]( - blog [YouTube, Facebook, Twitter, Microsoft Form Group To Fight Terrorist Content]( - Variety [YouAppi: Mobile Marketers Challenged by Video Despite Dynamic Growth]( - release [As Ad Blocker Use Grows, Publishers Face New Challenges]( - eMarketer [The State Of Paying For News]( - Digiday [Microsoft Adds “Share Of Voice” And Competitive Metrics]( - Bing [Kantar Media Extends Mobile Search Across Its AdGooroo Service]( - release [In Advertising Paradise, Reality Is Just A Conversation Away]( - NYT [The Ethics Of Using AI In Advertising]( - Ad Age Sponsor Message [Download the DMP Playbook]( [Tips, Tricks & Best Practices for DMP Success from Lotame]( [( Jobs [Senior Advertising Operations Specialist]( - Mills Valley, CA - Glassdoor [Sr. Advertising Partner Manager (Casual Games Studio)]( - NYC - Microsoft [Account Manager, Ad Ops]( - Los Angeles - Factual [Programmatic Partnerships Manager]( - Remote (NYC) - GasBuddy [Director, Ad Operations]( - NYC - PebblePost [Product Manager]( - NYC - LiveIntent [Programmatic Yield Specialist]( - NYC - Atlantic Media [VP Sales]( - NYC - Sublime Skinz [View All Jobs on AdExchanger’s Job Board]( Podcasts [AdExchanger Talks Episode 32:]( Mediaocean's Bill Wise [AdExchanger Talks Episode 31:]( GroupM's Kieley Taylor [AdExchanger Talks Episode 30:]( Spotify's Les Hollander [AdExchanger Talks Episode 29:]( AdRoll's Aaron Bell [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](