AdExchanger News for January 30, 2019

[AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, January 30 Join Us [AdExchanger Awards Deadline: January 31]( - The AdExchanger Awards recognize the strongest achievements in the past year by leaders in the marketing and media industries. --------------------------------------------------------------- Today's Must Read [The FTC Rethinks Its Role In The New Data Economy]( With consumer privacy protections becoming a more pressing issue, Europe’s General Data Protection Regulation and the calls for federal regulation in the United States to supplant California’s Consumer Privacy Act, the FTC might have to take on Silicon Valley tech giants. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [The Monetization Motivation Behind Facebook’s Messaging Merger]( If Facebook can figure out how to effectively monetize messaging apps via advertising, “a consolidated backend speeds development, which is a competitive differentiator in the break-things-fast tech world,” said Brigitte Majewski, a VP and research director at Forrester. [More.]( [Blurred Lines As Performance And Brand Marketing Coalesce]( In the next two to three years, brand marketing and performance marketing will move closer together as brand marketers adopt more sophisticated measurement tactics and performance marketers invest in more brand awareness campaigns to create and retain loyal users. [More.]( [Emotional Targeting by Unruly.]( [Don’t just reach people. Move people.]( [( News Round Up Down, But Still Substantial Verizon’s media biz dropped 5.8% YoY in Q4 2018 – bringing it to “only” $2.1 billion in the quarter. Verizon Media (née Oath) [has disappointed]( this year. “Certainly, when you see -6.9% revenue growth in 3Q and -5.8% in 4Q, it wasn’t as much of a contributor to earnings as we would have liked it to be last year,” said CFO Matthew Ellis during Verizon’s earnings call on Tuesday. Verizon’s “assumption,” he added, is that the Media Group will make progress in 2019 and hopefully contribute to earnings. “They’ve got some good plans on the business, and we now need to execute on those,” Ellis said. “And that will impact earnings in a positive way as well.” There wasn’t much else about Verizon Media Group during the call, but here’s the [release](. The Frenemy Economy The largest online ad platforms have fended off scandals and regulators for more than a year, as well as stock market declines and cuts to advertising profit margins. But don’t hold your breath if you’re waiting for these challenges to trip up Google’s or Facebook’s earnings. A better barometer for the walled garden platforms is the overall economy, according to Bloomberg, since Google, Amazon and Facebook win as long as people shop and spend more online. “Facebook is definitely the one that’s caught the most blow-back,” says Andy Taylor, Merkle’s associate director of research, “but we really haven’t seen a shift in advertiser attitude toward the platform.” And Google and Amazon’s search growth is ironclad – at least until the two start competing more directly for budgets. [More](. Linear Losses Over in linear TV land, it’s a different story. The Big Four networks – ABC, CBS, NBC and Fox – lost a combined 27% of their 18-49 year-old-viewers over the past two years when measured using Nielsen’s C3 ratings. That translates to a yearly loss of roughly 845,000 viewers in the coveted demo, or 2.6 million viewers total, Ad Age reports. Network by network, ABC and NBC both saw ad deliveries drop 30% over the past two years, while CBS was down 34% and Fox was down a bit less at 16% (thanks to a slight bump from “Thursday Night Football”). But shrinking viewership numbers haven’t deterred buyers, which means the price per unit is going up. [More](. Related: As more viewing moves over-the-top, agency buyers, not ready to fully change their buying strategies, are looking at CTV as a complement to linear, not a replacement. [More at Digiday](. How The Cookie Crumbles Since Apple introduced the Intelligent Tracking Prevention policy last year to limit tracking on Safari, other browser operators have been upping their pitches on ad-blocking and security. Google’s Chrome will introduce ad format restrictions this summer and it’s disabling some third-party extensions that interfere with page content (i.e., independent ad blockers). And Mozilla just published a Firefox update to “curtail tracking techniques that are used to build profiles of users’ browsing activity.” Read the [blog post](. Tactics such as device fingerprinting or “supercookies” allow vendors to identify audiences based on browser and device data, including battery and clock format, operating system and IP address, without needing the first-party cookie or device ID that browsers consider acceptable forms of user tracking. But Wait, There’s More! - [DTC Marketing Is Popular And Disruptive, But Not Easy]( - WSJ - [DuckDuckGo Is Growing, But Not Enough To Grab SEO]( - Search Engine Land - [Telco And Media Firms That Sell Data Are Facing Backlash]( - eMarketer - [Spotify Ad Studio: Checking In And Looking Ahead]( - blog - [TikTok Is Quietly Testing Ads]( - Digiday - [Bloomberg Touts Digital Ad Growth In ‘Challenging Year’ For News]( - The Drum - [At Apple, A Spotlight On Services As iPhone Sales Slow]( - The Information - [Nielsen: How US Millennials Are Shaping Online FMCG Trends]( - blog You’re Hired! - [Bazaarvoice Appoints Joe Rohrlich As CRO]( - release - [SITO Mobile Hires Sean Clayton As Strategy Chief]( - release Podcasts [The Big Story Episode 27:]( A Funny Thing Happened On The Way To France [The Big Story Episode 26:]( This Episode Brought To You By The Letters CES And PMP [The Big Story Episode 25:]( The Data Deluge At CES [The Big Story Episode 24:]( All Hail 2019! [The Big Story Episode 23:]( Closing Out The Year With OpenX And Google [The Big Story Episode 22:]( WPP’s Big Plan [The Big Story Episode 21:]( Sir Martin Sorrell’s Botanical Curiosity [The Big Story Episode 20:]( Fuel For The Holidays [The Big Story Episode 19:]( DTC Disrupts The Competition [The Big Story Episode 18:]( Thus Spoke The Electorate [The Big Story Episode 17:]( Planting Seeds In The Walled Gardens [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 111:]( Sovrn's Walter Knapp [AdExchanger Talks Episode 110:]( eMarketer's Lauren Fisher [AdExchanger Talks Episode 109:]( Twitter's Matt Derella [AdExchanger Talks Episode 108:]( Centro's Shawn Riegsecker [AdExchanger Talks Episode 107:]( Sparrow Advisers' Ana Milicevic [AdExchanger Talks Episode 106:]( LinkedIn's Penry Price [AdExchanger Talks Episode 105:]( Vistar Media's Michael Provenzano [AdExchanger Talks Episode 104:]( GCA Advisors' Josh Wepman [AdExchanger Talks Episode 103:]( Dotdash's Neil Vogel [AdExchanger Talks Episode 102:]( Jounce Media's Chris Kane [AdExchanger Talks Episode 101:]( Unruly Media's Norm Johnston [Get More AdExchanger Talks Episodes >>]( Events [PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, April 29-30, 2019 [PROGRAMMATIC I/O](, New York, October 15-16, 2019 [Industry Preview 2020](, New York, TBD Share This Email: [Facebook]( [Twitter]( [LinkedIn]( [Google+]( | [Forward To A Friend]( [Facebook]( [Twitter]( [YouTube]( [View in web browser]( This message was sent to {EMAIL} To ensure delivery to your inbox, [add us to your address book](. 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