AdExchanger News for September 24, 2019

Today's Must Read - [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, September 24 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 1, Spotlight: TV & Video - Bryson Gordon from Viacom will teach you “How To Layer Advanced Audience Targeting Into Your TV Buy.” Event sponsored by Acceptable Ads Exchange and IntentIQ --------------------------------------------------------------- Today's Must Read [NCC Media Rebrands To Ampersand, Launches Targeting Tech And Teams With OpenAP]( The name Ampersand underscores how it’s a partner to networks and buyers. Its new data-driven linear TV platform will collect and anonymize data across its three owners – Comcast, Cox and Charter. It also partnered with OpenAP to standardize audience definitions across both companies’ platforms… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Are GIFs Viewable? GIPHY Hooks Up With Oracle’s Moat To Prove It]( GIPHY is growing up. The search engine for GIFs is partnering with Oracle Data Cloud’s Moat to measure viewability, ad delivery and invalid traffic for short-form branded content on its platform… [More.]( [Why Hulu Is Betting On New Ad Formats]( Hulu is trying to change how the industry thinks about the TV ad experience. Over the past few years, Hulu has built interactive ad formats to fit consumer viewing behaviors. Earlier this year, for instance, Hulu introduced pause ads, which are served as overlays when a viewer pauses a show… [More.]( [BMW On Influencers: ‘These People Just Want Your Money’]( Nathan Poekert is cynical about the influencer industry. As global director of communications and marketing at BMW Group he’s seen influencers Photoshop their metrics or completely whiff on contractual obligations, he said at a conference hosted by content measurement startup Knotch… [More.]( [Why We Need A UPC Code For Ads]( The proliferation of platforms has given marketers new insights, but they must now deal with differing levels of data formats and extraction capabilities. There are no standards on ad exposure file formats and no incentive for platforms to standardize data or help make it seamless… [More.]( [To Navigate Advertising Uncertainty, Marketers Must Aim To Maximize Unduplicated Reach]( When confronted with risk and complexity, it often helps to refer to fundamentals. Reach and frequency are two foundational advertising elements that are relevant across the board, from hypertargeted digital ad campaigns to broadcast commercials… [More.]( [Guide: Sports Signage Exchange]( [See how programmatic signage will change sports sponsorships.]( []( News Round Up Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up [here](. Move Over Rick Welday is stepping out of his shoes as Xandr president and likely right into a position at either AT&T or WarnerMedia. The change comes as AT&T begins to bring the three pillars of its new media empire – communications, advertising and media and entertainment – more closely together. Welday, who as president oversaw Xandr’s sales and operations, has been top lieutenant to CEO Brian Lesser since the company launched in 2018, The Wall Street Journal reports. Welday’s promotion to the parent company comes just a few months after AT&T[replaced WarnerMedia’s ad sales brass]( with its own leadership team. WarnerMedia executives believe the move could signal an eventual combination of Xandr and WarnerMedia, and sources tell the Journal that some executives are frustrated that Xandr hasn’t so far delivered more revenue for the unit.[More](. Streaming Forward Streaming services dominated the Emmy Awards yet again this year. HBO, Netflix and Amazon took home the most trophies, and Hulu picked one up as well. But streaming companies are also dominating the time between award presentations. Every major purveyor of a streaming platform purchased a commercial during the awards show – including some that don’t even exist yet, like Apple, Disney and Comcast, Adweek reports. Apple, Netflix and Amazon actually bought two spots apiece. Increasingly, these media/entertainment/technology conglomerates are throwing their hats in the ring with streaming subscription services, fueling a[huge surge of ad dollars]( out of Silicon Valley. The pitched battles for subscriber acquisition and retention will only get more complicated when those broadcasters and streamers have to choose between cashing checks from big tech brands – and potentially ceding share in a cutthroat market.[More](. The Ad Game The Trade Desk launched a marketing campaign on Monday to help differentiate the company from other advertising platforms, namely Google, Facebook and Amazon, though the ad copy only distinguishes it as “an open platform, not walled garden.” (Walled gardens, you know who you are.) TTD was founded about 10 years ago, right around the time many marketers first started thinking more deeply about the types of content supported by their digital ad spend and questioning the transparency in ad tech exchanges, according to a[blog post]( by CEO Jeff Green. Despite regulations, fines and other industry challenges, the walled gardens have only grown in the past decade, so it’s not like there’s been a dramatic shift, despite the soul-searching. Still, Green said the market is “starting to gravitate to our way of thinking.” Pubs Vs. Walled Gardens BuzzFeed, Group Nine Media and Insider (formerly Business Insider) have formed a coalition to sell video ads from across their sites and YouTube accounts. The new ad sales alliance doesn’t have a name yet, The Wall Street Journal reports. The main benefit is scale. “For all of us to get together in a room like this, we’re not going to do a deal that we could have normally gotten on our own,” said Ken Blom, BuzzFeed’s VP of ad strategy and partnerships. Although the deals “are not going to be as big as the platforms, the new venture will improve the pitch that each news company can make against big platform players, said Omnicom North America Investment Chief Catherine Sullivan. But the coalition will need more than just a boost in audience reach and brand-safe content to actually compete more closely with the walled gardens. “There has to be something more proprietary … what else are they offering that’s unique?” said Christine Peterson, managing director and digital investment lead at Mindshare USA.[More](. But Wait, There’s More - [Snap Detailed Facebook’s Aggressive Tactics In ‘Project Voldemort’ Dossier]( - WSJ - [TiVo Tests Running Pre-Roll Ads Before DVR Recordings]( - The Verge - [Roku And Innovid Partner On TV Measurement Tools]( - release - [Google Braces For Landmark Global Privacy Ruling]( - Bloomberg - [The Slow-Burning Success Of Disney’s Bob Iger]( - NYT - [Reuters Collaborates With Amazon Alexa On News Stories]( - release - [How Publishers Get Their Reporters To Drive Subscriptions]( - Digiday - [Google To Refine Privacy Settings For Voice Assistant]( - MediaPost You’re Hired - [Centro Names Andy McNab As UK Country Manager]( - release [Experian Powers Auto Marketing]( [Powering automotive marketing with unique insights]( [www.experian.com/automotive/marketing]( Podcasts [The Big Story Episode 61:]( How The CCPA Will Affect Your Life [The Big Story Episode 60:]( The Great Ad Tech Reformation [The Big Story Episode 59:]( The Cookie Rumbles [The Big Story Episode 58:]( Cleanliness Is Next To Platform Data [The Big Story Episode 57:]( Targeting Targeted [The Big Story Episode 56:]( Sizing Up The Competition [The Big Story Episode 55:]( RTB, R Not TB? [The Big Story Episode 54:]( The Fire That Burns Brightest [The Big Story Episode 53:]( Ad Tech Fight Club [The Big Story Episode 52:]( Layser Sights [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 145:]( CEO Kevin Krim [AdExchanger Talks Episode 144:]( CEO Brendan Monaghan [AdExchanger Talks Episode 143:]( Executive Partner Babs Rangaiah [AdExchanger Talks Episode 142:]( CEO Charlie Gottdiener [AdExchanger Talks Episode 141:]( CEO David Moore [AdExchanger Talks Episode 140:]( Author David Kidder [AdExchanger Talks Episode 139:]( Investor Darren Glatt [AdExchanger Talks Episode 138:]( Nationwide's Jamie Byrum [AdExchanger Talks Episode 137:]( Merkle’s Michael McLaren [AdExchanger Talks Episode 136:]( Accenture Interactive's Nikki Mendonça [Get More AdExchanger Talks Episodes >>]( Events [PROGRAMMATIC I/O](, New York, October 15-16, 2019 [Industry Preview 2020](, New York, January 28-29, 2020 [PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, May 11-12, 2020 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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