AdExchanger News for September 25, 2019

Today's Must Read - 3 Things Xandr Needs To Do As Pressure Mounts To Deliver [AdExchanger | Optimizing the News] Today from AdExchanger Wednesday, September 25 Join Us [PROGRAMMATIC I/O New York, October 15-16](- Day 2, The Plenary Program - Facebook’s Simon Whitcombe discusses future plans and how they may affect your marketing dollars. Event sponsored by Unruly and Amobee --------------------------------------------------------------- Today's Must Read [3 Things Xandr Needs To Do As Pressure Mounts To Deliver]( Despite Xandr’s positioning as the TV platform of the future, agency buyers want to see more progress. Xandr’s plan to create a platform where buyers can plan, buy and measure media against a single audience across linear and digital inventory from multiple sellers still feels a long way off… [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [Oracle Data Cloud Cuts Staff As It Tries To Move Beyond Third-Party Data]( Assembled from acquisitions totaling in the multibillions, Oracle Data Cloud had become inefficient, too focused on its declining business selling third-party data. Now, the embattled unit is trying to streamline, cutting 10% to 15% of its staff Monday, after which it will focus on contextual data, brand safety and measurement... [More.]( [How Safari’s ITP 2.3 Update Is Cracking Down On Link Decoration ‘Abuses’]( One more cookie workaround bites the dust, in Safari at least. The latest iteration of Intelligent Tracking Prevention, ITP 2.3, is cracking down on localStorage and other tracking mechanisms that try and outfox ITP. The change was already in the code base, but hadn’t yet been publicized… [More.]( [Tapad CEO On Cross-Device Graphs And Where Its Data Comes From (Hint: Not Telenor)]( The cross-device company Tapad was an early mover in an ongoing trend where ad tech data companies divest themselves of their media sales businesses. In January 2018, Tapad offloaded its DSP to Brand Networks, and since then, peers like Drawbridge and PlaceIQ have attempted similar pirouettes. AdExchanger checks in with Tapad's CEO for an update… [More.]( [Comprehensive Ad Management]( [Technology that’s reinventing how advertising works]( [( News Round Up Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up [here](. Settling The Score The US Securities and Exchange Commission charged Comscore and its former CEO, Serge Matta, with engaging in a fraudulent scheme to inflate its revenue and making false or misleading statements to investors and auditors. [Read the SEC release](. Between 2014 and 2016, Comscore negotiated the exchange of data sets with no cash consideration (meaning it wasn’t paid), but would claim revenue on the fair value of the deal, even though it hadn’t sold a thing. The practice inflated Comscore’s revenue by about $50 million, according to the SEC. Comscore and Matta settled the case with penalties of $5 million and $700,000, respectively, and reimbursements from Matta of $2.1 million from the sale of stock and incentive-based compensation. Comscore’s stock dropped by more than 4% after the news broke, and at the close of the market was trading at $2.25, down from more than $30 in 2017. Close A Door, OpenAP A Window OpenAP, a TV audience consortium backed by Fox, ViacomCBS and NBCUniversal, is charting a new course in the fast-moving TV data market. WarnerMedia was one of the founding members of OpenAP in 2017 (though at the time it was just Turner), but [dropped out this year]( because AT&T is in the process of connecting its own media and advertising businesses. OpenAP added a new CEO, David Levy, in May, and just announced an [overhaul of its leadership team](. And now OpenAP is planning to spin out as an independent joint venture, as it goes from merely assembling audience segments to actually buying ads, Levy tells Variety. He also touted a new [partnership with Ampersand]( (née NCC Media), a TV sales consortium backed by Comcast, Cox and Charter. “Look, it’s always difficult to work together as competitors,” Levy said. “What you want is a group of companies that are as closely aligned as possible so you can move forward quickly.” [More](. The Silver Screen’s Silver Spoon The Emmy ratings are in and they are … bad. With 6.9 million viewers this year, the award show’s live audience dropped by about a third since last year. It’s hardly news at this point, though, that award show broadcasts are falling year over year. Yet, broadcaster ad sales haven’t slumped in the same way thanks to an interesting, and perhaps not-all-that sustainable, dynamic: Audience loss creates inventory scarcity, and there’s still value in getting in front of a live, concurrent audience. “It’s the perverse logic of scarcity and television advertising," one Hollywood executive tells NBC’s Dylan Byers. The appeal of live television content coupled with a willingness among premium advertisers to pay for their time on the biggest screen in the living room has bolstered the broadcast industry for a long time. "But, at some point, you’re talking about extinction," the exec predicts. "The advertisers just won’t go along with it anymore." [Byers’ newsletter has more]( (h/t [@RichLightShed](). Long-form FTW In a world where marketers can barely find a window of more than six seconds to jam their ads, Snapchat says it will extend ad breaks to up to three minutes on the platform. Snap has had a 10-second commercial cap on its platform since 2014, with an option for viewers to swipe up to watch a longer message. Along with the much longer video option, Snap is working on a way to target viewers that have a higher propensity for watching long-form content with its longer video ads, Ad Age reports. The ads are still skippable, but they give advertisers a much bigger creative canvas for digital than they’ve had in the past. “Marketers are getting much more sophisticated in the way that they use the platform,” said David Roter, Snap’s VP of global agency partnerships, at Advertising Week in New York City. [More](. But Wait, There’s More - [Google Fends Off EU Regulators With Top Court Win]( - WSJ - [Accenture Takes Creative In House With Droga5 As Lead Agency]( - Adweek - [Lightshed Partners: Is A Fairy-Tale Ending Possible For Disney And Apple?]( - blog - [Unilever Pushing Publishers To Embrace Third-Party Ad Verification]( - The Drum - [Facebook Acquires Brain-Computing Startup CTRL-labs]( - CNBC - [An Update On ICO Ad Tech Report From IAB UK CEO Jon Mew]( - blog - [As HBO Celebrates A Big Night, Questions Loom About Its Future]( - NYT - [Google Blocks Privacy Push At The Group That Sets Web Standards]( - Bloomberg - [Appeals Court Tosses Media Ownership Rules Back To FCC]( - THR You’re Hired - [Centro Adds Manuel Ramos Bernard As Mexico Country Manager]( - release - [Cognitiv Announces Frank Guzzardo As SVP Of Sales]( - release [Guide: Sports Signage Exchange]( [See how programmatic signage will change sports sponsorships.]( []( 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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