AdExchanger News for September 26, 2017

Today's Must Read - OpenX Acquires Mezzobit And PubNation To Sweeten Publisher Offering Sponsor Message [Viant, a Time Inc. Company]( [Reach Real People with Premium Content Across TV, Digital and Print]( [viantinc.com/solutions]( [AdExchanger | Optimizing the News] Today from AdExchanger Tuesday, September 26 Join Us [PROGRAMMATIC I/O New York, October 25-26]( - In 4 weeks - Join your digital marketing peers for two days of compelling content across 55 sessions. Sponsored by Oath and Liveramp [[See full agenda](] --------------------------------------------------------------- Today's Must Read [OpenX Acquires Mezzobit And PubNation To Sweeten Publisher Offering]( The tools don’t boost yield for publishers, which is how publishers typically grade SSPs, but rather help them track down slow or suspicious advertiser tags and monitor overall ad quality. [More](. [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [YouTube Intros Targeting And Creative Versioning Tools For Online Video]( Beyond reaching people based on their searches on YouTube, advertisers will now be able to create segments and target video ads using data derived from Google Maps and apps. [More](. [Data Monetization Startup Narrative Helps Buyers And Sellers Find Each Other And Clinch The Deal]( Through Discover, Narrative curates lists of data sets for particular use cases and provides recommendations on what data to buy. A luxury brand, for example, could tap into a data package of people who have been to one of 50 luxury retailers and visited certain websites within the last 30 days. [More](. [On TV & Video...TV Goes On The Offense With First-Party Data]( We may one day look back and mark 2017 as the year that TV shifted its course and actively went on the offense. Nothing speaks more to TV’s new offensive position than its adoption of first-party data at scale – from both the buy and sell sides. [More](. [How Instagram Generates Commercial Value Out Of Creative]( "We really think of ourselves as partners to creative agencies because they’re the stewards of their clients’ businesses and we’re subject-matter experts on our own platforms," said Facebook's Kay Hsu. [More](. [Data-Driven Thinking...Which Telco Will Be The First To Challenge Facebook And Google?]( All that telcos need to create industry-leading cross-channel identity graphs is fill in the gaps by adding algorithms and business rules to these vast data sets as Telenor did when it bought Tapad. And they must add probabilistic data: Deterministic data is too sparse on its own. [More](. Sponsor Message [Think there is only search & social?]( [We’ve got NEWS for you. Learn about the new platform with 147MM UVs.]( [nucleusmarketing.com]( News Round Up You Got Tencent? At New York’s Advertising Week, Chinese tech giant Tencent continued the coming-out party it began three months ago in Cannes. Tencent, which owns WeChat and a bunch of other apps, has enormous power for marketers because it lets consumers perform the same activities they do in the physical world. Because consumers can do more, the data is extremely rich and consolidated in one system, “so you don’t get these frictions in the way you want to market,” Dentsu Chief Strategy Officer Nigel Morris said during a Monday session. China is the only ad market in the world where significantly more spend and consumption happens online than in more traditional channels, and “both Tencent and Alibaba have done more to allow people to integrate their systems than Google and Facebook,” said GroupM Chief Digital Officer Rob Norman. But will those wonderful capabilities ever migrate to the Western world? Outlook still unclear. Related: Tencent made a splashy entrance into the US market last week with new ad tech tools [[AdExchanger coverage](]. Also related: GroupM inks ad targeting deal with Alibaba. [Read the release](. Keep Your Clicks Traditional digital marketing metrics leave a bad taste in Coca-Cola’s mouth. “Don’t settle for them,” said Laura Houghton, the brand’s director of digital shopper marketing, speaking at the Modern Media Summit event during Advertising Week. “If they don’t help you answer whatever the objective is you were trying to solve with your campaign, then those metrics don’t matter to you,” she said. On the panel, Houghton encouraged advertisers to stand up for themselves and push their media partners for more relevant metrics. At the top of that list is attention. You can “game” metrics like clicks all day long, but “you can’t game whether [content] meant something to someone,” Houghton said. If the content didn’t resonate, the click is irrelevant. “It’s about the content based on your audience,” said Joshua Palau, VP of digital and omnichannel at Bayer US. “And if you’re not thinking about the platform you’re on and creating around that, it’s a problem.” Measurement Spat The Nielsen-comScore war rages on. The former is suing the latter for violating its use of Nielsen’s People Meter data. Variety reports comScore was authorized by an FTC ruling to use the data in a cross-platform measurement service, but has since changed the positioning of that service to be more TV-centric. Nielsen said in a statement, “Given that comScore plans to launch Extended TV in the next few months, with the intention of having the product available at the end of 2017, it is possible that Nielsen will lose other clients, particularly given that Nielsen has several large client contracts up for renewal.” [More](. But Wait, There's More! [IBM Is Bringing Next-Level AI Tech To Marketers]( - Adweek [Target Adds Pinterest Visual Search Tool To App And Website]( - TechCrunch [Facebook Leans Into VIdeo]( - Ad Age [Twitter Sells Enough Ads To Support Live Video Shows]( - Recode [Instagram Hits 2 Million Monthly Advertisers]( - blog [Amazon Puts Whole Foods On Fast Track To Conventional Supermarket]( - WSJ You're Hired! [Washington Post Hires Clancy Ryan To Sell SaaS, Ad Tech Products]( - release Sponsor Message [LKQD Universal Video Mediation]( [Direct & Programmatic advertising managed on one platform.]( [( Jobs [Director, Programmatic Sales]( - NYC - Diply USA [Sales Director]( - NYC - VertaMedia [Marketing Content Manager]( - NYC - Oracle Data Cloud [Chief Marketing Officer]( - Wesley Chapel - V12 Data [Ad Operations Specialist]( - Palo Alto - Issuu ApS [Account Director]( - NYC - IDG Communications [Head of Sales, Performance]( - NYC - Publishers Clearing House [Head of Sales, Brand]( - NYC - Publishers Clearing House [Programmatic Product Manager]( - NYC - Turner [Demand Generation Marketing Manager]( - San Francisco - LiveRamp [View All Jobs on AdExchanger’s Job Board >>]( Podcasts [AdExchanger Talks Episode 45:]( Criteo's Eric Eichmann [AdExchanger Talks Episode 44:]( SafeGraph's Auren Hoffman [AdExchanger Talks Episode 43:]( MoPub's Janae Redmond [AdExchanger Talks Episode 42:]( LiveRamp's Anneka Gupta [AdExchanger Talks Episode 41:]( Eyeo's Till Faida [AdExchanger Talks Episode 40:]( Dun & Bradstreet's Bob Carrigan [AdExchanger Talks Episode 39:]( Condé Nast's Evan Adlman [AdExchanger Talks Episode 38:]( The Weather Co.'s Jeremy Hlavacek [AdExchanger Talks Episode 37:]( Index Exchange's Andrew Casale [AdExchanger Talks Episode 36:]( MDC Partners' Scott Kauffman [AdExchanger Talks Episode 35:]( TripleLift's Eric Berry [Get More AdExchanger Talks Episodes >>]( Events [PROGRAMMATIC I/O](, NYC, October 25-26, 2017 [Industry Preview 2018](, NYC, January 17-18, 2018 [PROGRAMMATIC I/O](, San Francisco, April 10-11, 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](