AdExchanger News for January 11, 2018

Today's Must-Read: "Verizon Isn’t Cutting Off The Subscriber Data Spigot To Its Media Unit – At Least Not Yet" [AdExchanger | Optimizing the News] Today from AdExchanger Friday, January 11 Join Us [Industry Preview, January 23-24, 2019]( - Day 1, 9:35 a.m., "Beyond The Big Blue App" - In this exclusive fireside chat, David Fischer will discuss the company's latest priorities as it seeks to "pivot to meaning" for both users and brands. --------------------------------------------------------------- Today's Must Read [Verizon Isn’t Cutting Off The Subscriber Data Spigot To Its Media Unit – At Least Not Yet]( Verizon will continue to supply certain forms of subscriber data for people who have opted into its loyalty program, Selects, as it’s been doing for a number of years. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [How WPP’s Newly Merged Agencies Are Approaching CES]( Both legacy VML and Y&R have attended CES for years, touring clients through the show floor and holding meetings and events. But bringing together VML’s digital capabilities with Y&R’s branding expertise offers a deeper opportunity to talk about connected brand stories across platforms, said JJ Schmuckler, chief growth officer at VMLY&R. [More.]( [Bringing The Backlist To The Forefront With Open Road Integrated Media]( While Open Road built its business on the strength of that digital catalog, it soon realized the value of its technology-driven marketing engine, called Ignition, and data analysts, which could present to consumers the content they’d want to buy. [More.]( [Piano Raises $22 Million To Help Publishers Bring In Non-Ad Revenue]( “There’s all this ad tech out there, but nothing exists to help publishers treat their traffic as readers and customers,” said Piano CEO Trevor Kaufman. [More.]( [4A’s Marla Kaplowitz Gives Agencies Credit Where Credit Is Due]( “If you look at the history of agencies, there’s a roller coaster pattern,” 4A's CEO Marla Kaplowitz said. “We’re in a different part of the roller coaster, but there’s always the upswing.” [More.]( [What If Nielsen Disappeared?]( A video industry without Nielsen already exists, made up of streaming platforms like Netflix and Amazon. Original content on those platforms has proven to be more experimental and unique than that of their linear peers. These programming risks are impossible for traditional TV studios that use revenue models reliant on Nielsen ratings for ad revenue. [More.]( [Emotional Targeting by Unruly.]( [Don’t just reach people. Move people.]( [( News Round Up Measure Thyself Many TV companies have developed their own measurement solutions – some to augment the Nielsen standard and some to replace it. And Hulu is up next, Ad Age reports. Hulu expects a current beta attribution product to launch in the second half of this year (in time for upfronts). “TV has been reliant on the fact that everyone sort of knows it works and it gets broad reach,” says Julie DeTraglia, VP and head of research. “But TV no longer gets the reach it used to and it has gotten to a point where TV has to prove itself more like digital does.” [More](. Hulu has ramped up its programmatic business lately. It recently hired Jeremy Helfand as VP and head of ad platforms and [introduced a self-serve PMP]( last month. Bouncing Off The Walls There’s a disconnect between news companies rushing to institute paywalls and the appetite of readers for such offerings. A report by the Reuters Institute predicts the growth of mobile and browser downloads that circumvent metered paywalls, Business Insider reports. “We are definitely sensing we're in much stronger company,” says Marina Haydn, a managing director of circulation for The Economist. “That will impact all publishers as we're competing for similar audience and people's time.” Publishers are adding subscribers, but the big wave of news sign-ups in 2016 and 2017 is now in a churn and retention period, and smaller or unprofitable outlets may not be able to weather even short-term losses in page views. [More](. Amazon Ad Craze One week after Pivotal Research issued a remarkably bullish prediction on Amazon, Cowen has released results of a survey of leading US ad buyers that appears to reinforce that view. “Amazon could double its ad revenue among top US ad buyers in the next two years, giving it 12% of total digital ad spending in 2020. Meanwhile, Facebook’s main social network platform is expected to lose 3 percentage points of market share in that time,” Recode reports. Most of the new Amazon money will be siphoned from other media outlets (rather than net new dollars). [Read the story](, including a snazzy chart. Playing The Game The Epic Games Store, a gaming marketplace launched last month, is lining up game release deals [with Ubisoft](. Adding more top-tier game studios could make the store a hit for Epic, developer of the popular game Fortnite. Fortnite alone [is reported]( to have exceeded $3 billion in profit in 2018 from in-game purchases and upgrades. “While running Fortnite we learned a lot about the cost of running a digital store,” Epic founder and CEO Tim Sweeney [told video game trade MCV]( when the store launched last month. “In our analysis, stores charging 30% are marking up their costs by 300-400%,” he said, while Epic’s store will be profitable at 12%. But Wait, There’s More! - [Chrome’s Ad Blocker Will Go Global In July]( - VentureBeat - [Amazon Is Ramping Up Its Influencer Program]( - Business Insider - [Google Can Limit ‘Right To Be Forgotten’ To EU, Says Top Court]( - Reuters - [Nexstar Makes Deal With Comscore For Local Ratings]( - B&C - [Programmatic Ad Spend Sees Double-Digit Growth In Europe]( - eMarketer - [Instagram’s Digital Ad Share To Double Despite Facebook Woes]( - Bloomberg - [You & Mr Jones Takes Majority Stake In Internal Marketing Firm]( - WSJ - [Google Takes On Amazon With Hotel, Airline Voice Features]( - Skift Podcasts [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 [The Big Story Episode 16:]( Twitchy Trigger Finger [The Big Story Episode 15:]( You Trust Me, Right? [Check out all episodes of The Big Story >>]( [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 [AdExchanger Talks Episode 100:]( Facebook's Mark Rabkin [AdExchanger Talks Episode 99:]( Oracle's Dave Helmreich [Get More AdExchanger Talks Episodes >>]( Events [Industry Preview 2019](, NYC, January 23-24, 2019 [PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, April 29-30, 2019 [PROGRAMMATIC I/O](, New York, October 15-16, 2019 Share This Email: [Facebook]( [Twitter]( [LinkedIn]( [Google+]( | [Forward To A Friend]( AdExchanger | 41 E. 11th Street, Floor 11 | NYC | 10003 [Update your email preferences]( [Facebook]( [Twitter]( [LinkedIn]( [Blog](