AdExchanger News for November 29, 2016

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  Tuesday, November 29

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Industry Preview, January 18-19, New York - Session Spotlight: The Upfront of Technology - Marianne Gambelli of Horizon Media, Peter Naylor of Hulu, Maureen Bosetti of Initiative and Donna Speciale of Turner examine the evolving structure of TV's ad buying process in this panel discussion.Sponsored by Neustar and Sharethrough.


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Zenith: PMPs Will Overtake RTB Buying By 2018
PMPs will be the quickest premium programmatic buying method to adopt in most markets, followed by preferred and guaranteed deals. Zenith forecasts PMPs will surpass open RTB buying in the US by 2018, reaching $9.4 billion, compared with $5.5 billion spent through the open exchanges.

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Data-Driven Thinking Column...Agencies And Marketing Clouds Are On A Collision Course
While the Adobe/TubeMogul marriage is somewhat unique due to each organization's specific focus on video-based technologies, a broader and more important implication is what the deal potentially says about the evolution of customer acquisition as a business process in the age of the connected consumer.

Ad Networks Are Starting To Get Their Anti-Fraud Ducks In A Row
Adjust recently formed a coalition of 12 ad networks and ad tech platforms that plan to work together to try and come up with a framework for mobile fraud detection and prevention, a list that thus far includes Criteo, IronSource, Jampp, Startapp, Vungle, Tapjoy, Chartboost, Glispa, Aarki, ClicksMob, Crobo and Remerge.

Epsilon's President Of Data Talks Changing Relationships With CMOs
"Marketing is not about as much data as you can get your hands on. It's about the right data that will be actionable for your brand," said Stacey Hawes.

Pepperjam and Magento Meet Again As Performance Marketing And Ecommerce Merge
Pepperjam and Magento are teaming up to help performance marketers manage affiliate, search and display in the same platform where they manage ecommerce.

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News Round Up

Small Victories

Ad blocking in Germany has declined roughly 2% since Q3 2015, according to one national digital media trade group. Ad-blocking trends always seem to start in Germany, so it could be a harbinger for other markets. Jack Marshall of The Wall Street Journal explores the possibility that ad-block declines are due to harsher publisher stances against ad blockers. German pub Axel Springer, for example, took Adblock Plus to court in February regarding its paid whitelisting model. Meanwhile, eMarketer reports that mobile ad blocking is rare. Only 2% of US consumers have ad blockers installed on their smartphones, compared with 23% on desktop, according to research from AudienceProject. More.

Blink Of An Eye

Advertisers aren't quite sure how to feel about Snapchat's average video view time of less than three seconds. Snapchat has been helping brands and agencies create content that fits its ephemeral, short-form video messaging platform, but that hasn't stopped users from skipping ads (which the platform allows). "The interstitial vertical video ad is challenging," a social media agency executive anonymously told Garett Sloane of Ad Age. "People just tap through. That's the behavior." Concerns about video view time won't stop advertisers from buying on the platform, however, as it connects them to an elusive, young audience raised on mobile. Still, Snapchat will have to prove the effectiveness of its video ads against rivals like Facebook as it seeks an IPO in 2017. More.

You Down With OTT?

Monday was a big day for streaming media on the long road to TV integration. Bloomberg reported that Hulu, which as a joint venture between Disney, Comcast, 21st Century Fox and Time Warner toes the line with broadcasters, debuted "a plan to become the first streaming service to couple live TV with a wide library of on-demand programs." More. AT&T finally unveiled its OTT service, DirecTV Now, combining its cable infrastructure with DirecTV, a $49 billion acquisition last year. If AT&T's $85 billion Time Warner takeover clears regulatory review, that will only complicate matters. Meanwhile, Dish's Sling TV and Roku are beta testing a cloud DVR product that will let users record and store up to 100 hours of TV. Netflix and Amazon maintain an iron grip on OTT viewership, but when Dish (with a $26 billion market cap) is one of the smaller competitors looking to challenge your position, no Goliath can take its position for granted.

Unreal

Facebook is a prominent distributor of online news, including the fake variety. Analytics company Jumpshot tracked Facebook referrals from more than 20 news sites from September to November, finding 80% of unique visitors to hyperpartisan news sites came from the platform, Poynter reports. Fake news site abcnews.com.co can attribute 60% of total visits to Facebook during that period. Compare that to The New York Times and CNN, which attribute 20% and 11% of site visits to Facebook, respectively. Even as they're cut from Facebook and Google exchanges, fake news sites are finding new purchase in content recommendation widgets like Taboola and Revcontent, which manufacture scale through long-tail networks.

Blame The Ref

ComScore is in the crosshairs of media sellers and buyers alike. Publishers begrudge "the comScore haircut" and ad buyers now often come with their own tools for evaluating media. "ComScore acts, it says, in the best interests of both publishers and agencies," writes Shareen Pathak at Digiday. But satisfying all parties is increasingly difficult (except maybe for Google or Facebook, where marketers are forced to accept media grading its homework). "We're the referees. Our business is being predicated on being trusted by both sides," says Andrew Lipsman, comScore's VP of insights. The thing is, how often do both teams end up happy with the referees? More.

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Jobs 

Sales Planner - NYC - AFAR Media
Ad Operations Account Manager - Brooklyn - Thought Catalog
Linear Product Director – Media - NYC - Time Warner Cable
Search (SEM) Product Manager - Media - NYC - Time Warner Cable
Director, Digital Services – Media - Charlotte - Time Warner Cable
Vice President, Account Management - NYC - Integral Ad Science
Vice President, Programmatic Sales - NYC - Integral Ad Science
Enterprise Sales Executive- Digital - San Francisco - CJ Affiliate by Conversant
Ad Ops Yield Optimization Analyst - NYC - The Week and Mental Floss
Digital Ad Operations Manager - NYC - Outdoor Sportsman Group - Integrated Media
Head of Product Marketing - San Francisco - LiveRamp
Product Marketing Lead - San Francisco - LiveRamp
Business Development Manager - San Francisco - LiveRamp
Customer Success Manager - Data - San Francisco - LiveRamp
Agency Engagement Lead - San Francisco - LiveRamp
Optimization & Innovation Associate Director - NYC - Kepler Group
Optimization & Innovation Manager - Philadelphia - Kepler Group
Optimization & Innovation Manager - NYC - Kepler Group
Client Solutions Associate Director - NYC - Kepler Group
Client Solutions Manager - Philadelphia - Kepler Group
Sales Engineering Director - NYC - BidSwitch
Market Development Director - NYC - BidSwitch
Manager, Sales Planning - Charlotte - NASCAR
Programmatic Advertising Publisher Tech/Ops Manager - NYC - TrustX.org
Senior Manager, Digital Measurement Strategy - NYC - A+E Networks
Manager, Digital Pricing and Yield - NYC - Turner Broadcasting
Manager, Programmatic Sales - NYC - Purch
PR and Communications Manager - NYC - Eyeota

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Podcasts 

AdExchanger Talks Episode 5: Annalect's Erin Matts
AdExchanger Talks Episode 4: MediaMath CEO Joe Zawadski
AdExchanger Talks Episode 3: Google Vet Brian Adams
AdExchanger Talks Episode 2: Nielsen's Lynda Clarizio
AdExchanger Talks Episode 1: GroupM's Brian Lesser

Events 

Industry Preview, NYC, January 18-19, 2017 
PROGRAMMATIC I/O, SF, April 4-5, 2017
PROGRAMMATIC I/O, NYC, October 25-26, 2017

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