Home Ad Exchange News Audiences Flock To Social Video; MEC Poaches Amanda Richman

Audiences Flock To Social Video; MEC Poaches Amanda Richman


Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

Cord And Discord

Millennials may abandon old-school TV, but there’s a healthy appetite for social video beyond 90-second clips and recipe run-throughs. In its first month, NBC’s “Stay Tuned,” a twice-daily news program on Snapchat, has been seen by 29 million people and passed 1 million subscribers, a source tells Axios. Meanwhile BuzzFeed has laid claim to a broadcast-sized tune-in audience. “Early on, we were building a business around ‘non-intentional’ videos, or videos that people were not necessarily seeking out,” BuzzFeed’s Matthew Henick tells Mike Shields at Business Insider. “But all of a sudden, over the past six to nine months … people are setting aside time for shows and coming back.”


Starcom investment head and 12-year Publicis vet Amanda Richman is heading to MEC as US chief executive. Richman will oversee the US merger of MEC and Maxus, the two media-buying agencies consolidated by parent GroupM in June. At the new entity, Richman will be tasked with meshing two distinct agency cultures while smoothing the transition for clients. “Creating a culture and a united culture has got to be our first focus,” she said, but a close second priority is “to define what your brand is, what you stand for and how you differentiate yourself in this very cluttered marketplace.” She’ll report to MEC global CEO Tim Castree. More at WSJ.

The Cookie Jar

A team of Princeton IT researchers investigated how online tracking signals like cookies and transactions are affected by blockchain-based systems like Bitcoin. Analyzing 130 ecommerce sites that accept Bitcoin, the team found that in most cases a Bitcoin wallet (or a registered user on a blockchain) could be tied to a real-world persona based on data leaked to ad trackers – or exposed unintentionally – by the online seller. “Our findings are a reminder that systems without provable privacy properties may have unexpected information leaks and lurking privacy breaches,” writes Steven Goldfeder, a Princeton Ph.D. candidate. More.  

Steering Clear

Weeks after Facebook changed course by allowing publisher paywalls on Instant Articles, Google has taken the same tack. The platform is giving publishers more control over its “first click free” feature, which lets search users access articles behind subscription paywalls, and is developing publisher tools for a news subscription funnel. “It’s clear from news publishers that they can’t live on advertising alone,” said Richard Gringas, VP of news at Google. The New York Times and Financial Times are testing the product, which could target readers and subscription price points. More at Bloomberg.

But Wait, There’s More!

You’re Hired!

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

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Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.