Home Ad Exchange News CMO Stints Shorten; HBO Max Launches

CMO Stints Shorten; HBO Max Launches

SHARE:

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

A Short Stint

The average tenure of CMOs in the United States dropped again in 2019, to 41 months from about 43 months in 2018. That’s the lowest number on record since 2009, according to a report from executive search firm Spencer Stuart. The median CMO tenure rose to 30 months from about 28 months in 2018. CMOs tend to have much shorter tenures than CEOs, who averaged 76 months on the job last year and had a median tenure of 53 months. That’s partly because it’s difficult for marketers to prove the effectiveness of their work, and CMOs often aren’t included in broader conversations about company strategy, writes The Wall Street Journal. That situation is being exacerbated by COVID-19, as CMOs are forced to work with smaller marketing teams after layoffs.

Not Maxed Out Yet

AT&T’s WarnerMedia launched HBO Max on Wednesday, bringing together HBO with other media properties such as Turner Networks and Warner Studios. At $15 per month, it’s the most expensive option on the market, not counting Amazon Prime (Netflix follows behind at $13 per month). But there is an ad-supported model in the works for early next year. “We believe the long-term dynamics will be both subscription and advertising supported. If you think about what consumers like, they like choice,” incoming AT&T CEO John Stankey tells CNBC. “You don’t necessarily mind ads, if they’re executed well and they’re relevant.”

Daq To The Future

Rubicon Project, fresh off its merger with Telaria, announced that it will delist from the New York Stock Exchange and switch to the Nasdaq. Here’s the SEC filing. The transition has already been approved and will happen at the end of trading on June 8, in time to continue selling as RUBI on the Nasdaq the next morning. The Nasdaq is considered a more volatile, high-growth market, with more tech and information companies. (Also, the cost to list on the Nasdaq is about $25,000, and on the NYSE it’s hundreds of thousands of dollars.) The Trade Desk and Criteo are also on the Nasdaq. Investors like the move, at least, considering Rubicon shares jumped more than 20% on Tuesday and gained another 5% on Wednesday.

But Wait, There’s More!

You’re Hired!

Must Read

Comic: No One To Play With

Google Pulls The Plug On Topics, PAAPI And Other Major Privacy Sandbox APIs (As The CMA Says ‘Cheerio’)

Google’s aborted cookie crackdown ends with a quiet CMA sign-off and a sweeping phaseout of Privacy Sandbox technologies, from the Topics API to PAAPI.

The Trade Desk’s Auction Evolutions Bring High Drama To The Prebid Summit

TTD shared new details about OpenAds features that let publishers see for themselves whether it’s running a fair auction. But tension between TTD and Prebid hung over the event.

Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).

How Google Stands In The DOJ’s Ad Tech Antitrust Suit, According To Those Who Tracked The Trial

The remedies phase of the Google antitrust trial concluded last week. And after 11 days in the courtroom, there is a clearer sense of where Judge Leonie Brinkema is focused on, and how that might influence what remedies she put in place.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

The Ad Context Protocol Aims To Make Sense Of Agentic Ad Demand

The AI advertising agents will need their own trade group eventually. For now though, a bunch of companies are forming the Ad Context Protocol, or AdCP.

OUTFRONT Is Using Agencies’ AI Enthusiasm To Spur Wider Programmatic OOH Adoption

The desire for a data-driven reinvention of OOH inspired OUTFRONT to create agentic AI tools for executing and measuring OOH campaigns and comparing OOH to other channels.

Inside PubDesk, The Trade Desk’s New Dashboard That Shows What Buyers Actually Care About

A peek inside PubDesk, The Trade Desk’s new dashboard that gives sellers detailed info on how buyers value their inventory.