Home Ad Exchange News Unnecessary Location Tracking Proves Lucrative; Facebook Earns Big Political Ad Dollars

Unnecessary Location Tracking Proves Lucrative; Facebook Earns Big Political Ad Dollars


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

There’s An App For That

Wanna know the dirty secret about that flashlight app or liquor-delivery app or weather app or neighborhood coupon app or new ridesharing app or whatever app you downloaded? “Making money off otherwise unnecessary location tracking may be the main reason that the app was developed in the first place.” There’s a thriving ecosystem of location data specialists (NinthDecimal, Placed, UberMedia and PlaceIQ, to name a few) that buy location data from apps or have contracts allowing them to piggyback on the location-tracking opt-in from consumer apps, as Kate Kaye covers at Ad Age. It’s a trend strong enough to impact the valuations for apps in certain categories (like delivery and weather) where users all readily opt in to location tracking because it makes sense for the service.

Political Letdown

“Citigroup projects that spending on political ads on Facebook could surpass spending on Alphabet’s Google this year,” reports Christopher Mims at The Wall Street Journal. And that’s no knock on Google, which has also had a monster election season [AdExchanger coverage]. But the overall market for political TV ads is soft, as Pivotal Research analyst Brian Wieser noted in a Monday research note. Mims writes, “In an ideal world, campaigns would poll every voter in America, then craft strategies to persuade undecideds and motivate supporters to go to the polls.” ’Til that day comes, the state of political advertising is… uncertain. More.

Consolidating The News

Gannett is near a deal to acquire Tronc, a spinoff of Tribune Co. and owner of major daily print outlets like the Los Angeles Times and Chicago Tribune. The deal would put these papers under the same roof as Gannett outlets like USA Today and Detroit Free Press. Gannett placed an unsolicited takeover bid for Tronc in April that valued the company at about $815 million (rumors of a renewed deal pushed the share value up substantially higher). Despite publicly scoffing at Gannett’s unsolicited, low-ball deal earlier in the year, it looks like all roads lead to consolidation for the print news industry. More at Variety.

Fairytale Ending?

Disney is struggling to convince Wall Street that its broadcast cash cow, ESPN, will keep growing as cable TV declines, The New York Times reports. Disney is on the shortlist of potential Twitter buyers, pitting it against tech natives like Google, Microsoft and Salesforce. The Disney-Twitter pairing makes sense if you consider the Disney’s financial pressure to expand into streaming channels (which just happens to be Twitter’s newfound purpose in life). Sources close to Twitter CEO Jack Dorsey say he wants to sell to a media company to power his OTT and mobile video ambitions.

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Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

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.

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

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

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.