Home Ad Exchange News WPP’s Possible Acqui-Hired Marketplace Ignition; Top TV Ad Sales Positions Are Being Filled

WPP’s Possible Acqui-Hired Marketplace Ignition; Top TV Ad Sales Positions Are Being Filled


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

Mission Possible

WPP’s Possible has acqui-hired Marketplace Ignition, a consulting firm that helps clients like Hallmark Cards develop ecommerce strategies specifically for Amazon. As Amazon becomes an increasingly dominating force in advertising, CPG marketers want to capitalize on the platform rather than fight its growth. “In the last 18 months, consumer packaged-goods companies have become less fearful of channel conflict and begun to get more aggressive at selling directly through Amazon,” said Possible CEO Shane Atchison. With Marketplace Ignition, Possible will gain 35 employees with direct expertise in all things Amazon, from developing the packaging and advertising brands place on the site to search optimization. More at WSJ.

Network Effects

Top TV ad sales offices are filling up as the upfront season looms. Comcast promoted Marcien Jenckes to president of advertising last week, and Fox News this week poached former NBC ad exec Marianne Gambelli to be president of ad sales, Variety reports. Some broadcasters waited to place leaders atop their advertising divisions over concerns that a chief ad sales executive may not even be necessary anymore. But with buyers pushing for point people who can confirm deals, that wait-and-see period appears to have run its course.

Purchase Pintent

Pinterest added a feature that identifies real-world objects via smartphone camera, making it easier theoretically, at least to surface items that better match a person’s intent. For marketers, who like Pinterest for its unique position in the shopper journey, the feature brings them closer to the bottom of the funnel without interrupting user experience. It’s not hard to see the downstream paid media opportunities in the form of “related products.” As Matthew Lynley writes for TechCrunch, Pinterest “helps its partners track … users throughout the buying cycle, eventually trying to point them to an end-product they may want to purchase.”  More.

Creative Destruction

A panel last week meant to feature three brand creative chiefs had a wrench tossed in the gears when two CCOs (Tom Nowak of Best Buy and Michael Fanuele of General Mills) stepped down from their positions. “As brands struggle for a balance between science and creativity – and manage costs accordingly – brand innovation jobs are in an uncertain place,” writes Adrianne Pasquarelli at Ad Age. Nowak says “The modern CMO has to be so focused on technology, data and analytics so most CMOs — with all the things they need to know now from a tech standpoint – have even less time than they used to have [to devote to creative and design].” More.

But Wait, There’s More!

You’re Hired!

Must Read

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.

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

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.