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3 Ways Influencer Marketing Will Change If Instagram Removes Public Likes Amazon Opens AWS Data Exchange – And New Opportunities For Data Sellers Industry Shrugs As Google Announces Plans To Restrict Contextual Data MathCapital-Backed Tech Startup Octane11 Eyes Programmatic B2B Nestlé Launches Internal Programmatic Unit To Scour Digital Media Deals 4 Ways TikTok’s Ad Products Benefited From Competitors’ Mistakes How This Season’s Late Thanksgiving Impacts Retail Advertising Why CTV Is The Trade Desk’s Biggest Focus Of 2020 Samba Lays Off 15-20% Of Staff, Reorgs To Focus Solely On Data And Audience Products

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Red Antler Combines Branding And Performance With Launch Of Good Moose

by Alison Weissbrot // Posted on Thursday, November 14th, 2019 at 1:19 pm.

Red Antler, the agency known for creating brands such as Casper, Allbirds and Brandless, launched a performance agency on Thursday called Good Moose.

Good Moose debuts with a team of 12 and performance marketing capabilities across search, social, programmatic and ecommerce. Daniel Romano, Red Antler’s head of performance marketing, will lead the agency as CEO.

Red Antler saw an opportunity to complement its focus on brand strategy, creative and digital experience with performance marketing for its digitally-native clients, bringing together two disciplines often viewed as distinct.

“To be a successful brand, you need to be able to navigate those two worlds, which sometimes feel separated,” Romano said.

Good Moose will tie its media plans closely to Red Antler’s brand strategy work. If insights reveal that a brand performs well with certain audiences or platforms, Good Moose will build media plans around those strengths.

Someone looking for a mortgage, for example, might spend more time researching on informational platforms, such as Quora, rather than responding to a Facebook ad, Romano said.

MathCapital-Backed Tech Startup Octane11 Eyes Programmatic B2B

by James Hercher // Posted on Thursday, November 14th, 2019 at 1:09 pm.

The B2B marketing platform Octane11, the first company incubated by MathCapital, a venture fund backed by MediaMath CEO Joe Zawadzki and ad tech vet Eric Franchi, launched on Thursday.

Dan Rosenberg, Octane11 founder and CEO, developed strong feelings about B2B mar tech vendors and where there were unmet needs in the market from his time as chief marketing and strategy officer at MediaMath, he said.

The startup’s business model also mirrors MediaMath, he said, with a platform fee and potential add-ons for data or managed services.

MathCapital, which has marketing technology investments like Thunder, Amino and Hudson MX, leverages the ad tech insider perspective “to find the white space” in digital media, Rosenberg said.

The B2B category was an obvious first move for the fund, he said.

Programmatic companies in particular haven’t capitalized on B2B budgets.

Consumer brands need to reach hundreds of thousands or millions of people to generate and measure sales lift or ROI. But B2B marketers might have a universe of 1,000 or fewer companies, and perhaps 10 or 20 individuals at each company who make purchase decisions.

“For paid media companies, that makes B2B a lot less interesting,” Rosenberg said. And with a relatively low investment in automation and digital measurement, B2B companies devote a much smaller share of paid media budget to programmatic.

Adobe’s CDP Is Generally Available – Add It To The Pile

by Allison Schiff // Posted on Thursday, November 14th, 2019 at 12:00 pm.

You can’t swing a cat these days without hitting a customer data platform.

On Thursday, Adobe made the CDP capabilities within Adobe Experience Platform generally available after a roughly five-month beta period. Earlier this week, Microsoft got vocal about its new CDP offering, and Salesforce, whose CDP is still in beta, has multiple CDP-related sessions on the Dreamforce agenda for next week. And last year, Oracle released its CDP CX Unity.

Large platforms are getting serious about CDP technology at the behest of brands that aren’t getting enough out of their data management platform investments. At base level, DMPs primarily collect and unify anonymous, third-party customer data, while CDPs do the same, but for first-party data, including CRM, analytics and offline transactional data.

“This is all about the challenge of bridging the gap between known and unknown data, and having governance controls in place to do that safely,” said Nina Caruso, a product marketing manager at Adobe Audience Manager who’s involved with the CDP launch.

Sprint, an Adobe client, is planning to use the Adobe CDP to better manage its data in support of real-time decision making and better personalization, which is “a massive need for many brands, including Sprint,” said Rob Roy, the telco’s chief digital officer.

Another Agency Reorg: MDC Media Partners Centralizes Its Programmatic, Search And Social Talent

by Alison Weissbrot // Posted on Thursday, November 14th, 2019 at 9:00 am.

MDC Partners is the latest holding company to place its programmatic, search and social talent into a team that spans across its media network, MDC Media Partners.

The group, which doesn’t have a name, was announced internally on Thursday and contains roughly 100 experts across biddable media and digital planning from agencies Assembly, Unique Influence and Varick.

Robert Gibbs, former head of performance at Assembly, will lead the new group as chief digital officer.

The goal of the reorg, which has been in the works for the past year, is to give MDC Media Partners' clients access to all of the holding company’s digital talent. The new structure also centralizes MDC Media Partners' digital talent across the same technology stack and best practices.

“It didn’t make sense for us to have pockets of expertise across the network,” said Michael Bassik, CEO of Assembly and MDC Media Partners.

The group will work closely with MDC’s CRM agency GALE Partners to connect its paid media capabilities with GALE’s homegrown customer data platform. (GALE and Assembly launched a network in July to bring data, technology and media resources closer together across the group.)

“Digital is where we see the most asks from clients across the spectrum of maturity,” Gibbs said. “Making that fluid across the group means we’re better equipped to service the client.”

5G Will Reshape Advertising Data

by AdExchanger // Posted on Thursday, November 14th, 2019 at 12:05 am.

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jake Moskowitz, head of Emodo Institute and host of FIVE – The 5G Podcast for Marketers.

5G was designed to enable a more connected world. The next-gen mobile network takes connectivity to a whole other level that extends well beyond the mobile phone – and that includes the ways in which marketers connect with consumers.

5G works and connects differently than past mobile generations. Those differences are likely to drive several significant changes that can fundamentally alter marketing data and data-driven marketing.

Some of the most impactful 5G-driven marketing shifts will be in the data marketers use to target their messages. For example, marketers will likely feel greater confidence in data sets that will become even more precise, enabling better targeting and measurement. At the same time, data sources will significantly expand, while the quality of probabilistic data will improve.

Here is a deeper dive into the gradual changes we can expect once 5G rolls out across the United States.

Precision: 5G operates in frequency spectrums that require a different approach to network design and connectivity. The biggest leaps in speed and reductions in latency will come from millimeter wave (high frequency) connections that require a much more concentrated network of small indoor and outdoor antennas to enable consistent operation and performance. By bringing those connectors closer to consumers, the location (and other) data available will become even more precise than it is today. This shift will have a positive impact on marketing data sets. More precise and reliable data means more precise targeting and reliable measurement.

Cardlytics Surges; Big Tech Invades Banking

by AdExchanger // Posted on Thursday, November 14th, 2019 at 12:03 am.

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

Strong Cards

Cardlytics shares jumped almost 40% on Wednesday, pushing its market cap above $1 billion. The company partners with banks to create cash-back offers – so banking app users can be served promotional deals, and the discount is credited by the bank when a purchase shows up on the card. It’s been a monster year for Cardlytics (and other ad tech stocks). Cardlytics earned $56.4 million in Q3, up 63% year over year. And the stock price climbed from less than $11 at the beginning of the year to $56.94 at the close of trading Wednesday. Cardlytics also flipped to profitability this year. But that profitability is being managed, since Cardlytics has a multiyear strategic investment in a new automated platform, CEO Scott Grimes told investors. Cardlytics currently operates a “white-gloved managed service” complete with analysts and campaign controls. But that doesn’t scale effectively, he said. To go from hundreds of advertisers to thousands, or hundreds of thousands, it needs an automated platform that plugs into DSPs and agency buyers. The company plans to begin testing next year “with either a performance agency or maybe some other type of large advertiser partner,” said President and COO Lynne Laube. Read the release.

Credit Where Due

Google and Facebook are getting into credit and finance, despite the potential blowback. Google plans to test a consumer banking service next year that would offer checking accounts in partnership with Citigroup, The Wall Street Journal reports. Google’s foray into the credit industry “seems designed to make allies, rather than enemies,” according to the story. The company says customer financial data won’t be sold or used for advertising purposes. Separately, Facebook debuted its mobile payment processing product Facebook Pay this week, and Apple launched a credit card with Goldman Sachs this year. The moves show that big tech companies aren’t reining in strategic initiatives despite a wave of brand trust and loyalty issues, according to Axios.

We Must Bridge The Gap Between Attribution And CRM In Mobile Marketing

by AdExchanger // Posted on Wednesday, November 13th, 2019 at 2:09 pm.

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Hilit Mioduser Ames, vice president of growth, reengagement, at YouAppi.

The great benefit of digital marketing is that we can measure everything, or so the experts said in the 1990s. And at a time when banner ads generated 20% click-through rates, that was both promising and exciting.

Today in our mobile-centric world, we now understand that measuring and attributing each customer touch point to a KPI is challenging.

When trying to integrate mobile attribution data into the marketing organization’s CRM system, marketers face many obstacles. First, mobile marketing is younger than desktop and other device channels, so there has been less time and resources invested in creating a seamless integration.

Second, the leading CRM vendors, most notably Salesforce, Oracle and Hubspot, have not acquired a mobile attribution vendor. With leading attribution vendor AppsFlyer having raised $83.1 million and Adjust raising $255.9 million, including a $227 million round in June, an acquisition wouldn’t be cheap. And most significantly, integrating attribution data properly to account for the full funnel, including app retargeting and reengagement, is difficult.

EMarketer: TV Ad Spend Had Its Last Year Of Growth In 2018

by Allison Schiff // Posted on Wednesday, November 13th, 2019 at 2:03 pm.

Snip, snip, whoosh. Hear that? It’s the sound of cords being cut followed by an inexorable decline in TV ad spending.

The share of TV ad spend in the United States is set to drop below 30% of total ad spending for the first time this year, according to eMarketer research released on Wednesday.

By 2022, TV’s share of the ad market will fall below 25% of total US ad spending.

TV ad spend hit its peak in 2018 at $72.4 billion, followed by a particularly steep 3% decline this year ($70.3 billion) due to the lack of major cultural and political events. With the Olympics and the presidential election hitting next year, TV ad spend is expected to increase roughly 1% year on year, to $71 billion.

But then it’s all downhill from there. TV US ad spend will slip to $68.89 in 2023.

What does it all mean? The TV ad business has reached an inflection point where seasonal bumps and buoys such as elections and sporting events will no longer counteract macro declines, said eMarketer forecasting director Monica Peart.

Nestlé Launches Internal Programmatic Unit To Scour Digital Media Deals

by James Hercher // Posted on Wednesday, November 13th, 2019 at 6:00 am.

Nestlé has launched a team of media and tech experts to improve its programmatic supply and analytics.

The new hybrid unit, called the Global Digital Media Center of Competencies (DCoC), consists of internal media talent and executives from Nestlé’s holding company vendors, WPP, Publicis, IPG and Dentsu.

The team focuses on six core competencies: supply and trading, audience operations, retail media, dynamic creative optimization, ad operations and media transparency, said Sebastien Szczepaniak, global head of sales and ebusiness, which includes ecommerce and digital marketing.

The move allows Nestlé’s country-based media groups to tap the DCoC for near real-time support when negotiating contracts with tech companies or publishers or facing thorny reconciliation and analytics questions, Szczepaniak said.

The only tech or data vendor Szczepaniak cited as part of the DCoC so far is Amino Payments, a blockchain tech company for digital supply chain payments, processing and analytics, which is part of the media transparency competency’s toolkit.

Media transparency tests in the past year have already helped Nestlé trim its SSP roster from about 65 vendors to less than 10, each with direct supply relationships.

Google and Amazon are two of the SSPs working with the DCoC, but Szczepaniak said walled garden budgets will decrease under the new program if the platforms don’t meet supply transparency standards.

That may “trigger some friction” with big technology companies, but “that’s an important part of what’s happening right now,” he said.

Voters Will See Fewer Political Ads This Year – Thanks To OTT Targeting

by James Hercher // Posted on Wednesday, November 13th, 2019 at 12:30 am.

People who live in cities like Boston or Chicago will probably see fewer campaign ads for the 2020 election compared to 2016.

They can thank the rise of data-driven advertising for that small respite, as campaign ads shift from broad TV markets to targeted OTT and streaming video.

Presidential candidates have historically inundated Boston and Chicago TV markets because they overlap with early primary states. Chicago reaches into eastern Iowa and the Boston DMA (the Nielsen metric for a TV market) covers much of New Hampshire.

It’s a familiar issue at the state level too. In 2018, heated New Jersey Senate and congressional races pumped about $95 million into the New York City DMA, aggravating New Yorkers who couldn’t escape mudslinging commercials from across the Hudson River.

And for campaigns, it’s a painful trade-off when you need to reach potential voters with video messages but know you’re needlessly wasting hundreds of thousands or even millions of dollars.