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Today from AdExchanger

Wednesday, April 13

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Today: PROGRAMMATIC I/O in San Francisco, Westin St. Francis (Sold Out) - Doors open at 8 AM today for the first full day of PROGRAMMATIC I/O. Don’t miss tonight’s Welcome Party sponsored by Tapad. Open to all registered attendees.

Next Month: Clean Ads I/O, May 24, Times Center, New York - Agenda Spotlight: Don’t Pardon the Interruption. Guardian US CEO Eamonn Store has called out the significant issues with today’s interruptive ad experience. He will discus the challenges in today’s online advertising ecosystem at this year’s Clean Ads I/O. Sponsored by White Ops and TubeMogul.

Today's Must Read

Nielsen Moves Into The Marketing Cloud Business
Developing a unified consumer profile is key for measurement and targeting, for which Nielsen is well positioned to solve, said Martin Kihn, a research VP at Gartner. But, he added, Nielsen also lacks an execution layer.

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Data-Driven Thinking column...Attribution Needs To Walk Before It Runs by David Dowhan, TruSignal
I see several mistakes that marketers make to perpetuate attribution challenges. First and foremost, they are addicted to the last-click or last-touch attribution metric.

Paid Media Kicks In (A Little) As Trump Shows Signs Of Weakness
It may be too early to predict an avalanche of paid media from Republican groups and the Cruz camp, but any uplift in ad outlays will be welcome news to publishers, tech firms and political consultants who had braced for a major windfall this election season – and found themselves largely disappointed.

App Store Discovery Is Broken, And Developers Are Looking For Alternatives
A company like Apple, for example, is highly incentivized to keep its developers happy so they continue creating more apps – but what Apple cares about most is selling more iPhones. App developers looking for better visibility in the App Store just isn’t a major priority for Apple.

Rocket Fuel’s Plan To Weather The Next Big Shake-Out In Ad Tech
"we’re in talks with holding companies to work on being platform partners, and have signed some significant customers who are using our platform as an integrated DMP/DSP. So expect that 90/10 split to change significantly over time," said Randy Wottoon, CEO at Rocket Fuel.

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News Round Up

The Bots Are Here

At its F8 Conference on Tuesday, Facebook said it would let developers create chatbots for Messenger. The resurgence of bots, according to Mike Isaac of The New York Times, comes from consumer wariness downloading individual apps from different companies. But, as the Times points out, there’s no guarantee chatbots will take off in popularity this time around. And when companies do release them into the wild – as Microsoft discovered with Tay – the result doesn’t always go as expected. Still, excitement is growing. The popular chat app Kik introduced a Bot Shop on its platform [AdExchanger coverage] and Facebook is testing ads via its new chatbots, hoping it can monetize the service. More.

Walk A Mile

Another agency exec moves to the ad tech space as Yieldbot names Chris Copeland, formerly the chief digital officer at GroupM Next, a division of the WPP-owned media group focusing on emerging platforms, as president. Copeland had been at GroupM since 2000. “95% of our business is done with agencies,” says Yieldbot CEO Jonathan Mendez to Mike Shields of The Wall Street Journal about the hire. “He understands all the challenges.” More.

Own The Skies

The cloud content management company Box is partnering with IBM and Amazon Web Services to offer file-storage services in Ireland, Germany, Japan and Singapore. The service is targeted at a few (lucrative) industries with unique customer data and regulatory restrictions: health care, life sciences and finance. “We knew we’d never be able to change the laws, so three years ago, we imagined what it would be like if we were operating in 20 or 30 countries,” says Box founder and CEO Aaron Levie to Re/code. Legal experts in advertising regulation and data security have previously told AdExchanger that regional disparities benefit the few companies with global footprints strong enough to handle the big legal, real estate and data center investments.

Rolling Doubles

Walmart-owned supermarket chain Asda, the largest in the UK, will move its $145 million media account from Dentsu Aegis-owned Carat to Publicis’ Blue 449, a division of ZenithOptimedia. Asda’s creative account will also move from VCCP to Publicis-owned Saatchi & Saatchi. Publicis has a long history with Asda, and will be integral in its Project Renewal initiative, which includes revamping stores, changing product ranges and investing $765 million in price-cutting measures. Publicis has taken some big hits in the Great Media Account Realignment of 2015-2016, but this is a big coup executed in only a few weeks. Ad Age has more.

Bidding On Headers

In a Q&A with Mediapost, Condé Nast programmatic head Evan Adlman says the legacy pub partners with numerous header bidding vendors, and each offers very different products. “No two header bidders are alike,” he said. “The implementations and management are very different among all the vendors.” Check out AdExchanger’s chat with Adlman. Publishers often struggle to choose the right header bidding technology, as each differ in terms of the code they display on the page and the time they take for each bidder to respond, affecting publisher yield, user experience and page load. “Our focus is trying to figure out where the unique demand sets lie,” he said. More.

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Programmatic I/O
 (Sold-Out), San Francisco, Apr 13-14

Clean Ads I/O, NYC, May 24

Omni.Digital, Chicago, Sep 7-8

Programmatic I/O, NYC, Oct 26-27

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