 | | Media Buyer & Planner Today | | | | | | | | | #1 Oath Sharing Shopper Data Gleaned via Yahoo Emails | | The Verizon division that includes AOL and Yahoo is gathering shopper-marketing data through emails exchanged by users and sharing that data with advertisers, Ad Age reports. Yahoo has about 200 million email users and the email provider has the capability to glean data from those email users to offer shopper insights to advertisers. Yahoo does let consumers opt out of ad targeting based on their emails and Oath recently updated its privacy policies to make them easier to understand, but it is thought that millions are still unaware of the practice. The company says data used in ad targeting is stripped of personally identifiable information. But as one agency executive told Ad Age, "There's a lot of sensitivity around Oath's promotion of this kind of tactic, but they are pushing it hard as a capability they have. This allows you to make marketing decisions based on actual purchasing insight." | | WHY THIS MATTERS: Digital data and privacy continues to be a hot topic, particularly, most recently in light of reports that data firm Cambridge Analytica improperly gained information on up to 87 million Facebook users. And last year, Yahoo belatedly revealed that a 2014 hack had breached all 3 billion of its accounts across all of its properties. But Oath is competing for ad budgets with other digital giants Facebook, Google and Amazon, so it is going to do whatever it can to be more advertiser friendly. | | A Take: Ad Age | | | | #2 MRC CEO Wants to Move Past Viewability | | George Ivie who heads the Media Ratings Council says too much time continues to be spent on the importance of ad viewability, and that the ad industry needs to spend more time focusing and solving more important issues like cross-platform media measurement standards, Ad Age reports. The CEO says the MRC has been working with advertisers, agencies and media organizations on digital viewability guidelines since 2014, and the grousing has been nonstop since then. He says the initial standard issued by the MRC that a video ad be deemed viewable after two seconds was minimal by design. And its latest proposal will up the standard so the whole ad has to appear in view. Research shows that there is not as much difference between the minimal two-second view and seeing the whole ad as some people might think. And Ivie says the industry must now concentrate on finalizing a standardized cross-platform measurement system. | | WHY THIS MATTERS: Ivie says the MRC has a draft of a potential standardized cross-platform measurement policy but it is now being reviewed by more than 200 companies. Ad Age says a more finalized draft should go to industry groups such as the Association of National Advertisers, 4A's and IAB for review in fourth quarter. And a final proposal would go out for comment after that. That still puts an industry-wide policy almost a year away at best. | | A Take: Ad Age | | | | #3 Data Plus Math Launches Cross-Screen Attribution | | The TV attribution measurement company has launched TV Pixel, a tool kit that links website click and purchase consumer behavior with cross-screen advertising campaigns, Broadcasting & Cable reports. TV Pixel is comparable to a tool used by Facebook to measure the effectiveness of social campaigns. It is part of Data Plus Math's MediaFX platform, which is used by 11 media companies to measure the effectiveness of TV advertising. A+E Networks is offering its clients the attribution tool usage as part of its upfront deals. Mel Berning, president and chief revenue officer at A+E says, "Data Plus Math is leveling the playing field and allowing TV to get the credit it deserves for driving revenue for our advertiser partners." Discovery and Disney/ABC are also committed to the new Data Plus Math program. | | WHY THIS MATTERS: In addition to media companies working with Data Plus Math, media agencies are also involved. "Horizon Media is working with Data Plus Math to measure TV campaigns across several national networks and cable operators," says Dave Campanelli, executive VP and co-chief investment officer at the agency. "Having a standardized TV Pixel enables our clients to instrument their digital properties once and receive attribution reporting from all their TV campaigns across broadcast and cable and even across national and local media buys." | | A Take: B&C | |
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| | 40.7 | | Number of U.S. people of any age who will use an Amazon Echo at least once per month in 2018, according to an eMarketer forecast. That's a 66.6% share of the voice-enabled speaker market. Google Home will be used by 18 million people or 29.5% of the smart speaker audience. Projections say Amazon Echo's share of market will fall to 60.8% by 2020, while Google Home's will grow to 32.9%. | – Reported by eMarketer
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| | ABC Wins Despite 'Roseanne' Decline | by Michael Malone
ABC won the ratings battle Tuesday, as Roseanne, despite a dip, led the network to a 1.3 in viewers 18-49, per the Nielsen overnights, and a 5 share. That topped the 1.1/4 that CBS put up.
Roseanne did a 2.5. ABC ran Roseanne repeats a week before, while a fresh airing scored a 3.4 the week before that. The Middle lost 21% for a 1.5, then Black-ish went up 9% to 1.2. Splitting Up Together grew 10% to 1.1 and For the People was a flat 0.6.
For CBS, NCIS ticked up 9% to 1.2 and Bull was a flat 1.1, then NCIS: New Orleans increased 13% to 0.9.
NBC rated a 0.9/4, as The Voice dropped 20% to 1.2 and Rise slipped 13% to 0.7, then Chicago Med posted a level 0.9.
Fox was good for a 0.6/3, with Lethal Weapon off 22% for a 0.7, then LA to Vegas and New Girl at 0.5, both comedies down a tenth of a point.
The CW rated a 0.5/2, with The Flash at 0.6 and The 100 at 0.4, both shows flat.
Univision scored a 0.5/2 and Telemundo a 0.4/2. | |
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| • ROLF OLSEN was named to the newly created position of chief analytics officer at Omnicom media agency unit OMD USA. He was previously chief data officer at WPP and GroupM media agency Mindshare. Prior to that he was senior VP of Dentsu Aegis Network agency iProspect. In his new role at OMD, Olsen will oversee a team of more than 120 marketing and data scientists who will work to enhance OMD's media buying capabilities for clients.
• DOUG SWEENEY was appointed to the newly created position of chief marketing officer at healthcare company One Medical. He was previously CMO at Google-owned Nest. Prior to that he did creative work at assorted agencies, including TBWA/Chiat/Day, Hal Riney, AKQA and Y&R.
• REBECCA HARRIS has joined San Francisco independent agency Erich & Kallman as head of strategy. She has previously held strategy roles at Crispin Porter + Bogusky and TBWA/Chiat/Day. • DANIELLE FLAGG and JED GROSSMAN were named executive creative directors at Richmond-based agency Arts & Letters. Flagg was previously an executive creative director at TBWA/MAL and also served as art director and a creative directors at Wieden + Kennedy. Grossman was most recently managing creative director at B-Reel. Prior to that he served as a creative director at Mother New York.
• BEN ROY was promoted to VP of programming and development at dick clark productions. In his new role, he will oversee production of sponsorship integrations into shows including the American Music Awards, Billboard Music Awards and Dick Clark's New Year's Rockin' Eve. He was previously executive director of programming and development. Prior to DCP, he was with Don Mischer Productions and before that worked in development at Warner Bros. and DreamWorks.
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