Social platforms finding value in audience networks | Advertisers grapple with state privacy regulations | IAB recognizes 2019 Data Rockstars and Rising Stars
October 15, 2019
IAB SmartBrief
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Social platforms finding value in audience networks
Social platforms finding value in audience networks
Snapchat and TikTok are joining Google, Facebook and LinkedIn in building audience networks to entice brand ad spend, writes Shoshana Wodinsky. Advertisers are finding the networks offer scale and reach at a good value, but some voice concern about the ability to track ad placement and conduct post-campaign analysis.
Adweek (tiered subscription model) (10/14) 
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The Average Adult is Consuming Nearly 5.5 Hours of Video Daily — Are you capitalizing on it?
With more and more people consuming video content, content providers and advertisers face new challenges. Navigating the complex web of new technologies, outdated systems and manual processes is not easy. Viewers expect high quality, consistency, reliability and a fluid playback experience. Learn how you can meet their needs. Download the report.
Marketing Trends
Advertisers grapple with state privacy regulations
Brands understand now is the time to jump into action to ensure they're ready to comply with the California Consumer Privacy Act, but executives from industry associations such as the IAB are concerned that other states taking similar action will create a complicated patchwork of regulations, writes George Slefo. He takes a close look at various state actions, California compliance requirements and challenges and the role of ad agencies and provides advice from industry leaders.
Ad Age (tiered subscription model) (10/14) 
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IAB recognizes 2019 Data Rockstars and Rising Stars
The IAB Data Center of Excellence recently bestowed its fourth annual IAB Data Rockstars 2019 Awards to PepsiCo's Kevin Moeller; Equifax's Jeffrey Sporn; Alliant's Donna Hamilton; IPG Mediabrands' Ross Jenkins; Starcom USA's Emma Pop; Mattel's Isaac Quiroga; and Hearst Data Studio/Hearst Magazines' Charles Wolrich. Rising Stars winners include Yieldmo's Nisreen Al-Basha and MediaMath's Danielle Dzbanek.
MediaPost Communications (10/10) 
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Mobile Focus
YouTube invites more brands to utilize AR Beauty Try-On ads
YouTube is giving more brands access to its Beauty Try-On ad format after a limited launch in June. The platform is also adding it to its Masthead ad placement options to boost brand exposure and enhance user discoverability.
Social Media Today (10/15) 
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Featured Content
Sponsored content from Adjust
Why Adjust does not offer "people-based attribution"
Recently, mobile attribution companies have been trying to generate buzz on the topic of connecting mobile users across apps and mobile web. Adjust will never release a feature that relies on selling user data. Let's have a closer look and explain why.
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Incrementality explained on “The Lowdown”
In Episode One of our web series The Lowdown, Adjust Global Product Communications Manager Michael Paxman takes on the tricky topic of incrementality, and breaks it down into three steps, to help you stop cannibalizing your organics. Watch here.
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Company Watch
LinkedIn makes another attempt to preserve user privacy
LinkedIn makes another attempt to preserve user privacy
LinkedIn has filed new court papers in an effort to prevent hiQ Labs from scraping its user data after various courts found the tactic didn't "violate the Computer Fraud and Abuse Act because LinkedIn profiles are not password-protected," writes Wendy Davis. LinkedIn contends that judges didn't thoroughly consider users' privacy interests.
MediaPost Communications (10/14) 
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Best Buy entices brands with first-party data offerings
Best Buy is enticing more brands to utilize its first-party data by highlighting its 1.5 billion annual customer website interactions, 2 million visitors each day and potential interest-and-behavior-based targeting, writes Kristina Monllos. Its niche technology focus compared to Target, Amazon and Walmart "may limit the pool of advertisers the company will be able to woo," however, Monllos adds.
Digiday (tiered subscription model) (10/14) 
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Brands & Campaigns
Movers+Shakers, E.l.f Cosmetics get 1.6B views for TikTok challenge
E.l.f Cosmetics' sponsored hashtag challenge on TikTok, #eyeslipsface, has garnered 1.6 billion views in a little over a week and the challenge is still running. The campaign, from Movers+Shakers, includes a 15-second video showcasing an original song and encourages users to share their own content, and the brand's marketing chief Kory Marchisotto says, "TikTok has been a fantastic, innovative partner - they are willing to lean into partners who will lean into them."
AdExchanger (10/14) 
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Policy & Research
Report: DTC brands boost spending, digital leads
Direct-to-consumer brands increased digital, TV and print ad spending 50% on average year-over-year for the second quarter, with the lion's share spent on digital, MediaRadar reports. The leading spenders included SmileDirectClub, Untuckit and Poshmark.
Adweek (tiered subscription model) (10/14) 
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IAB News
CCPA to have significant impact on digital ad industry
CCPA to have significant impact on digital ad industry
The State of California enacted into law the California Consumer Privacy Act (CCPA), which will go into effect on Jan. 1, 2020. Experts estimate that the CCPA will apply to more than 500,000 US companies, reaching businesses of various sizes in virtually every sector. The CCPA will have profound implications for the digital advertising industry. Stay in the know by visiting the resource hub on IAB's website.

Visit now.
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IAB Leadership Training: Media Sales
IAB Leadership Training: Media Sales
You're at the top of your media sales game. Make sure you stay there with IAB Leadership Training: Media Sales. In two days, you'll learn how to build and run an innovative sales team in today's rapidly evolving digital ecosystem. Learn more.
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