IAB rolls out framework to help with CCPA compliance | A guide to bringing live events to social users | Agencies opt to do business with limited number of SSPs over DSPs
December 6, 2019
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Top Story
IAB has released the first version of its California Consumer Privacy Act compliance framework along with a legal agreement to help publishers, ad tech vendors and other businesses adhere to the stipulations outlined in upcoming regulations. The IAB framework represents "a tremendous opportunity for the digital advertising industry to demonstrate that it recognizes the importance of privacy and data protection, and the clear message it is receiving from the market and consumers in particular," says IAB's Michael Hahn in a blog post.
Full Story: Marketing Land (12/5),  Ad Age (tiered subscription model) (12/5),  AdExchanger (12/5) 
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Hulu’s Digital Identity Exploration
We wanted to know more about how people adopt and interact with technology in everyday life and how to advertise to people at different digital fluency levels. Here's what we found! Learn More
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Marketing Trends
A guide to bringing live events to social users
(Pixabay)
GLOW's Jennifer Fink and Sarah Pine share a six-step guide to making social users feel like they're part of live events, beginning by establishing goals for the event that can then be translated into a social strategy and mapping out team roles for each platform in advance. Create an on-site "war room" to coordinate communications, adapt strategies in real-time based on social feedback and use content from the event to keep the social conversation going, they recommend.
Full Story: SmartBrief/Marketing (12/5) 
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Agencies are increasingly opting to use supply-side platforms over their demand-side counterparts to avoid intermediaries, cut costs, negotiate better terms and boost income from clients, writes Seb Joseph. Omnicom Media Group, GroupM, Havas and other agencies are also cutting back on the number of SSPs they utilize, and David Newman at Dentsu Aegis UK and Ireland, says "We have seen that reducing the number of exchange partners hasn't had an impact on scale or performance and has allowed us greater control over where and how we are buying."
Full Story: Digiday (tiered subscription model) (12/5) 
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Mobile Focus
Twitter enables brands to track popular Tweets
(Twitter)
Twitter has launched @TwitterRetweets, an account that highlights popular tweets that went viral and drew significant user engagement. The social platform also relaunched its Instagram account, where it plans to include screenshots of Tweets that are resonating with consumers.
Full Story: The Verge (12/5),  Adweek (tiered subscription model) (12/5) 
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Company Watch
Google announced that it intends to integrate IAB Tech Lab's California Consumer Privacy Act compliance technical specs within AdSense, AdMob, Google Ad Manager and DV360 by the Jan. 1 regulatory deadline. "We're committed to supporting our advertisers, publishers and partners as they work to comply with CCPA," says a Google spokesperson.
Full Story: AdExchanger (12/4) 
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Google ad optimization scores have been expanded beyond search and shopping campaigns to include display ads on the platform. Optimization scores hint at how a campaign should perform based on various factors and include recommendations to optimize results.
Full Story: Search Engine Land (12/5) 
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Brands & Campaigns
Spotify reveals a decade's listening data with "Wrapped"
(Spotify)
Spotify's worldwide "Wrapped" campaign features out-of-home ads across 21 markets that showcase the sometimes odd listening habits of users from the last decade and includes a New York's Penn Station takeover, TV and digital ads, and enables people to share their own listening data on social. "We hope we'll remind people of the moments this decade that inspired them to smile, share, laugh -- or sometimes just scratch their head," says Spotify's Global Executive Creative Director Alex Bodman.
Full Story: Ad Age (tiered subscription model) (12/5),  The Drum (free registration) (12/5) 
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Consumers, including celebrities such as Reese Witherspoon and Jessica Alba, recently responded to an e.l.f. Cosmetics' TikTok hashtag challenge by creating 2 million videos, and Chief Marketing Officer Kory Marchisotto credits much of the success to the inclusion of its original 15-second song, "Eyes.Lips.Face," by popular songwriter iLL Wayno and Holla FyeSixWun and follow-up track that's climbing the Spotify charts. Evan Horowitz of e.l.f.'s agency Movers+Shakers says, "TikTok is such a unique opportunity especially in this moment and time" because the platform is mature, has a large, engaged community and little brand competition.
Full Story: Adweek (tiered subscription model) (12/5) 
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Policy & Research
Democrats and Republicans agreed on the need for a federal privacy bill but disagreed over some of its provisions at a Senate Commerce Committee hearing as the parties offered two versions of the legislation. Lawmakers debated whether the federal law should supersede state privacy laws, as well as whether individuals should be allowed to sue companies for privacy violations.
Full Story: CNBC (12/4) 
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IAB News
IAB Native Advertising Playbook 2.0
The IAB Native Advertising Playbook 2.0 looks into the continually evolving native advertising landscape, as viewer perceptions of the ad products are changing as well. Read more in the playbook.
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IAB Leadership Training: Media Sales
Transition from player to player-coach with IAB Leadership Training: Media Sales. You'll learn how to inspire your front-line sellers and help your team thrive in today's rapidly evolving digital ecosystem. Develop skills needed to recruit and retain talent, collaborate cross-functionally, and more. Enroll today.
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