Good morning, {FirstName}, we’re on a post-conference high.

Our staff is back from MarTech Conference and energized by all we learned and heard from so many of the leaders in this industry. Thank you to everyone who attended the event this week. Now, on to the news. 

Nielsen is integrating brand safety measurement firm OpenSlate’s technology into its Digital Ad Ratings solution. The integration will provide video advertisers with third-party brand safety reporting on top of the digital audience reporting from Digital Ad Ratings. Nielsen has also taken a minor stake in OpenSlate to help it expand. OpenSlate currently measures and scores more than 600 million ad-supported videos.

Facebook’s Ad Manager has had its fair share of reporting and stability problems. Most recently, Facebook said it experienced a Pixel outage that affected a “small percentage” of Pixel events from being logged. For affected advertisers, the snag made it look like conversions were down and custom audiences were smaller than expected. Facebook says it fixed the outage, but it’s not clear if the reporting will be fully updated for the period when it was down. 

Read on for a Soapbox calling on publishers to keep their content from Facebook and Amazon.

Ginny Marvin
Editor-In-Chief

 
 
 
Soapbox
 

Publishers, stop giving lucrative content away to Amazon and Facebook

As Facebook once again rolls out its pitch to publishers, this time pledging publishers more money and promising to hire former journalists to evaluate the feed, the industry begins its seemingly never-ending, tired debate around Facebook’s trustworthiness.

But it’s not just Facebook trying to lure publishers, Amazon launched Onsite Associates program as an appeal to publishers to upload their lucrative product guides to the Amazon platform.

Are publishers really going to fall for it again?

Look to the precedent of their treatment of video creators on Prime Video, where they mirrored the classic moves of Facebook and Google and cut the returns for the actual creators of content.

Publishers need to protect their future by lessening reliance on any intermediary. Publishers recognize this which led to the recent craze in instituting paywalls. And already, there are incredible advancements in this area. Some companies are making use of the assets publishers exclusively have at their disposal (first-party data) to build models that aren’t reliant on platforms like Facebook and Amazon to create revenue.

By using all the data signals they have at their disposal, publishers can drive subscriptions effectively, thus lowering their dependence on the walled gardens for revenue. Publishers have a lot of weapons at their disposal but they’re still, by and large, thinking like a newspaper that gets read on a computer, not like a forward-thinking digital brand. Publishers should embrace all the data they have at their fingertips and invest in exploring how to cut out the intermediaries.

Adam Berkowitz, chief of staff at LiveIntent

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

 

Enterprise Identity Resolution Platforms: A Marketer's Guide

MarTech Today’s brand new guide examines the market for Identity Resolution tools and what you should expect when implementing this software into your business. Included in this 42-page report are profiles of 12 leading Identity Resolution vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.

Get It Now »

 
MarTech Minute
 

E-commerce, inventory management advances

BigCommerce, JetRails partnership. JetRails, a website hosting service for e-commerce businesses, announced a partnership with e-commerce platform BigCommerce to provide sites with stores using Headless Commerce with tailored CMS hosting. “E-commerce merchants, marketers, and web developers want to be able to leverage their favorite CMS platforms, like WordPress and Drupal, with a SaaS eCommerce solution. By meeting this demand head-on, BigCommerce is leading the way forward for a new generation of online stores,” said Robert Rand, director of partnerships and alliances at JetRails.

IBM Inventory Visibility launches. IBM’s new modular supply chain application is designed to help companies in high-turn inventory industries improve profitability and customer experience. With a single, real-time view of inventory tracking across the entire fulfillment network, companies can optimize order management processes. IBM Inventory Visibility aims to increase inventory ROI by balancing inventory to increase turns, while reducing necessary safety stock and carrying costs. It can integrate with existing order management or ERP systems — not just IBM Order Management.

 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Blockchain Is On The Way But Adoption Is Slow  – CMS Wire

Silicon Valley is terrified of California’s privacy law. Good. – TechCrunch

How Blockchain Is Changing Digital Marketing – Forbes

3 unexpected tips for better in-app engagements – User Testing Blog

Facebook iD8 Is Coming to Your City – Facebook Developers Blog

Opening Up Influencer Marketing with Blockchain – Practical Ecommerce

Study: 70% of people will swap store visits for voice assistants by 2022  – Mobile Marketer

Though They Can Be A Pain Point, Marketers Should Embrace Data Clean Rooms – AdExchanger