What You Missed in Ad Tech - February 2017

We find stories you may have missed or want to see again, adding our own intelligence.

MRC To Audit YouTube’s Third-Party Measurement Partners (AdExchanger)

First Facebook said it would get an MRC audit. Now, Google hopes its audit will help standardize viewability reporting across DoubleVerify, IAS and Moat.

Premium Publishers Tell P&G's Pritchard They Can Solve His Digital Ad Problems (AdAge)

The chief brand officer of the world’s largest advertiser had called for viewability and third-party verification to kill off fraud. The top publishers, represented by trade group DCN, say that advertising with high-quality websites is one way out of the digital mess.

Facebook Tunes Into Television’s Market (WSJ)

The social network is developing an app for television set-top boxes, hoping to tap more ad dollars. They’re also trying to offer music labels a YouTube alternative.

Winners and Losers of the Server-to-Server Programmatic Arms Race (Digiday)

Winners include: publishers, Amazon and collaborative SSPs. The losers: non-collaborative SSPs and SSPs with weaker demand.

Snap Loses Top Exec (AdWeek), Bets on Hardware (Reuters)

After its growth slows 82%, Snapchat’s parent loses its head of ad product. It’s also quietly launched a lab to develop hardware for AR applications. But can they regain ground lost to Instagram?