News and articles that allow us to stay on top of our game. You might want to read them too.
Analytics & Data
“The IAB Tech Lab on Thursday released a new standardization system for third-party audience data and an auditing and credentialing program for data sellers.”
“Instead of approaching the problem from a universal cookie angle, an independent trade group like the IAB should step in and create a standardized consumer taxonomy that will allow for identity- and interest-based targeting while still maintaining user privacy.”
– Avinash Kaushik
“Of all the harmful business decisions you can make analytically speaking, the worst is picking a single KPI for success. … There is an enormous amount we can get wrong when it comes to Analytics. Please get this basic bit about KPIs right. Not doing so has a profoundly corrosive impact, one that permeates across the organization in harmful ways. Don’t let your KPIs be lonely.”
According to sources involved in the discussions, Google worries that if exchange bidding is categorized as an intermediary who takes an extra financial cut out of transactions, some buyers will stop using it. Instead, they may route more spend to competitor Prebid, the open source wrapper which will be classified as “direct.
The ultimate fear is that Trade Desk and others would stop buying through exchange bidding completely.”
“The result is ads from some of the top advertisers often being displayed, by exclusion, on “safe content” like silly polls, competitions or otherwise bland content of little quality and engagement. At the same time, quality media owners complain that a good amount of premium content is automatically filtered out by brand safety algorithms, affecting their revenue.”
– Conversion XL
While we think the title of this article can be misleading, the content is really interesting and basically explains what should (or shouldn’t) be in a client reporting.
“In data-driven industries, it’s easy to imagine that we can “let the data decide,” but that’s actually not the function of data. It’s our job to help our clients interpret the data so they can approve recommendations and take action.”
“The reason I’m excited is because an attribution competition between the two biggest advertising platforms creates opportunities for advertisers. Limitations in one can be offset by capabilities in other, and biases can be identified and mitigated through cross-referencing.”
– Simo Ahava
“When Custom Templates were released in Google Tag Manager, many of us active in the GTM communities started doing two things: 1) creating our own custom templates, and 2) waiting patiently for Google to release a “gallery” or “library” for distributing these community contributions.
While I have full faith in the latter happening some time in the future, I thought it would be fun to create something similar to a library, and then open-sourcing it for the community to help out with or to download locally for their own purposes.”
“It’s hardly revolutionary to predict the end of the third-party cookie. Digital advertising’s fundamental currency for the last ten years is under increasing strain….With publisher revenues and marketer outcomes on the line, there is still no industry-wide consensus as to what will replace them.”
Facebook & Instagram
“This short article will help provide an easy resource to bring some of these Facebook one-sheeter resources together. While this list is by no means exhaustive, it captures some of the main topics.”
“Here’s the bottom line: no one has CBO completely figured out just yet. Regardless of your country, the vertical you sell in, or your Facebook campaign objective, there just doesn’t seem to be one, consistent formula that everyone can use for success.”
– PPC Hero
“All in all, it is an exciting time for search. The possibilities are endless for advertisers. From displaying multiple aspects of a retail product to highlighting popular dishes on a restaurant’s menu, digital search strategies will be evolving to fit an image focused agenda as Google Gallery Ads enter the game.”
– Search Engine Land
“The engines are automating many things we used to have lots of control over because we used to do them manually: from finding new keywords, to setting better bids, to writing ads. But when the people behind the businesses that advertise on Google get a say, results can be better than if the engine’s automation runs entirely on its own.”
– PPC Hero
“We will not be comparing CTR between ETAs and RSAs. Why? For one, RSAs will show up for different queries, devices, etc., so it’s not an apples-to-apples test. And two, per a current Google Agency rep, Google created RSAs to be complementary to ETAs: they will win some auctions ETAs wouldn’t have and vice versa. “
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