News and articles that allow us to stay on top of our game. You might want to read them too.
Data & Privacy
“There is a latent question in the air,” said Townsend Feehan, CEO of IAB Europe. “Is it possible to do programmatic in a way that complies with the GDPR?”
It’s high time that marketing analytics teams perform a thorough audit of their measurement stacks, rules and approaches. For example, it’s worthwhile to understand how much of the business is driven by Apple’s Safari and how the attribution by channel is impacted since the new tracking restrictions went live this year.
1) Influencer fraud predicted to cost brands $1.3 billion in 2019
2) Correlation found between GDPR and online visits and revenue
3) Ecommerce ad spend rises and CPCs fall
4) Mobile ad fraud costs marketers $2.3 billion in H1 2019
If we will be able to conduct a controlled experiment for any campaign, keyword, or audience, there will be less guesswork in estimating the actual incremental value of advertising.
“You can maybe look at what Apple is doing on Safari as a precursor to what could happen in mobile,” Eliashiv said. “Are mobile and web on the same path in terms of privacy?”
While the regulations and browser changes that are coming into place are primarily being directed at user privacy, they will have the perverse effect of pushing even more personal data and revenue toward some companies that are arguably the greatest violators of user privacy. Certainly they’ll be slapped with fines and will clean up their acts, but they will end up even more dominant in the industry than before.
A new idea: a reward program that grants “brite points” to people who agree to have their identities tracked across a federation of websites. These points can be exchanged for free gas or other benefits.
There are a number of testing strategies you need to be familiar with in this new age of measurement. Here are the main ones, arranged from the broadest scope to the narrowest.
There are two outcomes, in my opinion. The first (and only one, if you asked me) is for quality media owners to break away from the programmatic marketplace and create their own walled garden, RTB-free.
The second outcome is crueler but sadly the most likely, the longer media brands’ tinker: Only those that can afford to switch RTB off and diversify – by offering capabilities like sophisticated contextual targeting and non-RTB behavioral targeting – will survive.
Google Ads & Google Analytics
– Clix Marketing
If you are still using average position to evaluate performance, it’s time to start getting familiar with the metrics that can be used to improve ad placement: Search top impression rate and Search absolute top impression rate.
– Krista Seiden
In this Step by Step guide, I’ll take you through the three steps you’ll need to go through to set up a new App + Web Property in Google Analytics.
As expected, Google is further loosening the reins on close variants, this time extending same-meaning close variants to phrase match and broad match modifier. With the changes, Google is also changing its keyword selection preferences to prevent keywords from competing against each other.
This change will rollout in English in the coming weeks, with more languages to follow through 2020.
Currently, many businesses measure app engagement with Google Analytics for Firebase and website engagement with Google Analytics. While each of these products separately offer powerful insights, getting a more unified picture of engagement across your app and website can be a manual and painstaking process.
To make this simpler, we’re announcing a new way to measure apps and websites together for the first time in Google Analytics.
Facebook & Instagram
– Social Media Today
Yes, that’s right – native Instagram scheduling, via an official app.
Updates for mobile News Feed: Fewer lines of primary text will show on mobile News Feed. Now only 3 lines of primary text will show on Facebook mobile News Feed, after which people will be prompted to click to view additional text.
Maximum media height for photos and videos will reduce to 4:5 on mobile News Feed. The tallest supported aspect ratio for images without links and for videos is now vertical (4:5). Media taller than 4:5 will be masked on Facebook mobile News Feed.
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