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Showing posts from May 14, 2018
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Shoppables are just getting started

Shoppables are evolving at a pace that would make Darwin’s head spin.Last month, for instance, Snapchat announced it was launching a new Shoppable AR [Augmented Reality] Lens that can offer a “Buy Now” button on top of a branded Lens.Pinterest’s Shop the Look recently expanded to offer more than 100,000 shoppable products for the home from The Home Depot. When you see a lighting fixture in the visual platform for instance, you tap a white circle on the image to see similar fixtures for sale. And Google’s Shopping Actions are helping to compress the checkout process.[Read the full article on MarTech Today.]The post Shoppables are just getting started appeared first on Marketing Land.

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Lithium will ‘sunset’ its Klout service on the day GDPR launches

In 2014, Lithium acquired Klout, the online reputation service, for what Fortune magazine reported was a $200 million price. The enterprise social community service said at the time that Klout could help its communities determine who has authenticated expertise when they deliver recommendations.Last week, Lithium announced it had decided to “sunset” the Klout service as of May 25.Interestingly, that is also the date that the General Data Protection Regulation (GDPR) goes into effect.[Read the full article on MarTech Today.]The post Lithium will ‘sunset’ its Klout service on the day GDPR launches appeared first on Marketing Land.

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IAB Tech Lab launches aggregation service for ads.txt

A year ago, the IAB Tech Lab released ads.txt to help stop the sale of counterfeit inventory for ads.The text file, posted on each domain or sub-domain owned by a publisher, indicates the only resellers, direct sellers or others who are authorized to represent that site’s inventory. The New York Times’s ads.txt file, for instance, will list the only resellers who can sell the space on its site, thus preventing fraudsters from selling space for which they don’t have the rights.But there are a lot of publishers out there using ads.txt, and managing all those publishers’ text files can be a pain. One potential solution, for instance, is a blockchain-based application directly launched late last year by ad blockchain firm MetaX.Now, the IAB Tech Lab is offering its own roundup mechanism, an aggregation service that crawls over 2 million domains and subdomains. The result is an Excel .csv file that can be downloaded by subscribers from the Tech Lab’s site, at an annual fee of $5,000 for IA…

Facebook says it has suspended 200 apps for possible misuse of data

LJZ / Shutterstock.com Since suspending Cambridge Analytica for using an app to exploit user information nearly two months ago, Facebook says it has now suspended an additional 200 more apps.Following the Cambridge Analytica data scandal, Facebook said it would begin a thorough audit and investigation of all apps on its platform with access to large amounts of user data. The company says it has now investigated thousands of apps and the result, so far, has been the suspension of 200 apps that are now pending an investigation.Here’s Facebook’s comment regarding the apps that have been suspended:To date thousands of apps have been investigated and around 200 have been suspended — pending a thorough investigation into whether they did in fact misuse any data. Where we find evidence that these or other apps did misuse data, we will ban them and notify people via this website [“How can I tell if an app may have misused my Facebook information?“]. It will show people if they or their friends…

Google issues updated GDPR guidance to publishers on how to gain consent from users

Google has updated its cookie guidance resource, CookieChoices, to include new tips and suggestions to advertisers and publishers in advance of the May 25 deadline for enforcement of the General Data Protection Regulation (GDPR). GDPR is a sweeping set of rules governing the handling of European Union (EU) members’ personal data. The updates follow a March AdWords blog post that said these changes would be coming.The CookieChoices site launched in 2014. Its GDPR updates include a link to its EU user consent policy, sample consent notices and third-party consent tools for publishers to use on their own sites. The updated site also lets publishers know that if they serve ads through Google, they will need to get additional consent. From its EU user consent policy:If you use tags for advertising products like AdWords or DoubleClick Campaign Manager on your pages, you’ll need to obtain consent from your EEA users to comply with Google’s user consent policy. Our policy requires consent for…

Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’

Google has told media buyers who use its data transfer service that they will no longer be able to use a DoubleClick ID, multiplesources reported in the past week. Marketers use the IDs to pull cross-platform measurement data from Google’s DoubleClick Campaign Manager (DCM).Google has told its partners that beginning May 25, DoubleClick will no longer populate the encrypted UserID field that stores the DoubleClick cookie ID and mobile device IDs in DCM and DoubleClick Bid Manager (DBM) logs for impressions, clicks and site activities associated with users in the EU.May 25 is also the deadline for compliance with the General Data Protection Regulation (GDPR), a sweeping set of rules that govern data privacy for members of the European Union.[Read the full article on MarTech Today.]The post Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’ appeared first on Marketing Land.

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Four ways to boost SEO in just 5 hours

Search engine optimization is a trend that won’t be going out of season any time soon; it’s something that every brand should continually focus on. According to Search Engine People, the top result on Google has a 33% chance of getting clicked, meaning that the lower your brand ranks (even on the first page), the more potential traffic you are missing out on.And the reason why other websites are ranking higher than you on Google is that they are making a consistent effort to improve their SEO. Even if you’ve been focused on your site’s SEO for months, there are still some tips and tricks to implement – and that can be done in less than 5 hours – to increase your chance of higher rankings in SERPs.Incorporate your competitor’s easiest keywordsIn 2008, Google lifted the ban on bidding on competitors’ branded keywords, allowing site owners to bid against the competition’s brands – as long as you don’t mention their trademarked name within your ad copy. Bidding on your competitor’s keywor…

Driving calls with PPC: 5 mistakes most search marketers make

Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business.Using PPC to drive calls is a common tactic in any considered purchase category where the cost of the product or service tends to exceed $500 and the stakes are high. Financial services, insurance, travel and home services are just a few industries where conversions frequently happen over the phone, and marketers spend a lot of time and money driving high-intent shoppers to call. In fact, Invoca surveyed banking customers and found that 93 percent of consumers who took out a loan of $100,000 or more made at least one call while evaluating options.The problem is, there are many potential pitfalls for marketers who drive prospects across channels, particularly from online to offline, digital to the phone. Here are five of the most common mistakes sear…