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Showing posts from June 5, 2018
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Facebook expanding Marketplace ads to more countries & campaign objectives

Last year, Facebook began letting a select number of advertisers run ads in Marketplace, the site’s online shopping platform where users can buy and sell items locally. Without making a formal announcement, Facebook opened the ability to run ads in Marketplace to all US advertisers in January and expanded it to Canada in May.This week, Facebook announced that Marketplace ads will be available to campaigns targeting Australia and New Zealand. Additionally, advertisers using video views and reach campaign objectives will be able to extend their campaigns to Marketplace within the next few weeks (Marketplace ad placements are already available for traffic, conversions, and product catalog campaign objectives).Currently, Marketplace serves as an additional targeting option for video, single image and carousel-format ads beyond the News Feed, but ads cannot run exclusively on Marketplace. Advertisers can access Marketplace inventory by selecting Automatic Placements when setting up their c…

Apple and Google try to help you curb your smartphone compulsions

Google and Apple are having their “Alfred Nobel moment.” Nobel was the Swedish inventor of dynamite who also established the Nobel Prize.Yesterday, Apple introduced a range of features at its WWDC developer conference that are intended to help you spend less time on your smartphone. That followed similar moves by Google at last month’s I/O conference. Because these features take time to develop, it’s unlikely that Apple simply saw Google’s announcements and decided to copy them.Regardless, there’s now a sense, at least in some segments of society, that something has gone wrong with technology and that it’s doing harmful things to us and our kids. In that context, Google and Apple’s new tools to help wean users off their device dependence can be seen as a kind of moral response to a growing societal problem.Specifically, what Apple announced yesterday was a number of new controls in iOS 12:Do Not Disturb: Hides notifications during a designated time (e.g., overnight). A new “bedtime mo…

Tobii Pro releases analytics for its eye-tracking + VR

Last summer, Tobii Pro announced an integration between its eye-tracking tech and the HTC Vive headset. This allowed eye-tracking precision for marketers looking to understand exactly what consumers were viewing as they “walked” through virtual environments like simulated grocery stores.But, Director of Research Tim Holmes told me, setting up the heat maps or tracking the user’s gaze and virtual movements required a programmer familiar with the Unity platform, which is used with the Vive.Now, the Stockholm-based company has taken the next step by releasing VR Analytics. It allows marketers to set up heat maps, opacity maps and journey maps by clicking the respective buttons on the Tobii dashboard and see data that depicts the results. A heat map indicates the areas receiving the most visual attention, an opacity map darkens some areas of the scene to focus attention on others, and journey maps in this case track the head movements and position of the user.[Read the full article on Mar…

Taking aim at Facebook & others: Apple says it is ‘shutting down’ tracking from Like & Share buttons and conversation platforms

Apple further entrenched its strategic positioning as privacy protector against the ad tech ecosystem at WWDC, its annual developer conference, on Monday. Apple is taking aim at Facebook’s Like buttons, Disqus comments widgets and other third-party APIs that can be used for data collection, tracking and ad targeting.Last year, Apple shrugged at industry pushback that came after it launched Intelligent Tracking Prevention (ITP) in Safari 11 to disable pervasive ad retargeting in its browser.During the livestreamed keynote Monday, Apple announced, “Like and share buttons and conversation windows — these can be used to track you whether you click on them or not. This year we are shutting that down.” With the launch of Safari 12, users will get a notification to choose whether share their data with third-party widgets like Facebook Like buttons, Disqus comments widgets and other plug-ins on a page.Additionally, Apple is making fingerprinting — the ability for trackers to identify specific…

Is your marketing platform really intelligent?

Let’s face it, the future isn’t turning out to be what we were promised in decades past. No flying cars, and the closest thing to robot butlers are Siri and Alexa. Don’t get me wrong, they’re handy in their ways: suggesting nearby Thai food or tending to virtual shopping carts as we yell our grocery lists across the room. But they’re not really artificial intelligence (AI). In fact, nothing that’s commercially available really is — at least not yet.In marketing, for example, all kinds of martech come with an AI label. But much of what marketers are touting when they describe their machine-learning, data-driven, lead-boosting, conversion-creating tools is only AI by the narrowest of definitions. That is, these technologies are more accurately described as IA, or intelligent automation.What’s the difference between AI and IA, and why does it matter?General vs. narrow intelligenceIn order to understand why most martech is not AI, it’s helpful to look at the two categories of intelligence…

Facebook’s ‘Clear History’ could be a boon for organic search marketing

Dubbed “Clear History,” a Facebook Newsroom post by vice president and chief privacy officer Erin Egan said that the upcoming feature will “enable you to see the websites and apps that send us information when you use them, delete this information from your account, and turn off our ability to store it associated with your account going forward”.The ability to limit the amount of data gathered by third parties is nothing new. Google Chrome’s Incognito mode will be 10 years old at the end of 2018, and other major browsers have a long history with their own “private” browsing modes. In addition, Google offers a tool that allows you to delete some or all of the data Google has collected about you.Facebook probably won’t be able to reach the level of privacy that Google and other web browsers achieve. After all, users have to be logged in to Facebook to access the platform.However, by adding Clear History to help users protect their privacy, Facebook has taken a positive step to address t…