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Showing posts from June 3, 2019
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Google’s Smart Bidding – it’s even more about the data

Google has reacted to Amazon’s market dominance with a Smart Bidding solution that is designed to simplify bid management and product advertising. Yet in an environment where an AI-driven solution is making all the bid decisions, how can retailers differentiate?Join Crealytics founder and CEO Andreas Reiffen as he discusses how leading retailers can survive – and thrive – using Google’s smart bidding technology. Andreas will explore how a more advanced approach to data access and KPI measurement is needed for retailers and brands to differentiate and win. He’ll show the role that incrementality testing plays in getting the most out of e-commerce sales. And he’ll provide detailed insights into how to connect all aspects of the retail ecosystem – from merchandising to finance to marketing – to ensure product advertising success.Register today for “Google’s Smart Bidding – it’s even more about the data,” produced by Digital Marketing Depot and sponsored by Crealytics.The post Google’s Sm…

The video algorithm: Facebook vs. YouTube

When Facebook first introduced video into the Newsfeed in 2013, it marked the first time a major player challenged the video space, which at the time, YouTube dominated. Before Snapchat stories, before Instagram Live, Facebook’s aggressive push into video changed the industry.Six years later, Facebook is in the next phase of its video product: making its video inventory more appealing to advertisers. But the question remains – is Facebook successfully helping incentivize creators and publishers to upload content by enabling organic algorithmic success once again? In other words, can people go to Facebook with their content to make money?A brief historyA year before Facebook stepped into video, YouTube moved away from ranking videos according to page view numbers in favor of video watch time. This algorithm change rewarded creators with more organic traffic, which created a more monetizable inventory and made the company even more profitable.Facebook, too, counted video views but had a…

Reports: Google, Amazon to face new antitrust inquiries in changed political climate

After almost two years of investigation and intense lobbying, the FTC closed its antitrust investigation of Google in January 2013. Google made some concessions but escaped significant penalties, with FTC Chairman Jon Leibowitz declaring at the time, “The law protects competition not competitors.”DOJ and FTC divvy up Google, Amazon. But almost from the moment of that decision, critics have been calling for round two. Now, according to multiple reports, the U.S. Justice Department (DOJ) and FTC have come to an agreement to divide up potential new antitrust inquiries involving Google and Amazon, with the DOJ taking Google and the FTC taking Amazon.According to the NY Times, the broad and vague areas of inquiry are Google’s “advertising and search practices.” These are probably the same issues and questions the Europeans have been focused on for the past six years. The FTC, which had formed a task force to “monitor competition in U.S. technology market,” is now referring all Google-relat…

Twitter buys Fabula AI, machine learning start-up that can detect network manipulation

Twitter announced on Monday it has acquired Fabula AI, a London-based machine learning research company. Fabula AI’s team will join Twitter and work alongside Sandeep Pandey as part of Twitter’s research group focused on natural language processing, reinforcement learning, machine learning ethics, recommendation systems and graph deep learning.Why we should careFabula’s graph deep learning research is used to detect network manipulation. With this acquisition, Twitter aims to use Fabula’s capabilities to better identify bad actors and malicious behavior on the platform, in addition to enhancing its recommendations processes.While the Fabula research team will initially focus on improving the health of conversations happening on Twitter, the company said the team’s efforts will expand in the future, aiming to help stop spam and abuse, as well as improve recommendations, the explore tab and the onboarding experience.“This strategic investment in graph deep learning research, technology …

Answers to common questions about YouTube Ads

I never hide my love of YouTube ads. It’s my favorite channel to use to run paid campaigns because it’s a cost-effective way to build brand awareness and also drive user action. Whether I’m pitching the channel to a client or already running campaigns, I seem to come across the same set of questions about YouTube ads. I wanted to use this post to address the questions I typically see to help you easily answer the same questions you may receive in the future.Do you really get free advertising from YouTube?Short answer: Yes, you can, but it is not exactly the way you think. Google doesn’t hand over vouchers for free ad spend every month. What we do get is the opportunity for free brand awareness. Advertisers running video campaigns in Google Ads only have to pay when users watch a good portion of your ad.Advertisers only have to pay for views if either a user watches your TrueView ad for thirty seconds, or if they watch the entire video of an ad that is less than thirty seconds. So if y…

Low-code blockchain platform announced at Salesforce TrailheaDX 2019

Salesforce announced Salesforce Blockchain at its annual TrailheaDX developer conference last week. The low-code platform, built on the opensource Hyperledger Sawtooth platform, seeks to allow Salesforce CRM users to securely share distributed data sets among partners and third parties through a user-friendly, low-code interface.“With blockchain connected to CRM, customers are able to extend existing and critical business CRM data with partners in a secure and trustable way,” said Ramya Subramani, senior director of engineering, Salesforce Blockchain. “Our customers keep their customer data in Salesforce and by integrating that with blockchain, they’re able to extend that CRM data to their partner network — making it more valuable and actionable.”Why we should careBlockchain technology uses cryptography to securely link records. The Salesforce Blockchain platform was built for non-developers — including marketers —and uses Salesforce Lightning, which allows users to develop apps with …

How location data and analytics are revolutionizing JCDecaux’s OOH business

There’s probably no other media segment that has benefitted from the advent of location intelligence as much as out-of-home (OOH). The availability of mobile-location data for better audience targeting and offline attribution helped transformed industry into the only traditional channel whose growth is accelerating.That’s good news for JCDecaux (JCD), the leading outdoor advertising company worldwide. Founded in 1964, the company has placements — either street furniture, transportation advertising, airports or billboards — in more than 80 countries, which reach 410 million people in 4,031 cities. It’s now working with location data in multiple ways to define and segment audiences, inform media placements, optimize campaigns and measure their real-world impact on store visitation — and eventually purchases.“The fourth quarter of 2018 produced the strongest quarterly growth for total media ad sales in 18 years,” according to the Outdoor Advertising Association of America, with some of t…

Podcast SEO 101: How to optimize your podcast for search engines

Podcasts have turned into a very popular option for content consumption. They are not new as a form of content type but there is an increasing number of people re-discovering them. They can actually make an interesting medium to explore when trying to grow your audience.“Podcast SEO” is expected to be a growing term among SEO professionals, marketers, and podcast hosts over the next few years.What do we mean by “podcast SEO” and how can you really optimize your podcast for search engines?Here is everything you need to know.Podcasts show up in Google searchesGoogle has announced earlier this year that podcasts will start showing up in search results.You will be able to search for a podcast and find some of the episodes straight through the search results. The indexing of the podcast will return the audio content that you can consume directly.There is also the potential for Google and its services to analyze the audio and automatically transcribe it to highlight a podcast in relevant se…

A marketer’s guide to the California Consumer Privacy Act

In 1972, California voters amended the California Constitution to include an important principle noticeably absent from both the state constitution and, more or less, the Bill of Rights. The 4th Amendment in the United States Constitution’s Bill of Rights states:“The right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated, and no warrants shall issue, but upon probable cause, supported by oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized.”Although this amendment never uses the word privacy, nor could it have imagined what privacy would mean in the data-driven economy age which accounts for 6% of GDP in 2016 according to Harvard Business School Professor John Deighton [pdf], it nonetheless is the basis for a slew of other laws dealing with data, wiretapping, telephones, data collection and more.However, in 1972, California voters deci…