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Showing posts from December 16, 2019

Social shorts: Facebook braces for privacy laws, Snapchat tests new mode, Instagram to verify user ages

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter.Click here to subscribeand get more news like this delivered to your inbox every morning.Facebook braces for privacy laws, #YouTubeIsOverParty accuses YouTube of censorshipFacebook counts down to CCPA. With mere weeks to go before the California Consumer Privacy Act (CCPA) takes effect, the social giant last week posted a statement that boiled down to one message: Facebook is ready. “We are ready for its arrival in part because we’ve made many long-term investments across our products to help people everywhere easily manage their privacy and understand their choices,” Facebook wrote. CCPA will be enforced starting January 1, 2020, giving internet users the right to see what data big tech companies collect about them and with whom it is shared. In preparation for the law, the California-based social network has been busy adding new too…

How Google, the digital marketer, is adapting to cookie restrictions and data privacy

Google is a marketing platform, but it’s also a digital marketing company that sells its own hardware, software, services and smart-home products. In that context the company is confronting the same privacy and data-constrained challenges that all digital marketers face: GDPR, CCPA, ITP.Google has written a post that explains how the company itself is dealing with cookie-data and tracking challenges, trying to balance personalization and privacy. It’s designed to be instructive for other digital marketers.Three marketing challenges Google faces. There are three fundamental challenges Google outlines in this new privacy-sensitive environment:Audience targeting and list creation, with greater cookie and third party data restrictionsAd frequency: ensuring that ads are not shown too many times despite the lack of cookie dataAd performance and attribution with less available dataIn response to these issues, Google says that it’s relying more heavily on firs- party data. “When people show i…

The beginner’s guide to semantic search: Examples and tools

Ever since Google’s Hummingbird, the term “semantic search” has been thrown around a lot. Yet, the concept is often misunderstood. What is semantic search and how it helps SEO efforts?When people speak to each other, they understand more than just words. They understand the context, non-verbal cues  (facial expressions, nuances of the voice, etc.) and so much more.It comes naturally, so we don’t really appreciate how difficult it is to explain what is being communicated without the help of all “beyond-words” signals.Factors that make the lives of both Google and SEO so difficultGoogle is trying (and often struggling) to understand what it is that their users want (without actually seeing or hearing them)SEOs are trying to reverse-engineer what it is that Google managed to understand from their users’ queries and how to build pages that meet those mysterious criteria. As Google’s algorithm is getting more mature, it is becoming even more difficult to decode what it is Google needs, or …