??? Digital Marketing Must-Knows

Hi! Every Monday we round up 5 essential marketing stories ready for you to skim in 60 seconds.?

1. Shopify creates audiences for ad targeting. It is thought that merchants can choose to share their first-party data in return for accessing (an anonymized) pool of other brands' first-party data. ‘Shopify Audiences’ can be exported to Facebook ads for campaign targeting. TikTok, Snap, and Pinterest are expected to be added too. It’s free and at launch only Shopify Plus merchants are eligible. (Shopify ↗?)

2. Plus, Shopify bought an e-commerce fulfillment startup. ‘Deliverr’ has a network of warehouses and processes and packs e-commerce orders. This opens up next-day and two-day delivery to more Shopify retailers. And helps meet customer expectations on delivery times influenced by Amazon. (Supply Chain Dive ↗?)

3. Google gives users more control over the ads they see. In a new dashboard, users can opt-out of specific categories such as alcohol, gambling, and pregnancy. Plus be able to block & report ads, see who paid for them, and understand why they were targeted. (Tech Crunch ↗?)

4. TikTok partners with Foursquare for in-store attribution. The partnership is intended to measure how much incremental foot traffic was caused by TikTok advertising. (TikTok ↗?)

5. Microsoft advertising brings cashback incentives to ads. Cashback offers are inserted into shopping ads. This incentivizes shoppers with cash rebates on purchases. Microsoft automatically determines the “right amount of cashback for the right ad and user”. (Search Engine Land ↗?)

?? Snippets for the road

• Google wallet was announced at Google I/O
• Netflix ads are expected in 2022
• Instagram will support NFTs while Spotify is testing
• Instagram is testing a (TikTok-style) full-screen video feed

?? Good to know: TikTok has launched a new strategic planning tool. (View ↗?)

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