Fried Bids, Digital News - 1st-8th Sep 2024
This is my personal selection of the most interesting stories published from 1st-8th 2024. Let me know what you think in the comments. If you want to receive the 50+ news full newsletter, please reach me through Direct Message.
Google enhances its Virtual Try-On feature by adding dresses, allowing U.S. shoppers to visualize clothing on different body types and sizes. The AI-driven tool initially launched for tops is now available for dresses, helping consumers make more informed purchase decisions and reducing returns. This update is part of Google's strategy to boost e-commerce functionality and user engagement.
Google will automatically link Ads and Merchant Center accounts starting October 2024 to enhance product visibility in shopping ads. Advertisers who haven't yet linked received notifications emphasizing missed opportunities. This change aligns with Google's move toward greater automation, streamlining processes for advertisers while improving user experience on the platform. Future integrations may also become automatic without manual intervention.
By Q2 2025, Google will phase out Video Action Campaigns and introduce Demand Gen campaigns, combining video and image ads to expand placements beyond YouTube. The new format includes enhanced targeting and is projected to drive better conversions, as shown by tests with DoorDash. Google encourages advertisers to start transitioning early to leverage new tools and audience segmentation options.
Google will phase out enhanced cost-per-click (eCPC) for new Search and Display campaigns from October 2024, transitioning to manual CPC by March 2025. This change aligns with the growing adoption of automated bidding strategies like Maximize Conversions, reflecting a broader shift towards machine learning in campaign management. Advertisers are encouraged to adopt newer strategies for optimal performance.
OpenAI introduced SearchGPT, an AI-powered search engine, which shows strong summarization but lags in breadth and accuracy compared to Google. Early analysis suggests that it aligns more closely with Bing results, raising questions about its coverage of underrepresented domains. The system is in early testing stages, with mixed user feedback, and OpenAI is integrating SearchGPT features into ChatGPT while working on improvements.
Bluesky's user base surged by 50%, gaining 3 million new accounts after X (formerly Twitter) was banned in Brazil, reaching a total of 9 million users. Most new users came from Brazil, and Bluesky ranked second in Brazil's iPhone app store behind Threads. The platform, which was initially supported by Twitter and became an independent startup, is also planning to introduce video support, though the rapid growth has caused some technical issues.
X introduced the beta version of its Connected TV app, X TV, as part of its shift towards video-first experiences. The app mirrors YouTube TV functionality and includes AI-driven trending content. X plans to integrate advertising options, but current exclusive content like Khloe Kardashian and Tucker Carlson projects may not attract a broad audience. The platform will need additional deals to grow its appeal.
Pixalate's Global Mobile App Ad Spend Benchmarks Report for Q2 2024 highlights $6.4 billion spent on open programmatic mobile app advertising. Video gaming dominated with 63% of total ad spend, while the Healthy Living category saw substantial growth. Based on 50 billion transactions, the report provides insights for advertisers on navigating the evolving landscape, particularly amid changes like cookie deprecation.
AppsFlyer has integrated the Attribution Reporting API of Android Privacy Sandbox to prepare marketers for the potential end of Google's Mobile Advertising ID. The integration allows for campaign optimization and improved attribution insights, ensuring that advertisers can navigate upcoming privacy changes without major disruptions. This collaboration helps prevent issues similar to those caused by Apple's App Tracking Transparency in 2021.
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Zeotap announced a partnership with ID5 to enable marketers to use ID5’s identifiers for audience targeting as browsers phase out third-party cookies. The integration will allow both first- and third-party data activation, improving ROI while respecting user privacy. This collaboration aims to support effective targeting despite signal loss as digital ecosystems shift toward cookieless environments.
Pixalate's Q2 2024 Global Ad Fraud and Invalid Traffic (IVT) Benchmark Reports reveal a global IVT rate of 11.1% for desktop web ads, with mobile apps and connected TV (CTV) seeing even higher rates of 20% and 19.4%, respectively. The report underscores the growing issue of ad fraud across platforms, with an estimated $1.28 billion lost to fraud in mobile apps alone. Marketers need to adapt strategies to mitigate these risks as fraud becomes an increasingly complex issue in digital advertising.
IAB and MRC are collaborating to create accreditation guidelines for attention measurement vendors, aiming to bring transparency and standardization to this emerging field. The guidelines will be open for public comment by Q1 2025, with audits ensuring that vendors follow transparent and consent-driven measurement methodologies. This initiative seeks to avoid the challenges faced with viewability and improve the integration of attention metrics in advertising strategies.
The U.S. Department of Justice (DOJ) will go to trial against Google over claims that it monopolizes the ad tech industry. The government alleges that Google’s ad tools suppress competition by unfairly integrating with its other services, harming rivals and innovation. Google argues that its services benefit advertisers and publishers by offering seamless tools. The trial could reshape how the digital advertising market functions, with potential industry-wide ramifications.
The UK’s Competition and Markets Authority (CMA) has filed provisional charges against Google, accusing it of self-preferencing its ad exchange AdX, which harms competitors and customers. The investigation, ongoing since 2022, could lead to fines and corrective actions. Google denies the accusations, claiming its tools benefit publishers and advertisers in a competitive market. The case is part of a larger global scrutiny of Google’s dominance in the ad tech space.
The U.S., U.K., and European Union signed the first legally binding AI governance treaty, the Framework Convention on Artificial Intelligence. The treaty enforces principles like data protection, transparency, and legal compliance to ensure AI aligns with human rights and the rule of law. Signatory nations, including Israel and Norway, must implement relevant legislative measures. Although legally binding, the treaty's effectiveness may depend on how monitoring mechanisms are enforced.
IAB Tech Lab introduced a new Privacy Taxonomy to streamline how digital media businesses manage compliance with privacy regulations like CCPA and GDPR. This standardized framework helps advertisers better understand and handle user data while promoting transparency. The Privacy Taxonomy represents a major shift in how digital advertising addresses privacy concerns, allowing organizations to adapt more easily to complex regulatory environments.
California’s SB 1047, a bill to regulate large-scale AI systems, has moved closer to becoming law. The legislation mandates that AI companies assess their systems and disclose safety measures to mitigate misuse risks like cyberattacks. With AI systems requiring significant training data, the bill has sparked industry debate, with some claiming it will stifle innovation, while others argue it ensures safe AI development. California Governor Gavin Newsom will decide on the bill’s future by the end of September.
IAB's August 2024 Outlook Study update revealed an upgraded projection of 11.8% growth in ad spending for 2024, compared to the previous estimate of 9.5%. The boost is driven by increases across most advertising channels, with retail media showing particularly strong growth. The report also highlights challenges in measurement and cross-channel strategies as advertisers navigate a complex media landscape.
Michael Clingham and Oliver Wong of Spark Foundry UK emphasized the gaming industry's largely untapped potential in the media landscape, despite generating ￡144 billion annually. They noted that only 2% of media spending is allocated to gaming, which presents a significant growth opportunity for brands. Citing successful campaigns like Greenpeace's Minecraft initiative, they urged advertisers to craft resonant messages for diverse gaming audiences.