Fried Bids, Digital News - August 2024
This is my personal selection of the most interesting stories published in August 2024 while I was hiking on Alps. 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.
Meta is set to update its ad measurement and attribution processes, rolling out improvements in the second half of 2024. Key changes include "Conversion Value Rules" for audience prioritization and an opt-in attribution setting for incremental conversions, which previously showed a 20% improvement. Additionally, Meta plans to integrate CRM and analytics data through APIs, starting with Google Analytics, to optimize ad targeting and clarify customer purchase journeys.
Google launched its August 2024 core update to improve search result quality by highlighting content from small, independent publishers. This update addresses feedback from the 2023 helpful content update and aims to better reflect websites' improvements. John Mueller from Google emphasized the focus on original, high-quality content. The update is expected to take a month to fully roll out, and Google has updated its guidelines to support these changes, encouraging user-focused content creation.
YouTube is experimenting with merging Shorts and long-form videos into a single feed to improve content discovery and viewership. This test aims to leverage the popularity of Shorts, which currently generate 70 billion daily views, by promoting longer videos within the same feed. The experiment is part of YouTube's strategy to align recommendations with user preferences, though it introduces complexities in content analytics for creators. The outcome could lead to a more integrated viewing experience on the platform.
TikTok has partnered with Amazon to facilitate in-app purchases, allowing users to buy products directly within the TikTok platform. This integration links TikTok profiles with Amazon accounts, making the shopping experience seamless and secure. Users will see product recommendations in their "For You" feed, enabling instant purchases. This move seeks to tap into the growing social commerce trend, particularly in Western markets, enhancing user engagement by simplifying the shopping process within the TikTok ecosystem.
Google plans to replace its classic Merchant Center with the new Merchant Center Next by September 2024, bringing advanced features like an AI-powered Product Studio and unified analytics for improved product management. This mandatory upgrade will integrate product data directly from websites, streamlining the shopping experience for retailers. While existing features will be retained, businesses may face challenges adapting to the new system. Google is offering resources to assist with the transition, emphasizing the platform’s enhanced capabilities.
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Roku has integrated The Trade Desk’s Unified ID 2.0 (UID2) into its platform to enhance audience targeting and ad personalization. Utilizing first-party data from over 83.6 million households, this move aims to improve interoperability within the programmatic advertising ecosystem, especially as third-party cookies decline. The integration into Roku’s Exchange, launched in June, is expected to boost ad performance and return on investment for advertisers. This partnership underscores Roku’s commitment to maintaining its leadership in the connected TV advertising market.
Meta has announced the closure of Spark AR Studio, effective January 2025, as it shifts focus towards more advanced AR technologies. Spark AR, which allowed creators to develop augmented reality effects, has grown significantly since its 2017 launch, with over 400,000 creators involved. Despite its success, Meta is moving resources towards new AR experiences, including upcoming AR glasses, which has led to frustration among creators who rely on Spark AR. Existing AR effects will be supported until the shutdown, but future plans for replacement tools remain unclear.
The Trade Desk has announced that its Unified ID 2.0 (UID2) identity framework has reached critical adoption levels, contributing to a strong Q2 performance with $585 million in revenue, up 26% year-over-year. UID2 offers a robust identity solution across various digital channels, surpassing the limitations of cookies. Partnerships with major companies like Fox, Roku, and DirecTV have positioned UID2 as a key player in connected TV and audio advertising. The Trade Desk emphasizes the importance of adopting UID2 for publishers to remain competitive in the rapidly evolving ad tech landscape.
The Global Alliance for Responsible Media (GARM) has closed following an antitrust lawsuit filed by Elon Musk’s social media platform X, which accused GARM of enforcing an advertiser boycott that hurt X's recovery. Established in 2019 by the World Federation of Advertisers (WFA) to promote digital brand safety, GARM counted top brands among its members. The lawsuit and subsequent closure are seen as a win for Musk but raise concerns about the future of brand safety in advertising, particularly as GARM cited the lawsuit as a significant resource drain leading to its shutdown.
A U.S. federal judge has ruled that Google maintains an illegal monopoly in the search market, marking a significant regulatory setback for the tech giant. This ruling arises from a 2020 lawsuit filed by the Justice Department, accusing Google of using distribution agreements with companies like Apple to suppress competition. With Google dominating approximately 90% of search queries, the decision could lead to increased competition in the search sector. Google plans to appeal the ruling, arguing that its popularity is driven by consumer choice and the quality of its services.
Outbrain is acquiring Teads for $1 billion to form a new, independent end-to-end advertising platform. The deal combines Outbrain’s performance marketing focus with Teads’ expertise in digital video and connected TV, creating one of the largest open-web advertising platforms. The combined entity will operate in over 50 markets, reaching more than 2 billion consumers monthly. Outbrain CEO David Kostman will lead the new company, with Teads' Co-CEOs acting as co-presidents, as advertisers seek alternatives to the established digital advertising duopoly.
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2 个月Andrea, thanks for sharing!