Fried Bids, #DigitalNews | 24.10-3.11.2024
This is my personal selection of the most interesting stories published from 24th October to 3rd November 2024. Enjoy!
Google Adds Segmentation to PMax Asset Groups
Google has introduced a new segmentation feature for Performance Max (PMax) Asset Groups, enhancing campaign optimization and performance insights for advertisers. This highly requested update allows users to analyze data more granularly by segmenting performance based on time, click type, conversions, device, network, and more. Advertisers can now track specific conversion actions and the "days to conversion," providing crucial insights into user behavior and the timing of conversions. This feature aims to simplify the user interface and improve the monitoring capabilities of PMax campaigns, rolling out gradually to select Google Ads accounts as of October 31, 2024, supporting advertisers in refining their strategies and maximizing campaign effectiveness.
Google Pilots Business Links in Ads
Google has initiated a pilot program for a new feature called Business Links within Google Ads, designed to enhance engagement in search advertisements. This innovative asset type allows advertisers to use customizable, AI-generated headlines to target various customer intents within a single ad. By enabling up to three headlines per link, Business Links improve ad relevance and effectiveness. The feature also leverages AI to generate additional headlines automatically, ensuring real-time optimization. Advertisers can set up Business Links at multiple levels within their campaigns and track performance through the Google Ads interface. This pilot, launched on October 30, 2024, represents a strategic effort to drive higher engagement and adapt to diverse customer journeys.
Google Tests Search Bidding Exploration Tool
Google has launched a beta test for a new AI-powered tool called Search Bidding Exploration, aimed at large advertisers using the tROAS bidding strategy. This tool identifies valuable but low-traffic search queries to help advertisers tap into untapped traffic opportunities. By automatically adjusting tROAS targets by up to 10% lower, it broadens keyword matches and expands reach beyond historically successful terms. However, it is designed exclusively for campaigns without budget constraints, limiting its application to larger advertisers. This initiative, introduced on October 28, 2024, seeks to address concerns that AI-driven tools often focus on easily reachable audiences, while also raising questions about transparency in performance metrics.
OpenAI Launches ChatGPT Search Feature
OpenAI has launched ChatGPT Search, a new AI-powered search tool designed to compete with Google, as part of its ChatGPT platform. Released on October 31, 2024, this tool utilizes a fine-tuned version of the GPT-4o model to provide timely answers to user queries by sourcing information from various online platforms. Users can initiate web search either automatically, based on their questions, or manually through a new search icon. ChatGPT Search offers inline and sidebar attribution to licensed sources, ensuring transparency. Initially available to ChatGPT Plus and Team subscribers, the tool is set to enhance functionalities in areas like shopping and travel while addressing concerns from publishers about potential traffic loss due to AI-generated summaries.
Meta Develops Independent Search Engine
Meta is developing its own search engine to enhance its AI chatbot capabilities and reduce reliance on external search partners like Microsoft Bing and Google. This initiative, aims to create a dedicated web crawler that can provide real-time information for the chatbot, allowing for more accurate and timely responses. Previously, Meta utilized Bing and Google for web search results, but as competition in AI intensifies, the company seeks to strengthen its data-gathering processes. By building an independent search engine, Meta hopes to secure better control over its AI data and improve user engagement, particularly in applications like Threads, where timely updates are crucial.
Netflix Launches 'Moments' for Social Sharing
Netflix has introduced a new feature called “Moments” that allows users to share clips from shows directly to social media. This feature enables viewers to create short clips from the current scene they are watching by selecting the new option on the pause screen. The generated clips will be saved in the “My Netflix” tab and can be shared along with a link back to the full content on Netflix, promoting the platform's offerings. This update reflects a shift in Netflix’s strategy, as it previously aimed to restrict sharing to protect content rights. By embracing social media sharing, Netflix aims to enhance viewer engagement and capitalize on the discussions already surrounding its shows, potentially increasing visibility and interest in its programming.
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Instagram Downgrades Quality of Less Viewed Videos
Instagram has implemented a system that downgrades the video quality of less viewed clips to optimize user experience and resource allocation. Announced by Instagram's head, Adam Mosseri, during a Q&A session, this change allows the platform to serve lower-quality videos for content that receives minimal views over time. The rationale behind this adjustment is to prioritize higher-quality playback for videos that attract more engagement, thereby enhancing the overall viewer experience. However, this practice could inadvertently hinder engagement for less popular content, creating a cycle where lower views lead to poorer quality, further reducing visibility. Mosseri acknowledged the complexity of this approach, which favors larger creators, contradicting previous efforts to support smaller ones.
Samba TV Acquires Semasio for Better CTV Targeting
Samba TV has acquired Semasio, a contextual targeting and audience data company, to enhance its capabilities in connected TV (CTV) advertising. This acquisition aims to leverage Semasio's technology for semantic analysis, which indexes and analyzes billions of web pages monthly, allowing for more relevant ad placements based on content rather than user data. This strategic move is part of Samba's broader vision to improve ad targeting while ensuring compliance with privacy standards, especially as user data becomes increasingly difficult to access. The integration of Semasio's technology will enable Samba to provide better contextual relevance across various platforms, ultimately enhancing ad effectiveness in digital and mobile spaces.
DAIVID Launches AI to Predict Ad Effectiveness
DAIVID has launched an AI-powered self-service solution designed to predict the emotional impact, attention levels, memory retention, and brand effectiveness of advertisements. Announced on October 29, 2024, this innovative platform utilizes a predictive algorithm trained on millions of human responses to deliver insights within minutes, eliminating the need for expensive audience panels. Users receive a detailed, second-by-second breakdown of emotional responses generated by their content, enabling brands and agencies to optimize ad effectiveness at scale. The solution combines facial coding, eye tracking, and survey data with advanced AI techniques, offering marketers a cost-effective way to enhance creative performance and improve return on media spend.
Experts Warn of Deepfakes at TechCrunch Disrupt
At TechCrunch Disrupt 2024, industry leaders discussed the alarming rise of deepfakes and disinformation fueled by the widespread availability of generative AI tools. Imran Ahmed, CEO of the Center for Countering Digital Hate, alongside Brandie Nonnecke and Pamela San Martin, highlighted how these technologies are being exploited by various actors, including state-sponsored groups, to create misleading content. As these tools become cheaper and more accessible, the potential for abuse increases, raising concerns about the integrity of information online. The panel also explored strategies for combating this growing threat, emphasizing the need for regulatory and technological solutions to safeguard against the manipulation of digital content.
TikTok Opens Norway Data Center for EU Users
TikTok has provided an update on its efforts to enhance the separation of EU user data from its Chinese operations as part of "Project Clover." The company revealed that its new data center in Norway is now operational, allowing for the migration of European user data from the U.S. This follows the activation of its first EU data center in Ireland last year. Despite these efforts, concerns remain since TikTok's Chinese staff can still access certain user information, although sensitive data like phone numbers and IP addresses will be masked. TikTok is also implementing pseudonymization to address privacy issues while facing scrutiny from EU regulators amidst ongoing challenges related to potential bans in the U.S.
New Model red_panda Outperforms DALL-E 3
A new image generation model named "red_panda" has emerged, outperforming competitors like Midjourney and OpenAI's DALL-E 3 on the crowdsourced Artificial Analysis benchmark. Red_panda ranks approximately 40 Elo points higher than the next-best model, Flux1.1 Pro, based on user evaluations in which participants select the better image from two randomly chosen models. This model also boasts a generation speed of about seven seconds per image, making it roughly twice as fast as DALL-E 3. While the origins of red_panda remain unclear, anticipation is building as AI labs often leverage community benchmarks to generate interest before official announcements.
Spotify Tests Spotify Ad Exchange for SMBs
Spotify is testing a new advertising platform called the Spotify Ad Exchange (SAX), aimed at enhancing its automated ad offerings with a focus on video content. Launched on October 24, 2024, this initiative seeks to increase ad revenue from small and medium-sized businesses while helping existing clients, including larger brands, to optimize their advertising spend. SAX connects advertisers to Spotify's inventory through demand-side platforms, with The Trade Desk as its inaugural DSP partner. This move is part of Spotify's broader strategy to capture more market share in the digital advertising space and improve efficiency for its advertising clients.