March 2024: Creative exchanges, Gemini improvements, Data Transfer, and more

The Bluebird Messenger is a monthly newsletter that recaps all the latest news that digital marketers need to stay on top of their game. Keep scrolling to find out which updates recently dropped and how they impact best practices within marketing. Enjoy the read!

Paid Search

One-Headline Responsive Ads Now Live

Google has updated its responsive search ads to offer greater flexibility and potentially enhance ad performance by allowing the option to display just one headline instead of the standard two. This change is based on insights that, in certain contexts, a single headline can be more effective. Additionally, headlines can now appear at the beginning of description lines, providing a new way to catch a user's attention.

AI-Powered Asset Generation & Editing?

Google's Performance Max platform will soon feature AI-enhanced tools for creating and editing campaign assets, including text and images. The Gemini model is improving text generation, and the upcoming Imagen 2 model will enable the creation of action-oriented lifestyle imagery and dynamic backgrounds. Advertisers retain full control over the AI-generated content, with restrictions on creating images of identifiable individuals. Availability in the U.S with global rollout and language expansion underway.?

Paid Social

The roll-out of events for ASC

About 50% of all ad accounts can now select other events than Purchase for Advantage+, opening the door for advertisers operating within subscriptions and longer customer journeys with more advanced bidding strategies.

Engaged view as a new attribution window

Meta is now offering advertisers a new attribution setting called Engaged Views as an alternative to View. The attribution is triggered when a skippable video is viewed for at least 10 seconds, or if at least 97% of the video is viewed for shorter videos.

TikTok Creative Exchange 2024

Content can be challenging for TikTok, which demands a more native approach than many other social media platforms. Bluebird has an updated offering to help advertisers get started with TikTok while getting support from creatives. Feel free to reach out if you are interested in learning more and finding an alternative that fits your business and budget.

Tracking & Analytics

BigQuery

The BigQuery Data Transfer Service can now transfer data from the following data sources: Facebook Ads, Oracle, Salesforce, Salesforce Marketing Cloud, and ServiceNow. This represents a significant advantage as it enables the consolidation of advertising data and customer data into a singular repository.

Google Analytics 4

Primary Channel Group: A new, editable channel group that will be the default reporting channel for all channel reports. Channels are rule-based definitions of your website's traffic sources that let you monitor the performance of all of the channels sending traffic to your website. The Primary Channel Group allows you to control your default reporting channel, creating a record of custom channel changes over time for historical reporting purposes, while still maintaining all custom channel groups which reflect the most current definition across all historical data.

Display & Video

Deprecating metrics and reports in DV360

• Cross-device conversion metrics will be deprecated
• Several multi-channel funnel reports are no longer supported, e.g. Time Lag and top conversion path reports

European Economic Area Consent requirements

• In order to use personalization capabilities, advertisers active in the EEA must collect end-user consent. Consent signals must be passed through Floodlight tags to keep using these capabilities.

Cookie deprecation coming up

• Advertisers and buying platforms are preparing for the next phase in the deprecation of cookies
• Many features and functionalities within these platforms are expected to be removed entirely or partly as a consequence of the upcoming deprecation.

D-Congress 2024

NoA - The North Alliance is gearing up for D-Congress in Gothenburg! Join us, Kuvio.io and NoA Ignite Sweden at stand H01:02 to chat about the latest e-commerce trends, how to navigate profitability, and potential collaborations.

Also don't forget to catch NoAs speaker Niklas Bondesson at Stage H1 12:30 – 12:50!