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The Alchemists of Analytics: Spinning Web Traffic into Gold
Where every click is a story and every conversion a climax, the concept of CRO emerges as an enigmatic protagonist. It's a world where Amanda Farris, Susannah Rayburn, Phoebe Pinder, and Melanie Bivens — each a master in their own right — paint with the pixels of possibility and the vectors of vision. Amanda Farris, the founder and CEO of LinkUnite, approaches the digital domain like a seasoned sculptor approaches clay. For her, a website is a canvas of opportunity, where the subtle art of engagement is key. She speaks of the alchemy of blending speed with simplicity, crafting an online experience that's both enchanting and efficient. The essence of her strategy lies in the seductive simplicity of calls-to-action — a digital
siren song that captivates and converts. She champions the cause of A/B testing, a method she likens to a compass in the odyssey of online navigation, guiding marketers towards the shores of consumer preference. Then there's Susannah Rayburn from Diablo Media, a tactician in the ever-evolving battlefield of digital marketing. She speaks of CRO as a continuous journey, a path that twists and
turns with the ever-changing landscape of consumer behavior. In her world, adaptability isn't just a skill, it's a survival tactic. She sees the fluctuating patterns of consumer behavior as a puzzle, one that demands a perpetual state of problem-solving. Rayburn's wisdom lies in understanding the transient nature of success in digital marketing — yesterday's triumphs are today's lessons, not blueprints. In the intricate tapestry of lead generation, Phoebe Pinder, Sales Director at ActiveProspect, stands out as a weaver of connections. She delves into the nuances of real-time optimization, where the dance of data is as intricate as it is instantaneous. Her domain is the realm of lead flows, where the seamless exchange of information between vendors and buyers is akin to a dialogue in a well-orchestrated play. Pinder brings to the table a philosophy of communication and
customization, seeing each lead as a unique narrative, waiting to be woven into the larger story of brand-consumer relationships. Melanie Bivens of Verse.ai, with the insight of a sage, reflects on the changing tides of communication and compliance. In her narrative, the respect for the customer takes center stage. She advocates for a balanced approach, where the volume of communication
harmonizes with the value it brings to the customer. Bivens sees the digital space as a community, where trust is the currency and content the conversation. Her approach is holistic, advocating for a unified brand voice that resonates with authenticity and authority. Together, these four visionaries form a chorus of voices, each singing a different part of the CRO symphony. Their collective
wisdom underscores a fundamental truth: CRO is not a static formula to be applied, but a dynamic interplay of strategies, creativity, and insights. It's a realm where understanding the audience is just as important as the metrics that measure their behavior, where the message must be tailored not just to the mind but also to the heart. In this grand narrative of CRO, painted by Farris,
Rayburn, Pinder, and Bivens, the story is one of continuous evolution. It's a journey through the labyrinth of consumer psychology, a quest for the Holy Grail of digital marketing. Their insights serve as a guide, not just in optimizing conversion rates, but in understanding the deeper, more nuanced aspects of human interaction in the digital age. They remind us that at the heart of all data, algorithms, and strategies, are people — complex, ever-changing, and endlessly fascinating. VIEW THIS PDF HERE
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
In a digital heist that reads like a modern-day "Ocean's Eleven," a quartet of crafty Hanoians virtually tiptoed into the vaults of unsuspecting advertising agency employees. Their tool of choice? A phony app charmingly named “Ad Manager for Facebook” - as legitimate sounding as a three-dollar bill. This app, a wolf in sheep's
clothing, pilfered login details faster than a pickpocket at a carnival, letting our digital bandits run riot with unauthorized ad campaigns. The plot thickens as Meta, playing the role of the cyber sheriff, brought the hammer down with a lawsuit. The twist? Our villains are digital ghosts, never gracing the court with their presence. Meanwhile, the judge, donning his virtual cowboy hat, recommends barring these tech outlaws from Meta's digital saloon. The kicker? Enforcing this is like trying
to handcuff a shadow. The damage? A cool $36 million and a tale that would make Silicon Valley scriptwriters envious..
In the tech telenovela of the year 🎭, OpenAI, the brain behind ChatGPT and Dall-E, is in a bit of a pickle, threatening to implode in a spectacle of boardroom drama and AI angst 😱. With CEO Sam Altman's future hanging by a thread, Microsoft is lurking
like a tech vulture, ready to scoop him up for its AI division, while OpenAI's staff are caught in a "Sam or scram" dilemma. Amidst this AI soap opera, Microsoft's deep pockets 💰 and LinkedIn's AI makeover hint at their unshakable AI ambitions, regardless of OpenAI's fate. Meanwhile, Meta's rubbing its hands, ready to poach any AI talent jumping ship 🏃♂️💨. With other players like xAI and Salesforce also in the mix, it's a wild AI talent hunt. OpenAI's future? As clear as mud, but one thing's
for sure - this AI drama is far from over 🍿.
In the "Year One Review" of Elon Musk's Twitter, now 'X', it's been a rollercoaster of doubts and dropouts 🎢. Advertisers are giving X the side-eye due to brand safety concerns and a wave of misinformation under Musk's reign. The result? A steep drop in brand engagement, with a Digiday report showing only a third of brands
sticking around. Even IBM has jumped off the X-train 🚂. The agency world is equally skeptical, treating X like a hot potato 🥔 in client discussions, focusing more on risks than rewards. Reps from X are in overdrive, offering big discounts to lure advertisers back, but with Musk's unpredictable tweets, it's like trying to sell sunshine in a thunderstorm ⛈️. The big question: Can Linda Yaccarino, the new CEO from NBCUniversal, turn this ship around, or is X destined to be Twitter's awkward phase
we'd rather forget? 🤔🐦
👠⚖️ Meta and Christian Louboutin's tag-team lawsuit is turning the heat up on counterfeit sellers! Using Instagram and Facebook to peddle fake Louboutins? Think again! The duo's legal move in California is not just about breaking platform rules; it's a full-on intellectual property rights showdown 🛡️. Meta's not messing around either – they've
been axing accounts and removing over 1.7 million posts linked to fakes 🚫📲. And with their new Brand Rights Protection tool, they're spotting and stopping replicas faster than ever 🕵️♂️💨. This lawsuit isn't just a one-off; it's a loud message to copycats everywhere: Counterfeit is out, and consequences are real! 🚨💼 #NoFakesAllowed #BrandProtection🔒🛍️
🛍️🔍 The FTC is turning up the heat on Amazon over "dark patterns" in Prime sign-ups! They claim Amazon's sneaky design tricks millions into subscribing without realizing it, and makes unsubscribing a maze 🤯. Filed in Seattle's court, the FTC isn't just pointing fingers; they've got examples like misleading 'Free Shipping' buttons that secretly enroll shoppers in Prime 🚨🛒. Amazon's defense? They argue that all ads aim to
persuade, and distinguishing "dark patterns" from normal marketing is like finding a needle in a haystack 🧐🌾. But the FTC isn't buying it, saying Amazon's tiny print and hidden terms are far from clear and upfront. As tech and advertising groups rally behind Amazon, Judge Chun gears up for a December showdown 🏛️🥊. Is this a case of crafty marketing or crossing the line? The court's call could redefine online shopping's fine print! #PrimeTimeDrama #OnlineShoppingPlotTwist 🖥️🛒📜 Judge Thomas Hixson throws a curveball at X Corp. (formerly Twitter), rejecting its plea to tweak or ditch an FTC order demanding a tight privacy and security program. 🚫👨⚖️🔒 X Corp., now under Elon Musk's wing, cried foul over the FTC's deep dive into their compliance, claiming bias and an investigation gone wild. 🕵️♂️🌀 The FTC's beef? They say X Corp. played fast and loose
with user data—promising security, but then using it for ads. 🤳💸 The company's feeling the heat with 16 new FTC demands post-Musk takeover, compared to 28 over a decade. 🔥📄 Despite X Corp.'s gripes and attempts to shield Musk from deposition, Judge Hixson's ruling is clear: the court can't alter FTC's rules. 📜🚫 #LegalTangle #PrivacyPuzzle 🕸️🔐
In a high-tech tussle with
the EU, Apple, Meta, and ByteDance (TikTok's parent) are challenging their "gatekeeper" status under the new Digital Markets Act (DMA). 🍏💬🚪 This law tags top dogs in tech as gatekeepers, aiming to spice up competition and keep consumers from getting the short end of the stick. 🌍🔍 Google and Microsoft took the title without a fuss, but the other three are putting up a fight. 🥊🖥️ The EU's legal eagles are keeping mum on the complaint specifics, but word on the street (thanks,
Bloomberg) is that Apple's beef is about its App Store and iMessage. 📱✉️ In a twist, Apple's nod to support RCS on iPhones might dodge one DMA hurdle. 🤹♂️ Meanwhile, Meta's waving a red flag over its Messenger and Marketplace. 📣🛒 The DMA's clock ticked down to November 16 for these tech giants to cry foul or fall in line. ⏰📅 #TechShowdown #EUBigTechBattle 🌐💥
Smart TVs are
the new hot spot 📺✨! According to the latest Inscape report, streaming is king, hogging 55.9% of viewing time. The average smart TV now juggles 5.4 apps, double from just two years ago. Cable's losing ground, with only 5% sticking to traditional TV 📉. Viewers are diving deep into the streaming sea, with a significant shift from cable to apps. Advertisers, take note: the streaming wave isn't just coming, it's already here, and it's massive! 🌊👀📈 #SmartTVRevolution
#StreamingEra
Nike's playing musical chairs with its execs! 🎶👟 Nicole Hubbard Graham is stepping in as the new chief marketing officer, taking over from Dirk-Jan “DJ” van Hameren, the ex-Olympic cyclist and 31-year Nike vet 🚴. Graham's not new to Nike either; she's a former 20-year insider who
took a brief detour to co-found a creative ad agency. Under van Hameren, Nike stirred up some buzz with its controversial “Just Do It” campaign featuring Colin Kaepernick and faced some internal diversity challenges. Meanwhile, Nike's dipping its toes into the Gen Z pool with forays into gaming worlds like Fortnite and Roblox 🎮. There's more shuffle at the top: new faces in innovation, design, and tech roles, all while Nike juggles competition and cost-cutting consumers. It's a corporate game
of chess as Nike maneuvers for a win in the ever-tense retail race. ♟️🏁 #NikeLeadershipShuffle #MarketingMoves
It's beginning to look a lot like a brighter holiday shopping season! 🎄🛍️ After pandemic blues, shoppers are ready to loosen the purse strings, with an expected 14% bump in holiday spending, hitting $1,652 per person. 💸📈 But, it's not all jingle bells and
joy— inflation's lurking, and folks are wary of heftier price tags. 📊🎅 Marketers are walking a tightrope, trying to blend cheer with wallet-friendly vibes. 🤹♂️💰
TikTok's still the Gen Z darling in the social media playground, but it's seeing a tiny dip in teen love, from 69% to 68% weekly use, though it's beating its past 63% and even YouTube! 📉🚀 Meanwhile,
YouTube's slipping to 66%, and Instagram's Reels plus YouTube's Shorts are hustling up the ranks, with Reels charming a third of teen users. 💥🏃 TikTok's still a marketer's dream, holding a solid user base of 150 million in the U.S., with peeps spending 1.5 hours daily on it. 🇺🇸⏳ Not to be outdone, Meta's Reels and Alphabet's Shorts are gaining ground fast, shaking up the short-form scene. 📈🌪️ With TikTok possibly playing with longer videos and AI boosting Reels, it's a full-throttle
digital sprint. 🤖🏁 Marketers, take note: it's all about mixing up your social strategy, not just betting on one platform. 🎲📲 #SocialMediaShuffle #TeenTrends 🔝🎮
Deloitte's survey hints at a festive rebound, yet brands are feeling the heat to nail their Q4 pitches. 📊🔥 It's about striking that perfect
note: not too glitzy, but not too gloomy. 🌟🌧️ Expect more heartwarming ads focusing on togetherness and less on splurging, like Sam’s Club's and Amazon’s latest campaigns. ❤️🎁 Tech's playing Santa too, with Coca-Cola and Lego dabbling in AI and AR for a digital twist on holiday magic. 🤖❄️ So, it’s a blend of old-school cheer and tech-savvy tactics as brands gear up for the merriest time of the year. 🎉📱 #HolidayHustle #SpendSmart 🛒 The Federal Trade Commission (FTC) just called out the American Beverage Association, the Canadian Sugar Institute, and a dozen influencers for playing hide-and-seek with disclosures in aspartame ads. 🕵️♀️🚫 Apparently, these ads, sprinkled across Instagram and TikTok, were big on aspartame love but skimpy on transparency. Some influencers
tried to sneak in #ad or #sponsored tags, but buried them like treasure at the bottom of their posts. 🏴☠️🔍 The FTC's not having it though; they want disclaimers big, bold, and impossible to miss. Even dietitian Steph Grasso, with her 2.2 million TikTok followers, got a wrist-slap for her subtle-as-a-ninja ad disclosures. 📱👀 The FTC's message? If you're going to sweet-talk aspartame, at least be clear who's buttering your bread. 🍞💸 The House's new China-focused committee is eyeing Apple with suspicion, wondering if the tech giant's sudden cancellation of "The Problem with Jon Stewart" was more about Beijing than bad jokes. 🐉📺 They've shot a letter over to Apple's head honcho Tim Cook, probing whether China's influence caused the show to get the boot just as it was gearing up for Season 3. The committee's not just raising eyebrows; they're demanding
answers by December 15, hinting that China's reach might be stifling creative freedom in the U.S. 🕵️♂️🍏 Now, as Jon Stewart possibly hunts for a new home to air his controversial comedy, Apple is left to balance the scales of creativity, transparency, and global politics. 🎤⚖️🌍
In 2024, Google Chrome is set to send third-party cookies into extinction, causing a stir in the
digital media world. With Chrome's hefty 63% market share, this change is a big deal, despite Safari and Firefox having done it years ago. Enter WPP’s GroupM, partnering with Google to launch a "post-cookie readiness program." This initiative aims to test new privacy-friendly tech, ensuring advertisers aren't left in the dark. GroupM and Google are cooking up a unified approach to understand privacy tech better, involving a select group of clients in testing and learning from these
changes. The goal? To smoothly transition into a less cookie-dependent, more privacy-conscious advertising world, all without demanding extra investment from clients. This move is crucial for GroupM, especially as they navigate leadership changes and look to bounce back from various challenges. 🍪🔍🌐💼🔚
Ad
tech's Q3 earnings are like a rollercoaster at a tech-themed amusement park: wild, unpredictable, and not for the faint-hearted! 🎢🤓 Some companies are popping champagne with soaring revenues, while others are sobbing into their spreadsheets. The Trade Desk's playing high-stakes poker with $493M up 25%, but their stock's doing the limbo - how low can it go? 🍾📉 Meanwhile, the whole ad world's biting nails over the 'death of the cookie' and a market softer than a marshmallow in hot
cocoa. 🍪☕ It's not just ups and downs; it's loops and twirls, and everyone's bracing for the next twist in this ad tech theme park! 🎪🤪 In the epic battle of bots vs. ads, Web2 was like a knight with a blunt sword, swinging at digital windmills. 🌬️🤺 Enter Web3, strutting in with its blockchain
shield, making ad interactions as tamper-proof as a bank vault. 💰🔒 While Web2 giants DoubleVerify and IAS are counting their billions and playing it safe, Web3's underdog Verasity, with its modest millions, is the new cool kid on the block(chain), promising a bot-free ad utopia. It's like going from playing checkers to 3D chess in the ad world! 🎲♟️ #BotBusters #Web3Wins Amazon Ads is leveling up their game with a bunch of fancy new tools to help advertisers play Sherlock Holmes with their ad campaigns. 🕵️♀️💻 They're giving advertisers x-ray glasses to see deeper into audience insights and ad performance. Kelly MacLean, the big cheese at Amazon DSP, is jazzed about simplifying marketing chores like planning and measuring, making life easier for advertisers who just want to reach
more folks and make some cash. 💸🎯 They've rolled out cool features in Amazon DSP, APIs, and the Amazon Marketing Cloud. Think of it like getting a souped-up car with all the latest gadgets for your marketing road trip. 🚗🚀 Advertisers can now predict how many eyeballs will see their ads across Amazon and other sites, and even create custom audiences with just a few clicks. It's like having a crystal ball for your ad campaigns! 🔮✨ The actor's strike is over, and Hollywood's back in action 🎬🌟! Sag-Aftra's deal with the AMPTP means a bustling winter for productions. Actors and writers, who've been striking since May and July respectively, can now promote their projects again, a big yay for PR folks 📣🎉. Reality TV and live sports had the spotlight during the strike, and this trend
might continue for a while. The post-strike landscape sees marketers cautiously navigating the return to scripted shows, with a keen eye on audience shifts and the scatter market 📺🔍. Meanwhile, AI's growing role in entertainment remains a hot topic, signaling a transformative era for TV and film. It's a time of adaptability and strategic planning for advertisers and agencies, blending new tech with creativity to stay ahead in the game 📊💡.
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HOME IS WHERE THE WORK IS: THE DIGITAL VOICE™ REWRITES THE REMOTE RULEBOOK In the realm of public relation agencies, where the glitz of campaigns often outshines the
nitty-gritty of human resource metrics, a surprising champion has emerged from the shadows. Enter The Digital Voice™, a boutique PRagency that’s causing quite a stir in the industry – and not just because of its flashy PR campaigns or digital prowess. This little dynamo has clinched the top spot in a comprehensive survey by YouBecome, led by the illustrious Mike Turner, no less. READ THIS STORY
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in
the world of advertising technology (AdTech). This burgeoning field, a confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
NO MORE CREEPY ADS: THE RISE OF CONTEXTUAL TARGETING In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to
mesmerize their audience while preserving their privacy. We’ve talked about this numerous times here. In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive
into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious industry currents that shape its destiny. READ MORE NOW
Gram Glam: Unpacking Instagram's Shopping Bag of Tricks In the vast, variegated vista of the modern internet, Instagram has slyly sidestepped into a role it was once only flirting with: the
cyber Shangri-La for shoppers, a dream woven into the fabric of the digital marketplace. As 2023 unfurls its tapestry, we find Instagram has embroidered itself into the very center, eclipsing its origin story as a humble photo-sharing app to become a titan of e-commerce hustle and bustle. READ MORE NOW!!!
ADTECH’S BUZZWORD BAKE-OFF: CAN ‘SIGNAL LOSS’ TAKE THE COOKIE’S CROWN?Picture this: You’re a high-flying marketer, charting your course through the digital skies. Your flight
instruments? A plethora of data points that tell you who’s eyeballing your ads and when. But suddenly, you’re flying blind, all thanks to a phenomenon we’re calling “Signal Loss.” Signal Loss is akin to a pilot losing their instruments mid-flight. Only instead of altitude and speed, you’re losing sight of where your customers come from. It’s like Hansel and Gretel without the breadcrumbs—how do you find your way back home?
Well, updates in privacy policies have essentially eaten those breadcrumbs, leaving marketers feeling a bit peckish for data. READ MORE
FIND A WAY: THE TRUE BIG CREATIVE Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as
broadcast reach was highly concentrated. With limited channels and the Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly). Wrong Way Fast forward to the Internet era. The data hustlers had a new war
cry: creative/schmeative! READ MORE
PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS? Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant,
with tech titans and data brokers waving the banners high for data protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears. READ MORE NOW
THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background,
anchoring households to one shared reality: the televised world. There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind, once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
FROM GUT FEELINGS TO GIGABYTES: THE AI MARKETING METAMORPHOSIS Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No
longer is AI just a buzzword; it’s intertwined with our everyday existence, particularly in the world of business and marketing. The crescendo of the digital age is echoed by businesses and their marketing efforts. The bridge between businesses and the ever-evolving consumer is now maintained by Artificial Intelligence. Deep insights into consumer behavior, understanding minute preferences, and predicting future consumer trends
have turned marketing into a sophisticated game of chess. The king? AI Marketing. READ MORE NOW
Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
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