Marketers grappling with sunsetting cookies and mobile ad IDs are finding more value in second-party data, which has evolved to include login, geolocation, transaction, behavioral, contextual and other analytics, writes Neustar's Steve Silvers. He points to ways in which specific second-party data resources benefit retail, consumer packaged goods, financial and travel brands and notes its value increases when combined with first-party insights.
TikTok and Shopify have partnered to allow the more than 1 million merchants on the retailer's platform to create and launch targeted in-feed shoppable video ads on TikTok via the Shopify dashboard and use TikTok Pixel to track various performance indicators. The partnership launched in the US first and will expand to other regions and include other in-app shopping features.
Marketers with even the smallest teams can achieve content success using these three tips, Ann Gynn writes. Gynn sets out the steps to creating a one-page content strategy, describes how to create content that's ideal for repurposing into different formats and explains the use of a "master tracker."
Instagram has made its livestreaming limit four hours rather than one and will provide a 30-day archiving feature that includes comments and likes. "Live Now" updates after broadcasts and on IGTV will also help users discover similar content.
Pinterest is helping retailers boost holiday sales by enabling them to make profiles look more like storefronts, testing a new way to tag products and delivering dynamic product recommendations. Catalogs have also been integrated into Pinterest's collections format as an ad unit that can also incorporate video.
The Trade Desk is building a proprietary IdentityLink ID through LiveRamp's Authenticated Traffic Solution for display, in-app and connected TV activations and is expected to roll out the tool as early as mid-December following tests with several publishers and partners. The Unified ID is based on IAB Tech Lab's Project Rearc principles and is designed to work without third-party cookies.
Telecoms in South Korea, Thailand and Singapore are teaming up to launch Storms, a gaming platform for Southeast Asia. Storms, which is scheduled for a 2021 debut, will compete with Google Play by selling mobile game apps.
Google's app development service, Firebase, has gained an authentication emulator as well as data analysis tools and an extension for detecting online presence. Firebase's performance dashboard has also been redesigned to help developers more efficiently monitor stability and performance.
Facebook analysis of nearly 2,500 campaigns using its Brand Lift methodology revealed that generating more impressions results in improved "action intent and ad recall rates," but those results diminish following five or six impressions, including ads with strong creative elements. Analysis also found creative quality is important, but frequency needs to be another consideration.
ByBabba founder and CEO Babba Rivera is launching the Ceremonia hair care line to tap into Hispanic buying potential and celebrate Latinx heritage. "Hispanics spend 46% more on hair care products than non-Hispanics, but there is an immense scarcity of products that adhere to their values and needs," she says.
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