一、品牌

施华洛世奇换新LOGO，天鹅变“粉”了

施华洛世奇偷偷变换了形象：从尾巴处渐变的黑色天鹅，变成了粉色的天鹅剪影。尽管官网还没有正式宣布粉色天鹅作为新LOGO，但官方微博和公众号都已经将粉色天鹅作为新头像。

美瞳品牌“4iNLOOK”完成1亿B+轮融资

美瞳品牌“4iNLOOK”完成1亿B+轮融资，截止本轮融资结束，4iNLOOK总融资金额超过4亿。本轮融资除了老股东持续追加，另外主要是产业资本的进入。

吉利汽车CEO：不排除对纯电动业务进行分拆的可能

针对吉利将成立单独的电动车销售公司的传闻，吉利汽车集团CEO安聪慧在今日吉利汽车投资者会议上表示，吉利是否会对纯电动业务进行分拆，总体来说不排除这种可能，并对各种方案进行持续研究。“因为智能电动对吉利的重要性很强，一定要成为领军企业，吉利汽车也有一些计划，未来会择机发布。”

理想发布2020年四季度及全年财报

理想发布2020年四季度及全年财报。财报显示，2020年四季度，理想实现营收41.5亿元，同比增长65.2%，市场预期38.98亿元；调整后净利润1.154亿元，同比增长621.3%，市场预期亏损1.25亿元。理想汽车2020年总收入为94.6亿元，2019年为2.844亿元；净亏损1.517亿元，同比下降 93.8%。

李诞带货女性内衣Ubras翻车

2月24日，李诞推广女性内衣的广告在微博上线，文案为“我的职场救身衣，一个让女性轻松躺赢职场的装备@Ubras品牌官方，我说没有我带不了的货，你就说信不信吧。”

随后，不少网友们发现了问题，并表示：“男人穿什么女性内衣？”“解释一下女性怎么就躺赢职场了？”“广告词恶意太大，不想要女性客户了？”

二、互联网平台

B站财报电话会议：2021年暂不会增加广告量，比例保持在5%

在财报电话会议上，哔哩哔哩副董事长兼首席运营官李旎表示，2021年暂时不会增加广告量，还是保持在5%，因为我们看来B站的广告业务基础，还有广告的能力，仍然有很大的增长潜力，目前还是以打基础为主。

网易发布2020年四季度及全年财报

网易发布2020年四季度及全年财报。财报显示，2020年四季度，网易实现营收198亿元，同比增长25.6%，市场预期196.73亿元；调整后净利润15.98亿元，市场预期17亿元。2020年，网易净收入为736.7亿元，同比增长24.4%。非公认会计准则下，归属于公司股东的持续经营净利润为147.1亿元，2019年为156.627亿元人民币。

今日头条CEO朱文佳将调任TikTok，赴新加坡研发中心负责技术

今日头条CEO朱文佳，将调任字节系旗下的TikTok，负责产品技术等业务线。目前，朱文佳职务调整和任命还未公布，在字节办公系统飞书中，朱文佳仍是今日头条CEO的头衔。24日，知情人士透露，TikTok业务由Venassa（TikTok原美国总经理瓦妮莎 · 帕帕斯）负责，朱文佳因为个人发展，从业务调整到技术岗位，将会到新加坡研发中心工作，支持TikTok的技术工作。

字节跳动高层调整：前滴滴高管陈熙接任今日头条

字节跳动高层正展开新一轮人事调整。具体包括去年底加入字节跳动的前滴滴高管陈熙或将负责今日头条业务，朱文佳将不再担任今日头条CEO，并调任至TikTok负责技术研发相关工作。另有知情人士表示，抖音与TikTok团队近期也在进行调整，已有大量TikTok员工转岗至抖音。

传猿辅导寻求10亿美元新一轮融资，官方回应：消息不实！

据报道，知情人士透露，由腾讯支持的中国在线教育平台猿辅导融资至少10亿美元，并已与博宇资本（Boyu Capital）和DCP资本（DCP Capital）等投资者进行了洽谈。对此传闻，猿辅导回应称，该消息并不属实。目前猿辅导没有对外寻求融资。

三、服务机构

Reprise任命Vincent  Spruyt领导新团队担任全球首席AI官

近日，埃培智旗下全球效果营销机构Reprise正式宣布任命Vincent Spruyt为全球首席AI官。

四、案例

在 OPPO 春日短片里偷偷谈恋爱

OPPO Reno5 系列推出新色“恋恋青风”，并携手张宥浩和孙千带来同名宣传片。

京东物流：一件毛衣，链接爱的心意

在春节期间，京东物流在品牌升级后的发布了第一个CNY Campaign。

五、趋势洞察

2020-2021年中国跨境出口B2C电商年度发展报告

近日，艾瑞咨询发布了《2020-2021年中国跨境出口B2C电商年度发展报告》，报告表示，北美市场对于中国跨境出口卖家来说仍是第一大目标市场，市场体量领先。2020年中国跨境出口B2C电商在北美市场的成交额可达4573亿元，同比增速可超过35%。

模式上，第三方与自营平台各有千秋，在北美市场，目前自营平台的交易额占主导地位，越来越多的卖家采取第三方平台与独立站组合的多渠道销售模式。运营方面，粗放式铺货模式被逐渐淘汰，卖家的选品策略更加的理智巧妙，热门品类的小众类目与长尾品类增长较为迅速，疫情期间居家类产品出现大幅增长。物流方面，海外仓发货的优势在疫情期间更为明显，北美仍是仓发服务体系最为完善，最适合仓发的市场。

六、海外

推动广告技术最新整合浪潮的是什么？

The latest wave of consolidation is in full swing and it’s scrappier than ever. 

Magnite and Spotx. Verve and Nexstar’s digital platform for video ads. Smart Adserver and Capital Croissance. Liveramp and Datafleets. District M and Sharethrough. Kubient. Pubmatic. And now Viant. Those are just some of the more notable mergers, acquisitions and IPOs that have occurred in recent months. In fact, the pace of deals has accelerated to a point that’s left some onlookers puzzled — and for good reason. 

Investors, whether they’re private or public, seem fine with big, initially costly consolidation of ad tech companies. This is largely because revenue growth, not profit, drive corporate value right now. Put another way: It’s as if investors forgot that ad tech is steeped in a lot of uncertainty right now. 

Take Criteo. It’s valued now at $1.9 billion. A year ago Criteo’s stock crashed to a 52-week low after Google said it would block the cookies the ad tech vendor uses to retarget people in the Chrome browser. Google still intends to make its move sometime next year. And as it stands, no one has a viable alternative. Yet, Criteo is worth more today than it was a year ago.

“Nothing makes sense anymore,” said Ratko Vidakovic, founder of ad tech consultancy AdProfs.

Facebook正在大力宣传个性化广告在新广告系列中的优势

Facebook is running a targeted ad campaign to promote the importance of … targeted advertising.

On Thursday, Facebook launched a national push that aims to demonstrate the value of personalized ads, especially for small businesses reeling from the ongoing pandemic.

The campaign, under the title “Good Ideas Deserve To Be Found,” will run across TV, radio and online digital channels, including on Facebook and Instagram, through the spring in the US. The TV spot will air across a bunch of different networks and shows, starting with Good Morning America, World News Tonight, Young Sheldon CBS, NCAA basketball and during the Golden Globes.

The purpose of the campaign is to highlight small businesses that have used personalized ads on Facebook and Instagram to find their audiences and grow their business, like Goat House Farm, a micro-farm in Florida that offers goat yoga classes.

Not addressed is the fact that organic reach on Facebook has been on the decline for years.

Although the context for this campaign is obviously related to Facebook’s ongoing war with Apple over the latter’s impending privacy changes on iOS 14, Andrew Stirk, Facebook’s head of brand strategy, demurs that this is the only reason behind the effort.

加利福尼亚州的隐私法对广告收入或广告资源没有“影响”，但可能产生间接影响

California’s privacy law has cost publishers and ad tech firms when it comes to legal fees and compliance software purchases, but it turns out it’s had little to no impact on ad revenues, prices or inventory, according to publishers. Yet despite the lack of immediate impact, companies Digiday spoke with say there are ripple effects from CCPA that they expect to feel in a much more tangible way in the near future.

When Rob Beeler, CEO at digital ad consultancy Beeler.tech conducted an impromptu survey of around two dozen publishers this week, all of them said the California Consumer Privacy Act has had no impact on CPM rates or ad revenue. The law requires website publishers to let residents of the state opt-out from sales of their personal data. “A ton of effort has gone into compliance on the part of publishers, but there is no upside or downside revenue-wise,” he said.

“I’m shocked that we have not seen any impact we can measure from CCPA,” said Clark Benson, CEO of pop culture list publisher Ranker. “We expected something.”

Since July 2020, ad tech firm Centro has removed ad inventory from its ad auctions if there’s a CCPA-related opt-out signal associated with it. But, said Derek Zolner, vp of legal affairs at the company, CCPA has “not made a meaningful change in our supply and demand.”

DTC葡萄酒品牌如何在SMS中查找第一方数据

Delivery wine brand Usual Wines has gotten the jump on first-party data by utilizing SMS and text messaging communication in its marketing strategy.

Since its founding in 2019, the direct-to-consumer wine brand has cultivated a two-way relationship with consumers, encouraging wine drinkers to directly ask the brand about everything from wine and cheese pairings to delivery status updates. The company began using text and SMS in 2019. But last year, it generated more than 20% of the brand’s revenue at that time via directly attributed orders, said Usual Wines CEO and co-founder Matt Dukes.

In turn, the brand is able to utilize what it learns from consumers to inform its marketing strategy, blog content and even product development, which most recently led to a new rosé.

Meaning: fans can tell them in real time if it’s something they’re interested in seeing.

“We were able to effectively validate the product even before building and selling it based on having that direct line of communication,” Dukes said.

Phone numbers, email addresses and website reviews are important for the brand as part of its two-fold effort to grow its consumer database and its community. The brand’s strategy is evolving as consumer privacy is getting new attention.

WeatherBug对Cookie末日的看法

Authentication

The most widely discussed model for digital identity revolves around authentication, which involves a logged-in user base and requires that the publisher and advertiser agree to use some form of hashed email as a primary match key for audience targeting.

LiveRamp’s Authenticated Traffic Solution, Zeotap’s offering and Unified ID 2.0 are all good examples of this approach, and there are others working on their own. Assuming the proper consents are in place this model can thrive in a world without third-party cookies.

Fingerprinting

During our round robin meetings, we kept hearing folks talk about fingerprinting or probability modeling as potential mechanisms to replace user-level tracking for iOS and on Chrome.

But Apple’s ATT framework explicitly bans tracking without a user’s opted-in consent, and Google quite clearly bans fingerprinting in its proposals for third-party cookie alternatives. There’s no reason to think it won’t also eventually be banned in relation to the Google ad ID.