每日监测

MorketingGlobal每日监测6.28:谷歌允许iOS和安卓设备清除位置数据;4A广告公司削减SSP平台数量;可口可乐推出数字交易市场获取第一方数据

Morketing  · 2019-06-28 09:42

【摘要】 Morketing Global每日监测

1、Google推出自动化删除功能,可清除iOS和安卓设备的位置数据

 

Google  has always argued that the data it collects does more than provide power for its targeted ad empire — it also makes its services more useful. But not everyone thinks that Google should be able to suck up a never-ending stockpile of personal data on its users. Today, Google is taking a step towards giving users more control over some of their data with the launch of a new feature that automatically deletes Location History data on iOS and Android devices.

 

2、Twitter在桌面端测试新的设计,信息流在右边,导航在左边

 

It was in January that Twitter announced that it would be rolling out a new, simplified desktop redesign to its users. Hopefully, no one was holding their breath for the big official reveal. Six months later, we can confirm that Twitter  is… still rolling out tests as it tinkers with a new look for its Twitter.com desktop interface.

 

3、YouTube推出新算法,允许用户控制推送内容

 

YouTube  today announced a series of changes designed to give users more control over what videos appear on the Homepage and in its Up Next suggestions — the latter which are typically powered by an algorithm. The company also says it will offer more visibility to users as to why they’re being shown a recommended video — a peek into the YouTube algorithm that wasn’t before possible.

 

4、Liveramp最新收购预示着电视广告和数字广告的隔阂变小了

 

With this week’s acquisition on Data Plus Math, LiveRamp is now touting that outcome-based TV buying is a real option for advertisers.

 

Instead of relying on GRPs, TV buyers can make media purchase decisions and validate their investments, based on actions taken by the target audience. For digital marketers, this concept sounds just like cost-per-acquisition campaigns.

 

5、4A广告公司削减SSP平台数量

 

Top ad agency holding companies are taking a hatchet to their mar tech vendor rosters. Havas consolidated from more than 40 ad tech partners to single digits, with most of the downsizing falling on SSPs, Ronan Shields reports for Adweek. Havas cut out exchanges that would resell inventory within the supply chain, and is adding contractual transparency for tactics, like supply path optimization or bid shading, when a DSP underprices a bid to avoid overpaying.

 

6、可口可乐将推出数字交易市场,旨在获取更多的第一方数据

 

The fruits of a year-long collaboration between Coca-Cola North America and point-of-sale (POS) connectivity platform Omnivore have produced a digital marketplace to make it even easier for customers to order a Coke.

 

Set to launch in September, the integration of digital technology, while offering plenty of opportunity for businesses in the restaurant industry, still poses complications and costliness when it comes to researching, testing and finally implementing what the best tools for respective companies are.

 

7、营销人员在Smart TV平台上如何更好的利用自动化内容识别技术?

 

If you own a smart TV, chances are its integrated automated content recognition (ACR) technology tracks everything you watch.

What started out as a niche technology tracking viewership in high-end smart TVs has spread to the masses: Forty-seven percent of the United States’ 120 million homes own smart TVs, up from 39% a year ago, according to Nielsen National TV Panel data.

 

8、Instagram将在Explore页面插入广告

 

Facebook is opening Instagram’s Explore section to advertisers for the first time as it looks to follow the gradual migration of user activity away from personal news and photo feeds towards other areas of the social networks. On Wednesday, Instagram, which Facebook owns, announced it would roll ads into the Explore page over the coming months. Explore features algorithmically generated stream of 24-hour video Stories, IGTV shows, celebrity-influencer posts and publishers, designed to expose Instagram users to accounts they may not currently follow.

 

9、Shopify将苹果企业聊天功能整合到通讯营销工具Shopify Ping

 

Shopify is integrating the Apple Business Chat platform into its Shopify Ping mobile app, making it possible for merchants to manage their Apple Business Chat communications with customers via Shopify’s platform.

 

“For the growing number of merchants who are running a business entirely on mobile, this new feature for Shopify Ping will allow you to communicate with your customers on-the-go, access products and inventory, and give real-time support via Messages,” Shopify wrote in the announcement.

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