January 15, 2021
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Top Story
LinkedIn schools brands on platform capabilities
LinkedIn Marketing Labs has been launched as an education tool for marketers who want to maximize advertising on the platform. Courses that have been curated by in-house experts address individuals with various skill levels and focus on topics such as using the platform's ad-targeting tools, ad reporting and analytics, and building a content marketing strategy.
Full Story: Social Media Today (1/13) 
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Trying to reach tomorrow’s customers with yesterday’s tactics?
The customer experience has evolved. Maybe it's time your customer analytic capabilities evolve too. Complete the assessment to learn where you stand across five key dimensions: strategy, structure, technology, process and measurement. In just 10 minutes, you'll receive a customer marketing confidence quotient.
Marketing Technology
Demand-side platform MediaMath has signed on use Iris.TV's Iris-ID for pre-bid video contextual targeting for online video platforms and connected TV. The tool is integrated with Comscore and other partners to append brand safety scores for segmentation and targeting.
Full Story: Next TV (1/13) 
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Media is changing. Let’s change media for good.
We believe media works best when it works in everyone's best interest. It's the idea we built our company on. And right now, it's more important than ever. We're harnessing the power of empathy, data, and transparency to change media for good. For everyone. Media, re-imagined by Target. See How
Global digital ad spending will increase 18% from 2020 to 2021 and continue double-digit growth during the next five years with video leading the charge, according to Cowen's 9th annual Ad Outlook report. Most of the ad buyers surveyed (56%) say video ads are as or more effective than TV for branding and rank Google search as the top platform for their return on investment.
Full Story: MediaPost Communications (free registration) (1/13) 
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Featured Content
Sponsored content from Twitter
New research reveals how sports fans are changing
Though this NFL season may look a little different, fans are more excited than ever to welcome back their favorite teams and athletes—and they want brands to participate too. A new study reveals how fans' behaviors have changed during lockdown. Learn more.
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How Hulu used Twitter to launch 'Love, Victor'
When Hulu wanted the world to discover its show, "Love, Victor," it invited viewers to watch the first episode live on Twitter with the show's cast — resulting in a hugely successful launch. See how Hulu increased awareness and viewership of its new show by launching with Twitter.
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Data Management
Comscore launches targeting tool void of cookies
Comscore plans to launch a new tool this quarter dubbed Predictive Audiences, which uses contextual signals to help brands target audiences across connected TV, mobile and web platforms based on various demographics and behaviors. Comscore's new tool also includes automotive, financial and location data for targeting via Polk, TransUnion and PlaceIQ partnerships.
Full Story: MediaPost Communications (free registration) (1/12),  AdExchanger (tiered subscription model) (1/11) 
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Business Insights
Tweets from Jack Dorsey, CEO of Twitter, indicate that the social media company is exploring the potential of a decentralized platform. The posts said that Twitter is hiring a group of open source experts to develop @bluesky, a social media site that has no single controller.
Full Story: Deadline Hollywood (1/13) 
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NBCUniversal is talking Olympic sponsorship with advertisers again, and rolling out a new tool for the Tokyo games in 2021. The "Olympics Ad Engine" combines artificial intelligence with human curation to design the most effective advertisements by examining almost 700 previous Olympic spots.
Full Story: Variety online (1/13),  Ad Age (tiered subscription model) (1/13) 
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Association News
Being constantly connected means now, more than ever, events must be designed to keep audience connectivity top of mind. Here are some silver linings and learnings from pivoting to virtual events, and how these lessons will help elevate the hybrid attendee experience moving forward.
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Come together, virtually
(Association of National Advertisers)
The political landscape is changing. The effects of the pandemic continue. The economy has been battered. You need to be aware of key economic factors that will affect your donors and supporters.

At the virtual 2021 ANA Nonprofit Federation Winter Conference, this Feb. 17 to 18, you'll get an overview of the economic outlook and the key trends that will affect the future of giving. Register today and get ready to improve your fundraising and marketing strategies!
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Editor's Note
SmartBrief will not publish Jan. 18
In observance of Dr. Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday, Jan. 18. Publication will resume Wednesday, Jan. 20.
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Connect deeply with others. Our humanity is the one thing that we all have in common.
Melinda Gates,
philanthropist, advocate for women and girls
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