July 30, 2021
IAB SmartBrief
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Top Story
The Audience Solutions feature of Google Ad Manager will soon feature new analytic tools to help publishers and brands with media networks manage first-party data. Audience Explorer shows audiences by factors such as browsers or platforms, Scorecard Table offers audience segment profiles and Segment Overlap and Comparison identify differences and points of commonality.
Full Story: Ad Age (tiered subscription model) (7/29) 
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Build an unbeatable strategy with competitor data
How do your competitors generate traffic? Learn how and dissect your rivals' marketing mix by their traffic sources (direct, search, referral, paid, and social). Plus, locate which countries their traffic comes from and explore which sites people visit before and after landing on a competitor's site. Start now for free
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Marketing Trends
Amazon records blockbuster Q2 ad growth
(Amazon)
Amazon generated nearly $8 billion in ad sales, along with sales of other services, during the second quarter, marking 87% year-over-year growth. Amazon Chief Financial Officer Brian Olsavsky attributed the increase to its "over 40 new features and self-service capabilities," such as regional sponsored product campaigns and expanding services in Europe, Australia, India, Japan and Saudi Arabia.
Full Story: CNBC (7/29) 
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Pinterest generated $613 million in revenue for the second quarter, a 125% year-over-year increase, while its US monthly active users dropped 5% compared with Q2 last year. Executives attributed the downward turn of new members to the COVID-19 vaccinations combined with the reopening of brick-and-mortar stores and other venues.
Full Story: Social Media Today (7/29),  The Wall Street Journal (7/29),  Reuters (7/29) 
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Empower your marketing with analytics and identity resolution
Marketers who expand their brands' data-driven culture with analytics, insights, and actions will win in today's competitive world. This can all be done without relying on cookies or other tactics that might seem invasive to today's consumer. This report shows you how to unify journeys across devices, browsers, and apps to create clean, dependable analytics that help you make actionable, data-driven decisions. Download the Report
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Mobile Focus
Marketers should take heed with emoji selections
(Pixabay)
Marketers need to exercise caution when selecting emojis as the "seemingly innocent images" can have different meanings for political, age and geographic groups and subcultures, write Ashley Cooksley and Elizabeth Koenig. For example, the baseball cap symbol represents a lie among the hip-hop community, and the two warn that "if brands are looking to create a credible voice online, they need to understand the context surrounding emojis."
Full Story: MediaPost Communications (free registration) (7/29) 
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New Research: Decoding CTV Measurement
In a groundbreaking study across 20 leading U.S. advertisers, the ANA and Innovid sought to uncover the truth behind reach, frequency, and ROI in CTV. Download the report for insights and best practices to guide your CTV measurement strategy.
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Holiday Marketing Strategy
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Company Watch
Snapchat has enhanced its Snap Ads Manager with a Campaign Lab tool. Brands can use the tool to conduct split tests, view results to determine which works best and receive recommendations based on past tests for actionable steps.
Full Story: Social Media Today (7/30) 
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Turn on the power of personalization this Cyber Monday.
This Cyber Monday, discover a system that helps you anticipate shopper needs and matches products with the people most likely to love them. The Facebook Discovery Commerce system helps products find people wherever they are. Download the 2021 Holiday marketing guide from Facebook and turn on Discovery Commerce.
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Brands & Campaigns
Coca-Cola is launching today its first campaign involving nonfungible tokens for International Friendship Day when it auctions the Coca-Cola Friendship Box containing NFT versions of Coca-Cola collectibles to support the Special Olympics. NFTs are one way to explore the growing artificial reality-enabled "metaverse," which "creates opportunities to connect with others like never before," said Josh Schwarber, Coca-Cola's global digital design senior director.
Full Story: The Drum (free registration) (7/28),  Cointelegraph (7/28),  Forbes (tiered subscription model) (7/28) 
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TikTok taps its creators to remake classic ads
(TikTok for Business/Facebook)
TikTok created a "Re:Make by TikTok" campaign that features some of the platform's top creators reimagining three classic ads -- TBWA\Chiat\Day New York's "Touch" for Skittles, BBDO New York's "Game" for Snickers and Wieden+Kennedy Portland's "The Man Your Man Could Smell Like" for Old Spice. The push was created by BBDO, Mars and Mars Wrigley's The Hive and Procter & Gamble, and #TikTokRemake encourages others to share their own ad remakes or suggest other spots to be remade.
Full Story: Muse by Clio (7/29),  Ad Age (tiered subscription model) (7/29) 
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Snapchat touts AR in global push
(Snapchat/YouTube)
Snapchat rolled out its biggest global campaign to tout its augmented reality capabilities, which features digital and out-of-home lenses and Snapcodes customized for major cities, including several in the US. Brand partners for "Open Your Snapchat" include Legendary Pictures, Warner Bros. Pictures and Disney+, with AR try-on features from American Eagle, Jordan Brand, Ralph Lauren and others.
Full Story: Social Media Today (7/29),  Adweek (7/29) 
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This Festive Shopping Season, Make Things Merry and Bright With Augmented Reality
Holiday shoppers are craving immersive experiences, and AR is the answer. 89% of Snapchatters are interested in AR try-on and are eager for brands to offer it as early as October. Find out how your brand can win the festive shopping season on Snapchat.
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Policy & Research
IAB, ad groups denounce Calif. AG's approach to a "Global Privacy Control"
(Pixabay)
IAB is among ad groups calling on California Attorney General Rob Bonta to retract a mandate announced in a frequently-asked-questions reply that stipulates companies must honor a "Global Privacy Control" opt-out tool designed by privacy advocates. A letter from the groups argues the FAQ's contradictions with existing California privacy law "will cause confusion for consumers and businesses, rather than effectuating genuine user choices."
Full Story: MediaPost Communications (free registration) (7/28) 
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IAB News
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It is a time in which we will redefine what it means to be human, for this is not just the start of a revolution, it is the start of an evolution.
David A. Sinclair,
biologist, professor of genetics
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