Marketers question Facebook's Lookalike Audiences | Social Media Week: Key themes for brands | Blockchain could change ad tech
May 17, 2019
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Marketers question Facebook's Lookalike Audiences
Marketers had high hopes for acquiring new customers and prospects with Facebook's Lookalike Audiences, but some are reporting diminishing results, which may be attributed to algorithm changes and curtailed usage of third-party data. "We don't feel it works anymore unless you can build that audience on the pixel -- but in that case, your website has to provide enough traffic to make it accurate, especially as you don't want to base that Lookalike Audience on older visits to keep pace with your market," says Digidust CEO Pierre-Olivier Carles.
Marketing Land (5/16) 
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The mobile user acquisition strategy handbook
Without active user acquisition, it's incredibly difficult for businesses to find and convert new users, and grow their app over time. If you lack a strategy, you're guessing at what's effective, and potentially missing out on opportunities to experiment, optimize, and convert more users. Download the handbook.
Marketing Trends
Social Media Week: Key themes for brands
Travis Montaque outlines the major talking points from New York's Social Media Week, including the need for brands to find a delicate balance between data privacy and personalization. Marketers should focus on blending visual content with conversational intelligence to engage social users and put consumer values at the heart of their storytelling, he writes.
Adweek (tiered subscription model) (5/16) 
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Blockchain could change ad tech
Blockchain could change ad tech
Blockchain, now coming out of its hype-heavy initial phase, can offer some realistic advantages to advertising companies. Marc Guldimann, co-founder of Parsec media, writes that a direct advertiser-publisher market could see growth from the technology's enabling of decentralized asset transfers, and that blockchain could also make media metrics more stable.
Marketing Dive (5/15) 
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Your competitors are just a click away
The consumer battlefield has shifted—today's leading brands are winning customers based on the quality of their digital experiences. Our Digital Experience Economy Report explores the strategies businesses are using to outpace the competition. Get the report
Mobile Focus
TweetDeck tests new support functions
Twitter's TweetDeck is testing native support features for GIFs, emojis, polls and image tagging. The features are expected to roll out within the next few months.
The Verge (5/16) 
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Protect Digital Ad Spend from Invalid Traffic
Invalid traffic (IVT) is a real problem for digital marketers. Do you have what it takes to fight it? Download our essential guide to IVT protection to learn more about IVT, how the industry is responding, and the steps you can take to protect your campaigns.
Company Watch
Instagram to boost engagement with new Explore page
Instagram users will soon see a redesigned Explore page featuring Stories and shortcuts to IGTV and shopping with tabs that can be used to access content and videos related to art, travel and food. "We want to provide a more immersive experience so people can actively engage with content and be more specific about what they want to discover," says Will Ruben, Instagram product lead for discovery.
TechCrunch (5/16),  Mashable (5/16),  Search Engine Journal (5/16) 
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YouTube courts direct-to-consumer brands
YouTube courts direct-to-consumer brands
(AFP/Getty Images)
YouTube recently launched a council to court direct-to-consumer brands with about 20 executives from leading companies in attendance at its inaugural meeting. Founders and leaders shared details about attractive audiences, marketing priorities, the need for performance metrics and desired ad products.
Digiday (free content) (5/17) 
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Brands & Campaigns
Ben & Jerry's, Lush highlight prison injustice for black moms
Ben & Jerry's and Lush teamed with advocacy group National Bail Out on a social push for Mother's Day to raise awareness of black mothers who are left in prison because of their inability to afford bail. Both brands used Instagram and Facebook to spotlight the issue and a post from Ben & Jerry's read, "Thousands of mothers that are legally innocent are locked up because of their inability to pay bail," and urged its followers to sign up to show their support for the movement.
Adweek (tiered subscription model) (5/16) 
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Policy & Research
Consumer brands favor Google, Facebook for digital ads
About half of the 500 respondents to Yotpo's "State of D2C Marketing 2019" study plan to boost their Facebook and Google ad spend this year, while only 18% are investing more in Amazon. Ad preferences vary by company size, and the most relevant key performance indicators for success measurement include e-commerce sales, new customers and conversion rates.
ClickZ (5/16) 
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IAB News
IAB European Programmatic In-Housing
IAB European Programmatic In-Housing
Eighty-six percent of brands in France, Germany, Italy, Spain and the UK have moved programmatic ad buying completely or partially in-house according to the latest study from IAB's Data Center of Excellence. This report identifies the adoption rate, drivers and challenges of in-housing and provides insights for brands marketing on a global scale.
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IAB Leadership Training: Media Sales
IAB Leadership Training: Media Sales
Transition from player to player-coach with IAB Leadership Training: Media Sales. You'll learn how to inspire your front-line sellers and help your team thrive in today's rapidly evolving digital ecosystem. Develop skills needed to recruit and retain talent, collaborate cross-functionally, and more. Enroll today. Enroll today.
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