Clearview AI's client list stolen by hackers | Report: TikTok strategy guide, industry benchmarking | Visit California goes interactive across social
February 27, 2020
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Top Story
Hackers have stolen the entire list of facial recognition specialist Clearview AI's clients, the company reports. Clearview's database, containing 3 billion images gleaned from social media, is used by a number of law enforcement agencies, a practice that has been criticized by privacy experts.
Full Story: Infosecurity (U.K.) (2/27) 
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The Definitive Guide to Location Data
Thanks to ubiquitous adoption rates and end user utility from the mobile app ecosystem, smartphones can deliver a significant amount of location data. But how does it work? What is real, what is possible, and what is completely unfounded when it comes to location data? Gimbal created a robust guide explaining how location data works, the valuable data it generates, and where it can be applied. Download here
Consumer Engagement
Report: TikTok strategy guide, industry benchmarking
(Lionel Bonaventure/Getty Images)
Conviva released a 34-page TikTok Benchmarks & Strategy Guide that offers practical tips on how to create video on the platform, strategy advice and guidance on using tools to optimize campaigns. The report also displays industry benchmark data showing top accounts and their engagement levels, such as follower counts, number of videos posted and average likes per video.
Full Story: Social Media Today (2/27) 
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Marketing & Sector Solutions
Mering is extending Visit California's "Road Trip Republic" campaign to Snapchat, Instagram, Pinterest, TripAdvisor and Spotify with interactive experiences. The campaign includes a Snapchat Lens that places people in a virtual car set in Californian destinations such as the Joshua Tree National Park and a Pinterest quiz that gives users a custom inspiration board for their California road trip.
Full Story: MediaPost Communications (2/26) 
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TBWA\Chiat\Day, Mtn Dew urge Embiid fans to up GIF game
Embiid (Mtn Dew)
TBWA\Chiat\Day's new 30-second spot for Mtn Dew features NBA star Joel Embiid expressing his disappointment at the quality of GIFs fans use on social to celebrate his plays, showcasing a Mtn Dew collection people can use instead. "Dew fans as well as NBA fans are always fully plugged into hoops culture, and we know they are almost always on social media during the games," said Mtn Dew's senior director of marketing Erin Chin, adding that the GIFs used in the commercial can be found on Instagram.
Full Story: Adweek (tiered subscription model) (2/25) 
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WPP media agency Mindshare has launched a private ad marketplace to enable marketers to place ads on 12 LGBTQ-oriented sites, including Pride Media's The Advocate and Out and Conde Nast's Them, without having to contend with keyword exclusion lists that typically keep credible publishers off the automated digital ad radar because of content verbiage such as "gay." "It's critical that we challenge the brand safety standards of the last few years because they've become a roadblock to bringing more independent voices to media," says Diane Anderson-Minshall, Pride Media CEO.
Full Story: Ad Age (tiered subscription model) (2/26) 
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Industry By the Numbers
EMarketer reports the number of TikTok users increased 97.5% in 2019 and the research firm is estimating the platform will witness a 21.9% rise in users in 2020 to reach 45.4 million, surpass 50 million in 2021, then slow to single-digit growth starting in 2022 due to market saturation, especially among its younger demographic. The platform will be competing against new businesses such as Firework and older platforms that are continually adding tools such as Instagram and Facebook, says eMarketer analyst Debra Aho Williamson.
Full Story: eMarketer (2/26) 
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Making It Work
Brands and marketers are shifting toward the use of "identity gardens" featuring first-party data to fill the void when cookies sunset and everyone from publishers and trade associations to tech firms such as Vox Media, The Trade Desk and LiveRamp are capitalizing on the trend with various solutions, writes George P. Slefo. GroupM's Krystal Olivieri says, "It's still too early to tell whether the influx of identity solutions will prove to be beneficial or detrimental to marketers, as it could create a fragmented 'identity garden' approach."
Full Story: Ad Age (tiered subscription model) (2/26) 
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MMA News
Mobile, Muffins & Mochaccinos Breakfast Series - Find Breakfasts in Your City
The Mobile Muffins & Mochaccinos Breakfast Series, inspired by the famous Algonquin Roundtables of the early 1900s, brings together some of the top minds in the marketing industry to innovate, discuss, debate and impact the future of marketing in an intimate setting. They are designed to promote creative collaboration and the exchange of ideas focused on the advancement of critical issues pertaining to the marketing industry. Please join us and take your place at the table today. Request an Invite for a Breakfast in Your City Today.
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MMA's Messaging Committee created RCS Center Just For You
Even in this early stage in RCS' development, there are a wide range of examples that can give brands like you a taste for what RCS can deliver. We curated more than 30 case studies, across verticals from travel to eyewear, restaurants to electronics. Download the Case Studies & Examples Today. Want to learn how you can impact the RCS center - Interested in joining the messaging committee to make an impact? Employees of member companies are eligible to participate in MMA programs. To join, please contact us here.
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