When it’s time to get insightful analysis and discussion of the latest digital marketing news, you can rely in great coverage with Site Strategics CEO Erin Sparks. This week’s news segment was aided by special guest Ginny Marvin, Editor-in-Chief for Third Door Media. Here’s the news roundup from Episode 314 of the award-winning EDGE of the Web podcast:
Twitter Experiments With Showing Users More Ads
From Matt Southern on Search Engine Journal: Twitter is experimenting with showing users more ads. A Twitter spokesperson notes: “We are always running experiments with our ad experience, including with the various aspects of ad frequency and targeting.”
- Erin Sparks: I haven’t noticed much of a ramp-up in my own Twitter feed yet.
- Ginny Marvin: To be honest I feel like this was a long time coming and it’s sort of odd that ad load is only now something they’re experimenting with. Twitter has been an interesting one It’s been interesting to watch how they have been trying to make big inroads on performance advertising. They were the first ones out with lead ads, but then Facebook copied it and did it better. Twitter made some acquisitions around performance and tried to make a go of it, but then retreated. Now they are trying again in a quiet way.
Roku’s new Activation Insights tool targets viewers who have shifted to streaming
On Marketing Land, Taylor Peterson reports how Roku’s new Activation Insights tool targets viewers who have shifted to streaming. “The tool is designed to compare potential reach from linear TV ads, giving advertisers visibility into how the campaigns would perform on Roku’s platform.”
- Erin Sparks: The tool’s designed to actually compare potential reach from linear TV ads, giving advertisers visibility into how their campaigns would perform on the Roku platform. This may the first time that we’ve actually seen this type of ad campaign tool set to give traditional TV advertisers an understanding of what their ad campaigns could actually affect, who they could affect, and the top of ROI. Roku says it’s not a matter of if traditional advertisers will switch to streaming, but when, and it’s a big budget shift.
- Ginny Marvin: It’s a big shift technologically and institutionally for the advertisers who are used to the traditional linear media buys. They need some hand-holding, so Roku is saying they can help you match your audience targeting up against Roku’s audiences and give you a projection of what that performance is going look like and put media buyers at ease. The institutional barriers to adopting the new way are substantial.
You can now ask Alexa to delete all your voice recordings from the day
Rita El Khoury on Android Police explains how you can now ask Alexa to delete all your voice recordings from the day. “The world is slowly waking up from a full trust in digital companies deep slumber and realizing that privacy and security do matter a lot. Amazon is following along that path today by introducing a way for you to quickly delete all your Alexa voice recordings from the day.”
- Erin Sparks: I support there being any kind of easy way people can take a simple actions to protect their privacy.
- Ginny Marvin: I just wonder how many consumers are going to remember to delete every day. But certainly those who are extra privacy-conscious will do it. I do think it does speak to not just consumers waking up to this, but companies listening to consumers waking up to privacy concerns. We can argue that not enough consumers care about their privacy or are willing to make trade-offs or how there’s too much to do in the day to be worrying about every piece of data you’re exposing. It’s a lot to ask of consumers. But it’s also wrong for companies to make the assumption that consumers don’t care. Kudos to Amazon for seeing consumers do care, and for creating their own competitive advantage round it and hopefully leading the industry forward on it. Facebook should take note.
LinkedIn to Improve Ad Targeting, Attribution Capabilities via Drawbridge Acquisition
From Amy Gesenhues on Marketing Land, LinkedIn looks to improve ad targeting, attribution capabilities with Drawbridge acquisition. “Drawbridge’s technology will be used to help improve reach for LinkedIn’s Matched Audiences and Audience Network campaigns and provide better attribution.”
- Erin Sparks: This is good news for people who want to better leverage LinkedIn for their digital marketing efforts.
- Ginny Marvin: We’re seeing LinkedIn make a number of constant steps towards improving its ad offerings. And having the Drawbridge technology for the identity resolution piece of this to be able to expand the ID matching, to expand audiences and to be able to attribute across devices is something LinkedIn has to do since all its competitors can do it. This is especially important for B2B companies that want to make better use of LinkedIn.
Connect with Ginny Marvin, Editor-in-Chief for Search Engine Land, Marketing Land, and MarTech Today (note that all three offer daily newsletters to stay up-to-date)
Twitter: @GinnyMarvin (https://twitter.com/GinnyMarvin)
Search Engine Land website: https://searchengineland.com
SEL Twitter: @sengineland (https://twitter.com/sengineland)
Marketing Land website: https://marketingland.com
ML Twitter: @Marketingland (https://twitter.com/marketingland)
MarTech Today website: https://martechtoday.com
MTT Twitter: @martech_today (https://twitter.com/martech_today)
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