{5/16} This Week In Digital Advertising
Facebook Changes Coming Soon For Data Tracking
This week, Facebook has outlined some upcoming changes to data tracking on the platform. In a blog posted this week, Facebook has started to outline how users will be able to manage their off-Facebook activity. The new feature has been outlined in order to prepare advertisers for the upcoming changes
The Clear History tool, announced in the wake of the Cambridge Analytica scandal, will give Facebook users more control over their personal data. The tool is “designed to give people more transparency and control over the data other apps and websites share with us. This will include a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK and API.”
Facebook’s audience measurement tools and data will remain intact. However, there will be changes to audience tracking. “When someone disconnects their off-Facebook activity, we won’t use the data they clear for targeting. This means that targeting options powered by Facebook’s business tools, like the Facebook pixel, can’t be used to reach someone with ads. This includes Custom Audiences built from visitors to websites or apps.“
Our team has worked with Facebook changes before. We believe it’s important for users to know what companies are doing with their data and why they are being shown an ad. With other recent changes to the platform around housing, jobs, and credit audience targeting, our team has been able to react and adjust strategies.
When the tool is launched we will need to work even more closely with our clients to build audiences that are specific to your segment. Marketers will need to be open to the changes not only as Facebook rolls them out, but as the industry changes placing more of an emphasis on privacy and smaller group messaging.
Google Announces New Advertising Products
This week at Google Marketing Live the company unveiled three new types of ad units to address different customer scenarios. Discovery ads, Gallery ads and Showcase Shopping ads will appear across all Google ad properties.
Discovery ads are explained by Google to be “visually rich, mobile first and use the ‘power of intent.’” After the ad copy and graphics are uploaded the ad serving gets handled automatically across a number of Google properties. Discovery ads will be able to reach around 800 million users and will be available later this year.
Gallery ads appear at the top of a mobile search and are more visually compelling. According to Google, in testing, gallery ads saw “25% more interactions”. For now, they will only appear on mobile. Google has yet to announce when desktop versions will be available.
Showcase shopping ads have continued to evolve from when they launched in 2016. Google previously said that up to 40% of queries are for these broad product-category searches. Companies with e-commerce as a main driver of revenue should utilize this and other types of visual advertising to help with engagement.
Our team will be able to implement these new ad units with some of our enterprise clients. The mobile first designs and visually compelling fields will help drive users to have a better customer experience. Creating interactive ads can improve the way users not only view your ad, but how they interact with it. Studies show that users who see and connect with a visual are 65% more likely to remember your brand three days later. Our team loves learning the latest in digital advertising and can create these campaigns and more to help your brand grow.
