Backslash Week #11 – News of the Week
Week 11 has ended and a lot of interesting things happened throughout this period. Google introduces a new advertiser tool, FLoC, that can potentially replace cookies. Facebook promises to earn money with creative video content. YouTube is experimenting with an automated list of items when watching videos.
Be sure to read on.
1. Google Soon Says No To Cookies
How are marketers affected?
Many advertisers wanted Google to develop a new mechanism to target individuals, but the tech giant announced that cookies would not be replaced. Google revealed last year that it would finally stop promoting third-party cookies in its Chrome web browser and develop more privacy-conscious ad-targeting tools. But the Alphabet Inc. unit this month said that it also won’t provide or use alternatives that uniquely identify people as they move across the internet.
On Google properties like YouTube, Gmail and its search engine, yes however brands will only be able to target individuals in certain circumstances. They’ll have to use Google’s current Customer Match app, or a similar future product, to get their first-party data into the business. Customer Match ingests information a client gave to a brand, such as an email address, and compares it to data Google already has.
Will marketers be able to use their data outside Google properties?
Advertisers would no longer be able to target advertisements using third-party data via Google technology, such as the company’s automated ad-buying system Display & Video 360, or DV360. They’ll have to focus on Google’s latest FLoC strategy. The acronym FLoC stands for “Federated Learning of Cohorts,” and it will enable marketers to target advertisements to groups of people who share similar characteristics.
There is one note, however. Brands with relationships with publishers can send first-party data to those publishers directly outside of the Google ecosystem while still handling the purchase through DV360.
Are FLoC the new cookies?
The concept behind FLoC, one of a handful of advertiser tools proposed by Google, is to enable advertisers to request and use pools of online identities with similar characteristics rather than individual identities. The underlying data would come from browsers that use machine learning to build cohorts based on where people go online. Advertisers will be given a cohort identifier rather than individual identifiers.
It will be difficult to gauge FLoC’s effectiveness before Google begins testing it with advertisers in the second quarter. However, Google reports that internal tests show that marketers can expect at least 95 percent of the desired customer actions per dollar spent on cookie-based ads in some cases.
#google #advertisement #cookie #floc
2. Videos Work – Facebook Says
Facebook is one half of the digital advertising duopoly (along with Google), and it’s a must-have marketing tool for every business. Even so, many company owners aren’t taking advantage of Facebook to its full potential. Facebook will help your company expand in a lot of ways if you know what you’re doing. It’s more than just an advertisement site.
Making Money from video ads.
Pages can now make money from videos as short as one minute, allowing them to run a 30-second ad that Facebook describes as “minimally interruptive.” Previously, only 3 minute and longer videos could be monetized. Mid-roll advertisements, which appear when the video is playing rather than before it begins, are allowed in videos longer than three minutes. After 45 seconds into the video, mid-roll advertisements can now be seen, which is a small improvement over the previous checkpoint of 1 minute.
For Pages involved in monetizing live streams, Facebook has its own set of eligibility criteria. Pages would have to meet another criterion to run advertisements when going online, in addition to the requirements mentioned above: 60,000 live minutes viewed in the previous 60 days. Watch time for recordings of live streams would not count against meeting this eligibility criterion, according to Facebook.
What to expect?
Pages will be able to gain money until they are eligible to run advertisements in live streams. If you’re familiar with Twitch’s ‘Bits,’ you’ll understand what Facebook’s ‘Stars’ are all about. It’s a form of digital currency that users can purchase with real money and give to content creators in exchange for their work. Following that, creators will receive a portion of the revenue produced by the Stars they receive during a stream.
Stars will now be available in 15 more countries, according to Facebook. Facebook will begin testing the ability for creators to win Stars from non-live videos in the coming weeks. In Creator Studio, content owners can see if their Pages are qualified for either of these monetization services. Pages are also eligible to apply for Creator Studio programs.
According to Facebook, it will review all applications and begin accepting more Pages that meet the new requirements gradually.
#facebook #stars #live #stream #video #ads
3. YouTube Reports Innovative Video Formats in Test
What is YouTube up to?.
YouTube is constantly testing new stuff. One of the most recent projects is to put an automated list of items found in videos posted to the web to the test. A YouTube representative explained how this particular function would be implemented in one of the company’s blogs:
We’re testing a new feature that shows a list of products included in those videos, as well as related products. Viewers scrolling below the video player can see the feature in between the suggested videos. The aim is to encourage people to go to YouTube to look for more videos and knowledge about those items.Jordan – Google Employee
It will also place YouTube in the same category as other social media sites when it comes to shopping.
YouTube on Twitter?
Twitter is also experimenting hand in hand with YouTube with a new way for you to stream YouTube videos on the platform.
You’ll be able to view YouTube videos directly in your Twitter account if you participate in the experiment. For a limited time, a select group of people in the United States, Canada, Saudi Arabia, and Japan can participate in this project by using the Twitter app on iOS.
#youtube #new #features #twitter #innovation
4. Final Words
Last week’s news reached out to tech and social media. The new Google FLoC is a great innovation and it can potentially replace the good old cookies. Facebook provides creators with more opportunities to earn, even when they are not in live stream. YouTube is testing an automated item list to join other social media giants in online shopping.
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