Good morning are you using Twitter’s third-party data for ads?

Marketers on Twitter currently have the option to use third-party data sources offered by the platform – but that data won’t be around for much longer. On Wednesday, Twitter announced plans to remove third-party data sources from its ad platform in early 2020, following in the footsteps of Facebook, which revoked third-party targeting data just last year.

According to Twitter, the policy will streamline how advertisers use audience data and will help shift the focus to the Twitter Ads API. Once it’s implemented next year, advertisers will need to purchase their own data and Twitter will still need to approve it for use in targeting.

In related news, Instagram Story Ads are gaining serious traction, especially compared to the platform’s flattening ad growth levels overall, according to a new quarterly report from Kenshoo. The report found that advertisers’ share of spend on Instagram Story ads doubled year-over-year from 9% to 18% in the second quarter of 2019, but that overall ad growth across all formats is “now roughly at parity” with Facebook. So what gives? Some marketers suspect it’s the doing of Instagram’s default placement selections, while others have commented that the Story format has enabled more impressions and higher conversions. For advertisers who’ve been hesitant to jump into the Story ad unit, it might be worth a second look.

Keep scrolling for more news, including why Facebook has been approaching news publishers with million-dollar licensing deals, our own curated reading list, and more. Happy Monday!

Taylor Peterson,
Deputy Editor

 
 
 
Pro Tip
 

How can you make your digital marketing more diverse?

“There’s no magic wand to wave and create ‘instant diversity.’ Inclusion has to be grown organically from a marketing philosophy that rewards and celebrates it, and that usually requires some long-term work,” explains Ronald Dod of Visiture. “If diversity is like growing a flower garden, you have to prepare the soil first, so the best way is to start with your team. Diversity-centered hiring practices are a subject unto themselves, and if you haven’t yet embraced them, that’s something to work on first. If you don’t have representation on your marketing staff, your representation in your campaigns will suffer.”

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Social Shorts
 

Facebook reportedly offering million-dollar licensing deals to news publishers

Multiple “big-name” news publishers have been approached by Facebook to sign content licensing deals, according to the Wall Street Journal. Per the report, Facebook is offering as much as $3 million a year to republish stories from the likes of ABC News, Bloomberg, Dow Jones and The Washington Post. 

In response to the Wall Street Journal report, a Facebook spokesperson confirmed to CNBC the company does have plans to launch a dedicated news section later this year, but would not comment on the licensing deals: “No details to share on the WSJ report, but I can confirm we’re working on a news tab to launch this fall.” 

Reports claim Facebook’s licensing deals with publishers could last as long as three years. As part of the deal, news outlets would have control over how their stories appear on Facebook, and whether or not readers get full access to the content or only a headline with a snippet from the article.

 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Are CMOs Going Extinct?  – Forbes

How Content Intelligence Enhances Your Digital Transformation Strategy – CMS Wire

Faced with rising online costs, DTC brands are now spending more money on traditional marketing channels – Modern Retail

Amazon’s lead EU data regulator is asking questions about Alexa privacy – TechCrunch

ANA: Marketers underspend on multicultural media – Marketing Dive

Adobe’s next big bets are on AR and mixed reality software – The Verge

Amazon entices some sellers with new price automation – Retail Dive

 
 
 
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