Good morning, what if marketers treated privacy policies as part of a brand’s value?

In light of heightened privacy concerns, data breaches, and the launch of new data privacy legislation, consumers are more hyper-aware and protective of their data than ever before – and marketers often view privacy compliance as a barrier to the digital strategy. Duane Schulz, principal of Schulz Advisors LLC, believes marketers should regard privacy policies as an opportunity, rather than an obstacle.

At MarTech East in September, Schulz will explore this topic in his session, Don’t Be Evil: A Framework for Lean Surveillance Marketing. He proposes that marketers can start by developing a privacy-forward framework that includes establishing a set of core principles, building digital experiences that mirror real-world interactions, prioritizing trust, and developing meaningful content for customers. If marketers are willing to advocate privacy and transparency as core principles of a user-first digital experience, then we can begin to shift the focus from short-term leads to lasting trust and long-term brand value.

Are you managing Facebook ad campaigns for housing, employment or credit products and services? On Monday, Facebook announced it’s now requiring all U.S.-based housing, employment, and credit advertisers to select the “Special Ad Category” option in Ads Manager when creating ads. This feature restricts ad targeting options — removing the ability to target ads by age, gender, ZIP code, multicultural affinity or any detailed options describing or appearing to relate to protected characteristics — to prevent advertisers from running discriminatory ad campaigns. It also prohibits advertisers from using Facebook’s Lookalike Audiences. Facebook first began rolling out the restrictions in March, and last week, reported it was adding the “Special Ads Category” to its Marketing API.

Keep scrolling for news on how ‘intent’ data can help marketers prioritize customer communication and more. 

Taylor Peterson,
Deputy Editor

Pro Tip

Intent data is gaining traction in account-based strategies

“The lead generation era was about digital buying language and tracking and acting on the behaviors of individuals,” said Scott Vaughan of Integrate. “In contrast, the account-based era is all about understanding the collective actions of people that work at target accounts around action and engagement with specific topics. Using this ‘intent’ data has become an important signal and way to prioritize when and how to follow up with specific accounts. The mindset needs to shift from ‘I see you downloaded this white paper’ to ‘it looks like you may be doing research around x topic.'”

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Social Shorts

Instagram tests Threads and Snap rolls out more AR features in the Lens Studio

Instagram tries out a direct message app. Instagram is reportedly testing a new direct messaging app called Threads that lets users automatically share details like their location, speed and battery life along with text, photo and video messages with their Instagram followers. According to The Verge, the app is, “Designed to promote constant, automatic sharing between users and the people on their ‘close friends’ list on Instagram.” Users are able to opt-in to automatic updates via the Threads app, meaning it will regularly update the user’s status with real-time information on their location, speed and more. 

New features coming to Snap Lens Studio. Creators on Snapchat are getting a wide array of new features via Lens Studio, the desktop app that allows creators and marketers to build out their own AR effects on the platform. Among the new releases are six new facial templates and Landmarker templates for 14 real-world locations. “The new Landmarker templates are perhaps the most compelling,” reports VentureBeat, “They provide creators with examples of how real-world locations can be augmented with digital content such as persistent decorations and special effects.” There is also a new interactive-tour for first-time Lens Studio users. The new features rolled out on Tuesday in eleven countries, including the U.S. and the UK. 

Twitter Safety and Trust Council not feeling it. Members of the Twitter Safety and Trust Council — a group of outside experts formed to, “Ensure that people feel safe expressing themselves on Twitter” —  have sent a letter to Twitter CEO Jack Dorsey expressing their concerns that the group is not being utilized. The disgruntled members of the group, which was formed in 2016, say that Twitter’s leadership has been far less communicative than it should be. The letter, which was obtained by Wired, claims the group has not received any advance notices on Twitter’s policy and product updates, and sometimes go months without any communication from Twitter or the ability to reach their contacts within the company. Twitter formed the group when it began its initiative to improve the integrity and health of the platform. 

What we're reading

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

Accepting Privacy as a Customer Experience Issue – CMS Wire

An Alarmingly High Rate Of Chief Marketing Officer Departures According To Spencer Stuart Study – Forbes

Ex-Google and Uber engineer Anthony Levandowski charged with trade secret theft – The Verge

Google Calendar spam is on the rise. Here’s how to stop the calendar invite spam – CBS News

Amazon Is Testing A Clean Room Service, Giving Advertisers Access To New Data Sets – AdExchanger

Susan Wojcicki: Preserving openness through responsibility  – YouTube Creator Blog