Good morning, are your marketing processes integrated end-to-end?

At MarTech East yesterday, Cesar Brea, partner at Bain & Company, discussed the critical role of alignment in an organization’s marketing success.

The majority of marketers are hyper-focused on results with little regard to the processes and connections needed to achieve those outcomes, Brea explained. But the most successful marketing leaders focus more on the orchestration and organization of their marketing efforts than on their technical sophistication. Whether building out a long-term marketing strategy or launching a quick-hit campaign, successful marketing requires highly-integrated processes. Brea outlined five key trends for effective marketing processes, including how to identify customer use cases, extract insightful consumer data, and understand metrics to ultimately orchestrate a successful programming process.

In other news, YouTube is rolling out masthead ads for TV screens to provide brands with prominent placement within its TV app. Similar to YouTube’s desktop and mobile feed masthead ads, the masthead ads for TV screens can be purchased on a cost-per-impression (CPM) basis and will be available via reserved placements. YouTube has rolled out the Masthead ads for TV as a beta, available globally. According to YouTube, these ad units can be purchased as part of a cross-screen or single-screen masthead buy. 

Keep scrolling for more news, including how Facebook is expanding its family of video-calling devices, plus our curated reading list to keep you moving through the week.

Taylor Peterson,
Deputy Editor

Pro Tip

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Facebook Shorts

Facebook releases 3 new Portals, confirms it has been storing audio from the devices

Portal: Now on TV screens. Facebook rolled out three new Portals on Wednesday, expanding its family of video-calling devices. The new models include an upgraded version of the 10” Portal device, an all-new 8” Portal Mini and a Portal TV device that can be placed below or on top of a user’s TV, offering in-screen video-calling from the TV screen. The three devices range from $129 for the mini to $179 for the upgraded 10” Portal. The Portal TV costs $149. 

All three include the same video-calling capabilities with Messenger and WhatsApp integrations. What’s new among the devices is an option that allows users to turn off the “Hey Portal” voice storage setting. 

“If you have the ‘Hey Portal’ enabled, Portal listens for the phrase ‘Hey Portal.’ If it’s detected, Portal sends a short audio recording and transcript of the ‘Hey Portal’ voice interaction to Facebook. A trained team may review a sample to make our voice services smarter and more accurate for everyone,” writes Facebook on its Newsroom blog. 

Turning off the setting will stop Facebook from storing or reviewing any voice interactions on the device, but the setting is turned on by default. In other words, if users do not want any conversations that happen via a Portal to be recorded and stored by Facebook, they must go into the device settings and turn off the “Hey Portal” option.  

About those “Hey Portal” recordings. Just in time for the release of the new Portal devices, Bloomberg reported that Facebook was not only recording and storing audio from Portal devices, but that some of the audio was transcribed by contractors. 

“Those commands [“Hey Portal” voice interactions] were recorded and stored on Facebook servers, and some of them were transcribed by contractors working with the company to improve software algorithms used to understand the commands,” reports Bloomberg. 

In light of Facebook’s user privacy issues, the company had paused “human review” of the Portal audio recording in August, according to an earlier Bloomberg report. But now that users have the option to turn off the setting, it is resuming its recording and reviewing process for voice interactions — a practice Facebook claims is important in terms of training the company’s software programs to accurately understand user requests. 

What we're reading

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

Washington Post builds ad network for publishers to take on Big Tech – Axios

Facebook Partners With Ray-Ban to Help Make Its Smart Glasses Happen: Report – Gizmodo

U.S. social media firms say they are removing violent content faster – Reuters

NBCUniversal’s new streaming service could spell trouble for Hulu – The Verge

Amazon is bringing a cash-based checkout option, Amazon PayCode, to the U.S. – TechCrunch

Establishing Structure and Governance for an Independent Oversight Board – Facebook Newsroom

Google, Facebook Cozy Up to Publishers as Regulators Circle – Wall Street Journal