Good morning, are you using third-party measurement for YouTube campaigns? 

Beginning next year, YouTube said it will be doing away with third-party pixel tracking used by independent measurement platforms. The company said it’s been working with third-party measurement companies – including Nielsen, Comscore and others – to migrate their services into Google’s Ads Data Hub. The cloud-based measurement platform is designed to replace cookie tracking with IDs that can better measure cross-screen performance. Once the migration is complete in early 2020, YouTube will no longer allow advertisers to use third-party pixels.

The shift away from pixels to enable better mobile and cross-screen performance measurement isn’t a surprise given their limitations around mobile tracking and user privacy, but some advertisers and independent vendors are concerned it strengthens Google’s “walled garden,” giving it DMP capabilities.

Apester, an interactive content creation platform, has launched Story Strip – a product that allows brands to display content on their websites in a fashion similar to Instagram and Snapchat Stories. Story Strips include a multi-slide carousel of content that can be embedded into a website, which could provide marketers with an engaging way for site visitors to consume content in a format they’re already familiar with.

There’s more to read below, including Facebook’s new Story templates, Instagram’s new data-security feature, and more.

Taylor Peterson,
Deputy Editor

 
 
 
Soapbox
 

The key to sustaining brand relevance? Continuous transformation

Many brands are able to recognize areas in need of transformation, but struggle to follow through with the actual integration once capital and real plans to make a strategic change are solidified. 

When current strategies become outdated, initiating swift change is paramount to remaining relevant because new trends are always on the horizon. By nature, innovation is a continuous process, not a one-time jump.

Brands should focus on building out the capabilities to execute these timely strategic shifts. Just as brands maintain optimal supply chains to quickly push out product as necessary, so too should they work to sustain an innovation process that can quickly initiate new strategies.

In the business of innovation, it’s important to remember that the whole is greater than the sum of its parts. Each strategic change is impactful, but a brand’s corporate adaptability to stay in tune with consumer’s changing needs and have the confidence to adjust accordingly, is a sign toward its long-term resiliency.  

– Mark Tiainen is the VP of digital strategy at Rangle.io

Soapbox is a special feature for marketers in our community to share their observations and opinions about the industry. Read more Soapbox features – and submit your own.

 

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Social Shorts
 

Facebook gives advertisers new Story Ad templates, Instagram safeguards user data

An easier way to create Story Ads. Facebook is launching customizable templates for Story ads that can be used across Facebook, Instagram and Messenger. The templates allow advertisers to choose from a variety of layouts once they have uploaded their creative assets to Ads Manager, and come with editing tools to select background color, text and cropping options. “We’re making it easier for businesses of any size to create for fullscreen vertical stories placements,” writes Facebook on its business blog. Streetbees reported a 40% increase in incremental app installs and a 29% reduction in cost per incremental app click when using the new templates. 

Instagram launches new data-security features. Instagram is giving users more control over their data with a new feature that allows them to remove third-party apps connected to their account. Under the account “Settings” page in the app, users will be able to click on “Security” to find the “Apps and Websites” option. From there, users can remove any third-party apps to keep them from accessing their data. The social media platform is also launching an authorization screen that will list all the information a third-party app is requesting to access. Users will have the option to cancel access to their data directly from the authorization screen. Unfortunately, it may take some time before all users have access to the new features — Instagram reports they will be rolling out over the next six months.

 

Behind The Scenes At SMX East

Search Marketing Expo – SMX East – is coming to NYC November 13-14! This show features the BIGGEST agenda we’ve ever assembled. With 100+ search marketing presentations covering SEO, SEM, agency operations, multi-location search, video, content, analytics, and beyond, picking one thing to be excited about is no easy task. But that’s exactly the question we asked the Search Engine Land editors and SMX agenda programmers…

Read More »

 
 
 
What We're Reading
 

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

How Brands Can Take a Proactive Approach to Privacy and Security – CMS Wire

Nike’s TraceMe acquisition signals bigger digital media ambitions – Marketing Dive

Hulu ramps up its personalization efforts, starting with launch of Like / Dislike buttons – TechCrunch

Google and Reddit defend law protecting tech companies from liability for user-generated content – VentureBeat

Twitch CEO Emmett Shear on how moderation creates communities – The Verge

Experience-driven commerce and its impact on B2B – Get Elastic

Italy readies ‘web tax’ in its 2020 budget: sources – Reuters

Nike to drastically scale back retail supply deals – Retail Week