Good morning, have you noticed a rise in Facebook ad impressions?

You’re not alone. During Facebook’s third quarter earnings call last week, CFO David Wehner confirmed an increase in ad load on Instagram as a result of recent product optimizations. Facebook has seen a 37% increase in ad impressions compared to this time last year, as well as a 6% decline in ad costs. The growth in ad impressions was driven primarily by Facebook News Feed Ads, Instagram Stories Ads and Instagram Feed Ads, said Wehner. Despite Facebook’s relatively flat growth in daily active users (DAU), it’s clear that advertisers are continuing to spend money on the ad platform.

Customer data platform (CDP) Lytics announced updates to its platform that will allow users to integrate customer journey execution with Salesforce Marketing Cloud (SFMC). With these updates, Lytics’ campaign orchestration capabilities can be used across a number of marketing technologies, including Facebook and SendGrid – in addition to the new SFMC integration. The integration is expected to allow marketers to import existing campaigns to build new experiences within the Orchestrate Journey canvas. From there, insights delivered from Lytics can be used to inform more targeted campaigns delivered through SFMC.

Also, before we forget – apologies for last Friday’s newsletter, which may have landed in your spam folder with a warning that it included a “suspicious link that was used to steal people’s personal information.” Yikes! We promise we were not acting maliciously. We had included a sentence in our Social Shorts segment about Facebook suing domain name registrar OnlineNIC for fraudulent domains, and used examples of some of the illegitimate domain names – which then triggered a few ESPs to mark our email as spam. 

Again, we’re sorry, and lesson learned.  

Taylor Peterson,
Deputy Editor


Is it wise to rob CX to pay for growth?

We’re obsessed with the pain points customers face making their purchasing decisions. However, in our drive to reduce friction in that buyer’s journey, it’s easy to lose sight of the post-purchase experience. Like the CEOs, CIOs and CMOs turning to pragmatic pre-purchase strategies to capture market share, transformation of the actual product or service experience becomes an afterthought.

In B2B, where purchases are both complicated and time-consuming, this post-purchase customer service landscape can be particularly barren. End-users often have their product and service decisions made for them by senior managers, and the customer experience itself often reflects that power imbalance. This isn’t an unknown, of course. But if everyone agrees it is an issue, why isn’t it a priority? 

Theresa Forman is the President of McMillan

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


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On the Move

Criteo, Seismic and KERV appoint new C-level execs

Ad platform Criteo has named Megan Clarken CEO. The company is splitting the roles of CEO and chairman, adding Clarken to lead the organization, while Criteo’s founder and former CEO JB Rudelle will continue as chairman of the company’s board of directors. “I am personally very happy to work with Megan on the next phase of our transformative journey. The addition of Megan will significantly strengthen our executive team in its strategic evolution,” said Rudelle. Clarken comes to Criteo after fifteen years with Nielsen. Most recently she served as the chief commercial officer for Nielsen Global Media.

Michael Londgren has been named chief marketing officer for Seismic, a SaaS sales enablement platform. He will oversee the company’s international and vertical growth and be tasked with growing its position within the industry. “Michael has a strong history establishing companies as market leaders within their respective categories,” said Seismic CEO Doug Winter. The CEO went on to say he was confident that Londgren would help the company deepen its market leadership. Prior to joining Seismic, Londgren held marketing leadership roles at Google Cloud, DocuSign, Adobe and BoardVantage. 

The video technology company KERV Interactive has expanded its C-suite with the promotion of  Marika Roque to chief operating officer and Taylor Pate to chief technology officer. The two will work together to plan, develop and implement the company’s technology roadmap — including its SaaS platform strategies, building on current product features, KERV’s social and YouTube offerings, as well as on-boarding publishers to its system. “We are thrilled to promote them to our C-Suite, and we are confident their leadership will help us continue to grow and reach new milestones,“ said KERV CEO Gary Mittman. While Roque will be focused on managing client-facing needs and operational elements, Page will oversee the technology roadmap and functionality. 


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What We're Reading

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

Twitter’s Struggles With Moderating Online Abuse Continue – Gizmodo

Facebook Marketplace draws scrutiny from EU antitrust regulators – VentureBeat

Smartphone shopping to see 20% lift this holiday season – Mobile Marketer

How Convergent TV Can Avoid The Pitfalls Of Open Web Digital Advertising – AdExchanger

A martech milestone: IT leaders embrace the upside of “shadow IT” – Chief Marketing Technologist

Top 80 Stats About A Future Customer Experience Shaped By Technology – Forbes

Why encrypted email service ProtonMail is open-sourcing its mobile apps – VentureBeat

Facebook’s political ad ban created a disaster in Washington state – The Verge