Good morning, could Facebook help step up your personalization game?

Last week, Facebook introduced several new ad personalization capabilities that rely on machine learning to enable the dynamic selection of ad formats, creative, and text with each impression. Facebook said it uses machine learning blended with audience insights to predict which people might be most receptive to a brand’s message.

For smaller organizations, creating highly personalized ad content can be challenging if time and resources are limited. By leveraging Facebook’s machine learning to dynamically select assets based on performance predictions, advertisers may be able to run more efficient campaigns that reach the right audience, at the right time, with less effort.

Customer engagement company Airship has launched Airship Journeys, a new interface that allows marketers to drive more streamlined cross-channel engagements. Marketers can use data models alongside Airship’s real-time mobile data, predictive AI, and machine learning to launch cross-channel campaign activities. The low-code solution is expected to address the challenges of using drag-and-drop journey builder tools in Airship’s open platform, allowing marketers to reach customers across a number of channels from a single console.

Keep scrolling for more, including a Pro Tip on creating personalized messages the right way, plus a look at which marketing executives are on the move. 

Taylor Peterson,

Deputy Editor

 
 
 
Pro Tip
 

Don’t overdo personalization – and don’t be creepy

“As with most things, personalization is best done in moderation. Just because you can do it, doesn’t mean you should,” explains Laura Robinson of Brainlabs. “Data should be used wisely. Transparency and user consent really do matter. We’ve seen the trouble the tech giants have been in with opaque consent flows and some outright omissions. Users want to know how their data is being used.”

“Consumers have become used to super-relevant ads and expect highly personalized experiences. In order to keep providing this within a world of less data and more regulation, we need to be smarter about what users want and how we can best deliver it to them. Invest your time and money into asking users what would be beneficial to them (e.g., in a quick survey or form when they arrive on your site). People know what they want, and they’re not afraid to tell you.”

Learn More »

 

New! MarTech Today's Guide to Digital Asset Management Platforms

What should a digital asset management (DAM) platform do and what are the ways that vendors differ from one another? This just released guide from MarTech Today examines the market for enterprise DAM platforms and includes the latest industry statistics and developing market trends. Also included are profiles of 18 leading vendors, capabilities comparisons, pricing information, and recommended steps for evaluating.

Read More »

 
On the Move
 

Wrapify, TBWA\Media Arts Lab, Searchmetrics get new execs

Douglas Cardova has been named the new VP of business development of OOH advertising platform Wrapify. Based in New York, Cardova will be tasked with expanding Wrapify’s presence across the U.S. and building brand awareness and recognition with clients and agencies in the OOH space. Much of his focus will be dedicated to Wrapify’s East Coast presence, while also supporting all business development aspects across the U.S. With an extensive background in the OOH space over the last decade, Doug was previously at EnPlay Media, where he was responsible for developing the go-to-market strategy for new business and sales growth.

TBWA\Media Arts Lab, the global creative agency owned and used by Apple Inc., yesterday announced the appointment of Marianne Stefanowicz as the agency’s first chief communications officer. With two decades of experience, Stefanowicz will be responsible for all internal and external communications, with an emphasis on global integration across the agency’s seven offices. She will report directly to the agency’s global president, Katrien De Bauw, in the Los Angeles headquarters. Stefanowicz joins TBWA\Media Arts Lab after a four-year tenure at Droga5 where she was the chief communications officer, responsible for driving the agency’s reputation and managing all agency communications.

Search and content optimization platform Searchmetrics has appointed Matt Colebourne as its global CEO. Colebourne has held numerous senior leadership positions across the digital marketing arena, including roles at DoubleClick, eSpotting and Trinity Mirror. At Searchmetrics, Colebourne will be tasked with driving international growth for the company in the U.S., Germany, UK, and Croatia. Before Searchmetrics, Colebourne was the European VP International for DoubleClick, part of the team responsible for growing the business prior to its sale to Google. 

 

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What We're Reading
 

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

Unify Marketing Data to Unlock Creative Potential – CMS Wire

The Future Of E-Commerce  – Forbes

ByteDance CEO urges TikTok diversification as U.S. pressure mounts: internal note – Reuters

Facebook’s Libra code chugs along ignoring regulatory deadlock – TechCrunch

Which Emerging Social Platforms Will Win Big This Holiday Season? – Street Fight

2020 Might Just Be The Year Apps Finally Start To Embrace Real-Time Auctions – AdExchanger

Two themes for martech stack leaders: collaboration and integration – Chief Marketing Technologist

Online Cesspool Got You Down? You Can Clean It Up, For a Price – New York Times