Good morning, worried about where your Facebook ads might be showing up?

Following months of scrutiny around its political ad policies, Facebook has launched a new set of tools designed to bring transparency and brand safety to the forefront by giving advertisers more control over where and in what context ads appear. In addition to allowing advertisers to white-list certain publishers for ad placements, the platform is also testing the ability for advertisers to white-list the types of content ads appear on for in-stream video ads. Facebook has partnered with third-party companies – including Integral Ad Science, OpenSlate, and now Zefr – to support its brand safety efforts. These controls add to Facebook’s earlier brand safety initiatives.

A recent report from Intercom found that businesses using chatbots saved up to $300,000, on average, last year. The study also surveyed consumers and found that 74% of consumer respondents indicated that they expect to encounter a chatbot on a website, but that 87% still prefer chatting with a human instead of a bot. By streamlining sales, service and marketing communications through chatbots, teams can anticipate an increase in productivity in addition to increased conversions.

TripAdvisor has launched a new self-service ad product called Media Manager. The ad creation and targeting tool is designed to help small and medium businesses and agencies reach high-intent, in-market travel customers as well as customers actively researching particular travel destinations. For companies seeking highly qualified travel audiences, TripAdvisor’s Media Manager may be a strong addition or alternative to paid search on Google — although marketers pay for CPMs rather than CPCs. But for SMBs in hospitality and travel-related services that are currently using self-service Google Ads, this may be a simpler and cheaper option.

There’s more to read below, including a Pro Tip on why improper use of attribution can have a negative impact on sales.

Taylor Peterson,
Deputy Editor

 
 
 
Pro Tip
 

Digital advertising is not the dot com bubble, improper attribution is

“Advertising is the ‘new dot com bubble’ according to this intriguing article written on The Correspondent,” explains Kirk Williams of ZATO. “The thing I believe the article alludes to, but doesn’t actually identify as the actual bubble, is an improper understanding of attribution and how that establishes misguided tactics for paid search accounts that fail to build brands and add incremental value. In other words, I am positing that paid search advertising itself has not failed, it’s that an understanding of how to use paid search advertising as part of an integrated marketing mix for individual companies has failed. Improper use of attribution has led to an obsession with directly tracked results that over time do not build a brand and incremental sales. They simply re-target (not necessarily remarketing, btw) the same users already in the sales cycle – ad nauseam. In this regard, I would suggest that conversion tracking is as much of a curse as it is a blessing.”

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Performance marketing comes to television

Sponsored Content by SteelHouse Live

For performance marketers, television has never been great. The term “broadcast” sums it all up — because of a lack of precise audience targeting capabilities, advertisers are forced into casting a pretty broad net. That’s great for branding and raising awareness, but it’s pretty useless …

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Social Shorts
 

YouTube adds Nielsen TV data for advertisers, Facebook’s political ad policy under scrutiny

YouTube adds Nielsen data to Reach Planner. In a move to beef up the way advertisers optimize TV and online video while maximizing reach, YouTube is bringing Nielsen TV data to its Reach Planner tool. With Nielsen TV data in Reach Planner, advertisers are able to optimize their mix of TV and online video to maximize reach, balance frequency, and reduce waste. Advertisers can also change the mix of YouTube formats to better understand the effect on the overall campaign.

Facebook under fire for political ads policy. The social media giant has been facing heavy criticism in recent weeks over its political ads policy, which fails to fact-check political claims and enables the spread of potentially deceptive propaganda. On Monday, one of Facebook’s top executives – Carolyn Everson, VP of global marketing solutions – again defended the policy, stating the company has no plans to change it and insisted voters should decide what messages resonate as true. Facebook’s unregulated political ad climate raises questions about the platform’s standards for determining news integrity, and could further strain the relationship between advertisers and audiences as the political landscape heats up in the coming months.  

 

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What We're Reading
 

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

CMOs Share AI Implementation Successes and Challenges – CMS Wire

The Diminishing CMO Title: Significance Or Semantics? – Forbes

Ad-free engagement: Is organic virality a quest or a happy accident? – Marketing Dive

Twitter election stunt shows how political groups are brazenly weaponizing social media – VentureBeat

Microsoft is bringing Gmail, Google Drive, and Calendar to Outlook.com – The Verge

95% of Consumers Plan on Buying Most Holiday Gifts Online – Street Fight

Consent, Not Data, Is The New Oil –  AdExchanger