Good morning, Marketers, tired of hearing about the shopping holidays yet?

…Or maybe you’re itching to see how Cyber Monday cleaned up. By the end of the day, a record $9.4 billion was spent online in the U.S. during Monday’s e-commerce frenzy, setting the record as the largest online shopping day in U.S. history, reports Adobe Analytics. Mobile transactions alone drove $3.1 billion in sales on Cyber Monday, representing the highest year-over-year dollar growth for mobile.

But major retailers weren’t the only ones cashing in on Cyber Monday this year. Smaller e-commerce shops and direct-to-consumer (DTC) brands also saw heavy traffic and high conversions during Cyber Week. Shopify reported that over 25.5 million consumers made a purchase from Shopify merchants over the weekend. Meanwhile, independent third-party sellers in Amazon’s stores – primarily small and medium-sized businesses – sold more items during Cyber Monday 2019 than any other 24-hour period in the company’s history, according to Amazon.

In other news, marketing platform Sprinklr has acquired Nanigans’ social advertising business, bringing the total amount of ad spend managed via Sprinklr’s Modern Advertising platform to more than $1.5 billion. The deal includes the acquisition of Nanigans data management, predictive analytics, optimization, campaign management and granular real-time reporting attached to Nanigans’ ad business across Facebook, Instagram and Twitter.

Is your customer base concerned about data privacy? A recent Tealium survey of 1,000 U.S. adults found consumers to be concerned about online privacy and personal data protection. The survey found 97% of respondents are somewhat or very concerned about protecting their personal data. These numbers suggest that consumer privacy decision-making is highly contextual and situational. In other words, consumers are concerned about privacy in the abstract – but will sacrifice it and make different choices based on the immediate context in front of them.

Keep scrolling for more, including a Pro Tip on how strong brand positioning can help businesses capitalize on holiday purchasing trends.

Taylor Peterson,
Deputy Editor

Pro Tip

Brand equity is key to tapping into holiday purchasing trends

“In this fiercely competitive climate, successful brands will build on existing brand equity with a seasonally-appropriate emotional touch,” explains Peter Minnium of Ipsos US. “For example, Apple’s 2013 ‘Misunderstood’ demonstrates how consistently building equity can pay off when the brand story is bedecked with holiday spirit. In the ad, a teenager is shown butting heads with his family over the time he spends on his phone. The comedy of errors is resolved when it is revealed that he used Apple technology to forge a point around which his family could gather to share memories and create new ones. The brand’s equity reinforces its positioning as a means of bringing people together, rather than keeping them apart. In turn, the ad’s emotional content, accentuated by seasonal sentimentality, earns Apple a spot in the audience’s heart; right next to their shopping list. Strong positioning is a key part of tapping into holiday purchasing trends.”

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How deep learning can reduce bias in advertising

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Algorithms, especially those that utilize deep learning in some manner, are notorious for being opaque. To be clear, this means that when you ask a deep learning algorithm to answer a question, the algorithm gives you an answer without any explanation of how it came to that conclusion.

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Facebook Shorts

Facebook now enforces restrictions for special ad categories on all platforms

This week, Facebook announced it will be officially enforcing audience targeting restrictions for ‘Special Ad Categories’ across all of its ad management tools, including Ads Manager, Instagram Promote, the Facebook Marketing API, and ads created within Facebook Pages.

The special ad category requirement is used for ads related to housing, employment, or credit opportunities, prohibiting these advertisers from targeting ads based on age, gender, ZIP code or multicultural affinity. The effort is a move on Facebook’s part to curb discrimination by advertisers. The ‘Special Ads Category’ was first introduced earlier this year for U.S. advertisers running housing, employment, and credit ad campaigns via Facebook’s Ads Manager. Starting this week, Facebook is expanding the requirements to all of its ad buying platforms, including Ads Manager app, Instagram Promote and the Facebook Marketing API.

Facebook said it’s also making these ads available to view and search in the platform’s Ad Archive – an effort to deliver further transparency. Users will be able to view all active housing opportunity ads in the U.S. that started running on or after December 4, 2019, regardless of whether the user is part of the target audience. Users will also be able to search the Ad Archive by the name of the Page running an ad, or by the city or state where the ad is targeted.

Facebook’s efforts to remove ad targeting options for housing, employment and credit advertisers are the result of a settlement the company reached with civil rights groups earlier this year, which charged Facebook with allowing discriminatory ads on its platform. Facebook first began rolling out the restrictions in March.


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What We're Reading

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

Governance Is Your Safeguard During Times of Change – CMS Wire

10 Customer Experience Alternatives To Competing On Price For The Holidays – Forbes

Ad Buyers Starting To Use The Trade Desk DSP Over Google, According To Advertiser Perceptions Report – AdExchanger

YouTube warns creators of subscriber count declines amid purge of closed accounts – TechCrunch

Instagram will ask new users to provide their birthdays – The Verge

Expedia CEO, CFO resign after clash over strategy with board – Reuters