Do you have centralized brand guidelines?

Also discover recurring CTV ads scams

Successful marketers naturally make customer success their ultimate goal. Hence the recipe and the love for the brand.

In George Nguyen’s subtle research into a WordPress proposal to block Google’s replacement of third-party FLoC cookies, we see how technology decisions can have greater social drawbacks and bias for users (read: citizens). (An excellent recent book on this is Ruha Benjamin

As my colleague George points out, commercial interests are also at stake in this WordPress proposal as Chromium-based browsers, such as Vivaldi and Brave, join FLoC’s detractors. In the name of consumer privacy, there is also the opportunity to acquire some of Google’s overwhelming market share.

In an adult CTV channel, the customer is the TV supporter, but it is also the advertisers who buy the shares. DoubleVerify Fraud Lab has worked hard on complex schemes such as the rogue “OctoBot” to help its customers, namely the adtech ecosystem. More advertisers and premium content are coming to the channel and seen by viewers. Customers ultimately win.

WordPress suggests that FLoC is blocked by default

It is suggested that Google’s FLoC blocks all WordPress sites by default.

“WordPress controls about 42% of the Internet and this community can help combat racism, sexism, anti-LGBTQ + discrimination and discrimination against people with mental illness with four lines of code,” the proposal reads. The proposal also aims to treat FLoC as a security issue, meaning that the code will be printed and pasted into the next smaller version for older versions of WordPress, making the FLoC blocking code appear first on more websites.

This can reduce advertisers’ ability to effectively reach potential customers through Google’s target audience. From an industry perspective, more and more participants are speaking out against FLoC (WordPress joins the Electronic Frontier Foundation, Chromium-based Brave and Vivaldi browsers, and DuckDuckGo). Google’s main competitors in the browser market, Apple, Mozilla, and Microsoft, have said they are evaluating all third-party cookie replacements, but it is very unlikely that it will support FLoC. At the time of release, this change in WordPress can be considered a big vote against FLoC as we approach Google’s 2022 deadline to end support for third-party cookies.

Few brands have central brand guidelines

Frontify’s new trading status report for the trading management platform highlights a general lack of centralized brands. Up to 98% of C-level executives surveyed believe their business will benefit from centralized guidelines but do not apply them. At the same time, 80% plan to invest more in their brands.

The survey, conducted for Frontify by independent research firm Upwave, collected data from 759 brandings, marketing, design, UX, and front-end development professionals at major US companies. When asked who owns the brand, 58% (the largest segment) say marketing. 85% said the customer experience will improve when teams that engage with brands – not just marketing but also design and user experience – are better connected.

Because we care. It’s rare to see a poll where the numbers are so important. The vast majority of senior executives understand the importance of brands and are willing to spend money on them, but fail to break the silos and establish a consistent brand across the enterprise. Based on this research, suppliers such as Frontify have identified an opportunity.

DoubleVerify exposes repeated CTV scams

DoubleVerify, the platform for measuring and analyzing digital media, reports a recurring scam discovered by its Fraud Lab. The so-called “OctoBot” program focuses on the CTV space, arousing the growing interest of viewers and advertisers. Over the past 18 months, variants of related programs have generated millions of dollars in advertising spend.

DoubleVerify Fraud Lab identified this set of related programs as a “family” due to the similar way in which they generated billions of fake ads and deceived thousands of programs and millions of devices. According to the Fraud Lab, OctoBot fraud was first caused in November 2019.

According to the company, DV identified OctoBot’s last scam in February and closed it in 24 hours. Two notable variants of OctoBot are “MultiTerra” and “SneakyTerra”, identified in 2020. It is estimated that they spend $ 1 million per month on variations and $ 5 million per month.

Why do we care? This comprehensive scheme places its tentacles on millions of devices and downloads malicious applications for users. At the same time, scammers started selling fake CTV titles. Ignorant advertisers end up paying for ads that never appear on screens, generating false impressions. As CTV ages and ad spend increases, advertisers, agencies and other participants in the program ecosystem must include bid tracking algorithms before offering them, based on what DV offers. For other programs, partnerships like The Human Collective are also taking steps to maintain trust in space.

Shopify expands its partnership with Pinterest to more than 450 million users per month

Shopify today extended its partnership with Pinterest to 27 markets, including the UK, several EU countries, Brazil, Australia, and New Zealand. With this wide range of social commerce, merchants in these markets can now log into the Pinterest channel and set up targeted campaigns without leaving Shopify.

According to Shopify’s social commerce survey, they found that structures for social commerce channels grew 76% between February 2020 and February 2021. Shopify merchants worldwide.

Why do we care? Thanks to Pinterest’s dynamic and ever-changing platform, users show strong purchase intent. Shopify says 83% of weekly pinners buy content they’ve seen on Pinterest. This digital experience shortens the buying cycle and partnerships with social commerce, social media, and visual discovery platforms make it easier for buyers.

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