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5 to watch this week in digital: More brands boycott Facebook & concerns over Taboola’s purchase of Outbrain

Following our last weekly update, we’ve seen further developments in the boycotting of Facebook ads. Over 160 big-name brands have now made the pledge to boycott Facebook advertising in the month of July, who will be next? We’re also witnessing the start of government investigation surrounding the purchase of a large content recommendation service in the UK.

Here’s our 5 to watch this week in digital marketing…

Virtual marketing campaigns for the new digital era

During the pandemic, most businesses have adapted to or increased their digital presence. This has meant rethinking marketing strategies and considering new consumer behaviours. Forbes have recommended using more video to connect with your audience, create something relatable or entertaining to make customer’s stop scrolling. They also suggest engaging users by asking them for photos or comments, or even host a virtual event that they ‘don’t want to miss’. Read the full story here.

More big brands join The North Face in Facebook ad boycott

Last week, we told you about The North Face being one of the first big-name brands to boycott Facebook advertising. This bold move has already made an impact and businesses such as Starbucks, Levi’s and Ben & Jerry’s are some of the names that have joined the ad boycott. This movement is part of the ‘Stop Hate for Profit’ campaign which encourages businesses to stop investing in Facebook for the month of July, as a result of the social media network’s handling of misinformation and hate speech. Read the full story here.

How marketers can fix racist and biased data

As a result of the Black Lives Matter movement, many marketers are now taking notice of the racism and bias that exists in marketing and technology data. Although we deem data as numbers and stats, it’s largely influenced by the person who is inputting the data. Search Engine Journal have shared an article on what implicit bias is, how it affects marketing data and technology and how to recognise it. Read the full piece here.

Taboola’s purchase of Outbrain raises government concerns

The Competition and Markets Authority (CMA) are currently investigating Taboola’s purchase of Outbrain, two content recommendation services. The reasoning behind the investigation is concerns surrounding publishers in the UK who will have a reduced choice of supplier for content recommendation services if the purchase was the go ahead. The CMA have said that this could result in a worsening of terms for publishers and a reduction in their share of advertising revenue. You can read the full story on GOV.UK.

Google announces licencing program to support the news industry

In order to support journalism in the digital age, Google have announced a new licensing program to pay publishers for high-quality content, which will be launched later this year. Building on the value of Search and with the Google News Initiative, this program aims to provide better access to information, as well as support the publishers who report on important topics. Read the full announcement from Google here.

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Tom Pickard - Modo25
Author
Tom Pickard
Tom Pickard - Modo25
Author
Tom Pickard
 
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