Welcome to the latest instalment in our series of weekly roundups, where we bring you the latest exciting developments in the world of digital marketing. This week, we explore the new AI tools YouTube is announcing to help brands and advertisers effectively reach relevant audiences and keep them captivated, and more…
Let’s dive into some of the latest and exciting updates and news from the marketing world…
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Target’s Roundel retail media network is scaling up amidst the holiday rush, unveiling a self-service buying tool, partnering with premium programmatic publishers, and delving deeper into shoppable connected TV.
As the retail media landscape becomes increasingly competitive, brands are seeking platforms that offer advanced technology and valuable audience insights. Roundel responds by leveraging first-party data from Target’s extensive customer base, including 100 million Circle loyalty program members, to enhance its offerings.
Google is testing its Discover feed on the desktop’s home page. The Discover feed shows recommended content for the user such as weather, sports scores, and stock prices on Google’s home page, and is designed to keep users engaged by providing this more personalised content.
It is thought that Google may be testing this to keep users engaged on google.com as users are increasingly just browsing straight from their browser search bar, with no need to visit the Google home page.
YouTube introduces innovative AI ad products, empowering brands to connect with and captivate their target audiences effectively. These offerings include AI-driven tools like Spotlight Moments, facilitating brand sponsorship opportunities around trending content, and the wider accessibility of Video Reach and Video View campaigns, leveraging AI for improved ad targeting and efficacy.
YouTube’s recent announcements underscore its heightened focus on AI innovation in advertising, aiming to provide brands with a broader array of strategies to captivate the platform’s extensive monthly user base, surpassing two billion.
Google has added more EV data, such as pricing and range estimates, into their search results when a user searches for an EV car model. An updated fuel cost calculator also allows side-by-side comparisons of the cost to charge an EV vehicle versus filling up a gas vehicle. The changes aim to encourage users to make more informed and sustainable choices.
These SERP enhancements leverage Google’s knowledge graph which uses structured data to pull information into the SERPs. The way for site owners in this space to achieve these listings is to use structured data on their own site to mark up these details.
During challenging economic times, retail media has emerged as a beacon of hope for brands, buoyed by significant tech investment and diversified channels from retail media giants like Amazon. Predictions suggest that it will become an increasingly significant portion of marketers’ budgets in the coming years. For instance, GroupM anticipates a surge in advertising revenue from retail media channels to $125.7 billion this year. Moreover, it foresees these revenues surpassing those from television by 2028, constituting 15.4% of total ad revenue.
Google initiates the gradual removal of third-party cookies in Chrome, starting with a 1% user disablement in early 2024, followed by a complete phase-out for all users in Q3 2024. This deliberate approach allows websites to evaluate the impact of this change on their services beforehand.
Third-party cookies have facilitated effortless cross-site user tracking during web browsing. Google aims to discontinue this tracking ability, proposing new standards that uphold critical functions such as fraud prevention and targeted ad delivery. According to Google, this shift will enhance user privacy and security, equipping website owners with tools to maintain their businesses sans third-party cookies.
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