25.06.2021 – In Digital Newsroom
At a Glance...
FLoC delays from Google and their new Ads Creative Studio, Instagram reels, Twitter ‘subscribe’ and VR on Facebook – sit back as we dissect what’s been happing in the world of marketing.
Welcome to this week’s newsroom, where Senior Performance Executive Nathan Drew will be talking through all the latest industry updates you won’t want to miss.
Google Announces FLoC Delays
Aiming to replace third-party cookies, Federated Learning of Cohorts (FLoC) proposes a new way for businesses to reach people with relevant content and ads by clustering large groups of people with similar interests.
This approach effectively hides individuals ‘in the crowd” and uses on-device processing to keep a person’s web history private on the browser.
Google reports that this will be at least 95% as effective as third-party cookies.
“More time is needed across the ecosystem to get this right,” Vinay Goel, Privacy Engineering Director at Chrome.
The changed timeline will allow for the technology to deploy by late 2022 for developers to begin testing and adoption.
“Chrome could then phase out third-party cookies over a three-month period, starting in mid-2023 and ending in late 2023”
The world of marketers.
The rollout of FLoC and the blocking of third-party cookies have been much talked about since Google’s announcement. So this delay means that there is an opportunity for search marketers’ concerns to be heard by the tech giant, whilst allowing more time to prepare for the major changes — including finding technology solutions that adjust when cookies are depreciated, figuring out a first-party data strategy, and pulling data from other sources.
The new Ads Creative Studio
Google will be bringing us a central hub for its creative advertising tools called Ads Creative Studio. This tool will attempt to consolidate Google’s various creative advertising tools and will be available in beta to D&V360 customers at the end of July.
- Director Mix: create custom videos at scale with dynamic elements
- Audio Mixer: create audio ads at scale
- Dynamic display & HTML5: to generated interactive creative
This new hub will enable multiple users to collaborate on the same project, especially useful for the agency/client dynamic.
After soft-launching in August 2020, Instagram Reels, it’s main competitor to TikTok’s short-form video, will now be rolling out ads globally.
This new global release comes at around the same time as headlines about TikTok’s increase in ad prices. But with both TikTok and Instagram at over one billion monthly active users, it may be worth the investment in the new format.
Twitter is adding a ‘Subscribe’ button to profiles that will allow users to quickly sign up for newsletters.
The signup and distribution process will be facilitated by Revue, a newsletter publishing company Twitter acquired back in January.
Facebook has begun testing ad creatives that appear within Oculus VR games. These ads seem to work much like their audience network. Games that host these ads will get a share of the revenue.
One publisher, Resolution Games, have already withdrawn from the test group, but we’ll be staying tuned to hear more…