Apple has been developing indoor location and mapping for several years. Now the company is finally sharing the fruits of that effort in Maps for iOS 11. Among the dizzying array of announcements at Apple’s developer conference, the company showed off an updated Apple Maps that includes indoor location for shopping malls and airport. (Source: Search Engine Land)
One way is via Google AdWords, since you can show an ad for your sale, along with the results for searches like “Honda CRV” or “new car sales,” for people in New England. Using Google Customer Match, you can also target your previous and current customers, if you have their Gmail addresses and they are logged into that Gmail at the time of the search. (Source: MARTECH TODAY)
Earlier this year, in April, Snapchat started rolling out an in-house online-to-offline measurement product, which was called Snap to Store. The product enabled Snapchat to detect users using the app in a marketer-specific location such as restaurant, cinema hall or a store and subsequently check if the user has served any ads of that brand on Snapchat previously. (Source: Logicserve Digital)
Apple has announced that the next desktop version of Safari in macOS High Sierra, coming out this fall, will include Intelligent Tracking Prevention, an initiative designed to beef up Apple’s efforts to block third-party trackers from capturing cross-site browsing data for ad targeting purpose (Source: Marketing Land)
- LinkedIn Provides New Data on the Topics Resonating Most Among LinkedIn Users
Called the “LinkedIn Content Insights Quarterly”, the new report provides an overview of the posts that LinkedIn users are engaging with most – and with more than 100,000 articles being uploaded to LinkedIn every week, there’s a fair data pool to work with. (Source: Social Media Today)
It(’s clear that AdWords will continue to be a major force in online marketing in 2017 and beyond. While I am a fan of automation, I truly hope that AdWords finds a way to add some transparency to what its artificial intelligence does so that we can learn from it and evolve together. (Source: Search Engine Land)
If you’re one of the 400,000 or so merchants on Shopify, you now have a free virtual employee. The e-commerce platform is today announcing that Kit, its bot marketing assistant, is now available at no charge. Previously, Kit’s going rate had been $10/month. (Source: MARTECH TODAY)
By tracking the online behaviour of users, you can find out your best traffic sources, the type of content web visitors like to read, the links that they follow, and the web pages that get the maximum clicks. Analyses of these factors also help you comprehend which areas of your website need work so that you can improve your website accordingly. (Source: Logicserve Digital)
Almost two years after Facebook debuted its fast-loading, iAd-like Canvas ad format, the company continues to make the creation of its showiest ad product less of a production and more of a plug-and-play and to extend its application beyond raising brand awareness to pushing sales. (Source: Marketing Land)
As it turns out, Reactions have proven popular on Messenger, with Facebook reporting that over two billion Messenger Reactions have been sent within the first two months of their availability. For context, Facebook says that Reactions in their main app were used 300 billion times in their first year, which equates to around 25 billion uses per month, so Reactions in Messenger aren’t quite at the same pace yet. (Source: Social Media Today)
EXPERT OPINION
Q. How has ad tech impacted the marketing space?
With digital disruption, marketers are getting concerned about finding the right approach for their brands. Their apprehensions about lack of transparency, viewability measurement, and accountability are currently taking the ad tech space by a storm.
On a global scale, programmatic advertising is all set to grow into another state, one can see that ad frauds are being reduced and dynamic creatives are leading the way. Ad tech is a tool and it will continue to restructure the advertising space.
The main challenge here is for marketers to understand and enhance their knowledge on how the ad tech ecosystem works and get the best values out of their agencies for consumer engagement.
Gagan Singla- CMO at Angel Broking
