This week in digital — #ARM Worldwide partnering with HubSpot, ad-industry groups have some scathing words for Apple, Facebook focusing on offline-to-online ad targeting and Pinterest expands its targeting options
This week bring with a bunch of monumental changes that have occurred in the digital world. Here’s the latest week-in-review with all news you need.
- #ARM Worldwide has partnered with HubSpot, a leading inbound marketing and sales software company
- This partnership is aimed to create a well-structured space where inbound marketing automation can thrive further for business.
- HubSpot enables organizations to optimize resources on digital platforms by providing a feature to help integrate with various marketing tools.
- Through this association with HubSpot, #ARM plans to offer a fresh perspective when it comes to looking at digital marketing, by enabling quicker and faster growth for their current and prospective customers.
Ad industry groups speak out against Apple’s new cookie-blocking solution
- Major industry groups say Apple is instituting “opaque and arbitrary standards for cookie handling” that threaten the internet economy.
- They’ve requested Apple to “rethink its plan to impose its own cookie standards and risk disrupting the valuable digital advertising ecosystem that funds much of today’s digital content and services.”
- Apple’s Intelligent Tracking Prevention solution uses machine learning to determine if a third-party cookie can track users as they browse the web and follow them with retargeted ads.
- Third-party cookies remain functional for 24 hours, after which they can only be used to support functions like site logins for 30 days until they are purged entirely. The primary aim of the update is to limit cross-site user tracking and the pervasive use of retargeting.
Facebook using its online-to-offline ad measurement tools for offline-to-online ad targeting
- Facebook is making it easier for brands to retarget people with ads on Facebook based on how those people come into contact with a brand in the real world.
- Facebook is taking tools that it had previously introduced for brands to measure ad-driven offline events and applying them in reverse.
- The new offline-to-online retargeting options are being added to Facebook’s Custom Audiences ad-targeting portfolio, which originated as a way for businesses to take the information they collect outside of Facebook and apply it to ads bought on Facebook.
- In addition to retargeting people, brands can use Custom Audiences to target “lookalike” audiences of people who share similar characteristics to those people listed in a Custom Audience, as well as to exclude members of a Custom Audience from being shown an ad.
Pinterest’s interest-based ad-targeting options swell to more than 5,000
- Pinterest is increasing the number of interest-based ad-targeting options offered to advertisers from roughly 400 to more than 5,000, thanks to the social network/search engine’s updated index of more than 100 billion pins.
- Pinterest’s expanded set of interest-targeting options will roll out over the next few weeks and be available through Pinterest Ads Manager and for campaigns purchased through the advertising API or direct sales team.
- Powering the expanded interest-based options is Pinterest’s Taste Graph, an index of more than 100 billion pins and corresponding metadata, such as the boards those pins have been saved to and the search terms people used to clicking on a pin.
- Previously, if a brand wanted to reach fashion-forward women, it could have selected the “haute couture” or “runway fashion” interest options; now it could pick out the more specific “french chic style” option.