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šŸ—žļø Digital Marketing Must-Knows

Marketing news in 5 mins or less

This weekā€™s round-up:

1. Negotiations to start with European Council over Digital Services Act. Lawmakers are pushing for an ā€œambitious digital regulation fit for the futureā€, including:

  1. Removing content that is considered illegal in the country where it is viewed.

  2. Removing the targeting of individuals of certain groups (health, religion, or sexual orientation).

  3. Providing alternative options for accessing digital services with ā€œtracking-free advertisingā€.

2. Google announces aĀ new cookie-replacement plan, ā€˜Topics APIā€™. Google plans to assign users to ā€˜topicsā€™ based on weekly browsing history. Initially, there are around 300 different topics including ā€˜Fitnessā€™ or ā€˜Travelā€™. A maximum of three topics are selected to be shared for advertising purposes - one from each of the previous three weeks. Topics are kept for only three weeks and old topics are deleted.

3. Google to release upgrade function from Smart Shopping to Performance Max campaigns in April. Performance Max campaigns are Googleā€™s latest automation-led campaign type. One Performance Max campaign is designed to reach customers throughout their buying journey, across the range of Google-owned products. Compared to Smart Shopping, Performance Max extends the available platforms to include YouTube, Search text ads and Discover.

4. Twitter releases performance advertising updates. ā€˜Site Visits Optimizationā€™ is a new goal designed to increase ad delivery to people most likely to visit the advertiserā€™s website. Twitter claims avg. 31% increase in visits using the new optimization tool. Twitter will next turn its attention to bottom of funnel / conversion products.

5. A Morgan Stanley report finds Google is starting to take eCommerce market share from Amazon. Analysts found an increase in Google Shopping transactions. Plus increases in the number of people going to Google Search & YouTube to begin researching a product. While the number of Amazon Prime members starting on Amazon dropped. "The behavior shift here is notable."

Snippets for the road