Meta Adds New Brand Protection Tools

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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PERFROMANCE MARKETING

🔍 Meta Enhances Ad Targeting in Latest Marketing API Update

Meta's latest Marketing API v.19 update expands its AI-driven "Advantage" targeting across all campaign objectives, enhancing ad performance amidst changing data privacy norms. This shift, a response to revenue impacts from Apple's iOS 14 update, leverages "advanced automation and machine learning" to surpass manual targeting methods. Marketers are encouraged to adopt this system, which predicts user actions more effectively, optimizing ad campaigns.

🔍 Meta Launches New Brand Protection Tools

Meta's update enhances brand protection with an advanced Brand Rights Protection suite featuring "sophisticated matching algorithms" and cross-surface searching. The new Intellectual Property Reporting Center streamlines IP violation reports. Rights Manager now allows automatic blocking of unauthorized image use. These tools, along with comprehensive online resources, robustly safeguard trademarks and copyrights on Facebook, Instagram, and Meta's platforms.

🔍 75% of Top Brands Hit by Fraud in Google Search Ads

A Marcode report reveals that 75% of top US/UK brands face identity theft in Google Search Ads, affecting both their finances and customer trust. Scammers often replace legitimate ads, exploiting Google's one-ad-per-domain policy, with these incidents frequently undetected. This widespread issue, encompassing phishing and affiliate hijacking, harms the brand reputation and ROI. Google asserts they removed billions of ads and are reviewing the report for further actions.

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SOCIAL MEDIA

📱 BeReal Introduces Celebrity and Brand Feed to Boost Engagement

BeReal's latest update introduces 'RealPeople' for celebrities and 'RealBrands' for official brand promotions, diverging from its original unfiltered concept towards typical social media. Despite growth to 23 million daily users from 20 million, it faces challenges in user engagement and competition. This shift offers new marketing opportunities, especially for early adopters, but its impact on business remains uncertain.

SEARCH

🔒 Google Warns of Suspensions Over GDPR Banner Non-Compliance

Google warns EU website and app owners of suspension for non-compliant GDPR consent banners, urging immediate action to avoid revenue loss. Notifications of violations come with a deadline for resolution, and non-compliance risks account suspension. The EU User Consent Policy requires explicit user consent for cookies, data collection, and ad personalization, mandating transparency about all parties using personal data.

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