Google’s First-Party Data Magic

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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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PERFORMANCE MAREKTING

🚀 Google Launches Tag Diagnostics & Consent Platform for Better Data Strategies

Google is launching Tag Diagnostics and a new Consent Management Platform (CMP) setup to strengthen first-party data strategies. Tag Diagnostics provides a quick check on account health, addressing measurement issues efficiently. The CMP setup streamlines the creation of consent banners and integrates with leading CMP partners, ensuring smooth privacy compliance and data collection within Google Ads, Analytics, and Tag Manager. 

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SOCIAL MEDIA

🚀 Threads Advances Towards Fediverse Integration

Threads is enhancing its fediverse integration, enabling interactions from other servers to be visible on the platform. Through the ActivityPub protocol, Threads supports cross-platform content sharing, offering users greater control over their social media presence. While the process adds some complexity, Threads is steadily expanding its reach within this decentralized network, preparing for potential future developments.

📱 Instagram Boosts Engagement with Stories Comments

Instagram is rolling out a new feature allowing users to comment directly on Stories, visible to all viewers of that Story to boost engagement, with comments displayed at the bottom of the Story frame. Users can now interact more openly, sparking discussions on Story content. Creators can disable this feature if preferred.

OUTLOOK

🎁 Gen Z Turns to Social Media for Holiday Shopping

Gen Z is leading the shift toward social commerce, with 42% planning to purchase holiday gifts through social media, outpacing millennials (26%), Gen Xers (15%), and baby boomers (6%), as per an EMarketer report. Instagram (57%) and Facebook (56%) top the preferred platforms. Social commerce in the U.S. is projected to hit $82.82 billion, representing 6.6% of total e-commerce sales.

📱 Mobile Shopping Set to Dominate Over Half of Holiday Sales

Mobile is poised to lead this holiday season, projected to capture 53% of online sales. With a 10.2% year-over-year rise, mobile spending has climbed to $280.4 billion. Consumers are increasingly favoring smaller screens for frequent, lower-priced purchases in categories like personal care, groceries, and apparel. Adobe Analytics anticipates that this shift will see mobile surpass desktop by 2025.

BRAIN TEASER

A glow in the dark, A place without life, Where a small spark, Means the greatest strife. Where am I?

Nailed it or stumped? Hit us with a reply and find the correct answer 🎯

Here’s what Yesterday’s teaser was:

You try to gain more of me with every coin. You travel every distance to obtain me. You try every illusion to believe you have me. What am I?

The answer is: Freedom.

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