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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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💼 Microsoft Advertising Expands Analytics & Reach in Latest Update

Microsoft Advertising announced significant updates in its June product roundup, including Universal Event Tracking (UET) Insights for improved website performance analysis, a cross-device attribution model for more accurate customer conversion tracking, expansion into 23 new markets, and integration with Pinterest via the Microsoft Audience Network. These enhancements aim to offer advertisers better insight into campaign performance, improved conversion tracking accuracy, and expanded global reach.

💬 LinkedIn Introduces DMs for Company Pages

LinkedIn has launched a feature allowing Company Pages to send and receive DMs, enabling one-to-one brand-customer conversations. This functionality, previously only available for member-to-member interactions, will provide companies with a dedicated inbox to manage and prioritize inquiries. A 'focused inbox' feature will help sort messages based on priority, and an upcoming AI assistant could further facilitate lead nurturing. With over 63 million companies actively posting on LinkedIn, this update could foster new types of direct interactions and opportunities.

🎮 Twitch Reverses Controversial Ad Rules after Backlash from Creators

Following backlash from streamers and content creators, Twitch has reversed its newly announced rules regarding ad displays on the platform. The regulations, which had prohibited certain popular ad formats, were rescinded due to their potential negative impact on creators, charities, esports broadcasts, and brands. Twitch has reassured users that they will continue to own and control their sponsorship business, highlighting the importance of sponsorships for streamer growth and income.

📩 Musk: Creators Can Download Email Info of Subscribers

Twitter, under Elon Musk's influence, will soon allow content creators to download subscribers' data for off-platform use, making a shift toward data portability. Additionally, Musk expressed interest in eliminating reach restrictions in the Following tab, reflecting his free speech ethos. Finally, Musk hinted at Twitter becoming a more prominent platform for gaming streamers, fostering competition with YouTube and Twitch, which could be a significant development under new CEO Linda Yaccarino.

🎯 LinkedIn Pilots AI-Powered Ad Creation Prom

LinkedIn is testing generative AI prompts in its Campaign Manager to aid in ad creation. The AI tool uses information from a company's LinkedIn page, campaign insights, ad objectives, and audience targeting to suggest effective ad copy and headlines. Although 56% of professionals expressed interest in using AI to streamline content creation, concerns are raised about the platform becoming overly reliant on bot-generated content, which could affect authenticity and trust.

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