Google Locks Down Ad Data

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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 MARKETING

🔒 Google Adds Data Encryption to Ad Targeting

Google has launched "confidential matching" in Google Ads, enabling more secure ad targeting by encrypting data through Trusted Execution Environments (TEEs). It combines first-party and Google data without sharing personal information. Advertisers need no additional steps, and those with stricter data policies can apply their own encryption, enhancing both privacy and targeted advertising in a seamless manner.

📺 YouTube First Position Ads now on Display & Video 360

YouTube has expanded "First Position" ads to all content through Display & Video 360, allowing advertisers to secure the first in-stream ad viewers encounter. This feature, previously exclusive to YouTube Select, is now available at dynamic CPM rates. Accessible via Display & Video 360 or Google Ads, it offers enhanced visibility and engagement for campaigns like product launches and events.

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AI

🧠 OpenAI Unveils "o1" Model with Human-Like Reasoning

OpenAI has introduced o1, its first model focused on "reasoning" abilities, designed to tackle complex tasks and provide step-by-step explanations.  It uses reinforcement learning and a "chain of thought" process to solve tasks like coding and math more accurately than previous models. Currently available to ChatGPT Plus and Team users, broader access is expected soon.

📝 Facebook, Instagram downplay AI labels on edited content

Meta is altering how it labels AI-edited content on Facebook, Instagram, and Threads. Instead of placing the “AI Info” tag visibly under usernames, it will now be tucked within a menu, aiming to better represent the degree of AI use. While the shift improves clarity, concerns have arisen about users potentially missing signs of manipulated content amid increasingly advanced AI tools.

OUTLOOK

📰 52% of U.S. Consumers Want Free Content for Newsletter Signups

52% of U.S. consumers would sign up for a brand’s newsletter only if it offers free content, according to LiveIntent’s survey. Additionally, 45% would subscribe for a discount on their first purchase, while 32% emphasize brand reputation and discount value. However, 23% aren’t interested in discounts, and 19% wouldn’t subscribe even with free content.

BRAIN TEASER

I have a mouth, no butt, two cranes and floating vessels. What am I?

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

Here’s what Yesterday’s teaser was:

Now matter what, I come to you round, Floating up, floating down, A single pop, I'm on the ground, Then comes your unpleasant frown. What am I?

The answer is: A Bubble

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