Say Goobye to Google's Similar Audiences

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🛡️ Meta Introduces Enhanced Brand Safety Features for Advertisers

Meta has expanded its ad placement control options, offering more brand exposure control to advertisers, including the fast-growing Reels. Zefr's AI-powered brand suitability verification solution now extends to Instagram Feed, improving transparency in Meta campaigns. Additionally, Meta is adding Arabic, Chinese, French, and Portuguese to its inventory filters and brand suitability verification tools for Facebook and Instagram. Meta is also testing a new inventory filter option on Reels for enhanced brand safety.

⏰ Google's 'Similar Audiences' Feature Set for Removal

As of August 1, Google will replace similar audiences in ad campaigns with optimized targeting and audience expansion. Despite the change, historical data from similar audiences will remain accessible. Google claims that these new features, anchored in automation, will enhance audience targeting and growth, leading to improved reach and ROI. Critics question whether the new features can outperform the previous system. The transition was prompted by the phasing out of third-party cookies and privacy concerns.

📲 Fanatics Launches Livestream Shopping App

Fanatics has launched its livestream commerce platform, Fanatics Live, as the livestream shopping market is set to grow. The platform offers limited-edition merchandise, trading card breaks, collectible drops, and live chats. It will work with creators, brands, and sports leagues, with Major League Baseball, Slam Magazine, and VeeFriends currently on board. Available on Apple devices for North American users, web and Android versions are due later this year.

🌍 Report: Inventory 'Distortion' Causes $1.77 Trillion Loss in Global Retail

Inventory distortion, the combined cost of overstocks and out-of-stocks, cost $1.77 trillion globally and led to $349 billion in lost sales for US and Canadian retailers in 2022, according to IHL Group. The research found that while supply chain improvements have led to fuller shelves, an increase in theft has resulted in more out-of-stock. Overstocked merchandise, supplier issues, personnel issues, poor systems, and inefficient processes were other major contributors to inventory distortion.

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